RURAL MARKETING BY CAVINKARE

STRATEGY USED:
 The main strategy of Cavinkare was to strengthen the distribution and marketing.
 The company made its brand available to the customer through out the country.
 Continuous concentration upon Research and Development is an added advantage to
the company which has dedicated staff.
 Their main job is to understand the needs of the target audience and to bring more
innovative products.

MARKETING STRATEGY:
 Direct media promotion
 Effective communication
 Concentrate mainly on brand building

BARRIERS TO SHAMPOO USED IN RURAL INDIA:

 The perception that shampoos contain harsh material that could damage hair.

 High price

 A view that shampoo is more of a glamour product rather than a hygienic

product.

TO BREAK THE BARRIERS IN RURAL INDIA:

 Innovation of herbal or botanical shampoo.

 Nyle herbal shampoo was introduced by cavinkare.

 This product claims to use Indian traditional herbs such as shikakai, nuts, amla
and other ingredients.

 Nyle Herbal shampoo is among the top-five brands in the country and accounts
for 10% of market share.
INNOVATION OF SACHETS:
 Cavinkare was responsible for introducing sachets revolution in India.

 It was an important insight for rural India at that time.

 When Cavinkare entered the rural areas in south India, people used to wash their
hair with soap.

 When they launched chik shampoo, they educated the people and showed them
how to use it through touch and feel demonstration and also distributed free
sachets at fairs.

 Marketers tried to add utility value to the shampoo by offering functional

benefits.

ACHIEVEMENTS THROUGH RURAL MARKETING:

 Cavinkare has shown that communication is the key when it comes to building
brands in rural markets.

 Cavinkare, which enabled its product brands to compete directly with market
leaders such as HUL, P&G, Henkel and Godrej successfully.

 Cavinkare’s successful brands such as Nyle, Chik, Meera, Fairever and Spinz are
good examples.

 The strategy worked wonders in the rural areas of Tamil-Nadu and Andhra
Pradesh.

PROMOTIONAL STRATEGY:
 The company is taking some tips from its shampoo experience.

 The chins pickle is available in single use sachets that costRs.1 to Rs.3 as well as
low price and upright pouches.

 Cavinkare is hoping low price point and convenience of sachets will help rope in
hotels and restaurants as bulk customers.

 Cavinkare also introduced single-use sachets for its Spinz and Spinz perfumes in
two fragrances price at Rs 1.50 each

 Cavinkare is also running mobile beauty parlours.

 The mobile parlours are targeting- girls colleges, market places and residential
localities.
COMMUNICATION STRATEGY:
 Cavinkare discovered that soap usage was the biggest barrier and the people did
not see the need for using of shampoo.

 Company  tried to convey the message to the consumer that soap usage was bad
for their hair and when a product exists specifically for hair it should be used.

 To build a local and regional presence, They advertise in local television, local
print before taking the brand nationally.

 The iconic chik girl in every chik shampoo commercial showcased the possibility
of soft and manageable hair for the customer.

HOW CHIK SHAMPOO CONQUERED THE RURAL MARKET:

 They went to rural area of south India where people hardly use shampoo.

 They showed them how to use it.

 They did a live demonstration on a young boy

 They asked those who assembled to feel and smell the hair 

 They showed their advertisements in between, followed by live demonstrations.

 They also distributed free sachets among the audience after these shows.

 After every show their shampoo sales went up from three to four times.