Product details

The case examines the evolution of a small regional player, CavinKare Pvt Limited, from a one-product company to a multiproduct company with nationwide presence in the fast moving consumer goods (FMCG) industry in India. It discusses in detail the brand-building, promotion and distribution strategies adopted by CavinKare, which enabled its product brands to compete directly with market leaders such as Hindustan Lever Ltd (HLL), Procter & Gamble (P&G), and Godrej and Henkel successfully. The case traces the launch and growth of CavinKare''s successful brands such as Chik, Nyle, Meera, Fairever and Spinz. It also discusses the company''s brand extension efforts and takes a look at the company''s entry into other segments of the Indian FMCG market in the early 21st century and critically analyses the rationale for this move. Finally, it explores the future of the company in the light of increasing competition in the FMCG market and its limited resources in comparison to FMCG majors such as HLL, P&G and Henkel. The case is structured to enable students to: (1) understand how a small regional FMCG company in India competed successfully with the market leaders in the industry by adopting innovative marketing strategies; (2) understand how an innovative product backed by strong and unconventional marketing support by a company can help it to become the leader in its category; (3) understand the importance of innovation, brand-building, pricing and promotion for the success of a product; and (4) examine the rationale behind a company''s diversification moves. The case is aimed at undergraduate and postgraduate (MBA/PGDBA) students as part of their marketing curriculum. The teaching note does not contain an analysis of the case.