Abstract

The case examines the evolution of a small regional player - CavinKare Pvt. Ltd., from a one-product company to a multi-product company with nation-wide 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 HLL, P&G, 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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Innovation, brand-building, pricing and promotion for the success of a product.

Keywords

CavinKare, FMCG Company, Marketing Mix, Pricing Strategy, Brand-building, Product Mix, Distribution Strategies, Brand Extensions, Business Diversification, Innovation, Rural Marketing