CavinKare - The Small 'Big' Company


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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 : MKTA017 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

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Case Length : 19 Pages
Period : 1988-2004
Pub Date : 2005
Teaching Note : Not Available
Organization : CavinKare
Industry : Cosmetics
Countries : India

Abstract:

Established with an initial investment of Rs 15,000 in the 1980s, CavinKare is now an Rs 264 crore business in 2003. Its Chik shampoo offered in small sachets, is immensely successful in tapping the rural and semi- urban markets. Over the years, CavinKare has added popular brands like Fairever cream, Nyle herbal shampoo, and Everglo dish wash bars to its product portfolio. CavinKare ventured into the salon business in 2001, and food and home care products in 2003. CavinKare believes that its core competencies are research and development, brand building, and distribution management. It does not distribute the products of other manufacturers, and neither does it let others distribute its products. CavinKare has set an ambitious sales target of Rs 5,000 crore by 2012.

The case discusses a start-ups' innovative marketing strategies to carve out a place for itself in a market dominated by multinationals like Unilever and Procter & Gamble.

Contents:

  Page No.
Introduction 1
Background Note 1
Marketing Strategy 3
Diversification 8
Looking Ahead 10
Exhibits 13

Keywords:

CavinKare, Cosmetic industry, Chik shampoo, Fairever fairness cream, Nyle shampoo, Chinni Krishnan, Ranganathan, Cavin Plastics and Chemicals Private Limited (CPCPL), Packaging India Private Limited (PIPL), Trends in Vogue Pvt Limited, LimeLite, Spintz, Salons

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