CavinKare launched Chik Shampoo in the 1980s targeting rural Indian consumers. It was the first shampoo sold in small and affordable sachets. Chik gained success through grassroots marketing efforts like demonstrations to teach usage and distributing free samples. Partnerships with cinema stars helped advertising. Chik later expanded its range, lowered prices further with a 50 paise sachet, and became the top-selling rural shampoo brand through wide availability and addressing affordability. Its success demonstrated the potential of the rural market and usage of sachet packaging.
Strategies Adopted By Maruti Suzuki To Capture Rural Marketing in India --
Maruti Suzuki started Campaign “ Mera Sapna Mere Maruti ” and
“ Ghar Ghar Mein Maruti ” to Target Rural Segment.
3000 Local Villagers were nominated as resident dealer sales executives of Maruti Suzuki to promote the Products.
Maruti Suzuki even tried to influence the opinion leaders of the Village (like SARPANCH) by taking them for factory visits, conducting detailed profiling.
The automaker aggressively marketed the brand at rural sporting events to sales fairs (Grameen Mahotsavs) to SMS Campaigns for gram Panchyat.
The Particular File Contains Wholesome Details Of Amul Company .. Starting from its Products & Different Strategies & the Wholesome History Of Amul Company.
The brand asian paints has evolved with time. Starting as a paint maker, the brand has managed to get closer to consumers identifying need gaps and feeling it up with its product offerings.
Surf excel and their strong positioning making dirt good if it is for a social cause, their positioning, target market, segment and strong association with mother sentiments and ariel counter campaign, success of dirt is good campaign
Strategies Adopted By Maruti Suzuki To Capture Rural Marketing in India --
Maruti Suzuki started Campaign “ Mera Sapna Mere Maruti ” and
“ Ghar Ghar Mein Maruti ” to Target Rural Segment.
3000 Local Villagers were nominated as resident dealer sales executives of Maruti Suzuki to promote the Products.
Maruti Suzuki even tried to influence the opinion leaders of the Village (like SARPANCH) by taking them for factory visits, conducting detailed profiling.
The automaker aggressively marketed the brand at rural sporting events to sales fairs (Grameen Mahotsavs) to SMS Campaigns for gram Panchyat.
The Particular File Contains Wholesome Details Of Amul Company .. Starting from its Products & Different Strategies & the Wholesome History Of Amul Company.
The brand asian paints has evolved with time. Starting as a paint maker, the brand has managed to get closer to consumers identifying need gaps and feeling it up with its product offerings.
Surf excel and their strong positioning making dirt good if it is for a social cause, their positioning, target market, segment and strong association with mother sentiments and ariel counter campaign, success of dirt is good campaign
Adapting Marketing to Changing Scenarios- Indian contextKashyap Shah
An overview of how indian marketing ways changed over the years in accordance with changing demands after independence, supported by few classic indian companies examples.
This is a part of case-study base lecture at Symbiosis Institute of Business Management, Bangalore..
The body shop retail format, product assortment and omnichannelMahak Arora
It comprise of The body shop brand introduction, the product it caters, assortment (length, breadth, depth), retail store format, the body shop campaigns, retail experience, customer behaviour and omnichannel both online and online marketing
Marketing Research & Analytics
Definition
Importance
Purpose
limitations
Applications of MR
Types of research
Scope of MR
Benefits of MR
MR is a Management tool
Marketing Intelligence (MI)
Importance of MI
Need for MI
Types of MI
Difference between MI and MR
Conjoint analysis in marketing
these are slides on unethical behavior at the workplace. what are the common misconducts done by employer and employees and offers solutions to reduce unethical behavior at the workplace.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
https://skyeresidences.com/about-us/
https://skyeresidences.com/gallery/
https://skyeresidences.com/rooms/
https://skyeresidences.com/near-by-attractions/
https://skyeresidences.com/commute/
https://skyeresidences.com/contact/
https://skyeresidences.com/queen-suite-with-sofa-bed/
https://skyeresidences.com/queen-suite-with-sofa-bed-and-balcony/
https://skyeresidences.com/queen-suite-with-sofa-bed-accessible/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-king-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed-accessible/
#Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
2. Dr Amit Rangnekar
amitrangnekar@gmail.co
Case Objectives
• To understand Indian rural dynamics and
Indian rural consumer behaviour
• To provide a backdrop of the Indian
Shampoo Market in the rural context
• To highlight the successful strategies that
Chik Shampoo employed in the rural market
3. Dr Amit Rangnekar
amitrangnekar@gmail.co
The concept of sachets
• C K Ranganathan, CMD, CavinKare, has shown the
world it is possible to beat MNCs even in FMCGs
• Born in Cuddalore in TN, started a business with Rs
15,000, now worth Rs 500 crore (Rs 5 billion)
• “My father introduced the sachet concept as he felt
liquid can be packed well in sachets. When talcum
powder was sold in tin containers, he sold it in
20/50/100 gm packs. When Epsom salt came in 100
gm packs, he sold it in 5 gm sachets ”
• “Whatever I make, I want the coolies and rickshaw
pullers to use. I want to make my products
affordable to them, he used to say”
• “Sachets are going to be the product of the future,
he said. But my father was a great innovator, but a
poor marketer”
4. Dr Amit Rangnekar
amitrangnekar@gmail.co
How Chik Shampoo was born
• The family launched Velvette shampoo sachet
successfully in the South in the late 1970s
• 1982- Ranganathan joined, but separated over
differences with family members
• Started Beauty Cosmetics, with Chik Shampoo
named after his father, Chinni Krishnan
• Chik began with only 20,000 sachets, but made
profits from the second year
• 1989- Office in Chennai, manufacturing in Cuddalore
• Beauty Cosmetics name was restrictive
• 1998- in-house contest suggested CavinKare
• Cavin in Tamil means beauty and grace, and C and
K (father's initials) spelt in capitals
5. Dr Amit Rangnekar
amitrangnekar@gmail.co
Snippet
• “Took me 3 years to get my first loan as banks
asked for collateral, I had none. One bank gave
me a 25,000 loan, which we rotated & upgraded to
4 lakh & then 15 lakh. The bank manager wrote on
my loan application that this person has no
collateral, but something interesting about this
SSI unit is that unlike others, this company pays
income tax!”
6. Dr Amit Rangnekar
amitrangnekar@gmail.co
Shampoo Rural Market
• CavinKare- pioneering attempt to offer shampoos in
small pillow packs
• Market flooded with 70-odd small shampoo labels
with little differentiation
• Velvette (family business), synonymous with ‘sachet
shampoo’, aggressively marketed by Godrej
• Consumers would ask for a Velvette but walk away
happily with whatever label the retailer gave them
• Many never knew the difference, for others it did
not matter
8. Dr Amit Rangnekar
amitrangnekar@gmail.co
Chik Targeting
CosttoConsumer
Availability of Product
High
Low High
Chik
The right
distribution
strategy must
make the brand
available to the
rural consumer
at a cost he is
Willing to pay
10. Dr Amit Rangnekar
amitrangnekar@gmail.co
Accessibility & Affordability
• The success of the sachet changed the structure of
the shampoo industry
• New layers of consumers, mainly from rural
pockets, could now afford shampoos
• The ‘upper class’ tag attached to shampoos fast
faded away
• Extremely cut-throat market emerged
• Significant trade influence on what the consumer
bought
12. Dr Amit Rangnekar
amitrangnekar@gmail.co
Chik Launch
• 1983- Chik shampoo launched by CavinKare
• Initial launch in 10 ml pack
• Later launched in sachet form
• Market cluttered with low-cost shampoos
• “But there was a clear opportunity for a good
quality shampoo with appealing perfume at a
price to delight the consumer”
• Chik endeavoured to provide to the masses a
significantly superior product than those available
at similar price points
• Chik shampoo used French perfume to
differentiate itself on the plank of superior
fragrance
13. Dr Amit Rangnekar
amitrangnekar@gmail.co
Promotion
• Ad strategy based on the powerful appeal of
cinema among common masses
• Innovative radio ads based on popular cinema
dialogues, unlike plain radio jingles of competitors
• “Cinema is the most cherished means of family
entertainment and cine stars have cult following in
the south. Therefore, the communication strategy
was to leverage popular cinema dialogues to drive
home the message”
• Popular southern cine stars endorsed Chik- Amala,
Khushboo, Manorama and Charlie
• Radio used as the sole mass advertising medium
• Annual ad spends about Rs 2 lakh
14. Dr Amit Rangnekar
amitrangnekar@gmail.co
Trials
• Shampoos getting encouraging trials from rural
consumers, but extremely low penetration levels
• Many people had no clue how to use a shampoo
