About Parachute Advansed Beliphool
Parachute Advansed Beliphool is one of the hair care product of Parachute Hair Oil. It is one of the most successful coconut oil with the fragrance of Arabian Jasmine. Parachute is a strategic business unit of Marico- one of the leading international business organization. The array of business of Marico is on Egypt, South Africa, India, Vietnam and Bangladesh. Parachute has crossed 12 years in Bangladesh and it has won several prestigious recognizance awards like the top 10 trusted brands since 2009 and 'Best Brand' entitled by the Bangladesh Brand Forum and Nielsen in 2011.
Customer profile
Demographic
|
Age: 10
and above
Gender: Female
Occupation: Home
maker, Student, Working women
Income: 10,000
and above
|
Geographic
|
Location: Urban,
Sub-Urban and rural
Area: Dhaka,
Chittagong, Comilla, Sylhet, Rajshahi, Khulna, Jessore, Barishal, Rangpur
|
Psychographic
|
Preference: Price, Quality
Attitude: Both positive and negative
Perception: Trusted Brand, Reliable, Convenient,
Lifestyle: Modern, Busy and Independent Lifestyle
|
Implication of IMC Tools
Advertisement:1. Print ads: To abide by the IMC of Parachute Advansed Beliphool, there are some printed ad, TVC and Banner ad to capture the target market.
Print Ad
Banner Ad
TVC
2. Public Relation: Parachute advanced beliphool also tried to get the target customer closer by doing an event called Parachute Advansed Beliphool Stylish Hair On the Campus on various campus of universities.
Parachute Advansed Beliphool Stylish Hair On the Campus
3. Direct marketing: Parachute advanced beliphool also reach their target market using direct marketing through facebook page.
Reviews
The IMC strategy was very much effective in case of Parachute advanced beliphool. The reviews of the customers can be found in the facebook page of Parachute advanced beliphool.
As Per My Focal View
According to my review, the IMC strategy of Parachute advanced beliphool is a low involvement product, and the abiding of response process, it follows the Low Involvement Hierarchy. First the customers learn about the product, Then they have the urge to buy the product and lastly they commit their purchase about the product. Also their IMC campaign relates to the Hierarchy of Effect Model. The attitude changing strategy is also implicated implicated in the IMC. Parachute advanced beliphool uses Classical Conditioning to lure the target market in the IMC strategy. In the ads they have used is purely based on emotional appeals.
My Opinion
As per my assumption, the IMC campaign of Parachute advanced beliphool is successful. The content and the usage of materials in the communication tools were effective. The Strategy of Parachute advanced beliphool in the IMC was also very well executed. The the reviews were insufficient and the usage of all communication tool is needed to maintain the brand image of Parachute advanced beliphool
Reference
1. Belch, G. E. & Belch, M. A., (2013-2014). Advertising and Promotion. 8th ed. New York: McGraw-Hill.
