Calvinkare Private Limited

Submitted By:Anup Chauhan Shreya Goyal

About Cavinkare limited

In 1983 with a single product cavinkare started out as a small partnership firm chin India by Mr. C.k. Ranganathan. Chik India which was renamed as beauty cosmetics in 1990. In 1998 the company was renamed as cavinkare pvt. Ltd.(ckpl)

Cont

The reason behind the name is, cavin means beauty in Tamil and care is spelt as kare. The name is also special one as the initials c and k of Mr. Ranganathan The company offers quality personal care(hair care, skin care, home care) and food products

Cont .
The Company, which primarily relied on contract manufacturing for many years has now set up its own world class plant at Haridwar to cater to the demand of both domestic and international market. CavinKare Group has crossed a turnover of 7000 million INR in 2008-2009

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The Company has employee strength of 1880, an all India network of 912 Stockists catering to about 25 lakh outlets nationally. CavinKare's astute professionalism, innovative products and consistent quality are results of its significant corporate practice.

Three major barriers to shampoo use in India

The perception that shampoo contain harsh chemicals that could damage hair. High price.  and the view that the shampoo is more of a glamour product rather than a hygiene product.

Strategy to break first barrier

Innovation of herbal or botanical shampoo.  nyle herbal, a herbal shampoo launched by cavin kare. This product claim to use traditional Indian herbs such as shikakai,soap nuts and amla as ingredients. Nyle herbal is among the top five shampoo brands in the country and account for 10 per cent of the market share.

Strategy to break second barrier

Innovation of

sachets

History of sachet
Cavinkare was the company responsible for the small sachet revolution in India. It was an important insight for marketing to rural India, at the time. When cavinkare entered the rural areas in south India, people used to wash their hair with soap.

CONTu.
When it launched the chik brand of shampoo they educated the people on how to use it through live touch and feel demonstrations and also distributed free sachet at fairs This strategy worked wonders in the rural areas of tamilnadu and Andhra Pradesh.

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That s why Mr. c.k. ranganathan was declared the marketing professional of the year in the India brand summit-2003. The awards was given for leadership excellence and pioneer of sachet packing and mass marketing in rural areas.

Strategy to break third barrier

Marketers tried to add a utility value to shampoo by offering functional benefits. Clinic plus-one of the first anti-dandruff brands. Hll has also experimented with different versions of sunsilk for dry,normal and oily hair. Procter and gamble s,head $ shoulders menthol and pantene lively clean also offer functional benefits to users.

DIFFERENT SHAMPOO PRODUCTS OF CAVINKARE

CHIK CHIK SATIN

NYLE MEERA

Target audience
Girls and women of rural and semi urban population of India.

Marketing strategy
They associated with people of similer wavelength in thinking, who will definitely take care of quality first and foremost and besides, they have a strong system of quality monitoring. As a part of their strategy, they lay down all the ground rules for manufacturing in maintaining their standards.

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Outsourcing is one of the cardinal rule of cavinkare corporate strategy. Direct media promotion have helped build knowledge of product categories and change long-entrenched living habits.

Cont .
by the help of effective communication they tried to understand the fears, aspiration and hopes of the rural consumers. Cavinkares believes that its core competencies are research and development, brand building, and distribution management.

Distribution strategy
Instead of using the conventional distribution route, they have created a sachet sales force that sells only sachet packets to small retailers including cigarette and paan shops. Separate hawkers' channel is being created that has moves from neighborhood to neighborhood.

Cont .
The hawkers channels exist in all cities where they have a distribution network Apart from unconventional method, the company hired professionals for sales and distribution and expanded its network beyond south India.

Competitive analysis
Major competitorso Hindustan unilever limited o Procter $ gamble o Dabur o Himalaya health care

Cont
Market shareo Chik shampoo with a 21.4% share is the second largest selling shampoo in the rs. 1200 crore(rs.12 billion) shampoo market while its other brand nyle has a 4.6% share. o Other like meera hair wash has national share of 23.4% o But they are largest brand in rural UP,Andhra Pradesh etc.

Overall shampoo market share

HUL CAVINKARE OTHERS P&G 15%

16%

50%

19%

IMPORTANT FACT
THE COMPANY HAS six major brands-fairever, chik, nyle, meera, indica and spinz. While its shampoo brands(chik &nyle) contribute 50% to the company s turnover. The fairever cream contributes 30%. The balance is from spinz (deodorant,perfume), indica, hairdye and other products.

milestone
Cavinkare pvt. Ltd. Won ability award for 5 consecutive yearso Ability award-2007 o Ability award-2006 o Ability award-2005 o Ability award-2004 o Ability award-2003

conclusion
So the fact remains that the rural market in India has great potential which is just waiting to be tapped. Ultimately, the ball lies in the court of cavinkare marketers. It is all about how they approach the market, takes up the challenge of selling products and concepts through innovative media design and more importantly interactively.