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Parachute |
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Parachute is premium edible grade oil, a market leader in its category. Synonymous with pure coconut oil in the market, Parachute is positioned on the platform of purity. In fact over time it has become the gold standard for purity. From a loosely available commodity to a path-breaking brand, Parachute pioneered the switch from coconut oil sold in tins to plastic. Parachute is also available in pouch packs, to service the rural sectors, increasing penetration. While the positioning of Parachute has always been on purity, the communication has evolved over time to appeal to different consumer sets. In fact with the recent commercial " Badalte Zamane ka naya Parachute", Parachute has appealed to the hearts of millions of young consumers. By changing its pack shape to one that is sleek, modern and aesthetic, Parachute has kept up with the demands of modern, young India and proved its endeavor to always remain relevant. Parachute has thus ensured that it enjoys tremendous equity and trust with every passing generation.
The Consumers:
Parachute's primary target has been women of all ages. The brand has a huge loyalty, not only in the urban sections of India but also in the rural sector.
Innovations in Parachute:
To support its continuing endeavour to provide high quality Parachute Coconut Oil to its consumers, Marico has been constantly innovating for this brand. Some of the examples of innovation for Parachute are:
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- Flip Top Cap for Parachute bottles to enhance the safety and protect the purity of Parachute
- Easy Jar of Parachute to facilitate usage especially during winters
- Parachute Mini - a bottle shaped small pack being sold at an MRP of Re. 1
- 20 ml Parachute - a Rs 5 SKU that enables loose oil users to upgrade to Parachute.
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These innovations have not only ensured protection of existing franchise, they have propelled further penetration, enabling conversion of loose oil consumers to packaged Parachute Coconut Oil.
Contributors to Parachute's success:
One of the first brands to utilize mass communication, Parachute started with the `caring' platform of the 'mother - daughter' theme to underline the message that this was a brand handed down from and to generations. Today, a completely new look, logo and the new aesthetic shape have helped attract the youngsters. With every new change and innovation, the one thing that remains constant is the genuine, warm and inspiring character of Parachute, which has won the trust of millions of Indians. .The quality of the product has contributed to its lasting success. The consistency, with which Parachute has delivered, ensures consumer loyalty and trust in the brand. Innovations in the packaging whether from the aspect of user-friendliness or aesthetics have and continue to help Parachute grow.
