CavinKare - The Small 'Big' Company
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Case Details:
Case Code : MKTA017
Case Length : 19 Pages
Period : 1988-2004
Pub Date : 2005
Teaching Note :Not Available
Organization : CavinKare
Industry : Cosmetics
Countries : India
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts Contd...
Diversification
CavinKare ventured into the salon business in 2001, and food and home care products in 2003.
Salons
In the early 2000s, CavinKare set up exclusive outlets to serve the Indian men's hair care grooming market estimated at Rs 200 crores and growing at the rate of almost 200%...
Foods business
Towards the end of 2003, CavinKare entered the foods business by launching pickles under the Chinni's brand name in Tirunelveli in southern Tamil Nadu...
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Home Care
In mid-2003, CavinKare ventured into the dishwashing segment with its Everglo dish wash bar. The overall size of the dish washing bar market in India was about Rs 350 crore, while the market for dish washing powder was estimated at Rs 120 crore...
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Looking Ahead
Ranganathan realized the need to encourage new ideas and nurture an entrepreneurial talent. Any employee who came forward with an innovative marketing or product idea was sanctioned a budget to pursue his vision.
Till 2004, CavinKare had sanctioned five such projects. Ranganathan also had plans to disclose the ingredients that went into CavinKare's products.
Even big MNCs operating in the FMCG segment did not disclose these details, as it was not mandatory to publish them...
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Exhibits
Exhibit I: Performance of Some CavinKare Brands
Exhibit II: CavinKare - Product Portfolio
Exhibit III: Market Shares of Shampoo Brands (Volumes in%)
Exhibit IV: TV ad for Fairever, 2002
Exhibit V: TVC for Spinz Perfumes
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