• To encourage trials, CavinKare’s team travelled
extensively in rural pockets
• Trials on schoolboys to demonstrate how to lather
and wash, comb hair and show the difference
• “We were as thrilled & excited as the volunteers
during the demonstrations. This exercise had a
significant impact in breaking ice & made people
comfortable with the concept”
16. Dr Amit Rangnekar
amitrangnekar@gmail.co
Impact
• “We also encouraged trial through a consumer
scheme, where anyone could take any 4 empty
shampoo sachets to a retailer and take home a
Chik sachet free. Though more risky, this scheme
paid off and more and more people began asking
for Chik at their local retail outlet”
• “Later, we altered the scheme- we started giving
1 free Chik Shampoo sachet in lieu of 5 Chik
Shampoo sachets only. Soon, consumers started
asking for Chik sachets only
• Sales rose from Rs 35,000 to Rs 10 lakh a month
18. Dr Amit Rangnekar
amitrangnekar@gmail.co
1990s
• Chic, quite popular in the southern markets
• Shampoo market growing at a healthy 15%
• “For the 1st time, floral fragrances (rose, jasmine)
were offered in shampoos. Consumer insights in the
Southern markets conveyed that women keep
flowers in the hair for fragrance. The concept was a
hit, and sales jumped three times from Rs 10 lakhs
to Rs 30 lakhs a month”
• “When Amala endorsed, sales rose to Rs 1 crore a
month! Each idea was rewarded by our customers”
• Chic continued to use popular cinema celebrities
and extended endorsements to TV in 1992
• In 1992, we became the numero uno in South India
19. Dr Amit Rangnekar
amitrangnekar@gmail.co
Taking on the MNCs
• “MNCs sold products in bottles, not in sachets and
sold only from fancy stores. They did not look at
the small kirana stores, nor at the rural market”
• “We went to rural areas in South India where
people hardly used shampoo. We showed them how
to use it by doing live demonstration on a young
boy. We asked people to feel & smell his hair”
• “Chik sponsored shows of Rajniknath's films. We
showed our ads in between, followed by live
demonstrations. We distributed free sachets among
the audience after every show, which worked
wonders in rural TN & AP. After every show, our
shampoo sales went up 3-4 times”
21. Dr Amit Rangnekar
amitrangnekar@gmail.co
National footprint
• 1993- Chik shampoo mulled a national presence
• “Then, the Indian rural market only outgrew the
urban market, now it grows at double the pace”
• “Chik’s objective was to expand the market, and
get new consumers in the category”
• Focus- largely rural, value-conscious sections in
urban areas were also attracted
• Distribution in rural areas is driven through
innovative trade schemes & consumer offerings
Population size Villages %
< 1000 459465 70
1000-5000 58029 9
>5000 143248 21
22. Dr Amit Rangnekar
amitrangnekar@gmail.co
Rural Dynamics
• Most villages in India are of very small size
• 70% villages have population < 1,000
• With low accessibility and undeveloped local
markets, how do you market your products to
these villages?
• Opportunity- The 47,000 haats & 25,000 melas
organised in such villages
• Average daily business in these haats was Rs 2 lakh
• CavinKare created availability in smaller villages
through the wholesale network
• “The right marketing strategy for the rural market
is to balance the conflicting dimensions of
‘availability’ on the one hand and ‘affordability’
on the other”
23. Dr Amit Rangnekar
amitrangnekar@gmail.co
Mid 1990s
• The shampoo market surged by 25%
• Small packs contributed 40% of total shampoo
volumes
• Rural markets grew much faster than urban
markets and continue till date
• The key challenge was to reach rural markets
• Packaging became critical for rural marketing
• 1999- Chik, second largest shampoo brand in India-
(also in rural markets)- next only to HLL’s Clinic
Plus
24. Dr Amit Rangnekar
amitrangnekar@gmail.co
Key factors in rural purchase
• Packaging & branding made prominent to enable
quick identification by the rural consumer”
• Chik- Mnemonic & pack changed to bring in design
& colour elements, enable ‘onshelf’ differentiation
and aided recall
Factors influencing purchase of
shampoos in rural markets
% of respondents
Looking at the wrapper 60
Retailer recommends 25
Looking at the price 4
Logo identification 2
Doesn’t bother to check 9
25. Dr Amit Rangnekar
amitrangnekar@gmail.co
Shampoo Economics
• “Years back on a market visit, a rural consumer
recalled he had used soap to wash his hair for
ages, and that he had no visible damage to his
hair. Though the hair felt rough, he was fine
with that. So why should he start paying for
shampoos?”
