Marico: Launching Kaya Skin Clinic


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : BSTA141 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

-
Case Length : 09 Pages
Period : 1988-2005
Organization : -
Pub Date : 2005
Teaching Note : Not Available
Countries : India
Industry : FMCG

Abstract:

Valued at 1,500-1,800 rupees crore, the beauty industry in India is continuously growing at almost 25% and is poised for a major take off. A number of corporations have sensed the opportunity and stepped in to fill the service gaps of the neighbourhood beauty parlours. Marico, one of the top ten FMCG (fast moving consumer goods) companies in India has also entered the beauty services market in 2002 by launching the chain of Kaya Skin Clinics across the country. Kaya attempts to differentiate itself from other players by emphasising its services rather than its products. The case describes how Kaya has grown from a couple of clinics in 2002 to around 40 clinics within a span of three years. The case highlights Kaya's future plans and the challenges that lie ahead.

Contents:

  Page No.
Introduction 1
Background Note 1
Beauty Industry in India 2
Kaya Skin Clinic 2
Looking Ahead 6
Exhibits 7

Keywords:

FMCG (fast moving consumer goods) companies, Beauty industry in India, Kaya Skin Clinic, Joint venture with Adil & Associates, On-line wedding resource, Print campaign for Kaya, Kaya services, Spas, Hindustan Lever, L'Oreal

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