Analysis of Buying Behaviour of Cavinkare Consumers

Dissertation
On
“ Analysis Of The Buying Behaviour Of Consumers
Of Cavinkare”
Submitted in partial fulfilment of the requirement for the award of
Master of Business Administration
Submitted by:
Mansi Panwar
(165222013)
Under the supervision of
Mr Hemraj Verma (
Head of Department)
DIT University,
Dehradun-248001
APRIL 2018

Candidate’s Declaration
MANSI PANWAR
Roll No: 165222013
Department of management studies
DIT Dehradun -248001
Statement by candidate
I hereby state that the dissertation entitle “ Analysis of the buying behaviour of
consumers of cavinkare”submitted by me in the partial fulfilment of the requirement for
the award of mba degree , in my original work and that it has not previously formed the basis
for the award of any other degree, fellowship or other similar titles.
Date
Mansi Panwar

Guide’s Certificate
Mr Hemraj Verma
Department of Management studies
DIT, Dehradun
This is to certify that the dissertation entitle “analysis of the buying behaviour of consumers
of cavinkare” submitted by Ms Mansi Panwar is a bonafide record of research work done by
him under my guidance and supervision.
Hod Project coordinator Project Guide
Dr Hemraj verma Dr Hemraj verma Dr Hemraj
verma

ACKNOWLEDGEMENT
It is a pleasure to have the opportunity to extend my heartiest thanks to everyone who
helped me through the successful completion of my dissertation , which is a great
source of learning and experience for me. While working with this esteemed and
professionally managed people I have realized the importance of practical experience.
I am extremely grateful to my thesis guide Mr Hemraj verma for guiding me in every
possible way I needed during the study.
I am equally grateful to the staff of DIT University for their devoted assistance and
cooperation. Their keen interest in my endeavours gave me extra energy to perform
to the best of my abilities.
I am also thankful to the customers who spared their precious time for carrying out
the interviews and providing relevant information.
I also feel highly privileged to express my indebtedness to my teacher, my guide,
staff members, and friend for their valuable support in carrying out the study.
Especially today I am capable to complete this dissertation only because of my
parents because they afford hard to bring me to this stage.

EXECUTIVE SUMMARY
In This Research The Researcher Has Put An Effort To Understand The Analysis Of
The Buying Behavior Of Cavinkare. In This Report, The Researcher Has First Of All
Given A Brief Review About Fmcg Sector As A Whole Aswell As Introduction Of
Cavinkare Into Fmcg Sector.
Then Researcher Has Given A Review Of The Findings Of Some Of The Researches
That Has Already Been Conducted By Various Researchers Enumerated With The
Research Objectives.
Then The Researcher Has Described The Research Methodology I.E., The Sample
Unit, Sample Size, Sampling Area, Data Collection Tool That Has Been Used In
This Report.
This Paper Is A Research Work On ‘Analysis Into Key Diversification Strategy
Implemented By Cavinkare” To Find Out The Consumers Buying Pattern Of
Cavinkare Products Aswell As To Know What Products Cavinkare Produces What
Is Its Marketing Strategy With The Journey Of Ckr. In 1983 Cavinkare Have Grown
Into A Diversified Fmcg Conglomerate With Brands Like Personal Care,
Dairy,Snacks,Beverages,Beauty And Hairstyling Services.
This Paper Also Analysed The Necessity For Emerging Growth Of Cavinkare
Products
Besides, Theoretical Analysis And Empirical Data Analysis Are
Elaborated In The Paper In Order To Provide Clear Arguments.

TABLE OF CONTENT
Certificate
Acknowledgement
Executive Summary
Chapter I
Introduction............................................................................ 6- 32
Chapter II
Reviw Of Litrerature ....................................... …… 33-36
Chapter III
Objectives And Research Methodology… ......... 37-40
Chapter IV
Data Analysis..............................................................…40-52
Chapter V
Conclusion................................................................. 53-55
Reference.............................................................................. 56
Appendix
Questionnaire.................................................................... 57-58

INTRODUCTION
CavinKare is an Indian conglomerate headquartered in Chennai, India. The company
was formed in 1983 as Chik India. In 1990, it was renamed as Beauty Cosmetics Pvt.
Ltd. and was subsequently rechristened as CavinKare Pvt. Ltd. in 1998. The company
has presence in more than 21 countries and has diversified into Personal care, dairy,
foods, snacks, and beverages businesses. It has strategic partnerships with Coty Inc.
for Adidas and Jovan brands[3]
.
The founder chairman, CK Ranganathan, was born in Cuddalore, Tamil Nadu. He set
up CHIK India in 1983 with an initial investment of Rs. 15,000 with Chik Shampoo
as its first product.[citation needed]
Ranganathan won the Entrepreneur of the Year Award by the Economic Times in
2004. He was the Chairman of Confederation of Indian Industry (CII), Tamil Nadu
State Council for the year 2009-10, and is the former president of the Madras
Management Association. He is also one of the founding members of the Ability
Foundation – an NGO working towards the rehabilitation of the physically
challenged, and he instituted the CavinKare Ability Awards in 2003.
C K Ranganathan, chairman and managing director of CavinKare, has shown the
world it is possible to beat the multinationals even in the most difficult market of fast
moving consumer goods.
Ranganathan's journey, which started from a small town of Cuddalore in Tamil Nadu,
has been an amazing one. A business which he started with only with Rs 15,000 is
now worth Rs 500 crore (Rs 5 billion).
He learnt the first entrepreneurial lessons from his father, Chinni Krishnan,
who started a small-scale pharmaceutical packaging unit, before moving on to
manufacture pharmaceutical products and cosmetics.
In an interview with rediff.com, the CavinKare chief speaks about his inspiring
journey.

His father, his inspiration
My father, Chinni Krishnan, an agriculturist, was also into pharmaceutical business.
As I was poor in academics, he wanted me to either do agriculture or start a business.
My siblings were good in studies -- two of them became doctors and another a
lawyer. I was the odd one out. While my siblings studied in English medium schools,
I was put in a Tamil medium school. I used to suffer from an inferiority
complex because of my poor academic record Studies did not interest me, but rearing
pets did. When I was in the fifth standard, I had a lot of pets -- more than 500
pigeons, a lot of fish and a large variety of birds. I used to earn my pocket money out
of pet business at that time. Perhaps, the entrepreneurial spirit in me showed its first
streak.
The origin of the concept of sachets
My father died as I entered college. He had come out with the sachet concept a couple
of years prior to his demise. He felt liquid can be packed in sachets as well. When
talcum powder was sold only in tin containers, he was the one who sold it in 100 gm,
50 gm and 20 gm packs.When Epsom salt came in 100 gm packets, my father brought
out salt sachets of as low as 5 gm. Whatever I make, I want the coolies and the
rickshawpullers to use. I want to make my products affordable to them,' he used to
say. Selling things in sachets was his motto as he said, 'this is going to be the product
of the future.' But my father could not market the concept well. He moved from one
innovation to another but never thought of marketing strategies. He was a great
innovator, but a poor marketer.
Joining the family business
After my father's death, my brothers took charge of the family business. In
1982, when I joined them after my studies, they had launched Velvette Shampoo.
Within eight to nine months, I left the business because my ideas clashed with
theirs.As I was in the manufacturing unit, I did not know anything about marketing or
finance. But, my inferiority complex notwithstanding, I was somehow confident of
doing business better.

