Holistic Marketing

Holistic marketing helps all the pillars of the marketing strategy standing together and most importantly keeps the business going right. Marketing strategies have been evolving over time and today various channels are used to target the diverse audience, therefore it is important that there is no conflict between the content or the channels. Marketing holistically enables marketer to consider and include all perspectives. A successful marketing requires efficient relationship marketing, internal marketing, integrated, performance marketing and marketing. There has to be reason and substance in everything when marketing is considered.

HOLISTIC MARKETING AT PARACHUTE  

Products

People  in India generally believe that the health of the hair, nails and skin indicates the health of the person. Following this idea Parachute has come with many brand variants where each of them deal with a new value-add, be it a shift from non- sticky fragrant oils to diagnostic or ayurvedic variant or more of such kind. Parachute has always tried to maintain a holistic approach towards hair care products.

    

Management

The management of Marico is driven by people with a vision. this vision is not only goal oriented but the management also works with passion and pass on the same culture and feeling to all management levels. A holistic management is a pro active approach. It effectively communicates and responds quickly to any changes. Marico has such a holistic management and hence has been able to retain the brand ans title of market leader in coconut hair oil over years.  

Communication

Parachute has expanded its customer base across regions, penetrating equally in urban as well as rural areas, hence it has modified its communication methods with audience over years . Though central theme of purity and quality remained same, more connotations got added to it over time. Also in recent years parachute has started with digital marketing with changes in times. It has seen diversification in distribution channels and content both over the years.

Analyzing Business Markets

B2B Vs B2C Marketing:

Well defined strategies and tactics, well aligned marketing and excellent customer services are required in both B2B and B2C. B2C sales are often emotional, low priced on an average and the first point of contact is right before sales. B2B sales on the other hand are rather rational, expensive and are usually long term relationship based.

Parachute hair oil involves a B2C sales strategy. Customer buys the product at a lower price from the market at retail store.The first point of contact between the customer and the product occurs at the store where the purchase is being made. Such a purchase is more society and culturally influenced. It is more lifestyle based and depends on the likes and dislikes of the customer.

Branding

Branding is defined as a “name, sign, term, design or symbol, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers” by The American Marketing Association (AMA). It essentially means how the product is effectively communicated to customers such that they identify the brand . Branding is more than just a tagline and  logo. It implies to consistently driven attention grasping strategy.

To create awareness, Parachute  has employed various means of  advertisement in print, radio, TV and digital.Parachute as a brand has maintained its position as a market leader and a quality deliverer. It has always assured its customers of quality deliverance with promise of healthy nourishing long hair.
Parachute projects itself as being a ‘pure coconut oil’. So far parachute has never been involved in any defamation case regarding product hence maintains a credibility envious to others. It is non- sticky, affordable and available in difference fragrances. Parachute is reaching out to its loyal customer base more vigorously.