Introduction

Introduction to Parachute:

Parachute as a name stands for an important market leader in branded hair oil segment. In fact Parachute was the first to sell coconut oil in plastic. To be successful over years, the brand had well planned market strategy which began with an understanding. Short, long, straight curly, wavy, black, blonde or colored etc, hair forms an important part of the females, hence there exists a basic need to have a healthy hair. Since people desired for shiny long hair and were willing to pay to buy the best quality product, there was a great demand in branded hair oil segment which Marico still continues to capitalize with the launch of ‘Parachute’ in 1990.

The values Parachute promises and how does it deliver?

Customer Perceived Value is the  signifies the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives.

Total Customer Benefit is the perceived monitory value of the bundle of economic, functional and psychological benefits customers expect from a given market offering because of the product, service, people and image.

Total Customer Cost is the perceived costs customers expect to incur in evaluating, obtaining, using and disposing of the given market offering, including monitory, time, energy and psychological costs.

Customer perceived Value of Parachute Hair Oil:

1. Availability and Accessibility

Parachute has a fairly good distribution channel. About 33 lac retail outlets across India are covered by it.

2. Cost

Parachute provides a various options to the customer to suit his/her pocket size.

                          

3. Quality and Compliance

Parachute always prides itself and uses 100% purity and quality motto for promotion.

4. Delivery

Parachute has a strong and most innovative distribution network which makes sure product is available to the customer on time.

5. Variety

It provides variants in the form of Parachute Coconut hair oil (hair oil with nourishing nutrients of coconut), Parachute Advanced hair oil (rich hair oil ), Parachute Jasmine hair oil (Lingering fragrance delivered in a completely non-sticky format), Parachute Therapie(A Therapeutic solution to reduce hair fall in 45 days), Parachute Advanced Starz hair oil (specially created for kids of 3-10 years).

6. Utility (Natural nourishment of hair)

Parachute uses natural ingredients mostly in pure form providing the oil with nourishing effect on damaged hair and revitalizes it so that traditional customers can boast about their long shiny hair while youth can experiment with their hair fearlessly.

7. Experience

Parachute has been able to provide customers additional goods with their product. To give an example, Parachute Advansed Personal Champi is a combination pack consisting of a Parachute Advanced 300 ml bottle and a head massager; Parachute Advanced Hot Champi is a combination pack consisting of hair oil warmer and a bottle of Parachute Advanced coconut hair oil.

8. Convenience

Parachute was the first of its kind selling oil in plastic bottles. Also it is the first brand which came up with idea of selling hair oil in small bottle shaped tubes for 1 rupee in rural market.

9. Packaging and Appeal

The Packaging of parachute has been also attractive and new which entices the customer to take notice. The packaging is done in bottles of different shapes, sizes and color. The color theme of parachute is green, blue and white. The packaging is simple and user friendly. It usually has flip-flop cap so that it can have no leakage of oil even when the bottle is flipped upside down. Packaging in certain variants make sure the oil doesn't freeze during winters while others make sure its fragrance stays long even after being opened.