Description
PROJECT ON RURAL MARKETING OF CAVIN CARE VS CHIK SHAMPOO
Rural Marketing (India)
Rural Marketing-An Overview
?Growing twice as fast as the Urban Markets. ?Man !"iddle inco"e# households as there are in the
urban areas.
?$he share of %M&G 'roducts in rural "arkets is
()*+ durables boasts of (,* "arket share.
?-(* of countries consu"ers live in rural areas .
(/* of the 0ational Inco"e is generated here.
?$he Indian rural "arket#s vast si1e offers great
o''ortunities to "arketeers.
Rural Marketing- %eatures
?2arge and 3cattered Market4 It &onsists of 5) crore
consu"ers fro" (+-/+/// villages.
?Ma6or Inco"e %ro" Agriculture40earl 5/* of the
rural inco"e is fro" agriculture.
?$raditional Outlook4$he rural consu"er values old
custo"s and tradition.
Rural Marketing- &hallenges
?Underdevelo'ed 7eo'le ?2ow 2evels of 2iterac
?Man 2anguages and 8ialects ?2ow 'er &a'ita Inco"e
?2ack of 7ro'er 7h sical &o""unication %acilities ?7revalence of 3'urious brands and 3easonal 8e"and
Cavin Kare Pvt. Ltd
&o"'an 7rofile
?In 9,
with a single 'roduct+ &avin;are started out
as a s"all 'artnershi' fir" &hik India b Mr. &.;. Ranganathan.
?&hik India+ which was rena"ed as 9.E* share is the second largest selling
sha"'oo in India.
? It has a ,* share in the Rs. -(/ crore fairness crea" "arket
(%airever brand).
? Others like Meera hair wash and 0 le "oisturi1ing lotion have
national shares of >).E* and E.>*+ res'ectivel .9.E*
3achets4 (/ 'aisa and Rs.9 /+ )( and -( 3achets4 (/'aisa and Rs. 9 and >. //"l and )//"l.
&linic 'lus
>,.9(*
Marketing 3trateg
?Maintaining their Gualit standards. ?Outsourcing is one of the three cardinal rules of &avin;are#s
cor'orate strateg .
?8irect "edia 'ro"otions ?@ffective co""unication
?&avin;are believes that its core co"'etencies are research
and develo'"ent+ brand building+ and distribution "anage"ent.
7ro"otional 3trateg
?&avin;are 7vt. 2td. is running "obile beaut
'arlours.
?$hese 7arlours ai" to 'rovide a co"'lete brand
eD'erience b having hair st lists use &hik 3ha"'oo on volunteers and distributes its sa"'les.
?$he co"'an also associated itself to social issues of
education and e"'owering the disabled.
Cavin Kare Educational Aid
3te's $owards Rural Marketing
?&avin;are was the co"'an res'onsible for the
s"all sachet revolution in India.
?$hat#s wh Mr.Ranganathan was declared the
Marketing 7rofessional of the ear >//).(I
PROJECT ON RURAL MARKETING OF CAVIN CARE VS CHIK SHAMPOO
Rural Marketing (India)
Rural Marketing-An Overview
?Growing twice as fast as the Urban Markets. ?Man !"iddle inco"e# households as there are in the
urban areas.
?$he share of %M&G 'roducts in rural "arkets is
()*+ durables boasts of (,* "arket share.
?-(* of countries consu"ers live in rural areas .
(/* of the 0ational Inco"e is generated here.
?$he Indian rural "arket#s vast si1e offers great
o''ortunities to "arketeers.
Rural Marketing- %eatures
?2arge and 3cattered Market4 It &onsists of 5) crore
consu"ers fro" (+-/+/// villages.
?Ma6or Inco"e %ro" Agriculture40earl 5/* of the
rural inco"e is fro" agriculture.
?$raditional Outlook4$he rural consu"er values old
custo"s and tradition.
Rural Marketing- &hallenges
?Underdevelo'ed 7eo'le ?2ow 2evels of 2iterac
?Man 2anguages and 8ialects ?2ow 'er &a'ita Inco"e
?2ack of 7ro'er 7h sical &o""unication %acilities ?7revalence of 3'urious brands and 3easonal 8e"and
Cavin Kare Pvt. Ltd
&o"'an 7rofile
?In 9,
with a single 'roduct+ &avin;are started outas a s"all 'artnershi' fir" &hik India b Mr. &.;. Ranganathan.
?&hik India+ which was rena"ed as 9.E* share is the second largest selling
sha"'oo in India.
? It has a ,* share in the Rs. -(/ crore fairness crea" "arket
(%airever brand).
? Others like Meera hair wash and 0 le "oisturi1ing lotion have
national shares of >).E* and E.>*+ res'ectivel .9.E*
3achets4 (/ 'aisa and Rs.9 /+ )( and -( 3achets4 (/'aisa and Rs. 9 and >. //"l and )//"l.
&linic 'lus
>,.9(*
Marketing 3trateg
?Maintaining their Gualit standards. ?Outsourcing is one of the three cardinal rules of &avin;are#s
cor'orate strateg .
?8irect "edia 'ro"otions ?@ffective co""unication
?&avin;are believes that its core co"'etencies are research
and develo'"ent+ brand building+ and distribution "anage"ent.
7ro"otional 3trateg
?&avin;are 7vt. 2td. is running "obile beaut
'arlours.
?$hese 7arlours ai" to 'rovide a co"'lete brand
eD'erience b having hair st lists use &hik 3ha"'oo on volunteers and distributes its sa"'les.
?$he co"'an also associated itself to social issues of
education and e"'owering the disabled.
Cavin Kare Educational Aid
3te's $owards Rural Marketing
?&avin;are was the co"'an res'onsible for the
s"all sachet revolution in India.
?$hat#s wh Mr.Ranganathan was declared the
Marketing 7rofessional of the ear >//).(I