Rural Marketing (India)
Rural Marketing-An Overview Growing twice as fast as the Urban Markets. Many „middle income‟ households as there are in ...
Rural Marketing- Features Large and Scattered Market: It Consists of 63 crore consumers from 5,70,000 villages. Major In...
Rural Marketing- Challenges Underdeveloped People Low Levels of Literacy Many Languages and Dialects Low per Capita In...
Cavin Kare Pvt. Ltd
Company Profile In 1983 with a single product, CavinKare started out as a small partnership firm Chik India by Mr. C.K. R...
Company Profile The reason behind the name is, Cavin means Beauty  in Tamil and „care‟ is spelt as Kare. The name is als...
Product‟s RangePersonal Care Hair Care:   Chik Shampoo   Nyle Herbal Shampoo   Meera Badam Shampoo   Indica Hair Colorant
Product‟s RangePersonal Care Ethnic Care:    Meera Hair Wash Powder    Karthika Hair Wash Powder    Meera Herbal Hair Oil
Product‟s RangePersonal Care Skin Care:    Fairever    Spinz Talc    Spinz Deodorants    Nyle Cold Creams
Product‟s Range Food Division:    Ruchi‟s pickles    Chinni‟s Pickles    Chinni‟s Masala    Chinni‟s Vermicelli    Ruchi‟...
Competitive AnalysisMajor Competitors: HUL Colgate Palmolive Himalaya Healthcare P&G Dabur
Competitive Analysis
Competitive AnalysisMarket Share:- Chik shampoo with a 21.4% share is the second largest  selling shampoo in India. It h...
Chik v/s Clinic PlusShampoo       Market share   Price                 SizeChik          21.4%          Sachets: 50 paisa ...
Marketing Strategy Maintaining their Quality standards. Outsourcing is one of the three cardinal rules of CavinKare‟s co...
Promotional Strategy CavinKare Pvt. Ltd. is running mobile beauty parlours. These Parlours aim to provide a complete bra...
Cavin Kare Educational Aid
Steps Towards Rural Marketing CavinKare was the company responsible for the small sachet revolution in India. That‟s why...
Steps Towards Rural Marketing Before the Birth of Chik Shampoo ,people in South India used to wash their hair with soap....
Chik Shampoo CHIK SATIN SHAMPOO - YouTube.MP4
Chic Shampoo: “An Overview” Flavours: Chik Black, Chik Jasmine, Chik Egg, Chik cool, Chik anti dandruff
Target Audience Girls and women of rural and semi-urban population of india.
How Chik Shampoo was Born? This idea came into the mind of Mr. Ranganathan‟s  father when Epsom salt came in 100gm packet...
How Chik Shampoo conquered the rural market? They went to the rural areas of South India where    people hardly used sham...
How Chik Shampoo conquered the rural market? They showed their advertisements in between,  followed by live demonstration...
How Chik Shampoo conquered the rural market? They altered the scheme, they started giving one free  Chik shampoo sachet i...
Conclusion So the fact remains that the rural market in India has  great potential, which is just waiting to be tapped. ...
Presented By :- Rushabh Thakker - 113
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Cavin Kare and Chik Shampoo (Rural Marketing)

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Cavin Kare and Chik Shampoo (Rural Marketing)

