Presented

By Swarnim Deshpande 11 Vidhi Doshi 12 Priyanka Fulekar 13 Madhu Sudhan 14 Pavan Gobburu 15 Aditya Goswami 16 Harshal Holkar 17 Kavita Irpachi 18 Anandsagar Joshi 19 Pallavi Kachare 20

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 .

Introductory Stage • • • • • • Challenges in the initial stage Launch of first product Difficulty with Loan sanction Money multiplication Stabilization of marketing network Accomplishment .

12 lakh from Rs.Out-Of-The-Box Strategy  Not a highest market recall  One sachet free for every four empty sachet of any shampoo  One free sachet for every four used Chik shampoo  The strategy was a Huge Hit  Sales grew to Rs.3 lakh pm  Turnover in 1991-92 was around Rs.400 lakh .

Penetration of shampoos there8% • Awareness in Rural India-70% • Ranga’s Insight found the most Important Barrier .Price • 50Rs a month in the 80’s for a family of 6 was very expensive • Cannibalization then became a threat • Market Penetration Pricing at fifty paisa did wonders .Chik Insights • Rural Indian Population-72%.

Actualizing The Insight • • • • R & D hurdle Quality and value for money at 50 paise 50 ml shampoo bottle wonder Market share of chik .

 Prototypes were aimed at getting customer’s feedback on introduction of variations in standard product.the key to take on giant competitors.  The trials or insights urged CalvinKare to enter perfume market.Prototyping With Further Insights  INSIGHT . .

The fairever success  Huge market fairness market  Market is dominated by single player  Credibility in the customers mind  20% market share in south and 8 % national .

The fairever success  Analyzing the fairness cream market  Strategy adopted by Fair and Lovely  Birth of Fairever  Cavinkare strategy to promote Fairever  Market share for Fairever-18% .

The Constant Entrepreneur  Personal to food  Ruchi and Chinni pickles  No. 1 in South India .

Grabbing the pie  Beating the giants  Unintimidated attitude  Rs. 750 Crore company .

1 pickle brand in South India .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.

Sign up to vote on this title
UsefulNot useful