p
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2 -Launched Chik shampoo in rural areas with already 200
Brands present in shampoo industry and HLL being the market
leader with Clinic Plus
2 -priced Chik shampoo at 50 paisa per sachet ,the lowest ever
in the market
2 - increased its price to 1 re per sachet & introduced in other
states like Karnataka , Andhra Pradesh
2 - came up with innovative strategy of giving a chik shampoo
free for 5 empty chik sachets
2 - chik replaced the market leader vellvete in southern rurak
markets and enjoyed market of more than 50%.
2 - to meet the increasing demend in rural sector chik shampoo
was introduced in bottles of 100ml priced at only 17 rs which was
considerably low than other brands.
2 - cavinkare launched Chik shampoo nationwide. it did not
grew immidiately and showed only 4% growth till 1998
-co. launched mini single-use sachets priced at 50 paisa along
with 1 rs sachets still avalible & also a 50ml bottle priced at rs 6.
- emerged as 2nd largest shampoo brand only after clinicPlus
which was the leader
-emerged as a largest player in rural market with all India rural
market share of 39.1%
-won AAA India·s best brand performance award attributing to
its branding & market strategies.
2 - Launched Meera Herbal was powder for traditional
customers. it was available in many variants such as
shikakai,hibiscus,reetha etc
- became market leader with 75% of market share of total
hair wash powder market
This powder was never launched nationwide and was confined to
south due to its ethnic nature
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2 - Launched Nyle shampoo keeping in view the need for a
branded herbal shampoo. it didn·t pick up well as people felt it had
low conditioning content in it.
2 -co. changed its formulation to increase conditioning content
and positioned it as a safest shampoo to use made from herbal
[Link] became a huge hit.
- Nyle became a 400mn brand & 2nd largest selling herbal
shampoo brand in India with 2.52% share of total shampoo market
in the country.
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2 -CavinKare entered the perfume market with Spinz perfume
available in four variants- mist, dusk, wood & storm .within year and
a half overtook brands like Park avenue, Elle 18,Mischief etc
2 - Launched Spinz talc and Spinz deodorant.
- emerged as a market leader with 11.5% share. the success was
attributed to the packing & pricing strategies e.g. the dab on packs
priced at 10 rs the lowest ever. The choice of variants also proved
fruitful.
- launches Singlez which was a single use perfume pack
priced at 1.50 paise available in variants Fire & Ice .Singlez failed
in market & sales of Spinz also came down .
- Spinz failed to find position in 700mn perfume industry
- refocused on revitalizing the brand & launched three new
variants Fun, Freedom & Magic in single use sachets of 3.5 ml
priced at 2 rs
Cavinkare focused on packaging improvement and also targeted
the youth segment with the new variants introduced
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2 - Launched Indica hair dye powder, the first hair dye in [Link]
was herbal hair dye with herbs such as amla,henna,bringraj [Link] also
nourished & conditioned the hair and was ammonia [Link] was also
the first non drip hair dye making its application easier.
Positioning was done as absolutely safe hair dye with no harmful
[Link] was avalaible in twin sachet pack. Though it was priced 6%
above the market leader ´the Godrej hair dye ´ it soon emerged as a
leading herbal dye in the market.
6espite being launched in only south and west it succeeded in
garnering 4% share of estimated 3bn Indian market.
- CavinKare launched Indica herbal dye in North India to
strengthen its position in hair dye market
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2 -CavinKare entered the fairness cream market in India with
Fairever fairness cream .it contained natural ingrdients such as
saffron & milk.
Fairever was made avalaible in 80,50,25gm packs & was priced
6% higher than Fair & Lovely
Within five months it wrested 6.4% share of fairness cream
market,directly competing with HLL·s Fair & Lovely. The
successwas attributed to its unique and natural ingrdients i:e
saffron & milk.
-Fairever despite being priced higher than Fair& Lovely
earned the market share of 12.92% and emerged as 2nd largest
player in India·s fairness cream market
-relaunched Fairever with an improved formulation i:e
more saffron,milk and triple sunscreen ,wheat gem oil,a natural
antiseptic for pimples. this was done to increase the customer
base and attract modern and young women along with traditional
women.
Company advetised the cream by using the Ô takdeer
badalte der nahin lagti and also using a southern actress
´Asinµ
Apart from normal 80gm(69 rs),50gm (49 rs),25gm (27 rs) ,the
company introduced 9gm tubes priced at 5 rs aimed at increasing
further roduct penetration.