Starting his own business with Rs 15,000
I had left my brothers saying that I did not want any stake in the property or business.
That was a defining moment for me. I had saved Rs 15,000 from my salary and that
was all I had. Yet I was confident of achieving success. I did not feel anything about
riding a bicycle after having got used to cars.For a week, I could not make up my
mind as to what business to do. I knew only two things; making shampoo and rearing
pets. I didn't want to venture into the shampoo business as it would initate a fight with
my brothers. However, I decided to do the same later as I could only make
shampoo.I rented a house-cum-office for Rs 250 a month against an advance of Rs
1,000. I took another place for the factory for a rent of Rs 300 a month and against an
advance of Rs 1,200. I bought a shampoo-packing machine for Rs 3,000.
How Chik Shampoo was born
I named it Chik Shampoo after my father. The product did not succeed
immediately; we learnt many things during the process. In the first month, we could
sell 20,000 sachets and from the second year, we started making profits. I moved to
Chennai in 1989 but our manufacturing unit continued to be in Cuddalore. It took me
three years to get the first loan because banks asked for collateral. I did not have any.
But one particular bank gave me a loan of Rs 25,000 which we rotated and
later upgraded to Rs 400,000, Rs 15 lakh (Rs 1.5 million), etc. You know what the
bank manager wrote in our loan application? 'This person does not have any collateral
to offer but there is something interesting about this SSI unit. Unlike others, this
company pays income tax!' I must say my business never looked back because I was
very particular about paying income tax.
Strategies that made Chik Shampoo No. 1 in South India
When Chik entered the market, Velvette Shampoo was being marketed aggressively
by Godrej. But a scheme of ours became extremely successful -- we exchanged five
sachets of any shampoo for a Chik Shampoo sachet, free.
Later, we altered the scheme -- we started giving one free Chik Shampoo sachet in
lieu of five Chik Shampoo sachets only. Soon, consumers started asking for Chik
sachets only. The sales went up from Rs 35,000 to Rs 12 lakh (Rs 1.2 million) a
month.

When we introduced jasmine and rose fragrances, our sales went up to Rs 30 lakh (Rs
3 million) per month and with actor Amala as our model, our sales rose to Rs 1 crore
(Rs 10 million) a month! Each idea of ours was rewarded by our customers. There has
been no looking back since then. Our market share increased and in 1992, we became
the numero uno in South India. It took nine years for me to overtake my brothers'
business.
How Chik Shampoo conquered the rural market
Multinational companies sold products in big bottles and not in sachets and they sold
only from fancy stores. They did not look at the small kirana stores, nor did they look
at the rural market.We went to the rural areas of South India where people hardly
used shampoo. We showed them how to use it. We did live demonstration on a
young boy. We asked those assembled to feel and smell his
hair.Next we planned Chik Shampoo-sponsored shows of Rajniknath's films. We
showed our advertisements in between, followed by live demonstrations. We also
distributed free sachets among the audience after these shows. This worked wonders
in rural Tamil Nadu and Andhra Pradesh. After every show, our shampoo sales went
up three to four times. Today, the Indian rural market is growing at a pace double than
that of the urban market.
Launching Meera Herbal powder
We continued with Chik Shampoo for seven years before venturing into anything
else.
Meera Herbal powder was actually not our idea. Shaw Wallace already had a herbal
product but it was marketed very poorly. We felt there was a demand for herbal
products and we made a good product. I felt we should be the leader if ours was a
good product. And guess what? In the third month itself, we topped the market. In six
months, we had 95 per cent market share, while Shaw Wallace had only 4-5 per cent.
How Beauty Cosmetics became CavinKare
As we planned to expand to new products, we thought the name Beauty Cosmetics
would be restrictive. In 1998, we ran a contest among our employees for a name and

one of them suggested CavinKare; with C and K spelt in capitals. CK, my father's
initials. Cavin in Tamil means beauty and grace.
Perfumes for the poor
We wanted to cater to those who cannot afford (high priced) perfumes. Good
perfumes came at a huge price -- they were beyond the means of ordinary people. We
decided to come out with a Rs 10 pack Spinz. We were successful in that too.
Shampoo market share
In the last two to three years, our market share has come down though we are
growing. It is mainly because of the anti-dandruff shampoos in the market..
Only 75 per cent of the market, therefore, constitutes ordinary shampoos. We hold
20 percent of the marketshare.
But we are the largest brand in rural Uttar Pradesh, Andhra Pradesh, etc. and we
are the number one in many other states as well.
On the decision to launch a fairness cream
We decided to launch Fairever in 1997 as we saw a huge demand fairness cream. We
are the second largest player in the market in this.Research states that when a product
is good, consumers do not shift to a new brand. Our team told me not to venture into
the fairness cream market as the consumers were quite satisfied with the existing
products. But we went to launch our product containing saffron -- which
is traditionally used to get a fair complexion. In six months, our sales galloped. Two
and a half years ago, we launched Ruchi pickles in sachets and we became number
one there too. We sell close to 5,000 tonne of pickles per annum. We hope to double
this in two to three years. Food is a huge market: we have understood that.
Our target is to be a Rs 1,500 crore (Rs 15 billion) company in another three years.
Reasons behind his 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. We have executed
innovative ideas as well.

CavinKare Ability Award
This month, we presented the 5th CavinKare Ability Foundation awards for
physically disabled achievers. I stayed as a tenant at Jayashree Ravindran's place (the
woman who started the Ability Foundation). Once, she said she wanted to start a
magazine for the disabled. Though she did not ask for sponsorship, I gave her a
cheque of Rs 25,000. I also became one of the Foundation's founder members.Once
we came to know about the disabled who have climbed the ladder of success, we --
Ability Foundation and CavinKare -- decided to institute an award for them.I feel
each of us has to give something back to the society. I have great admiration for those
who fight against all odds and attain success. When I started my career, I only
faced shortage of funds but these people tide over graver difficulties. We must
applaud their fighting spirit.
International business
A goal properly set is halfway reached” – Zig Ziglar The International Business
division was set up in 1999. The company has been marketed in more than 21
countries for personal care brands and food. After establishing a stronghold in the
domestic markets, we had set up our International Business division in 1999 and
today we have spread well beyond India’s geographical borders.Understanding the
consumer demand and adopting the best practices are the key focus points of our
International business. Our tailor-made Innovative products are made to cater to the
International markets.In addition to domestic manufacturing plants and distributors in
various countries, we operate through its subsidiaries, Cavinkare Bangladesh Pvt.
Ltd in Bangladesh & Cavinkare Lanka Pvt. Ltd in Sri Lanka respectively. Both the
plants are wholly owned subsidiary of Cavinkare Pvt. Ltd. Research and
development department CavinKare Research Centre (CRC) is located
at Ekkaduthangal in Chennai city. The Dept. of Scientific and Industrial Research
(DSIR), Govt. of India recognizes CRC. Research efforts of CRC also aim to generate
Intellectual Property that will be useful for the development of proprietary products
leading to leadership, which helps build global partnerships.

