CAVINKARE CASE STUDY PDF

About Cavinkare limited In with a single product cavinkare started out as a small partnership firm chin India by Mr. Drawing a motivation chart of the key players and their priorities from the case study description. The Company has employee strength of , an all India network of Sto kists atering to about 25 lakh outlets nationally. 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. Purpose of the case To discuss how rural markets are getting receptive to new personal hygiene and lifestyle products as the winds of change blow.

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Qus1: In the light of the above case identify the reasons and factors in growth of Chik Shampoo. Is the size of that segment is one of the main reasons for its exponential growth.

Try to identify the details of various other competitors in that segment and elaborate upon the positioning strategy of the company. Ans: CavinKare Private Limited had succeeded in carving out a very prominent share of the fast moving consumer goods market.

CavinKare, when realized that in the lower middle and semi rural population had very low awareness among consumers, and found there was a need for a superior quality shampoo with appealing perfume and available at affordable price. They were able to see the profitability opportunities in selling products to rural consumers and also consumers in small towns. The reasons and factors of growth of Chik shampoo are discusses below. Educating Consumers: One of the most important factors for Chik shampoo to pick up was that the company realized in order to sell their product they would have to first convince people start to use it first.

Also they realized in order to sell they would have to first spread proper consumer education as most of the rural consumers had no idea how to use shampoo. They also went for large scale door-to-door sampling. This strategy worked very well. Single Serve Sachet: Mr. Sachets not only offered the convenience of buying the product only when it was needed but also minimized the risk of trial. Extending distribution reach: Another factor for the success of Chik shampoo was dure there well spread and planned distribution reach.

In order to overcome that particular obstacle they started tapping into periodic markets like haats and melas. For CavinKare, haats acted as a very useful means of reaching out to rural consumers.

Melas on the other hand attracted a large number of buyers from distant places also. This kind of distribution played a critical role in accessing consumers in remote and less prosperous villages. CavinKare was thus successful in increasing its penetration of rural markets by focusing on these periodic markets. For CavinKare, the extending distribution access was the key to marketing Chik shampoo to rural consumers.

Due to this kind of distribution the reach of rural markets was better than most We make things that very few in the world can, but that everyone needs. This is a source of pride. To our employees and customers, it defines GE. As environmental regulations shift and force the energy sector to evolve, GE is forced to place a

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Cavinkare's Innovative Marketing Strategies

Qus1: In the light of the above case identify the reasons and factors in growth of Chik Shampoo. Is the size of that segment is one of the main reasons for its exponential growth. Try to identify the details of various other competitors in that segment and elaborate upon the positioning strategy of the company. Ans: CavinKare Private Limited had succeeded in carving out a very prominent share of the fast moving consumer goods market. CavinKare, when realized that in the lower middle and semi rural population had very low awareness among consumers, and found there was a need for a superior quality shampoo with appealing perfume and available at affordable price. They were able to see the profitability opportunities in selling products to rural consumers and also consumers in small towns. The reasons and factors of growth of Chik shampoo are discusses below.

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CavinKare - The Small 'Big' Company

When we are writing case study solution we often have details on our screen as well as in our head. Three major barriers to shampoo use in India: After refreshing your mind, read your case study solution critically. Focus on the following — Zero down on the central problem and two to five related problems in the case study. Nyle herbal is among the top five shampoo brands in the country and account for 10 per cent of the market share. Outsourcing is one of the cardinal rule of cavinkare corporate strategy.

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