Beruflich Dokumente
Kultur Dokumente
ACRJ
Cavinkare Private Limited: Serving
This case was prepared by
Professor Anand Kumar
Low Income Consumers
Jaiswal of the Indian Insti-
tute of Management, Ahmed-
abad and Professor Pingali “Having successfully played David to the Goliaths
Venugopal of Xavier Labour of the FMCG world, C. K. Ranganathan has now
Relations Institute (XLRI),
Jamshedpur, as a basis for set his sight on transforming his Chennai-based
classroom discussion rather Rs.2,640 million company into a billion-dollar
than to illustrate either effec-
tive or ineffective handling of entity (Rs.52,000 million to be precise) within the
an administrative situation.
next decade. Ranganathan, the moving force
Please address all corre- behind the “sachet revolution” in the country,
spondence to Anand Kumar
Jaiswal, Visiting Assistant
is the man who took shampoos and perfumes
Professor of Marketing, In- from urban store shelves to rural homes, thereby
dian Institute of Management,
Vastrapur, Ahmedabad — changing the dynamics of consumer product
380 015, India. E-mail: marketing forever. The experimentation and in-
akjaiswal@iimahd.ernet.in.
novation that CavinKare brought to the market
redefined FMCG marketing in India.”
bCavinis a literary word in Tamil language, symbolizing beauty and grace, while Kare
comes from the English word care.
EDUCATING CONSUMERS
c“Chik” was coined from the name of Ranganathan’s father “Chinni Krishnan”.
dHindustan Lever Limited is a subsidiary of Unilever in India.
SINGLE-SERVE SACHETS
eAfter Ranganathan’s father demise in 1979, Velvette shampoo brand was owned
by Velvette International. Ranganathan’s brother C. K. Rajkumar was the promoter
of Velvette International. Velvette was a popular brand in the 1980s. It became the
largest selling shampoo brand in 1991 with a market share of 29.32%. However,
in the late 1990s it could not survive the competition and the company started
accumulating losses. The main problem was that the company could never set up its
own nationwide strong distribution network.
fCavinKare sourced packaging materials from its associate company, Packaging
India Private Limited. This helped it to get packaging materials at lower costs than
its competitors.
REINVENTING PRICE-PERFORMANCE
RELATIONSHIPS
gTraditionally in the Indian market the consumers had to pay different prices per
unit volume based on whether they were buying sachets or bottles. For example, the
cost of sachets of Sunsilk Black is approximately Re. 0.25 per ml (an 8 ml sachet of a
good quality shampoo costs Rs.2). On the other hand, the cost of shampoo in a bottle
is approximately Re. 0.50 per ml (a 200 ml bottle costs about Rs.99). This is shown
in Exhibit 14. This price differential also has contributed to the popularity of single
serve sachet. By creating this price differential, companies such as Hindustan Lever
and P&G actually promote downgrading of consumers from bottles to sachets.
FOUCS ON INNOVATION
COMPETITION
CONCLUSION
iHindustan Lever had also overlooked rural markets and Nirma, an Indian
company, that emerged as market leader in detergents. Nirma started selling a
low cost detergent among rural customers and low income urban customers in the
mid 1980s. Nirma fast captured the market which Hindustan Lever had ignored.
It became the largest selling detergent brand and a household name in India. After
five years, realizing its vulnerability, Hindustan Lever decided to respond to Nirma
by launching its own brand Wheel. For more details see “Hindustan Lever Limited
(HLL) and Project Sting” Darden School of Business case by P. S. Ahmad and J. Mead
(case no UVA-E-0266).
jIn urban markets, Hindustan Lever’s market dominance enabled it to increase the
prices of most of its products, including shampoo, gradually over the years. This
happened when in many cases the cost of raw material went down significantly. This
vacated considerable space at the bottom end of the market, helping companies like
CavinKare to sneak in (for more information, see The Economist 2004, Slow moving;
Consumer goods in India).
ACKNOWLEDGEMENTS
REFERENCES
1. Economic Times, 2004. When speed’s the lever, giants will fall.
December 1.
2. Economic Times, 2004. Show-stopper: Sacheting down the rural
ramp. October 18.
3. C. K. Prahalad and Allen Hammond, 2002. Serving the world’s
poor profitably. Harvard Business Review, 80(9): 48–57.
4. Praxis, 2003. The making of Chik. Business Line Publication.
July 2003: 22–27.
5. Business Standard, 2002. Strategist. Chik-mate. June 3: 4.
6. Economic Times, 2002. Brand Equity, Sachet up the ramp, March
13.
7. C. K. Prahalad, 2005. The Fortune at the Bottom of the Pyramid:
Eradicating Poverty through Profits, Wharton School Publishing:
18–19.
8. Venugopal, Pingali, 2002. Accessing rural markets, unpublished
paper, XLRI Jamshedpur: 1–43.
9. Business Week Marketing Whitebook, 2003. Haats, Mandies and
Melas: 91.