Manufacturing Plants and facilities
“Quality is not an act, it is a Habit” – Aristotle With the world class facility in
manufacturing, CavinKare provides quality products to its customers that are
hygienic, reliable and beneficial The company has manufacturing plants in India as
well as Bangladesh.The Haridwar Plants manufactures shampoo, facial creams,
moisturizing lotions, talcum powder, hair dyes and herbal powder. The Puducherry
plant manufactures deodorants and other personal care products. The Bhiwandi plant
manufactures of Garden Namkeens. Both Erode and Kanchipuram have Dairy plants
where milk, curd, UHT milk, butter, skimmed milk etc. The Hasnabad Plant helps in
the manufacturing of beverages. In addition to domestic manufacturing plants,
CavinKare Pvt. Ltd operates plants in Bangladesh as CavinKare Bangladesh Pvt.
Ltd.[8]
and in Sri Lanka as CavinKare Lanka Pvt. Ltd.CavinKare also has partnerships
with various reputed third party manufacturers in Andhra Pradesh and Tamil Nadu for
the manufacture of food products like pickles.
Trends in vogue - Group company
Trends In Vogue Private Limited, a CavinKare initiative came into being in July
2002. It operates two salon chains – Limeliteand Green Trends.Both brands have
branches across India. Trends in vogue also run a Trends academy which trains the
candidates who are recruited in the salon industry. CavinKare Ability Awards As
part of the Corporate Social Responsibility (CSR) initiatives, the company is
associated with the Ability Foundation, an NGO working towards the
betterment, empowerment and rights of the disabled community. The awards
have been organized for the past ten years in succession and have now grown in
stature and recognition. These national awards recognize the spirit of
achievement of the differently abled. They are for individuals, who have pursued
solutions and gone beyond the 'normal', the trials, travails and tribulations,
towards achievement.[
'The Chinnikrishnan Innovation Awards' helps
entrepreneurs running small/tiny-scale enterprises, headquartered in Tamil
Nadu and Puducherry, with an annual turnover not more than Rs. 5 crores.

Educational institutions
The company patronises a school in the coastal area of Cuddalore named as 'CK
School of Practical Knowledge'and the CK College of Engineering and Technology,
also in Cuddalore.[
The Institute also owns a civil engineering and material testing
consultancy in the name CK Civil Consultancy within their campus.
CHAIRMAN AND MANAGING DIRECTOR
CK Ranganathan
Chairman & Managing Director
Mr. CK Ranganathan, the Founder Chairman of CavinKare, was born in the small
coastal town of Cuddalore, Tamil Nadu, to parents with a primary interest in
education. After obtaining his Bachelor’s Degree in Chemistry and a brief stint in the
family business, he set out to carve his own path in business.
After a challenging start, he finally set up Chik India in 1983 with an initial
investment of Rs. 15,000 and Chik Shampoo as his introductory product. The

company was renamed as Beauty Cosmetics Pvt. Ltd. in 1990 and was subsequently
rechristened as CavinKare Pvt. Ltd. in 1998.
A pioneer of innovation, Mr. CK Ranganathan has shaped the company to create
innovative products by combining the best of nature and technology to improve the
lifestyle of consumers. Under his inspiring leadership, the company while expanding
into Personal Care, also diversified into Food, Beverages, Dairy and Snacks
categories, both in domestic and international markets.
Under Mr. CK Ranganathan’s guidance, Trends in Vogue has pioneered the concept
of ‘family salons’ in India and is the first to channel this industry into an organized
salon chain sector with its specialist brands – Limelite and Green Trends. Trends in
Vogue has a clear-cut focus of providing grooming and personal styling solutions to
men, women and children. Mr. CK Ranganathan was conferred the prestigious,
Entrepreneur of the Year Award by the Economic Times in 2004. He was the
Chairman of Confederation of Indian Industry (CII), Tamil Nadu State Council for the
year 2009-10. He is the former president of the Madras Management Association.
Mr. CK Ranganathan is one of the founding members of the Ability Foundation – an
NGO working towards the rehabilitation of the physically challenged. He also
instituted the CavinKare Ability Awards in 2003 to celebrate the exemplary spirit of
individuals who have risen above their physical limitations to display great
achievements in life.
In order to encourage the spirit of entrepreneurship, Mr. CK Ranganathan has
instituted the Chinnikrishnan Innovation Awards in 2011 in memory of his father, the
late Shri. R. Chinnikrishnan. The award seeks to identify and promote entrepreneurs
running small businesses built on innovative ideas.
Mr. CK Ranganathan’s endeavour of philanthropy and giving back to society has also
extended to the field of education. CavinKare patronizes a few public charitable trusts
that run schools and colleges. Notable among them, the CK School of Practical
Knowledge, a one-of-a-kind school in India that offers practical education to students
from classes pre-kg to the 12th standard; the CK College of Engineering &
Technology and an MBA institute in Cuddalore, both with the aim of providing world
class professional education to people in the rural and coastal regions of Tamil Nadu.

