cavin care
TRANSCRIPT
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Presented
By
Swarnim Deshpande 11
Vidhi Doshi 12
Priyanka Fulekar 13
Madhu Sudhan 14
Pavan Gobburu 15
Aditya Goswami 16
Harshal Holkar 17Kavita Irpachi 18
Anandsagar Joshi 19
Pallavi Kachare 20
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Birth of Cavin Care
Chic India 1983
Beauty Cosmetics Pvt 1990
Floated Packaging India Pvt Ltd for supplying
packaging laminates 1991 Nyle Herbal Shampoo was launched for
consumers beyond the South 1993
Introduced Spinz perfumes to the masses 1997 BCL renamed as CavinKare Pvt Ltd to revamp its
Corporate image 1998
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Introductory Stage
Challenges in the initial stage
Launch of first product
Difficulty with Loan sanction
Money multiplication
Stabilization of marketing network
Accomplishment
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Out-Of-The-Box Strategy
Not a highest market recall
One sachet free for every four empty sachet ofany
shampoo
One free sachet for every four used Chik shampoo
The strategy was a Huge Hit
Sales grew to Rs.12 lakh from Rs.3 lakh pm
Turnover in 1991-92 was around Rs.400 lakh
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Chik Insights
Rural Indian Population-72%,Penetration of shampoos there-
8%
Awareness in Rural India-70%
Rangas Insight found the most Important Barrier- Price 50Rs a month in the 80s for a family of 6 was very expensive
Cannibalization then became a threat
Market Penetration Pricing at fifty paisa did wonders
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Actualizing The Insight
R & D hurdle
Quality and value for money at 50 paise
50 ml shampoo bottle wonder
Market share of chik
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Prototyping With Further Insights
INSIGHT - the key to take on giant competitors.
Prototypes were aimed at getting customers feedback on
introduction of variations in standard product.
The trials or insights urged CalvinKare to enter perfume
market.
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Huge market fairness market
Market is dominated by single player
Credibility in the customers mind
20% market share in south and
8 % national
Thefairever success
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Analyzing the fairness cream market
Strategy adopted by Fair and Lovely
Birth of Fairever
Cavinkare strategy to promote Fairever
Market share for Fairever-18%
Thefairever success
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The Constant Entrepreneur
Personal to food
Ruchi and Chinni pickles
No. 1 in South India
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Grabbing the pie
Beating the giants
Unintimidated attitude
Rs. 750 Crore company
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Conclusion
Expansion from Rs15000 to Rs 750 cr
Second Largest Selling Shampoo After Clinic Plus
Spinz became the 4th largest perfume selling brand
Fairever achieved 18 percent market share in its first year Ruchi is the no. 1 pickle brand in South India