Description
The term FMCGs refers to those retail goods that are generally replaced or fully used up over a short period of days, weeks, or months, and within one year.
Rural Marketing
Presented by
Anubhav Bhushan
Rural Market
• Half the national income is generated in the Rural India. • 2/3rd of the population live here. • Major income from Agriculture
Corporate Vision "We shall achieve growth by continuously offering unique products and services that would give customers utmost satisfaction and thereby be a role model”
• In 1983 with a single product, CavinKare started out as a small partnership firm. • The Company that began its journey as Chik India Ltd was renamed as CavinKare Pvt. Ltd (CKPL) in 1998. • With innovative Entrepreneur C.K. Ranganathan at the controls, CavinKare emerged into a successful business enterprise.
• Established with an initial investment of Rs 15,000 in 1983. • CavinKare has set an ambitious sales target of Rs 5,000 crore by 2012
CHIK SHAMPOO
• 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.
Target Audience
• Lower Middle Class • Semi Rural (Sec B2, C, D) • Monthly household income of Rs 1500 – 3000
Shampoo Market Urban/Rural split-up (volume)
35% RURAL URBAN 65%
Chik moves up the value chain
• Chik Satin- bottle shampoo is priced at Rs 56 for a 200 ml bottle • While Clinic Plus is priced at Rs 63 • Sunsilk at around Rs 87 at the higher price point.
Recent activities
• In March, the company also Relaunching Fairever . The bigger markets for Chik are Andhra Pradesh and Uttar Pradesh, where the sales come from the Chik Black variant. • CavinKare will soon launch another fairness cream brand, Chik Fairness Cream, targeting the mass segment. The new brand will be sold in two packs - 25 gm for Rs 10, and Rs 2sachets
Worry worry worry….
• Industry observers also point out that despite being launched in the metros in 2010, Chik is hardly visible in retail outlets • The shampoo bottle business has been dropping industry-wide, he said, with users downtrading to sachets or switching brands. Sachets account for about 82 per cent of the Rs 2,400-crore shampoo market.
Facts n figures…
• 20% share of India's Rs 930 crore Indian shampoo market, Chik is firmly rooted in the mind. • The shampoo market in India was estimated at Rs. 21.41 billion per annum as of February 2008, growing annually at a rate of 14.5 percent.
Turning Point
Floral Fragrence Shampoo Southern Cine Stars
• Consumer Insight – Southern Women keep flower in hair for fragrance • Introduced Jasmine and Rose Fragrance shampoo • Sale went up from Rs 12 Lac to Rs 30 Lac a month
• Cinestars Amala, Khushboo, Manorma and Charlie – Popular among rural people • Sales went up to Rs 1 Crore a month
The Success
Teamwork is the main reason for our success. We have good professionals who work really hard. The second reason of our success is innovation and thirdly we have executed innovative ideas well.
Thank you….
Anubhav Bhushan
Email – [email protected] [email protected] Mobile No. - +91-969 211 4858 Centurion School Of Rural Enterprise Management
doc_430929778.ppt
The term FMCGs refers to those retail goods that are generally replaced or fully used up over a short period of days, weeks, or months, and within one year.
Rural Marketing
Presented by
Anubhav Bhushan
Rural Market
• Half the national income is generated in the Rural India. • 2/3rd of the population live here. • Major income from Agriculture
Corporate Vision "We shall achieve growth by continuously offering unique products and services that would give customers utmost satisfaction and thereby be a role model”
• In 1983 with a single product, CavinKare started out as a small partnership firm. • The Company that began its journey as Chik India Ltd was renamed as CavinKare Pvt. Ltd (CKPL) in 1998. • With innovative Entrepreneur C.K. Ranganathan at the controls, CavinKare emerged into a successful business enterprise.
• Established with an initial investment of Rs 15,000 in 1983. • CavinKare has set an ambitious sales target of Rs 5,000 crore by 2012
CHIK SHAMPOO
• 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.
Target Audience
• Lower Middle Class • Semi Rural (Sec B2, C, D) • Monthly household income of Rs 1500 – 3000
Shampoo Market Urban/Rural split-up (volume)
35% RURAL URBAN 65%
Chik moves up the value chain
• Chik Satin- bottle shampoo is priced at Rs 56 for a 200 ml bottle • While Clinic Plus is priced at Rs 63 • Sunsilk at around Rs 87 at the higher price point.
Recent activities
• In March, the company also Relaunching Fairever . The bigger markets for Chik are Andhra Pradesh and Uttar Pradesh, where the sales come from the Chik Black variant. • CavinKare will soon launch another fairness cream brand, Chik Fairness Cream, targeting the mass segment. The new brand will be sold in two packs - 25 gm for Rs 10, and Rs 2sachets
Worry worry worry….
• Industry observers also point out that despite being launched in the metros in 2010, Chik is hardly visible in retail outlets • The shampoo bottle business has been dropping industry-wide, he said, with users downtrading to sachets or switching brands. Sachets account for about 82 per cent of the Rs 2,400-crore shampoo market.
Facts n figures…
• 20% share of India's Rs 930 crore Indian shampoo market, Chik is firmly rooted in the mind. • The shampoo market in India was estimated at Rs. 21.41 billion per annum as of February 2008, growing annually at a rate of 14.5 percent.
Turning Point
Floral Fragrence Shampoo Southern Cine Stars
• Consumer Insight – Southern Women keep flower in hair for fragrance • Introduced Jasmine and Rose Fragrance shampoo • Sale went up from Rs 12 Lac to Rs 30 Lac a month
• Cinestars Amala, Khushboo, Manorma and Charlie – Popular among rural people • Sales went up to Rs 1 Crore a month
The Success
Teamwork is the main reason for our success. We have good professionals who work really hard. The second reason of our success is innovation and thirdly we have executed innovative ideas well.
Thank you….
Anubhav Bhushan
Email – [email protected] [email protected] Mobile No. - +91-969 211 4858 Centurion School Of Rural Enterprise Management
doc_430929778.ppt