CavinKare is Now Working Towards a Global

7/30/2019 CavinKare is Now Working Towards a Global

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CavinKare is now workingtowards a globalpresence

MADE BY-

ISHPREET SINGH BAGGABBA 3rd


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Introduction Of Company

In 1983 with a single product, CavinKare

started out as a small partnership firm

Chik India by C.K. Ranganathan.

Chik India, was renamed as BeautyCosmetics in 1990.

In 1998 the Company was renamed as CavinKare Pvt. Ltd (CKPL)

CavinKare Group has crossed a turnover of 11000 million in

2011-2012.

The Company has employee strength of around 3000.


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International business division was formed in 1999 to take the

brands of CavinKare beyond the boundaries of India.

CavinKare is marketing its brands across more than 13 countries

including Srilanka, Nepal, Bangladesh, Malaysia, Singapore, USA

and GCC Countries.


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Problems of Case

Only few innovations are related to lowend segment of consumers ?

Lack of adequate leadership down the Growth line ?

It become a reactive organization but his people were not learning

enough ?


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Solutions of Problems

Out off 10 innovations Ranganathan wants every 7 innovationspresented to him were aimed at relatively lowend segment of

consumers.

His first task was to get the employees to become more achievement

oriented.

He introduced a new working system for better and faster productdevelopment.

He shifted CavinKare's marketing office from Chennai to Mumbai.

The workforce was divided into creators (research and development,

or R&D, marketing and sales), enhancers (production, purchase,logistics and supply chain) and protectors (accounts, finance and

management information system). "Creators are the key group.


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"Growth is directly proportional to a strong leadership pipeline,

Ranganathan Said. This statement is explained with the help

of an example -Pantene slashed its shampoo sachet price from

Rs 1.50 to Rs 1 to match CavinKare's Chik. "We had the

response - a better formulation of shampoo - ready and

launched it in less than a month. It was an improved product at

the same price,

According to this example , the leader of the company directs the

member of the company in a proper way , which improved the growth

rate of the product at the same price . Thats why Ranganathan

statement was true Growth is directly proportional to a strongleadership pipeline


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"Innovation is important but without the right culture, it cannot be

sustained. "According to Ranganathan this statement is also true as

he always says innovation has been the cornerstone of its successthis statement is also explain with the help of the example

CavinKare took on HULs most profitable brand , the fairness cream

Fair and Lovely by launching Fairever in 1998. To get a competitive

edge, Ranganathan included milk and saffron among Fairever's

ingredients - both are traditionally associated with fairness in south

India. The product immediately connected with consumers and

snapped up a market share of 12 per cent at the cost of Fair & Lovely.

According to this example"Innovation helped us take on big

players with minimal marketing and distribution costs," says

Ranganathan.

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CavinKare is Now Working Towards a Global