What’s Special About Cavinkare?
We Are Obsessed With Innovation And We Are Successful At It Too. 66%
Npd Success Ratio Compared To <5% Industry Norm.Transformed From A Pure
Personal Care Player To A Fmcg Conglomerate With Expertise In Dairy, Snacks,
Food, Beverages And Professional Care Business. Single R&D Centre Focuses On
Development Of Differentiated, Innovative And Proprietary Products For
All Businesses. Retail Focussed Distribution Network. Target To Reach 2 Million
Outlets By 2020!
Vision, Values & Belief
“Our Vision Is To Expand And Out Reach A Wider Audience By Continuously
Offering Unique Products And Services That Would Give Customers Utmost
Satisfaction And Thereby Be A Role Model.”
Success Is A Journey And Not A Destination
At Cavinkare, We Strongly Believe That Success Is A Journey And Not A
Destination. The Very Birth Of The Company Was Based On A Young, Enterprising
Individual Choosing The Road Less Travelled And Explored By Others. Over The
Years, Cavinkare Has Become One Of The Most Successful Home-Grown Fmcg
Companies. The Company’s Position As The Brand Of Choice Among Loyal
Customers Emphasizes That It Will Continue To Be Rooted To Its Heritage And
Traditional Values While Moving With The Times Which Is The Company’s Core
Strength.
Cavinkare Is One Of India’s Most Promising Enterprises Today. Not Only Has The
Company Diversified Interests And Catered To Varied Customer Bases, Cavinkare
Has Constantly Looked At How To Better Its Range Of Offerings. Innovation Is The
Key To Growth. The Company Continues To Look At Expanding Product Portfolios
While Ensuring The Use Of Smart Marketing To Maintain Clarity Of Product
Positioning. This Means That Captive Markets Are Never Lost While The
Conglomerate Reaches Out To Newer Ones. Cavinkare Can Attribute Its Long Time
Competitive Edge To Just The Simple Philosophy Of Listening To Customers And
Anticipating Their Needs As Well As Communicating With Them Effectively.

The Company’s Long Term Vision Is To Emulate And Better The Achievements Of
The Past. Thirteen Major Brands Form A Part Of The Cavinkare Umbrella Today.
The Company Has A Robust Presence In India. In Recent Years, There Has Also
Been An Expansion Drive Into Overseas Markets, Which Has Resulted In Successful
Ventures.
Cavinkare’s Goal Is To Remain The Preferred Choice For Customers At Home And
In Every Market, Besides Operating With Conviction And Leading Certain Chosen
Sectors For Innovation. In Summary, Cavinkare Aspires To Be Known As The
Epitome Of Excellence.
Values & Beliefs
Successful Organizations Are Founded On Strong Value Systems. We Have These 5
Values Based On Which All Interactions Within And Outside The Organization
Takes Place
E
Ethical Behaviour
Definition-The Company Values Honesty And Truthfulness In All Its Interactions
And Shall Be Fair In All Its Dealings With People Inside And Outside The
Organization. We Will Fulfill All Promises And Commitments.
Actionable Points -I Will Not Tolerate Any Actions Of Dishonesty And Will
Highlight The Same To The Appropriate Person In The Company. I Will Create An
Environment That Is Conducive For Practicing Ethical Behaviour.
Excellenceellence
Definition-The Company Highly Values All Efforts That Lead To High Standards In
Everyday Work And Results. We Shall Attempt To Be The Best In Class, In
Everything We Choose To Work On. We Shall Encourage Any Individual Or
Collective Effort In Promoting Excellence.
Actionable Points- I Will Continuously Strive To Raise My Bar Of Performance And
That Of My Team Members Too. I Will Achieve Excellence By Demonstrating
Proactiveness, Rigor In Planning, Speed And Perseverance In My Everyday Work. I
Will Not Only Achieve What Is Expected Of Me, In The Given Time Frame But Also
Exceed Expectations.

INNOVATION
Definition-The Company Values Innovative Approaches And Innovative Solutions In
Our Regular Work Life. We Will Always Look For Newer, Better Ways Of Doing
Things; We Will Seek New Ideas To Solve Problems; We Will Experiment With New
Concepts, Ideas And Solutions To Deliver Unique Products And Services.
Actionable Points-I Will Continuously Develop Unique And Differentiating Ideas
Which Would Benefit The Stakeholder Or Business. I Will Develop Breakthrough
Ideas And Experiment On A Regular Basis. I Will Create An Environment That Will
Enable
OWNERSHIP
Definition-The Company Values The Individual Belief Of Ownership, Accountability
And Achievement Orientation. All Our Employees Are An Integral Part Of The
Company And Have A High Stake In Its Well-Being, As Well As In Shaping Its
Destiny. Individually Or Collectively, We Assume Responsibility For All Our
Actions And Their Consequences.We Jointly Share The Company's Objectives, And
The Onus Is On Us To Make It Happen.
Actionable Points-I Will Take Responsibility For All My Actions And Shall Not Pass
The Buck. It Is My Responsibility To Guard And Protect The Interests/Property Of
My Company. I Will Make Myself Accountable To The Outcomes And I Will Also
Ensure That My Team Demonstrates The Same.
Stakeholders Delight
Definition-The Company Values All Stakeholders And Believes That All Of Them
Deserve The Best From Us. We Shall Aim Not Just To Satisfy Them But Deliver
More Than Their Expectations, In Order To Delight Them. (Stakeholders Include
Both Internal And External Consumers, Customers, Employees, Vendors, Financial
Institutions, Government Agencies And Share Holders).

Actionable Points- I Will Constantly Strive To Exceed The Expectation Of All The
Stakeholders (Stakeholders Refers To The Consumers, Customers, Employees,
Financial Institutions, Government Agencies And Shareholders Of The Company).
BACK BONE OF CK OF MANAGEMENT
D Mohan
Joint Managing Director

M D Sudharsan
Executive Vice President - Legal &
Secretarial
S Ramachandran
Vice President - Human Resources
R. Prabakara Kumar
Vice President - Finance
BP Ravindran
Vice President- Sales & Distribution
Srinivas Rao K
Vice President - IT
Dr. Meenakshi Narayanan
Vice President – Research &
Development
Sameer Wanchoo
Vice President - Marketing
Ayaz Kagzi
Vice President - Packaging
Development

CAVIN KARE CATEGORIES
BRAND PYRAMID
• PERSONAL
CARE
• PROFESSIONAL
CARE
• DAIRY
• FOOD AND
SNACKS
• BEVERAGES
CATEGORIES

BRANDS
1. Cavins
“one cannot think well, love well, sleep well, if one has not dined well” – virginia
wolf
Cavin’s is the umbrella brand for all our dairy based offerings. Be it cold chain
offerings like uht milk, curd, paneer, butter or ambient offerings like milkshakes, buttermilk,
lassi- we have launched them all. With continuous innovation as our bed rock we have evolved
into a dairy brand with offerings of the highest quality alongside adherence to international
quality standards in terms of production.
2. CHIK
What the rich man can enjoy, the common man should be able to afford.” – late sri r.
Chinnikrishnan, father of the sachet revolution
Chik shampoo is an iconic brand that marked the beginning of the cavinkare journey.
This journey has brought about the sachet revolution in the fmcg industry and made chik one of
the most successful brands in the country. Chik shampoo today is a popular case study in
management schools across the world. Innovative sachet packaging, strategic pricing,
unmatched distribution and the ability to adapt to the fast changing consumer needscape has
helped chik shampoo get where it’s at today.
3. KARTHIKA
“life is a matter of choices, and every choice you make makes you”- john c. Maxwell

