49571091 cavinkare rural marketing

Bharath.H.S Mrinalini

Nirmal Dev Shradha Shetty V

Shetty Durgaprasad

Company Profile

• In 1983 with a single product, CavinKare started out its journey as Chik India Ltd led by Mr. C.K. Ranganathan.

• In 1998 again it was renamed as CavinKare Pvt Ltd. • It is Chennai based FMCG player which has strong

presence in South India. • The company offers quality Personal care (hair care,

skin care, home care) and Food products.

Company Profile• Currently, CavinKare is marketing its brands across

more than 13 countries including Srilanka, Nepal, Bangladesh, Malaysia etc.

• CavinKare Group has crossed a turnover of 8819 million INR in 2009-2010.

• Company has employee strength of 1520, an all India network of 1300 Stockists catering to about 25 lakh outlets nationally.

• Set up its own world class plant at Haridwar to cater to the demand of both domestic and international market.

Products RangeHair care1. Chik Shampoo.2. Nyle Herbal Shampoo.3. Indica Hair colorant.4. Meera Badam Shampoo.Ethnic Care5. Meera hair Wash Powder.6. Karthika hair wash powder.7. Meera herbal Hair oil.

Products rangeSkin Care1. Fair ever.2. Spinz Talc.3. Spinz Deodrants.4. Nyle Cold cream and lotion.Food Division5. Ruchi Pickles.6. Chinni pickles.7. Chinni’s Masala.8. Chinni’s Vermicelli.9. Ruchi Gulab Jamun Mix.

Rural Marketing

• Economy brands of CavinKare is consumed largely in the rural market.

• CavinKare enabled its product brands to compete directly with market leaders such as HLL, P&G and Godrej successfully.

• The strategy of introducing herbal care shampoo worked wonders in the rural areas of Tamil Nadu and Andhra Pradesh.

• CavinKare was the company responsible for small sachet revolution in India.

SWOT Analysis

Strengths:

• Strong presence in rural markets. • Presence of established distribution. networks in both urban and rural areas • Presence of well-known brands in the company.

Weakness:

• Low purchase power .

• Presence of duplicate products in the market.

• Packaging is not so good compared to it’s competitors.

• Lack of brand awareness especially in North India.

• Weak position in urban market.

Opportunities:• Aggressive development activities• Increase in aspiration and expectation of rural consumers• Increase in per capita income in rural India

Threats:• Strong competitors like HUL, P&G, etc• Irregularity in income levels.• Male dominance while purchasing in rural society.• Availability of home made Ayurvedic substitutes.

Business model

• Encouraging dealership in households.• Advertising in village kiosks and kirana shops.• Using local brand endorsers (sarpanch, doctor,

postman).• Special offers and discounts during village Haats and

Melas (discounts, lucky draws).• Aggressive marketing in the nearest towns.• Sponsoring some events like movies, music shows

during festive season.

• Aggressive pricing of products.• Educating the people to use by-products.• Wall paintings, balloons.

Thank You