Parachute - Managing India's Leading Coconut Oil Brand

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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.

Case Details:


Case Code : MKTA006 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Case Length : 16 Pages
Period : 1995-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Marico Industries
Industry : FMCG, Fast Moving Consumer Goods
Countries : India


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.




  Page No.
Introduction 1
Background Note 2
Brand Building 4
Parachute 5
Looking Ahead 9
Exhibits 3


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

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