• “There were 5 adults per household in rural
India, & @ Rs2 per sachet & 4 washes per month
meant Rs40 for hair wash alone. They couldn’t
spend such money on hair wash every month. If
the cost of hair wash could be cut to Rs2 per
person per month they would try a shampoo. This
meant he wanted something as marginal as a 50-
paise shampoo pack. The initial thought of
offering a 50-paise shampoo sounded ridiculous”
26. Dr Amit Rangnekar
amitrangnekar@gmail.co
The 50-paise shampoo sachet
• “We worked backwards, developming the formula
& packaging took us a few years. We launched
Chik shampoo sachet @ 50 paise in September
1999, the first ever such price point”
• The result- rural shampoos grew at twice that of
the urban sector
• Price point helped penetrate deep rural pockets
• Chik market share flared from 5.6%(1999) to
23%(2004)
• 2005- Chik was a Rs 100 crore brand on MRP value
• No.1 Indian rural shampoo, 65% rural market sales
27. Dr Amit Rangnekar
amitrangnekar@gmail.co
Rural Chik
• “Chik’s value proposition helped us become No.1 in
many states in rural India. Recruiting customers is
the key issue as the rural consumer is rational &
value conscious. To be successful, the marketing mix
must deliver superior value to the rural consumer at
a price point he is comfortable with”
Rural Hold of Chik
States No. of Villages MS % (Volume) Rank
UP 107440 67 1
MP 55392 22 2
Bihar 45113 32 1
AP 28123 39 1
TN 16870 46 1
Orissa 55352 19 2
28. Dr Amit Rangnekar
amitrangnekar@gmail.co
The Chik Promise
• A year round tropical climate makes it difficult to
maintain hair softness and shine
• Tangled hair- Common complaint in girls & women
• Softness & manageability- key issues in the
maintenance and nourishment of hair
• Unique formula – Active Double Conditioners
• “The iconic Chik Girl in every ad treated her hair
with the shampoo and demonstrated with utmost
ease and confidence, her ability to untangle her
hair with just a single motion of running her
fingers through her hair”
• Tagline- “Yun Kiya Ho Gaya” popular phrase
amongst both girls and women today
32. Dr Amit Rangnekar
amitrangnekar@gmail.co
Current status
• “In the last 2-3 years, our market share has come
down though we are growing. It is mainly due to
the anti-dandruff shampoos in the market which
from 0% have taken over 25% of the market. We do
not have an anti-dandruff shampoo yet”
• “Ordinary shampoos constitute only 75% of the
market, of which we hold 20% market share. But
we are the largest brand in rural UP, AP, etc.
and the number one in many other states as well”
33. Dr Amit Rangnekar
amitrangnekar@gmail.co
Range
• Chik penetrated the Indian market
with a wide range, 4 refreshing
fragrances, sensistive pricing
and right sizing
• Chik Black
• Chik Jasmine
• Chik Egg
• Chik cool
• Sachet packing and pricing at Re.1 and 50p
• Bottles sized-60 ml, 120 ml, 250 ml & 500ml
• Anti Dandruff Shampoo, containing climbazole and
lemon extracts for dandruff and itching
34. Dr Amit Rangnekar
amitrangnekar@gmail.co
Other successes
• We focused only on Chik for 7 years
• Meera Herbal powder-95% share
• Spinz perfumes @ Rs 10, a runaway hit
• Nyle- Herbal Shampoo- Transparent packaging
• Fairever fairness cream (1997)- 2nd largest player,
with saffron, traditionally used for fair complexion
• Indica Hair dye- ”Baalon ko de dil ki umar”
• Ruchi Pickle sachets (2004)- No.1, 5000 tpa pickles
• Chinni’s Masala range
35. Dr Amit Rangnekar
amitrangnekar@gmail.co
• 2006-2007- CavinKare 500 crores
• 576 employees
• All India network of 1300 Stockists catering to
about 25 lakh outlets nationally
• Manufacturing plant at Haridwar (Uttaranchal)
• Third Party manufacturing at Pondicherry, Noida,
Assam and Faridabad
• Exports- Nepal, Srilanka, Malaysia, Singapore,
Bangladesh, US and the GCC region
• Target- 1500 crore company by 2010
36. Dr Amit Rangnekar
amitrangnekar@gmail.co
Reasons behind CavinKare’s success
• “Teamwork is the main reason for our
success. We have good professionals
who work really hard. The second reason of
our success is innovation and thirdly we
have executed innovative ideas well”