Read without ads and support Scribd by becoming a Scribd Premium Reader.
See Premium Plans
 
 
Chic- Shampoo Sachet
Dr Amit RangnekarDec 2007
 
 Dr Amit Rangnekaramitrangnekar@gmail.com
Case Objectives
•To understand Indian rural dynamics andIndian rural consumer behaviour•To provide a backdrop of the IndianShampoo Market in the rural context•To highlight the successful strategies thatChik Shampoo employed in the rural market
 
 Dr Amit Rangnekaramitrangnekar@gmail.com
The concept of sachets
•
C K Ranganathan
, CMD, CavinKare, has shown theworld it is possible to beat MNCs even in FMCGs•Born in Cuddalore in TN, started a business with Rs15,000, now worth Rs 500 crore (Rs 5 billion)•“
My father introduced the sachet concept as he feltliquid can be packed well in sachets. When talcum powder was sold in tin containers, he sold it in20/50/100 gm packs. When Epsom salt came in 100  gm packs, he sold it in 5 gm sachets ”
 •“Whatever I make, I want the coolies and rickshawpullers to use. I want to make my productsaffordable to them, he used to say”•“
Sachets are going to be the product of the future,he said. But my father was a great innovator, but a poor marketer 
”
Search
Search History:
Searching...
Result 00 of 00
00 results for result for
  • p.

    • More From This User

    27 p.
    Marketing Planning MBA Notes 1.0
    Dr Amit Rangnekar
    2774 Reads
    52 p.
    Marketing Strategy MBA Notes 1.0
    Dr Amit Rangnekar
    16058 Reads
    38 p.
    SEC System
    Dr Amit Rangnekar
    354 Reads
    2 p.
    Ivy League
    Dr Amit Rangnekar
    381 Reads
    18 p.
    Thyrocare Prez
    Dr Amit Rangnekar
    443 Reads
    47 p.
    Amar Chitra Katha Branding India's Heritage
    Dr Amit Rangnekar
    1538 Reads
    51 p.
    Sachincredible (FILEminimizer)
    Dr Amit Rangnekar
    579 Reads
    3 p.
    Strengthening Personal Contact Et30aug10
    Dr Amit Rangnekar
    682 Reads
    3 p.
    Amar Chitra Katha Outlook Business
    Dr Amit Rangnekar
    969 Reads
    3 p.
    ICC Cricket World Cup 2010
    Dr Amit Rangnekar
    457 Reads
    7 p.
    UN Diplomat Main Problems Faced by the World
    Dr Amit Rangnekar
    417 Reads
    7 p.
    UN Diplomat Main Problems Faced by the World
    Dr Amit Rangnekar
    709 Reads
    27 p.
    Dabbawallas Feb07 Dr Chansarkar
    Dr Amit Rangnekar
    2802 Reads
    41 p.
    Natural Ice Creams- Popularity without promotion
    Dr Amit Rangnekar
    11162 Reads
    57 p.
    ZooZoos- Endearing & Effective
    Dr Amit Rangnekar
    4232 Reads
    54 p.
    The Dabbawallas Sep06
    Dr Amit Rangnekar
    1902 Reads
    59 p.
    Tata Nano- NPD
    Dr Amit Rangnekar
    3964 Reads
    57 p.
    Tata Group- Diversification
    Dr Amit Rangnekar
    12826 Reads
    1 p.
    Visit www.dramitrangnekar.com for access to MBA notes and Case stud...
    Dr Amit Rangnekar
    3783 Reads
    15 p.
    Global Pharma Strategy
    Dr Amit Rangnekar
    616 Reads
    16 p.
    Indian Leadership Traits Back to the Future
    Dr Amit Rangnekar
    767 Reads
    11 p.
    Thyrocare- Life, Logic & Logistics 24*7
    Dr Amit Rangnekar
    1218 Reads
    45 p.
    MBA- Strategic Management Notes
    Dr Amit Rangnekar
    2119 Reads
    13 p.
    PhD Thesis- Table of Contents
    Dr Amit Rangnekar
    23018 Reads
    44 p.
    Gillete HiTech Edge
    Dr Amit Rangnekar
    6747 Reads
    Notes
    Load more