Segmentation - Targeting - Positioning

SEGMENTATION

Hair oil targets consumers in both urban and rural regions as it is an essential product. Parachute has its market in India as well as international markets in South-East Asia, Gulf, Bangladesh, UAE and Egypt. Among women, it primarily focuses on middle aged and young women. Income level of customer is not a problem as 1 rupee sachets and bottle of small, medium and large sizes are also available. Lifestyle and personality also influences the behaviour of the consumer, therefore parachute lately has been targeting the youth emphasizing that one can experiment as much as one wants with one’s hair till it remains protected and healthy.  

TARGETING

In the beginning the target market was females of all age groups who used coconut oil. Today with various variants available like Parachute advanced, Parachute advanced starz, Parachute Therapie, etc, target market has shifted to focus on consumers with hair fall problem, consumers who have kids of age 3-10 years, consumers who don’t want sticky hair but look for fragrance and free flow of oil in all season. One of its main target is youth who have moderate income and like experimenting with their hair, hence need good hair care product.  There are following types of market targeting:

1.      Mass Target Marketing

2.      Product Specialized Marketing

3.      Market Specialized Marketing
4.      Individual Target Marketing

5.      Differentiated Target Marketing

    6.      Niche Target Marketing 

POSITIONING

Parachute has always established itself as  a natural product which offers nutrient value to hair; Parachute hair oils have been positioned as everyday use hair care products. This played in favor of Parachute a few years back when there were hardly any competitors as it gave the brand another name to hair oil in households. This has given more flexibility and leverage to the brand from the beginning itself.