Topics: Marketing, Brand, Cosmetics, Markets, Brand management / Pages: 6 (1374 words) / Published: Jan 7th, 2014

Executive Summary

CavinKare Group is an Indian conglomerate headquartered in Chennai, India. It was founded by second generation entrepreneur C.K.Ranganathan in 1983 as an extension to his family owned business of small-scale pharma packaging and cosmetic manufacturing in a small coastal town Cuddalore in Tamilnadu. He has started it in Chennai as Chik India. It changes its identity twice on its way. Cavinkare became Beauty cosmetics Private Limited in 1990. In 1998 it became Cavinkare Private Limited with the aim of going beyond cosmetics, and offering a wide range of consumer products. Cavinkare has its businesses in personal care, soaps and detergents, food products etc.

Cavinkare products in the market are
Skin care
Fairever Fairness cream
Nyle Herbal cold cream
Nyle Moisturising Lotion
Hair Care
Chik Shampoo
Nyle Herbal Shampoo
Meera Shampoo/Meera Herbal Powder/Meera Hair oil
Karthika Shampoo
Personal care
Spinz perfume
Spinz deodorants
Spinz Talc
Meera Herbal Soap
Food Products
Garden Namkeens
Green trend Salons by 2005

Situation Analysis
Market Summary: Cavinkare identified 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 first identification 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

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