The Application of Consumer Behavior in the Segmentation and Positioning of Chik Shampoo in the Indian Market
Product Introduction:
Chik Shampoo:
Chik shampoo is a product of a Chennai based FMCG company Cavin Care.
According to www.business-standard.com Article Chik mate by Gouri Shukla / Mumbai June 3, 2003
“Chik has become the second-largest shampoo brand — after fast-moving consumer goods giant Hindustan Lever Limited’s (HLL) Clinic Plus — in volume terms.”
As per www.moneycontrol.com,
“The shampoo sachet, which unlocked instant consumer recognition and cult-brand status for the company, today makes up almost 75% of shampoo sales in India. It may not be a premium brand yet, but Cavin Care 's Chik shampoo is second only to brands from FMCG giant HUL it 's a close second at that.”
As per the company website,
“Just a mention of Chik Shampoo today gives rise to varied perceptions. To the rural and semi urban population of India, it is the preferred daily shampoo. To the market and its players, the second largest selling shampoo in the country. To the competition, a case study in competitive strategy and to us, our raison de etre.
In a highly competitive FMCG category that seemed impenetrable to most marketers, Chik Shampoo identified a humongous opportunity in rural and semi urban India and created waves with its entry into these markets. Combining innovative sachet packing, strategic pricing (at Re.1 and 50p) and a strong and motivated distribution network, Chik Shampoo transformed the very nature of shampoo packaging and usage.”
Chik Shampoo:
Product Varieties:
Chik Shampoo has two varieties. Chik Black which is in a black color packaging and another is Chik Jasmine which has the fragrance of Jasmine and is packed in a green colored package. The sachet price for shampoo is at Re. 1 and 50p
As per the company website,
“Chik Shampoo has penetrated the Indian market with a range offering of two refreshing fragrances - Chik Black and Chik Jasmine”
Cavin care also has launched Chik Satin for the urban market. Chik Satin Shampoo has three variants for
Chik Shampoo:
Chik shampoo is a product of a Chennai based FMCG company Cavin Care.
According to www.business-standard.com Article Chik mate by Gouri Shukla / Mumbai June 3, 2003
“Chik has become the second-largest shampoo brand — after fast-moving consumer goods giant Hindustan Lever Limited’s (HLL) Clinic Plus — in volume terms.”
As per www.moneycontrol.com,
“The shampoo sachet, which unlocked instant consumer recognition and cult-brand status for the company, today makes up almost 75% of shampoo sales in India. It may not be a premium brand yet, but Cavin Care 's Chik shampoo is second only to brands from FMCG giant HUL it 's a close second at that.”
As per the company website,
“Just a mention of Chik Shampoo today gives rise to varied perceptions. To the rural and semi urban population of India, it is the preferred daily shampoo. To the market and its players, the second largest selling shampoo in the country. To the competition, a case study in competitive strategy and to us, our raison de etre.
In a highly competitive FMCG category that seemed impenetrable to most marketers, Chik Shampoo identified a humongous opportunity in rural and semi urban India and created waves with its entry into these markets. Combining innovative sachet packing, strategic pricing (at Re.1 and 50p) and a strong and motivated distribution network, Chik Shampoo transformed the very nature of shampoo packaging and usage.”
Chik Shampoo:
Product Varieties:
Chik Shampoo has two varieties. Chik Black which is in a black color packaging and another is Chik Jasmine which has the fragrance of Jasmine and is packed in a green colored package. The sachet price for shampoo is at Re. 1 and 50p
As per the company website,
“Chik Shampoo has penetrated the Indian market with a range offering of two refreshing fragrances - Chik Black and Chik Jasmine”
Cavin care also has launched Chik Satin for the urban market. Chik Satin Shampoo has three variants for
Bibliography: Cavincare Company website: Available: www.cavinkare.com Last accessed 21st Feb 2012 Article Chik mate by Gouri Shukla in www.business-standard.com / Mumbai June 3, 2003: Available: http://www.business-standard.com/india/news/chik-mate/159585/ Last accessed 21st Feb 2012 Available: http://www.moneycontrol.com/news/business/cavin-care%92s-chik-plans-to-rekindle-shampoo-mkt_364161.html