Parachute SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 7349

SWOT Analysis of Parachute with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Personal Care brands- Haircare



Tagline/ Slogan

Gorgeous Hamesha


100% Pure Coconut Oil



Appearance and health conscious people of all ages

Target Group

Women of all ages in both urban and rural population of India & Young and appearance conscious consumer


Positioned on the platform of purity

SWOT Analysis


1. Market leader in its category, has a huge loyalty in the urban & rural sections of India
2. Brand has sought to remain relevant and differentiated through a slew of initiatives in packaging & communication like the “weight-test” (proving that pure Coconut oil is heavier than impure oil)
3. Parachute enjoys tremendous equity and trust with every passing generation
4. Is entering the shampoo market with Starz and has a range specifically for the age group of 3-10yrs
5. One of the most recognized and trusted brands


1. Innovations like personal massager where available only in select cities and limited quantities
2. Parachute Hot Oil should be a seasonal product and should be sold in winters and not during summers in places where it gets very hot.
4. The original parachute oil solidifies in winter season.


1. Parachute can get into skin care by introducing oils for application on the entire body
2. Launch variants that have not only coconut but also other natural ingredients that benefit the hair. This will help fight competition from brands that are not made of coconut but other ingredients like badam, amla, mustard etc.


1. Many players are entering the market
2. Parachute as a brand is positioned as a coconut oil. Competitor brands are communicating the advantages of using oils that are made of badam, amla, mustard etc.



1.Dabur India


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