Rediscover the traditional practice of using natural herbs to wash your hair with the
new karthika range of shampoos and hairwash powder.
4. FAIREVER
Fairever fairness cream has been created from years of knowledge and decades of
listening to the needs of indian women. Fairever contains the goodness of saffron and milk –
two pure, perfectly safe and nourishing ingredients that have been known since time
immemorial to enhance the complexion and quality of skin.
5. RUCHI
“a great introduction to cultures is their cuisine. It not only reflects their evolution, but
also their beliefs and traditions.” -vikas khanna
Founded in 1981, ruchi magic understands the tradition and culture that goes into
making every single bottle of pickle. Using traditional recipes developed over time, ruchi magic
pickles has eighteen different mouth watering variants. A large, loyal and growing fan base for
ruchi magic pickles will vouch for the authenticity of the pickles and the delectable taste. Ruchi
magic pickles is firmly rooted in tradition and is incredibly tasty.
6. HEMA’S
Cavin kare has entered into ready to made food segment by introducing idly/dosa
batter and idly/dosa wet flour
7. CHILL OUT
Cavin kare has entered into beverages segment by introducing fruit drink
8. NYLE
“In all things of nature, there is something of the marvellous” – Aristotle

Nyle naturals is a range of natural and safe shampoo made from natural ingredients
with years of dedicated research. Every nyle shampoo is 100% paraben free and is ph balanced
packed with nature’s goodness for your hair. Our range of six different variants take care of all
your hair problems. They are available into different different varients .
• Nyle volume enhance
• Nyle dryness hydration
• Nyle pollution shield
• Nyle damage repair
• Nyle hairfall defence
• Nyle anti dandruff
9. INDICA
Launched in 1995, indica herbal hair colour has goodness of 5 herbal ingredients that
colours your hair safely and effectively. In 2009, brand indica was relaunched with a new
consumer insight and innovation of 10 minutes and thus indica 10 minutes herbal hair colours
was born.
Indica is divided into three catregories
• Indica easy
• India dye
• Indica creme
10. RAAGA
Raaga professional is a fast growing professional care brand that offers range of
products catering to most of the services offered by salons. Be it the hair care range (pro
botanix), which consists of shampoos & conditioners or the hair colour range (pro10 express –
world’s first 10-minute permanent hair colour) or skin care, which allows salons to offer variety
of services like facials, tan removing and waxing services to their clients or the most sought

after heady & body massage oils, raaga’s vision is to continuously offer unique products that
would give salons the opportunity to pamper their clientele with confidence.
Raaga hair care, raaga body care, raaga hair colour, raaga skin care. Raaga hair care,
shampoo and conditioner
11. GARDEN
He road to enlightenment is long and difficult, and you should try not to forget
snacks”- anne lamott
Garden namkeens stands for authenticity and meeting the expectations of every
indian, regardless of his or her region of origin. We’ve made it our priority to cater to everyone
who may have a love for certain kinds of snacks. Over the years, we’ve been able to maintain
this balance of catering to a wide variety of taste buds, alienating no one, and yet remaining
original with our flavours and options. We’ve thought about it, and so our portfolio of products
and offerings will reflect the dedication that goes into ensuring our snacks are enjoyed by
everyone.
12. PINK OF HEALTH
Our newest entrant “pink of health” is true to its name an attempt to provide to our
consumers products they can call healthy irrespective of their age group or the geographical
diversity. Starting off with cocoma- a coconut water that rehydrates naturally we welcome you
to our fastest growing product portfolio
13. MEERA
“research is about engaging in a conversation with a brand.” – matthew rhodes
Meera is one of the flagship brands of cavinkare which is in its 27th year of delivering
strong and healthy hair. Meera boasts of a portfolio of products like shampoo, herbal powder,
coconut oil, herbal oil, conditioner and hairwash paste, stressing on wholesome heath for hair.

The brand derives its strengths from deep understanding of traditional indian practices and
giving it to consumer in easy-to-use contemporary formats. The brand ‘meera’ evokes immense
respect from both consumers & retailers which only a few other brands can claim and is one of
the household brands of south india.
14. SPINZ
“a woman’s perfume tells more about her than her handwriting”- christian dior
When the world cup cricket fervour reached fever pitch in 1996, it was not just the
men who were having fun. In the offices of cavinkare, an exciting new range of deodorants and
talcs for women were taking form. Inspired by spin bowling, the range was called ‘spinz’ and
was launched in the markets in 1997.
Spinz varients
Spinz talc (exotic/enchant)
Spinz bb cream
Spinz deo and perfume
15. CHINNI
The power of food is really spiritual. It not only brings the whole family together on
the same table, but also brings the whole world together.”- vikas khanna
16. MAA
A fast growing brand offers refreshing fruit drink. The brand comes in four flavours-
mango, apple, lemon and orange. Maa is a unique brand in the sense that we have got a sku for
everyone and every occasion. From a pouch for a quick sip and dash to large pet bottle for
parties, you name it and we have got the sku. With our unique formulation as a cornerstone to
the product, we have been successful in delighting our consumers-always!

Situation Analysis
Market Summary: Cavinkare identied the gaps overlooked by established players in
the market. The major challenge was to put in place a strategy to translate the vision
of making CavinKare a billion-dollar entity (Rs. 52000 million) by 2012 into reality.
STP Analysis:
Target Markets CavinKare, The rst identication was done in the early 1980s. The
shampoo market was cluttered with some 70 plus small labels with very low and
brand awareness level. There was a clear need for a superior quality shampoo with
appealing perfume at an affordable price. CavinKare CavinKare also realized that
there was a clear need for a good quality herbal shampoo which improves the texture
and manageability, nourishing the hair, free of harsh chemicals and that’s how Nyle,
the safest shampoo CavinKare introduced into the market. Positioning
CavinKare successfully positioned itself as a non-chemical or safest brand. It has also
positioned itself as an affordable yet good quality production brand. Geographic
CavinKare targeted the Regional media largely promoting and distributing its value
propositioned products in the local areas extensively. Later through Electronic Media
Campaigns it has given rigorous competition to its rivals.
Changing lifestyle, increasing disposable income levels, and rising inuence of media
and western culture are the major factors contribution to the Indian Cosmetic
Industry’s unprecedented growth. The latest market research report “Indian Cosmetic
Sector Analysis (2009-2012)” by RNCOS says that the fragrance (perfume and
deodorant) market, which is anticipated to grow at a CAGR of around 20% during
2011-2014, will drive the Indian Cosmetic Industry in the coming years.
and domestic players. According to the report, the fragrance market in India is
presently witnessing double-digit growth due to supportive climatic conditions,
increasing population of working men and women, and rising disposable income
levels. The Indian
Fragrance market is categorized into three segments: male fragrances, female f
ragrances and unisex f ragrances. The female f ragrances were found to be

