Parachute - Managing India's Leading
Coconut Oil Brand
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Coconut Oil Brand case study
(Case Code: MKTA006) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTA006 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes- |
| Case Length |
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16 Pages |
| Period |
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1995-2004 |
| Pub Date |
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2004 |
| Teaching Note |
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Not Available |
| Organization |
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Marico Industries |
| Industry |
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FMCG, Fast Moving Consumer Goods |
| Countries |
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India |
Abstract:
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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.
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Issues
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Contents:
Keywords:
Indian fast moving consumer goods (FMCG), Marico Industries, Harsh Mariwala, Parachute, Coconut oil, Brand management, Positioning, Brand extension, Packaging, Communication
Parachute - Managing India's Leading Coconut Oil Brand
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