ALL THE DETAILS ABOUT THIS COMPANY LIKE MARKETING, FINANCE, HUMAN RESOURCES

1. .
PRESENTED BY
HIMAGHNA BHOWMICK
DM17C19
PGDM 3

2. SECTOR INFORMATION
MARKET SIZE
• FY16 from $672b in FY20 to $1.1t
• In 2016 – 2017 grow 9% – 9.5%
in 2018
• Consumption increase $1469 to
$3600 in 2020
GDP Growth Rate
• Grow by 15% in last 3years
• 2016 the category of the product
increase from 18 to 22
• Rural growth 1.7 times then the
Urban
53%
20%
15%
10%
2%
Indian FMCG Markets segment
Foods and baverages personal Care
Tobacco House hold care
Lighting

3. HISTORICAL GROWTH RATE
• India is the largest market for FMCG sector next to China
• FMCG industry is the fourth largest sector in India
• In last five years the growth rate is 17.3 percent
29.4
18.92 14.8 12.1 12.3 10.4 9
2016 2015 2014 2013 2012 2011 2010
Sale
Year
FMCG MARKET (US$ billion)
Sale
Fast fact of Indian FMCG
• 2.5% of Country’s GDP
• Past 10 years has grown at 17% CAGR
• Food and Personal care both make up two – third
revenue this sector

4. Porter’s Five Forces Analysis
Industry Competitors
• Rivalry among players is very high in the FMCG
industry
• Price Competition
• Advertisement and Promotional stuff
Potential Entries
• No barriers to entry
• New entrants offer tough competition due to cost
effectiveness
• Not a capital intensive
Substitute Product
• Consumer needs are complex and never ending
• Lack of satisfaction in a new product
• Range of choices leads to higher consumer expectation
Bargaining Power of Supplier
• Few number of suppliers are available
• No monopoly situation in between suppliers
Bargaining of Buyers
• Bargaining is very high
• Switching cost is very low
• No threat of buying one product over another

5. SWOT ANALYSIS OF THE COMPANY
STRNGTH
• Strong brand portfolio
• Excellent research & development
• Strong percentage, hence strong brand
equity
WEAKNESS
• Mimic Brands
• Declining exports level
• High Advertising Costs increase in AD spending
OPPORTUNITY
• Large domestic market
• Opportunity in food sector
• Changing Lifestyle & rising income levels
THREATS
• Increasing costs of raw material
• Competition from unbranded product
• Losing market share in most of the categories of
its presence

6. FMCG SALE IN FY 16 SALE IN FY 17 GROWTH
RATE
HUL 5254.6 5410.73 2.97%
GCPL 735.04 798.41 8.62%
ITC FMCG 5572.15 6115.48 9.75%
Dabur 1288.7 1255.1 -2.61%
Cavin kare 951.02 946 -0.53%
COMPARATIVE ANALYSIS
5254.6
735.04
5572.15
1288.7
951.02
5410.73
798.41
6115.48
1255.1
946
2.97%
8.62%
9.75%
-2.61%
-0.53%
-4.00%
-2.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
0
1000
2000
3000
4000
5000
6000
7000
Hindustan Unilever GCPL ITC FMCG Dabur Cavinkare
Chart Title
Total No sale in FY 16 Total No sale in FY 17 Growth Rate

7. PRODUCT/SURVICE PROFILE
Launch Nov 13, 2013
Price Rs 200, 40
Packet Two layer Package
Weight
Features  Brilliant Color
 Visibly healthier hair
 Hair is hydrated, silky and 3x shinier
 No Ammonia

8. SWOT ANALYSIS OF THE PRODUCT
STRENGTH
• Improved Hair Coloring outcomes and
confidence
• Minimize hair damage
• Professional look: all done at home
WEAKNESS
• Market response currently unknown
• Product looks complicated to handle
• Too many removable part in the product
OPPORTUNITY
• Instant Hair streak market untapped
• Collaboration with famous hair color brands
• Enhance product to make more visually
attractive
THREATS
• Enhance product to make more visually
attractive
• Dependency on existing color manufacture