contributing majorly to the overall sales of the Indian fragrance market.
Hindustan Unilever’s Axe, Henkel’s Fa, and CavinKare’s Spinz, Paras
Pharmaceutical's Set Wet Zatak, Reebok, Adidas, and Nivea are some prominent
names in India’s deodorant market. The research not only incorporates an extensive
study and rational analysis of the Indian cosmetics industry, but also provides its
segment-level analysis along with the emerging trends. Information regarding
consumer behavior, and competitive landscape, including proles of key cosmetic
players, their marketing strategies and SWOT analysis, are also part of the report.
The Indian cosmetics industry, which witnessed a strong growth in the recent years,
has emerged as one of the markets holding immense growth potential. With the rising
beauty concerns among both men and women, the Indian cosmetics sector would
continue to expand remarkably in near future. New product launches catering to
consumers' growing requirements would fuel growth in the industry, for which the
future outlook seems exceptionally bright. According to our new research report
"Indian Cosmetic Sector Analysis (2009-2012)", the Indian cosmetics sector industry
holds promising growth prospects for both existing and new players.
In 2010, the industry registered impressive sales worth INR 288.7 Billion (US$ 5.8
Billion). Rising purchasing power and fashion consciousness have been driving the
sector, wherein the players are investing heavily into promotional activities to
increase
consumer awareness. With these, the Indian cosmetic industry is estimated to grow at
a CAGR of around 22% during 2011-2014.
Observing the key trends, our research found that companies have been offering
specialized products to generate additional revenues, and opting for online retailing to
attract new customers. Cosmeceuticals and Nutricosmetics are one of the few
emerging trends in the Indian cosmetics market, which has also been expanding its
footprints to smaller cities and rural areas. Our study not only incorporates a thorough
research and coherent analysis of the industry, but also provides segment-level
analysis and emerging trends, which would shape the bright future outlook of the
industry.

The market has been growing with the betterment of economic conditions. An insight
into the competitive landscape and analysis inform about leading players in the
cosmetic market, their marketing strategies, and SWOT analysis. The information
regarding consumer behavior, particularly trends among men and rural population
with respect to cosmetic products, has also been included in the report, which will
help consultants, industry analysts, and vendors get in-depth knowledge about the
industry and its performance.
Fragrances market research Euromonitor has the world’s most comprehensive
research on the fragrances category within the beauty and personal care industry. We
monitor and analyse industry trends around the world, including in-depth data on
market share and market size – from the “big picture” qualitative analysis; down to
specic category data.
Euromonitor data and market analysis cultivates your organization’s awareness of the
Fragrances market and the greater competitive environment, ensuring accurate and
focused strategies for your business. A resource for your entire organization,
Euromonitor market research supports every level of business, assisting in strategic
development, marketing, mergers and acquisitions, and brand management. Our
fragrances market research answer questions such as:
* What is the market size of fragrances? * What are the major brands in fragrances? *
What pricing movements are seen across premium and mass fragrances? * What are
the key product development trends? * How are sales of unisex fragrances
performing?
Without these, all the products that we use such as toffees, chips, toothpastes, soaps
and shampoos, would be tasteless or odorless, boring, functional products. Globally,
the avors and fragrances industry is estimated to be a $17.8 billion industry of which
the top ve players account for 40% of the market. The ve largest companies in the
industry are Givaudan, International Flavors & Fragrances (IFF), Firmenich, Symrise
and Quest International. Japanese rm, Takasago, the sixth largest player, has revenues
close to that of Quest International.
The top ve companies have a substantial presence in the Indian market, along with
competition from Indian F&F houses such as SH Kelkar, Sachee Aromatics and

Oriental Flavors & Fragrances. The Indian F&F market is estimated at around $225
million with the top ve international houses accounting for 75% of the market.
Flavors
comprise 45% of the market while fragrances total 55%. However fragrances are also
used in the Agarbathis and Pan Masala/Zarda industries where gures are typically not
disclosed.
In the Agarbathis industry, many companies prefer to directly buy aroma-chemicals
and blend their own fragrances. ITC is the exception, as it purchases blended
fragrances, rather than aroma chemicals for in-house blending. Hence the F&F
SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses of
CavinKare and identies he opportunities and threats facing it. Strengths Portfolio of
strong brands - wide range of hair care, skin care and personal care products Vast
distribution network – Availability - Cavinkare’s distribution system reached out to
0.75 million outlets out of the 5.5 million outlets in India. Image positioning –
CavinKare has very strong image base in Indian market. Innovation – Variety -
CavinKare popularized the sachet through Chik shampoo. Besides being low cost it
offers convenience of buying it only when required. Similarly, Singlez, a single use
perfume, was launched in 2000 in
he form of a gelatinous capsule in a blister pack. Cost effective – Affordable, Value
for money - Superior quality products with affordable cost products accounted to the
maximum popularity of CavinKare products.
Weaknesses
Dependency on narrow product lines. Narrow portfolio cannot give higher margins.
Most of the products offered by Cavinkare have low margins (since most products are
sold at affordable prices). The products offered are better known in certain regions.
For example, Chik shampoo help more than 50% of shares in southern rural markets

but more not as visible in the domestic markets across the country.
Opportunities
The rural markets still have a huge potential that can be utilized for better brand
building and increasing overall market share. Also, Cavinkare has several untapped
opportunities in urban areas. The company is yet to venture into the international
markets which can have a tremendous growth potential. The company can also aim to
leveraging their existing brands.
Threats
Existence of f ragmented markets which include competition f rom several local
brands. Strong competition from the established market players like HUL which holds
a larger market share. For example, in terms of market share for fairness creams,
Fairever brand has a market share of 9.5% as against 62% of Fair & Lovely.
Similarly, Spinz talcum powder had a market share of 4.27% in 2004 as against 55%
market share of HUL. Also, while Cavinkare’s distribution system reached out to 0.75
million outlets, HUL has a direct coverage of about 1 million outlets. Presence of
various easily available substitutes.
Marketing Strategy
Marketing Objectives
The overall objective of CavinKare is to achieve growth by continuously offering
unique products and services that would give customers utmost satisfaction.
CavinKare has crossed 2000 million turnover in the year 2000 and 2640 million by
2003.
Financial Objectives
1. The company had the turnover of over Rs. 2640 million in 2003 and had set a
vision of Rs 52 billion company by 2012. 2. The target set was aimed on achieving
through two-prolonged strategy: Increase market share of its current products and
diversify into new businesses.

