Segmentation: Demographic

SEGMENTATION Hair oil targets consumers in both urban and rural regions as it is an essential product. Parachute has its market in India as well as international markets in South-East Asia, Gulf, Bangladesh, UAE and Egypt. Among women, it primarily focuses on middle aged and young women. Income level of customer is not a problem as 1 rupee sachets and bottle of small, medium and large sizes are also available. Lifestyle and personality also influences the behaviour of the consumer, therefore parachute lately has been targeting the youth emphasizing that one can experiment as much as one wants with one’s hair till it remains protected and healthy. Demographic For navratna oil, the income is not a problem as there are 1.5 Rs sachet available. Other bottles are priced at Rs 24 and 44 Rs Based on the age, the oil attracts people of the age group from early 20s to late 40s as this oil is advertised as a oil which helps reducing stress. Today, one of the major problem of the people of this age group is stress, insomnia, tension, headache. In cool oil segment category, navratna oil has a major market share of 57%. Gender. There is not much segmentation in terms of gender. Men and women both use this oil. Although males use more of this as compared to females. Occupation: Working professionals, and particularly service class segment uses navratna oil. The irregular time schedules, late hours of working causes all sorts of stress , and sleep disorders. Geographic: In terms of climate and seasons, the summer season is the most favourable for the product.

PESTLE: Environmental scanning refers to macro environmental analysis. Political – Stable political government Restrictions in import policies Rise in customs duty on petrol and diesel Partial withdraw of stimulus packages

Government Debt Budget Deficit or Surplus Corporate and Personal tax Rates Import Tariff and Quotas Export Restrictions

EconomicalGDP per capita Economic Growth Unemployment Rate Inflation rate Consumer and Investor Confidence Inventory Levels Increase in disposable income Currency Exchange Rates Financial and Political Health of Trading Balance of Payments SocialRising Rural India Consumerism Demography TechnologicalResearch and development intensity Information technology LegalMinimum Wage Laws Environmental Protection Laws

Worker Safety Laws Union Laws Sunday Closing Laws Municipal Licenses Laws that favour Business Investment TechnologyEfficiency of Infrastructure including: Roads, Ports, and Airports, Rolling Stocks, Hospitals, Education Industrial Productivity New Manufacturing Processes New Products and Services of competitors New Products and Services of supply chain partners Any new technology that could impact company Cost and accessibility of electrical power