9. Product
• Product Varity – Indica Hair Color Black, 10 Minutes Hair Color, Easy Hair
Color
• Brand image – Brand logo, Youngster Model
• Use – For looking different
• Customer Service – Color warranty, Customer Care Number
Price
• Indica Easy Hair Color Dark Rs 200
• Indica 10 Minutes Natural Black Rs 18
• Indica Easy Natural Hair Color Rs 40
• Indica 30 Minutes Herbal Hair Color Rs 133
Place
• More then Twenty countries
• In Every Grocery shop, Mall, Stationary
Promotion
• Good media relation and carefully targeted advertising
• Specific target customer
ANALYSIS OF MARKETING MIX

10. STP OF THE PRODUCT
Segmentation
• Geographic – Metro city, Urban, Semi Urban
• Demographic – 30–60 age group
• Psychographic – Religion is not a matter, Fashion conscious
• Behavioral - At a time in a month
Targeted
• Income – Above 20000 p.m.
• Place – Urban, Semi Urban
• Lifestyle – Fashion Conscious
Positioning
• Its for basically those people who can’t effort more costly
product
Now it is in decline stage:
• For improving the substitute product more
• More brand value then this product

11. 94.00% 94.50% 95.00% 95.50% 96.00% 96.50% 97.00%
FY 16
GROSS PROFIT MARGIN
AXISTITLE
FY 16 FY 17
96.40% 94.89%
95.90% 96.00% 96.10% 96.20% 96.30% 96.40% 96.50%
FY 17
NET PROFIT MARGIN
AXISTITLE
FY 17 FY 16
96.40% 96.10%
0 200 400 600 800 1000 1200 1400
FY 17
FY 16
WORKING CAPITAL
AXISTITLE
FY 17 FY 16
1202.76 797.39
FINANCIALANALYSIS

12. MD
GM
Production Manager
Shift Interchange
Supevisor
worker
Engineering Manager
Shift
Worker
Printing Manager
Supervisor
Worker
Deputy Manager HR Manager
Senior Executive
Executive
Admin
It Dept
Finance Manager
Senior Executive
ORGANIZATIONAL STRUCTURE

13. SOURCES OF REQRUITEMENT
Internal Sources External Sources
• Recall
• Pipeline
• Promotion
• transfer
• Monster.com
• Shine.com
• Job Consultancy
SELECTION PROCESS OF THE
COMPANY
• Written Test
• Group Discussion
• Aptitude Test
• Personal Interview
INDUCTION PROCESS
• Overview of Cavinkare
• Ensuring personal effectiveness
• Overview of each CavinKare model
• Understand the basic in the consumer goods industry

14. TRAINING AND LEARNING AT CAVINKARE
• Learning at Workplace
• Learning on the shop Floor
• Competency Building
• Continuing Education
EMPLOYEE BENEFITS PROVIDED
• Vacation
• Sick Days
• Retirement
• Health Spending Accounts
PERFORMANCE APPRISAL MODEL
• Make your people feel valued
• Set new goals
• Resolve grievances
• Resolve grievances
• Refocusing your team

15. EMPLOYEE DEVELOPMENT
• Local Training
• Regional Training
• Communication Management
• Marketing Leadership
• R&D Leadership
CARRER PLANNING AND CARRER
PROGRESSION
• Life as a fresher
• Life as an Experienced Professional
ORGANIZATIONAL CULTURE
• Good working culture
• Improve on the compensation for employee
• Good brand Value
• High focus on innovation

16. BIBLIOGRAPHY/REFERANCE
• IBEF.org
• www.moneycontrol.com
• www.CavinKare.com
• www.glassdoor.com
• LinkedIn.com
• my.cavinkare.com