cavincare case study abstract

8/19/2019 Cavincare case study abstract

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BY: B-15

Abhishek Mehrotra (03) Devanshu Gupta (19) Giteshwari Bisht(3)

!ir"oskar #nstitute o$ A%van&e% Mana'eenttu%ies

B*A+D ,*##./


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istor2 4hi"osoph2 o$ ,avinkare

CavinKare Group is an #n%ian,on'"oerate hea%6uartere% in ,hennai7

#t was $oun%e% b2 se&on% 'eneration entrepreneur,7!7*an'anathan in 1983 as ,hik #n%ia an% was"ater renae% ,avin!are in 19987

he , o$ ,avin!are is soebo%2 who &han'e%the ru"es o$ the ;M,G 'ae7


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t%7

,avin!are en%e% up with a turnover o$ a "itt"eover *s 500 &rore7 he &opan2 hopes to rea&h*s 5000 &rore in the ne?t 10 2ears an% &aneer'e as an #n%ian u"tinationa"7


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Bran% Ar&hite&ture (,ont%77)

4ro%u&t Market ,onte?t *o"es• n%orser Bran% @ ,hik

• ub- bran%s @ Meera +2"e *u&hi pi&k"es

#n%i&a hair %2e• Bene=t Bran%s @ Meera Ba%a hapoo

Meera erba" hair oi"

• Drivers @ ,hik shapoo sa&hets

Bran% 'raphi&s


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Bran% 4ort$o"io tru&ture

CavinKare

hapoos

,hik,hik atin

+2"eerba"

MeeraBa%a

air ,o"or

#n%i&a

i"

,o&onuti"

Meeraerba"

4er$ue

pin i5

;airness&rea

;airever

a"ons

Green ren%s

>ie"i'ht


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Bran% 42rai%

•Reliable andqualityproductsdespite oflow prices.

• Herbalproducts.

•Safety ofuse.

• Consumersfeel betteraboutthemselves.

• Herbal and non-

chemicalproducts.• Aordable

products.• !oor ima"e in the

minds of uppermiddle classse"ment.• Hi"h Reco"nition in semi-urban and rural

mar#ets.• Chic and Karthi# are the popular brands in

*esonan&e


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Bran%in' trate'ies


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#n 1983 ,avinkare entere% the arket with ,hik hapoo7#nitia""2 the2 &onve2e% a essa'e to the &onsuer that soap usa'e is ba% $orhair7 he2 a%opte% arket penetration strate'2 with sa&hets e?&han'e s&hee(1$ree $or 5 sa&hets o$ an2 shapoo)7>ater s&hee was on"2 $or ,hik shapoo7a"es went up $ro 35000 to 1 "akhs per onth7

#ntro%u&e%


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Deve"ope% asso&iation with peop"e on 6ua"it2'roun%s7

he2 a"so a%opte% the strate'2 o$ outsour&in' theiranu$a&turin' a&tivit2 in or%er to stren'then its

%istribution an% arketin'7 #n 199 ,avinkare i%enti=e% 'oo% potentia" $or herba"

pro%u&ts an% "aun&he% eera herba" wash pow%er7

#n +ov 003 ,avinkare a&6uire% C*u&hi A'ro $oo% a

pi&k"e bran% C*u&hi $or 150 i""ion7 his a&6uisition was aie% at boostin' the bran%e%

$oo% business o$ ,avinkare7

;airever was "aun&he% in 1999 whi&h proises toenhan&e $airness "eve" over $our week perio%7


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o bui"t a "o&a" an% re'iona" presen&e the2a%vertise% in "o&a" print an% te"evisionbe$ore takin' bran% nationa""27

he2 showe% their a%vertiseent inbetween $o""owe% b2 "ive %eonstration7

he2 have &reate% Csa&hets sa"es $or&einstea% o$ usin' the &onventiona"

%istribution route7 ,ontinuous &on&entration upon *esear&h

an% Deve"opent in or%er to un%erstan%the nee%s o$ the tar'et au%ien&e an% tobrin' ore innovative pro%u&ts7


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ther &opetitive Bran%s

ea%s shou"%ers

4antene

,"ini& p"us

unsi"k

Dove

Dabur vatika


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B*A+D 4##+#+G

hapoo $or rura" an% sei urban #n%ia7

,onsuer are aware o$ it as a shapoo$or si"k2 an% sooth hair su&h as &"ini&

p"us is asso&iates &ustoers with other%au'hter re"ationship7

;irst shapoo in innovate% sa&het

pa&ka'in'7


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4oints o$ 4arit2

4roise to provi%e a so"ution to rou'han% tan'"e% hairs $or 'ir"s an% woen o$rura" #n%ia7

Avai"ab"e in sa&het7 DiEerent pro%u&ts $or %iEerent

se'ents su&h as ,hik B"a&k ,hik


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4oint o$ DiEeren&es

>ow pri&es

Deep penetration to rura" #n%ia

Mobi"e beaut2 par"ors

A%van&e% arketin' an% prootionsstrate'ies7


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*e&oen%ations

n"2 $o&us on rura" an% sei-urbanMarket shou"% ove towar%s urbanarkets7

,oin' up with preiu bran%s7 /sin' own bran%s in Green tren%s an%

>ie"ite wi"" a"so he"p to bui"% a better

bran% ia'e7 More $o&us shou"% be "ai% on bran%in'7

cavincare case study abstract

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