A Market Research on Chik Shampoo

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A primary research on Cavin Care. Mainly focused on the product Chik Shampoo.

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A STUDY ON CHIK SHAMPOO
(CAVINKARE)
CAVIN KARE PVT. LTD
COMPANY PROFILE
 In 1983 with a single product, CavinKarestarted out as a
small partnership firm ChikIndia by Mr. C.K. Ranganathan.
 In 1983, C K Ranganathanstarted selling shampoos in a
sachet with an investment of Rs 15,000 and dared to take on
the multinationals.
 ChikIndia, which was renamed as Beauty Cosmetics in 1990.
 In 1998, the Company was renamed as CavinKarePvt. Ltd
(CKPL).
 This year, CavinKare, ended up with a turnover of a little over
Rs 500 crore. Ranganathanis positive he can touch Rs 5000
crorein the next 10 years and can emerge as an Indian
multinational.
COMPANY PROFILE
 The reason behind the name is, Cavinmeans Beauty in Tamil
and ‘care’ is spelt as Kare.
 The company offers quality Personal Care, Professional
Products, Foods, Snacks, Dairy Products, Beverages.
 Priorities:
 Customers
 Employees
 Vendors
 Bankers
 Government
 Policy: “No Credit Sales only Credit Purchase”
 Vision: To produce new innovative products and target
allover India.
PRODUCT’S RANGE
Personal Care Category Product
Hair Care
Chik Shampoo
Nyle Herbal Shampoo
Meera Badam Shampoo
Indica Hair Colorant
Indica 10 Minutes
Ethnic Care
Karthika Hair Wash Powder
Meera Hair Wash Powder
Skin Care
Fairever
Spinz Talc
Spinz Deodorants
Nyle Cold Creams
Home Care
Tex
ToppMopp
PRODUCT’S RANGE
Other Categories Products
Professional products
Raaga Professional
Food Division
Ruchi Pickles
Chinni’s Pickles
Ruchi Hulab jamun Mix
Meera Coconut Oil
Snacks
Garden Namkeens
Dairy Products
Cavin’s Milk
Cavin’s Curd
Beverages
Maa
Cavin’s Flavoured Milk
MAJOR COMPETITORS:
 Hul
 P & G
 Dabur
 Himalaya health care
 Colgate- palmolive
CHIC SHAMPOO: “AN OVERVIEW”
 Flavours: Chik Black, Chik Jasmine, Chik Egg,
Chik cool, Chik anti dandruff
SHAMPOO MARKET SHARE BY VALUE
COMPETITIVE ANALYSIS
Market Share:-
 Chik shampoo with a 21.4% share is the second
largest selling shampoo in India.
 It has a 9% share in the Rs. 750 crore fairness
cream market (Fairever brand).
 Others like Meera hair wash and Nyle
moisturizing lotion have national shares of 23.4%
and 4.2%, respectively.But they are the largest in
rural Uttar Pradesh, Andhra Pradesh, etc.
CHIK V/S CLINIC PLUS
Shampoo Market share Price Size
Chik 21.4% Sachets: 50 paisa
and Rs.1
Bottles: RS. 6, 10,
20, 35 and 75
Sachets: 4ml and
6ml.
Bottles: 25ml,
60ml, 100ml,
150ml and 500ml.
Clinic plus 29.15% Sachets: 50paisa
and Rs. 1 and 2.
Bottles: Rs. 6, 30,
55 and 90.
Sachets: 4ml, 6ml
and 10ml.
Bottles: 25ml,
100ml, 200ml and
300ml.
MARKETING STRATEGY
 Maintaining their Quality standards.
 Outsourcing is one of the three cardinal rules of
CavinKare’s corporate strategy.
 Direct media promotions
 Effective communication
 CavinKare believes that its core competencies are
research and development, brand building, and
distribution management.
PROMOTIONAL STRATEGY
 CavinKare Pvt. Ltd. is running mobile beauty
parlours.
 These Parlours aim to provide a complete brand
experience by having hair stylists use Chik
Shampoo on volunteers and distributes its
samples.
 The company also associated itself to social
issues of education and empowering the disabled.
STEPS TOWARDS RURAL MARKETING
 Before the Birth of Chik Shampoo ,people in
South India used to wash their hair with soap.
 When Shampoo was launched the Company
educated the people on how to use it and also
distributed free sachets.
 This strategy worked wonders in the areas of
Tamil-Nadu and Andhra Pradesh.
TARGET AUDIENCE
 Girls and women of Rural, Urban and Semi-
Urban population of india.
HOW CHIK SHAMPOO WAS BORN?
 This idea came into the mind of Mr.
Ranganathan’s father when Epsom salt came in
100gm packets.
 They wanted their Products to be used even by
the coolies and the rickshaw pullers.
 But due to the lack of marketing strategies they
could not market the concept well.
 It re-named as Chik Shampoo after the death of
his father.
HOW CHIK SHAMPOO CONQUERED THE
RURAL MARKET?
 They went to the rural areas of South India
where people hardly used shampoo.
 They showed them how to use it.
 They did Live demonstration on a young boy.
 They asked those assembled to feel and smell his
hair.
 Next they planned Chik Shampoo-sponsered
shows of Rajnikanth’s films.
HOW CHIK SHAMPOO CONQUERED THE
RURAL MARKET?
 They altered the scheme, they started giving one
free Chik shampoo sachet with 5 Chik Shampoo
sachets .
 They sold shampoo in 50 paisa sachets at a time
when other shampoo were selling at Rs.2.
 Soon, consumers started asking for Chik
Shampoo sachets only.
 The sales went up from Rs. 35000 to Rs. 12 lac in
a month.
CONCLUSION
 So the fact remains that the market in India has
great potential, which is just waiting to be
tapped.
 Ultimately, the ball lies in the court of
Cavin Kare’s marketeers.
 It’s all about how they approach the market,
takes up the challenge of selling products and
concepts through innovative media design and
more importantly interactivity.

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