Marketing Program – 4 P’s
Pricing
Cavinkare offers its products with superior, value based and affordable pricing. Value
for money propositions could attract price conscious consumers towards CavinKare.
CavinKare created the shampoo market out of non-users or infrequent users by
introducing the affordable products. It kept the focus on volumes and scale of
economy and that resulted in lower costs of production. Lower pricing, though made
low to modest prot per customer but the gross prot was high owing to volumes.
Reduced cost structures enabled it to sell the quality products to customers at
affordable cost.
Distribution
Nationwide connectivity, large number of retail outlets, distribution access, especially
in the rural areas which is often characterized by low penetration and dispersed
consuming population was tapped by CavinKare in an innovative way. The periodic
markets like Haats, Melas etc which was the public gathering of buyers and sellers
were well utilized by CavinKare to create the access of its products. One of the
efcient ways to increase the visibility and connectivity of the products.
Promotion
Promotion was largely relied upon the usage of regional media, radio for mass media
advertising especially for Chik shampoo. Leading south indian lm actresses were
roped in for endorsements. While in the case of promotion at the national level was
taken care of through the advertising campaigns for its products especially for
Fairness creams.
Product Superior products at affordable costs played an important role in CavinKare’s
success esp. Chik Shampoo. It adopted value pricing strategies for its shampoo
products in intial phase of the growth. Shampoo which was a relatively low
penetration category in India was taken care by the innovation strategies adopted by
CavinKare.

BRAND POSITIONING
POINT OF PARITY
• Promise to provide a solution to rough and tangled hairs for girls and women
of rural and semi urban india.
• Fisrt shampoo in innovated sachet packaging
• Different products for different segments as chik black, chik jasmine, chik egg
and chik cool.
Point of difference
• Low prices
• Deep penetration to rural india
• Mobile beauty parlors
• Advanced marketing and promtions strategies.

CHAPTER II
REVIEW OF LITERATURE

Review of literature
Changing trends in consumer usage pattern - Market turbulence is also a major threat
OF Products/Service Offering CavinKare, over the years, introduced a number of
products in the market. Market shares of different products are as follows. Segment
Prole Market Share Way Forward Hair care Chick shampoo Shampoo that used
French perfume in its formulation Largest selling brand in southern rural market with
a market share of ov er 50% by1990 Increase their market share by concentrating on
market and product development Chick shampoo First oral shampoo Ranked 2nd in
terms of market share.
Nyle shampoo Ranked number 1 Herbal shampoo brand in the country 5.5% market
share in the shampoo industry for the year 2004
Meera Herbal Powder Largest selling brand of hair wash powder Consistent market
share of more than 75% since the time of launch in 1991
Skin Care Fairever Fairness cream Market share of 9.5% as on 2003 Huge gap exists
in the market share of Fairever and Fair & Lovely which holds 62% market share.
Hence, the objective would be to shorten the gap.
Personal care Products Spinz Perfumes, talcum powder, deodorants. Market share of
7% in perfume category and a market share of 4.27% in talcum powder. Increase the
market share of the brand.
The Chinnikrishnan Innovation Awards 2015
Prof M Manivannan, Merkel Haptic Systems. For his outstanding contribution and
excellence in Innovation in the field of high fidelity affordable mannequin for
effective "Cardio Pulmonary Resuscitation (CPR) Training" with focus on social
relevance.
Mr. P.A.Sekar, scientist. P.A.Sekar Scientific Research Center.
For his outstanding contribution and excellence in Innovation in warping machine for
the betterment of weaving community by infusing new techniques and process to
maximize the productivity and minimize the workload.

Mr. V.Ramachandran, GloLifecare Equipments Pvt Ltd. For his outstanding
contribution in inventing feminine hygiene equipment - destroyer of sanitary napkins.
This new incinerator results in enhanced personal hygiene with focus on social
relevance and eco system at large.
RECENT ARTICLE BY CAVINKARE
1.CAVINKARE strengthen leadership team
2.Cavinkare announces change in management

CHAPTER III
OBJECTIVES AND RESEARCH
METHODLOGY

OBJECTIVES
• The main objective of the study is to find out the level of satisfaction among
the customers.
• To understand the demand pattern of cavinkare products.
• To understand the image of the products in the eyes of the consumers.
• To know the reason of satisfaction among customers.
• To know about the most favoured product of cavinkare
• to know what sku or varients is preferred most by the consumers.

Research Methodology
A research design is a framework or blueprint for conducting the marketing research
project. It specifies the details of the procedures necessary for obtaining the
information needed to structure and/or solve marketing research problem.
Sample Design
1. Sampling Technique Used
Convenience Sampling
2. Types of research:
For this study, a sample of 100 respondents has been selected for the survey.
3. Data collection instrument
Questionnaire
Sources of Data Collection
Ø Primary data:
It is the first hand information collected through questionnaire. primary data
was collected directly from the customers through a questionnaire.
Ø Secondary data:
Secondary data was collected from the following sources:
Books
Newspapers
Journals
Magazines
Company website

DATA ANALYSIS AND INTERPRETAIONS
(a) Gender
MALE 52
FEMALE 48
(b)
(b)Occupation
Homemaker 51
Student 14
Bussinessman 2
Salaried 21
Professional 9
Others 3

1. Are you aware about cavin kare company ?
YES 56
NO 44
Interpretation
51%
14%
21%
9%
2%
3%
Chart Title
Homemaker Student Professional
Professional businessman others
PERCENTAGE
YES
NO

According to the survey 56% population know about cavinkare company and 44 %
are not aware about it.
2.Which cavinkare products do you generally buy?
Brands INDICA SPINZ CHIK NYLE
Percentage 36 22 18 24
Interpretation
In This Survey It Is Clearly Identified That Indica Is Having Large Market Share Of
36% As Compared To Other Cavinkare Brands With 22% Is Spinz Market Share ,
24% Of Nyle Market Share Chik Is The Least Demanded Brand In The Market With
18% Market Share.
3. Which Indica Varient Do You To Use?
Indica Varients Indica Easy Indica Crème Indica Dye
PRODUCTS
0
10
20
30
40
INDICA
SPINZ
CHIK
NYLE
PRODUCTS
PRODUCTS

Percentage 46 35 19
Interpretation
In this survey indica easy is the most demanded brand with a shampoo base formula
around 46% consumers use indica easy other 35% use indica crème and indica dye is
only used by 19% customers.
3. Which perfume/deo do you prefer to use?
Brands SPINZ ADDIDAS JOVAN Others
Percenta Ge 27 35 22 16
0
5
10
15
20
25
30
35
40
45
50
INDICA EASY INDICA CRÈME INDICA DYE
PERCENTAGE
PERCENTAGE

Interpretation
In This Survey Addidas Is The Highest Demanded Deo With 35% Of Consumer
Demand Spinz Is The Second Highest Demanded Product With 27% Consumer
Demand Whereas Jovan Black Musk(Male) And White Musk (Female) Alone Cater
22% Of Consumers.
4. Which nyle variant do you prefer to use?
Varients Damage
Repair
Pollution
Shield
Anti
Danruff
Volume
Enchance
Dryness
Hydration
Anti
Hairfall
Percentage 19 8 18 28 12 15
PERCENTAGE
SPINZ
ADDIDAS
JOVAN
OTHERS