10. ICRA, 2001. Industry Watch Series. The Indian FMCG sector:
144.
11. CavinKare web site. http://cavinkare.com/practices.asp.
Accessed on January 1, 2005.
12. Presentation by HLL executives, 2004. Morgan Stanley Asia
Pacific Summit, Singapore, November 4. http://www.hll.com/
HLL/findinformation/Presentations/MorganStanleyAsia
PacificSummit.pdf. Accessed on January 20, 2005.
13. Hindustan Lever Limited Chairman, Mr. M. S. Banga’s briefing
to analysts on 15 February 2001. http://www.hll.com/HLL/
findinformation/speech_excerpts.html. Accessed on November
1, 2004.
Exhibit 1
CavinKare: Milestones
1983 — Set out as Chik India, a firm that marketed Chik Shampoo
1990 — Set up Beauty Cosmetics Private Limited with the aim of producing world class
products
1991 — Saw the launch of Meera, a herbal hair wash powder
1991 — Floated Packaging India Private Limited for supplying packaging laminates
1993 — Nyle Herbal Shampoo was launched for consumers beyond the South
1997 — Introduced Spinz perfumes to the masses
1997 — Crossed a turnover of Rs.500 million
1998 — Deodorants were added to the Spinz Range
1998 — BCL renamed as CavinKare Private Limited to revamp its corporate image
1998 — Saw the launch of Fairever, a revolutionary Fairness Cream with saffron
1998 — Witnessed the launch of Indica Hair Dye with herbal extracts
1999 — Enters Talcum Powder segment in the South
2000 — Set up a division for exclusively focusing on its export initiatives
2000 — Made its presence online with SAP 4.0B
2000 — Changed corporate logo to reflect true personality of the company
2000 — Forayed into the Soaps category
2000 — Marked an entry into the Cold Cream category
2001 — Created an In-house media buying outfit, CavinKare Advertising Private Limited
2002 — CavinKare reached Rs.2430 million
2002 — Trends In Vogue Private Limited started
2003 — Acquired leading pickle brand Ruchi
Source: Provided by the company.
Exhibit 2
18
19
Exhibit 4
Exhibit 5
Exhibit 6
Source: Presentation by S. P. Mustafa, Vice President, Treasury, M&A & Investor Relations at the Morgan Stanley Asia
Pacific Summit 2004, November 4, 2004 in Singapore. http://www.hll.com/HLL/findinformation/Presentations/
MorganStanleyAsiaPacificSummit.pdf.
Exhibit 7
Penetration %
Toilet
90
Tea
70 Laundry - NSD
50 Toothpast
Shampoo
Dish Wash
30 Ice-Creams Skin Creams
Tomato Deodorant
5 10 15 Growth %
Source: http://www.hll.com/Hll_Flash/finance/hindustan_final.ppt.
Exhibit 8
Source: Prahalad, C. K., The Fortune at the Bottom of the Pyramid, 2005.
Exhibit 9
Exhibit 10
Haats
Total number of Haats 47000
Average sale per day Rs.0.225 million
Number of sales outlets/Haats 300+
Number of visitors per Haat 4500+
Average sale per outlet Rs 900
Village covered by a Haat 20-50
Melas
Total number of Melas 25000
Average sale per Mela Rs.1.43 million
Number of sales outlets/Mela 850
Source: Business Week Marketing Whitebook, 2003.
Exhibit 11
Brand Nov. 2002 Dec. 2003 Jan. 2003 Feb. 2003 Mar. 2003 Apr. 2003
Chik 39.02 39.38 41.19 39.93 39.68 39.11
Clinic Plus 27.89 27.33 26.69 29.12 29.83 31.44
Lux 9.56 8.81 8.14 8.06 7.84 8.41
Source: Provided by the company.
Exhibit 12
Market Share
States No. of Villages Position
(Volume, in Percent)
Uttar Pradesh 1,07,440 66.86 1
Madhya Pradesh 55,392 21.96 2
Bihar 45,113 31.82 1
Andhra Pradesh 28,123 39.01 1
Tamil Nadu 16,870 45.77 1
Orissa 55,352 18.42 2
Source: Provided by the company.
Exhibit 13
Exhibit 14
Bottle Sachet
Shampoo Brand Quantity Cost Quantity Cost
MRP(Rs) MRP(Rs)
(ml) per ml (ml) per ml
Clinic All Clear 160 81.4 0.51 8 2.5 0.31
Clinic Plus 160 71.2 0.45 8 2 0.25
Head & Shoulders 200 122 0.61 5 3 0.60
Head & Shoulders
180 122 0.68 10 5 0.50
Menthol
Pantene Normal Hair 200 112 0.56 5 2 0.40
Sunsilk Fruitamins 200 95 0.48 8 2 0.25
Sunsilk Black 200 99 0.50 8 2 0.25
Chik 50 6 0.12 6 1 0.17
Source: Based on information provided by the company.