3. What was the approach adopted by CavinKare in the new product introduction?

What were
the success factors for new product development?
Ans: Building strong brands and gaining consumer visibility was an important part of CavinKare
marketing strategy. Their target was always delivering customer value through affordable
products. While introducing new product in the market, one of its key aspect in marketing
communication was to use of regional media. They relied heavily on radio for mass media
advertising. In its use of national media as well, CavinKare was able to connect with
consumers by taking dig on competitor products. Various creative communication campaigns
helped build CavinKare’s brand equity among its target segments.
Over the years, CavinKare has well established nationwide distribution network. This ensured
that its products were available at a large number of retail outlets. Also to gain distribution
access, CavinKare approached rural consumers in an innovative way. Such as, visiting to rural
markets like haats, melas, mandies to promote as well as sell their products. Also, they
provide product in low units packs and sachets for cheaper affordability.
Main success factor for new product development was their heavily focused primary market
research, which helped them to gain in depth consumer insights. Some of the product
introduced inspired by the consumer insights are as follows:
Chik shampoo: First shampoo to offer fragrances and a low unit pack at INR 0.50 per pack.
Meera hair oil: Introduced novel packaging design with perforated container filled with pure
herb extracts dipped in a bottle of coconut oil.
Fairever fairness cream: The first to use saffron in fairness creams
Spinz perfumes: First company to launch in a distinctive dab on pack, single use perfume
pack.