Interpretation
Volume Enchance Is The Most Commly Used Varients In Nyle With 28% Consumer
Demand And Damage Repair 19%, Antidandruff 18%, Anti Hairfall 15%, Dryness
Hydration 12% And 8 % Pollution Shield Is Demanded By Consumers.
5. Which chik pack u prefer to use?
Chik Packs Sachet Medium Pack Large Pack
Percentage 48 32 20
0
5
10
15
20
25
30
PERCENTAGE
PERCENTAGE

Interpretation
According To This Survey Chik Sachets Are Generally Demanded By Conumers By
48% And Its Medium Bottels Are 32% In Demand By Consumers And Large Pack
Demand Is 20% .
6. Which chik shampoo do u prefer to use?
CHIK
VARIENT
Long
Healthy(Jasmine
)
Thick&
Glossy
HAIR
PREVENT(EGG
)
PercentaGe 9 40 51
PERCENTAGE
SACHETS
MEDIUM PACK
LARGE PACK

Interpretation
According To The Survey 51% Consumers Uses Chik Egg For Preventing And
Nourishing There Hair Wheras Other 40 % Uses Chik Black For Thick And Glossy
Hair And Chik Green (Jasmine) Is Only Used By 9% Consumers For Long Healthy
Hairs.
7.Which spinz talc do you use?
Brands ENCHNATE EXOTIC
Percentage 75 25
LONG HEALTHY(GREEN)
THICK&GLOSSY(BLACK)
HAIRPREVENT(WHITE)
0 10 20 30 40 50 60
PERCENTAGE
PERCENTAGE

Interpretation
Soinz Enchnate Talc Is 75% Demanded By Consumers As It Is More Cooler And Has
Better Long Lasting Fragance Wheras Spinz Exotic Is 25 % Demanded By
Consumers And Generally Used By Females Because Of Its Flowery Fragance
8 Which SPINZ PERFUME DEO DO YOU USE
EXOTIC 11
ENCHANTE 20
TRAILBLAZER 12
EXPLORER 5
THRILLSEEKER 8
HI-FLYER 17
ACHIVER 12
LIVEFIRE 15
percentage
enchante
exotic

Interpretation
Enchante Is The Most Demanded Brand In 50ml Deo With 20%, Consumer Demand,
, HY Flyer 17%,Exotic 11%.Trailblazer12%
Explorer 5%, Thrillseeker 8%, Achiver 12%, Livefire 15%.
9. Are You Aware About Spinz Bb Cream ?
Yes 75
No 25
0
5
10
15
20
25
Sales
exotic
enchante
trail blazer
liveZire
hy-Zlyer
achiver

Interpretation
According To The Survey 75% Of People Are Aware About The Spinz Bb Cream
Whereas 25% Do Not Know About The Product.
10.which spinz bb cream sku do you use?
5.8gm Sachets 51
15gm Tube 20
29gm Tube 39
0
10
20
30
40
50
60
70
yes
no
Column1
Column1

Interpretation
According To The Survey 51% Consumers Uses Spinz Bb Cream Sachets , 15gm
Tube Is Used By 20 % Consumers And 29 Gm Tube Is Used By 39% Consumers.
0
10
20
30
40
50
60
5.8gm
15gm
29gm
percentage
percentage

CHAPTER V
FINDINGS AND CONCLUSION

Findings
The findings in the paper show that there are many significant factors that together
make up the buying decision of the product. The key diversification strategy
implemented by cavinkare can be known by its consumer behaviour. It is because of
reasonable price of the product. It may be due to ability of the product to cure the
problem as well as the easy availability.
The satisfaction brings in the retention of customer. Cavinkare in order to retain more
customers and satisfy them, fulfill the claims made by the retailers and provide them
refund for the product damaged and expired.
Ø First company to launch shampoo in sachets at 50 paisa and is the second
largest selling brand in rural market.
Ø Only focus on rural and semi- urban market should move towards urban
markets.
Ø Coming up with premium brands
Ø Using own brands in green trends and limelite will also help to build a better
brand image.
Ø More focus should be laid on branding. Delivering customer value through
affordable products
Ø It focus on volumes and scale of economy resulted in lower costs of
production.
Ø Cavinkare entered the perfume business to introduce quality perfume at an
affordable price.
Ø It launched perfume brand spinze in the year 1997.the product was introduced
in bottles as well as small packs called “dab-on”.
Ø They should adapt rigorous marketing strategies, in order to sustain in the
market. there is immense competition in this sector. Therefore, the
organizations should try to gain competitive advantage against their
competitor’s. for the organizations that are not much popular amongst the
consumers, should adopt sales promotion, as their marketing strategies.
Ø Application of 4a’s has also become an important task(*4a= availability,
affordability, acceptability, awareness)

however, the demand of a product is also affected by its life cycle. If the product is
in the introduction stage, then it will definitely take some time to capture the market,
because in the introduction stage, consumers are not much aware about the product.
Therefore, it’s the responsibility of the organization to create awareness amongst the
consumers.

References
Ø Https://cavinkare.com/
Ø Https://en.wikipedia.org/wiki/cavinkare
Ø Https://en.wikipedia.org/wiki/talk%3acavin_kare
Ø
Ø Https://cavinkare.com/brand/personal-care/hair-care/chik/
Ø Www.rediff.com › business

Annexure
Please Put ( ) In The Appropriate Column.
(A) Gender: Male Female
(B)Occupation:
Student Businessman Salaried Professional Homemaker
Others
1. Are You Aware About Cavinkare Company ?
Yes No
2. Which Cavinkare Products Do You Generally Buy?
Indica Spinz Chik Nyle
3.Which Indica Varient Do You Use?
Indica Easy Indica Crème Indica Dye
3. Which Perfume/Deo Do You Prefer To Use?
Spinz
Addida
s
Jovan Others
4. Which Nyle Variant Do You Prefer To Use?
Damage Pollution Anti Volume Dryness Anti

Repair Shield Danruff Enchance Hydration Hairfall
5. Which Chik Pack U Prefer To Use?
Sachets Medium Pack Large Pack
6. Which Chik Shampoo Varient Do U Prefer To Use?
Long Healthy (Jasmine) Thick & Glossy Hair Prevent (Egg)
7. Which Spinz Talc Do You Use?
Enchante Exotic
8. Which Spinz Perfume/Deo Do You Use?
Exotic
Enchante
Trailblazer
Explorer
Thrillseeker
Hi-Flyer
Achiver
Livefire
9. Are You Aware About Spinz Bb Cream ?
Yes No
10.Which Spinz Bb Cream Sku Do You Use?
Sachets(5.8gm) Tube(15gm) Tube(29gm)

Analysis of Buying Behaviour of Cavinkare Consumers

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