Abstract

The case discusses in detail the brand building strategies that Marico (one of India’s leading fast moving consumer goods companies) has adopted in making Parachute the number one brand in coconut oils. It deals with the various positioning strategies adopted by Marico to revitalise the image of the brand. It also discusses the company’s ongoing efforts to remain the market leader through cost cutting, brand acquisitions and brand extensions in the light of increasing competition and swings in commodity prices.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Indian fast moving consumer goods (FMCG), Marico Industries, Harsh Mariwala, Parachute, Coconut oil, Brand management, Positioning, Brand extension, Packaging, Communication