The document discusses corporate identity and provides examples from CavinKare, an Indian FMCG company. It defines corporate identity as the overall image a company projects to customers, investors, and employees. It then discusses the importance of corporate identity in building a corporate persona, consumer loyalty, and business enhancement. The document summarizes CavinKare's mission to remain rooted in traditional values while innovating, and its vision to offer unique products and services to satisfy customers. It also lists some of CavinKare's brands and proposed PR activities to create and promote its corporate identity.

1. Corporate Identity
By: Manisha Tripathi
Neha Shetty
Saumya Singh
Kshitij Shrimali
Nishant Dalwadi

2. What is Corporate Identity?
• A corporate identity is the overall image of a
corporation or firm or business in the minds of
diverse publics, such as customers and investors and
employees.
• Corporate identity helps organizations to answer
questions like “who are we?” and “where are we
going?” Corporate identity also allows consumers to
denote their sense of belonging with particular
human aggregates or groups.
• In general, this amounts to a corporate title, logo
and supporting devices commonly assembled within
a set of guidelines.

3. Importance of Corporate Identity
There are strong reasons to believe that the right corporate identity helps achieve
this business objective.
1) Building Corporate Persona: When we meet a person, it is the first impression that
has the most impact. We tend to gather cues from what we see and feel, interpreting
our observations to form our opinion about the person. This is also how we treat
products and companies. To stand out from their competitors, every company needs
to have a good brand image, to create a niche in the client’s mind by having a
unique, pleasing appearance and identity.
2) Consumer Loyalty: The consistent design of a corporate identity, in accordance with
objectives set for the business, uphold and reflect the ethos, culture, principles,
future ambitions, or visionary goals of the business. Customers who find this to be in
accordance with their philosophy and liking feel connected to this image and are
more likely to develop loyalty to the business.
3) Business Enhancement: Personal experiences with a corporate identity influence
consumers and their purchasing decisions. A corporate identity with a strong and
positive impact creates a favorable mental image of the business in a consumer's
mind. A strategically planned identity gives a good return in terms of referrals and
repeat business.

4. The Tamil word “kavin” means beauty or grace. The
company has smartly played with words “care” and
“kavin” by interchanging their initials.
The logo of the company focuses on letter C which
indicates the name as well as its motto/vision.

5. Introduction
• CavinKare is an Indian conglomerate headquartered in
Chennai, India. The company started its venture 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 transformed from Personal care player to an
FMCG conglomerate with diversifying in Dairy, Foods,
Snacks, and beverages business. CavinKare has strategic
partnerships with Coty Inc. for Adidas and Jovan brands and
Hawpar International for Tiger Balm. The company has also
expanded its research across the globe. Cavinkare has its
presence in more than 21 countries.
• CavinKare’s annual turnover is around 1200 crores for the
F.Y 2013-2014

6. Mission
• 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 can continue to be rooted
to its heritage and traditional values while moving with the times –
this is the company’s core strength.
• CavinKare is one of India’s most thriving 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 for 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.

7. Vision
• 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
remembered as synonymous with excellence.
• Achieving growth by continuously offering unique products
and services that would give customers utmost satisfaction
and thereby be a role model is the vision of the corporate.

8. Brand List
• Chik
• Meera
• Karthika
• Nyle
• Indica
• Fairever
• Spinz
• Raaga Professional
• Chinni's
• Ruchi
• Garden Namkeens
• Cavin's
• Maa fruit drink
• Trends in Vogue
• Green Trends
• LimeLite
• Trends Academy

9. Media coverage of CSR Activities

10. Media coverage of CSR Activities

11. Trends in Vogue
• Trends In Vogue Private Limited, a CavinKare initiative came into being in
July, 2002, with the sole purpose of offering customers with the best
grooming solutions. The need amongst customers for exclusive salons that
can offer world class styling for the whole family, culminated in the birth of
Trends In Vogue. It operates two successful salon chains – Limelite and
Green Trends. It has been making over 1 lakh customers happy through its
120+ saloon chains.
• Both brands have expanded across the country delighting customers with
its array of hair and skin services. Trends In Vogue has set up its salons with
top-of-the-line equipment, infrastructure and delivers services through
professionally trained skilled stylists.
• Trends in Vogue envisions the brand becoming the largest and most-
coveted chain of hair and beauty salons in India, and to be
the first to bring change in the industry through product innovations,
customer-centric service delivery mechanisms, and gratifying the ever-
changing needs of the customer.

12. PR activities creating Corporate Image
• In malls, we will keep kiosks wherein we will
feature all the products of CavinKare like Spinz,
Indica, Chik, etc. all under one roof.
• We will place the logo of the company on the top
of each and every product of CavinKare and also
place a hologram of the logo at the bottom of the
product where product MRP is.
• CavinKare will come upfront to sponsor Fashion
shows, Youth Fest and private events.

13. PR activities creating Corporate Image
• CavinKare will lend support towards the good
cause of removing Malnutrition by conducting
health check-ups especially in public and private
schools and colleges. To promote this campaign,
ads on YouTube will be showcased.
• Two-page detailed coverage of the company and
a section for recruitment can be mentioned in
leading economic and business newspapers and
supplements.

14. PR activities creating Corporate Image
• Launch of CavinKare’s skin-friendly products
can challenge other exisiting homogeneous
company products. This is an illustration of
negative PR where by highlighting this aspect,
we will indirectly instigate the other rivals to
retaliate and this would bring the company into
limelight for a long period of time.

15. PR activities creating Corporate Image
• CavinKare product’s combo range will be
displayed on various online shopping portals.
• We will publish news regarding company’s in-
house and annual general meetings, staff
engagement activities, new product launches, etc
in news/web portals.

16. Other tools for creating corporate
identity
• Logo
• Letterhead/Cover/Visiting Card
• Brochure
• Website
• Printing material/ Annual Reports /Journals
• Newsletters
• Staff Engagement Activity