  1. 1. Rural Marketing (India)
  2. 2. Rural Marketing-An Overview Growing twice as fast as the Urban Markets. Many „middle income‟ households as there are in the urban areas. The share of FMCG products in rural markets is 53%, durables boasts of 59% market share. 75% of countries consumers live in rural areas & 50% of the National Income is generated here. The Indian rural market‟s vast size offers great opportunities to marketeers.
  3. 3. Rural Marketing- Features Large and Scattered Market: It Consists of 63 crore consumers from 5,70,000 villages. Major Income From Agriculture:Nearly 60% of the rural income is from agriculture. Traditional Outlook:The rural consumer values old customs and tradition.
  4. 4. Rural Marketing- Challenges Underdeveloped People Low Levels of Literacy Many Languages and Dialects Low per Capita Income Lack of Proper Physical Communication Facilities Prevalence of Spurious brands and Seasonal Demand
  5. 5. Cavin Kare Pvt. Ltd
  6. 6. Company Profile In 1983 with a single product, CavinKare started out as a small partnership firm Chik India by Mr. C.K. Ranganathan. Chik India, which was renamed as Beauty Cosmetics in 1990. In 1998, the Company was renamed as CavinKare Pvt. Ltd (CKPL).
  7. 7. Company Profile The reason behind the name is, Cavin means Beauty in Tamil and „care‟ is spelt as Kare. The name is also a special one as it denotes the initials C and K of Mr. Ranganathan. The company offers quality Personal care and Food products. CavinKare has crossed a turnover of over 11000 million INR in 2011-12.
  8. 8. Product‟s RangePersonal Care Hair Care: Chik Shampoo Nyle Herbal Shampoo Meera Badam Shampoo Indica Hair Colorant
  9. 9. Product‟s RangePersonal Care Ethnic Care: Meera Hair Wash Powder Karthika Hair Wash Powder Meera Herbal Hair Oil
  10. 10. Product‟s RangePersonal Care Skin Care: Fairever Spinz Talc Spinz Deodorants Nyle Cold Creams
  11. 11. Product‟s Range Food Division: Ruchi‟s pickles Chinni‟s Pickles Chinni‟s Masala Chinni‟s Vermicelli Ruchi‟s Gulab Jamun Mix
  12. 12. Competitive AnalysisMajor Competitors: HUL Colgate Palmolive Himalaya Healthcare P&G Dabur
  13. 13. Competitive Analysis
  14. 14. Competitive AnalysisMarket Share:- Chik shampoo with a 21.4% share is the second largest selling shampoo in India. It has a 9% share in the Rs. 750 crore fairness cream market (Fairever brand). Others like Meera hair wash and Nyle moisturizing lotion have national shares of 23.4% and 4.2%, respectively.But they are the largest in rural Uttar Pradesh, Andhra Pradesh, etc.
  15. 15. Chik v/s Clinic PlusShampoo Market share Price SizeChik 21.4% Sachets: 50 paisa Sachets: 4ml and and Rs.1 6ml. Bottles: RS. 6, 10, Bottles: 25ml, 20, 35 and 75 60ml, 100ml, 150ml and 500ml.Clinic plus 29.15% Sachets: 50paisa Sachets: 4ml, 6ml and Rs. 1 and 2. and 10ml. Bottles: Rs. 6, 30, Bottles: 25ml, 55 and 90. 100ml, 200ml and 300ml.
  16. 16. Marketing Strategy Maintaining their Quality standards. Outsourcing is one of the three cardinal rules of CavinKare‟s corporate strategy. Direct media promotions Effective communication CavinKare believes that its core competencies are research and development, brand building, and distribution management.
  17. 17. Promotional Strategy CavinKare Pvt. Ltd. is running mobile beauty parlours. These Parlours aim to provide a complete brand experience by having hair stylists use Chik Shampoo on volunteers and distributes its samples. The company also associated itself to social issues of education and empowering the disabled.
  18. 18. Cavin Kare Educational Aid
  19. 19. Steps Towards Rural Marketing CavinKare was the company responsible for the small sachet revolution in India. That‟s why Mr.Ranganathan was declared the Marketing Professional of the year 2003.(IBS) The awards were given for Leadership Excellence and Pioneer of sachet packing and mass marketing in rural areas.
  20. 20. Steps Towards Rural Marketing Before the Birth of Chik Shampoo ,people in South India used to wash their hair with soap. When Shampoo was launched the Company educated the people on how to use it and also distributed free sachets. This strategy worked wonders in the rural areas of Tamil-Nadu and Andhra Pradesh.
  21. 21. Chik Shampoo CHIK SATIN SHAMPOO - YouTube.MP4
  22. 22. Chic Shampoo: “An Overview” Flavours: Chik Black, Chik Jasmine, Chik Egg, Chik cool, Chik anti dandruff
  23. 23. Target Audience Girls and women of rural and semi-urban population of india.
  24. 24. How Chik Shampoo was Born? This idea came into the mind of Mr. Ranganathan‟s father when Epsom salt came in 100gm packets. They wanted their Products to be used even by the coolies and the rickshaw pullers. But due to the lack of marketing strategies they could not market the concept well. It re-named as Chik Shampoo after the death of his father.
  25. 25. How Chik Shampoo conquered the rural market? They went to the rural areas of South India where people hardly used shampoo. They showed them how to use it. They did Live demonstration on a young boy. They asked those assembled to feel and smell his hair. Next they planned Chik Shampoo-sponsered shows of Rajnikanth‟s films.
  26. 26. How Chik Shampoo conquered the rural market? They showed their advertisements in between, followed by live demonstrations. They also distributed free sachets among the audience after these shows. This worked wonders in rural Tamil nadu and Andhra Pradesh. After every show their shampoo sales went up three to four times.
  27. 27. How Chik Shampoo conquered the rural market? They altered the scheme, they started giving one free Chik shampoo sachet in lieu of 5 Chik Shampoo sachets . They sold shampoo in 50 paisa sachets at a time when other shampoo were selling at Rs.2. Soon, consumers started asking for Chik Shampoo sachets only. The sales went up from Rs. 35000 to Rs. 12 lac in a month.
  28. 28. Conclusion So the fact remains that the rural market in India has great potential, which is just waiting to be tapped. Ultimately, the ball lies in the court of Cavin Kare‟s marketeers. It‟s all about how they approach the market, takes up the challenge of selling products and concepts through innovative media design and more importantly interactivity.
  29. 29. Presented By :- Rushabh Thakker - 113

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