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Calvinkare
Calvinkare
Calvinkare
Calvinkare
Calvinkare
Calvinkare
Calvinkare
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Calvinkare

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  • 1. CAVINKARE GIVING GIANTS COLDS Presented by: TEAM 5 Div B
  • 2. • C.K.Ranganathan started Cavinkare in 1983. • In 2004, The Economics Times voted Ranganathan “Entrepreneur of the year”. • According to him his business never looked back because he was particular about paying income tax. • Strategies used by Ranganathan  - Relationship with suppliers - Marketing networks The Beginning. . .
  • 3. • It bothered Ranga that his shampoo was not the one tht had the highest market recall. • In 1988 Ranga came up with innovative idea - one sachet of chik shampoo free for every four empty sachets of any shampoo. • Later, he changed the scheme and gave one free sachet of chik shampoo for every four used chik sachets. • Sales went up to Rs 12 lakhs a month from around Rs 3 lakhs  THE OUT OF THE BOX STRATEGY
  • 4. • Chic Insights • Barriers for the Product • Communication Strategy • How Chik shampoo Conquered the rural market.
  • 5. • Challenging decision to reduce cost by 50% without comprising on quality. • R&D denied but Ranga said "biggest block to growth is term "not possible”. • Finally they managed with SOP. (half of 1re pack). • Ranga went further with fragrance and new bottle of 50-ML keeping family in mind. ACTUALIZING THE INSIGHT
  • 6. • Most of the people in south India uses traditional herbs for hair care. • So Ranga introduced MEERA with Kunkudukai(reetha) and Badam in Andhra. • Also, launched meera in Tamil Nadu with shikakai and in Kerala with hibiscus leaves as these products are best for hair nourishment. • Today in south India CavinKare products are 2nd brand leaving behind Hindustan Unilever and P&G. Origin of MEERA
  • 7. • FMCG company introduced a new perfume SPINZ in the market. • Price barrier- as a perfume costs around Rs100 which was not affordable. But, he launched it in Rs 10 and Rs 2 pack. • People mostly wanted the perfume to last for the whole day, which practically not possible. • Though spinz is the 4th largest perfume by sale, Ranga is not happy with it and also assures improvement in his product. INTRODUCTION OF SPINZ
  • 8. Fairever successFairness cream market : • High margins ,Dominated by Fair & Lovely and Low mass penetration. • Problem: Low advertisement budget. • Alternative: Build brand credibility & product appeal. • Strategy: 1.Promoted Fairever as a cream that changed lives. 2.Priced at premium:-consumer willing to pay more. 3.Built strong distributor relationships.

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