Marico: Launching Kaya Skin Clinic
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
: |
BSTA141 |
Electronic Format: Rs.
300;
Courier (within India):Rs. 25 Extra
Themes- |
| Case Length |
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09 Pages |
| Period |
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1988-2005 |
| Organization |
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- |
| Pub Date |
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2005 |
| Teaching Note |
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Not Available |
| Countries
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India |
| Industry |
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FMCG |
Abstract:
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Valued at 1,500-1,800 rupees crore, the beauty industry in India is continuously
growing at almost 25% and is poised for a major take off. A number of
corporations have sensed the opportunity and stepped in to fill the service gaps
of the neighbourhood beauty parlours. Marico, one of the top ten FMCG (fast
moving consumer goods) companies in India has also entered the beauty services
market in 2002 by launching the chain of Kaya Skin Clinics across the country.
Kaya attempts to differentiate itself from other players by emphasising its
services rather than its products. The case describes how Kaya has grown from a
couple of clinics in 2002 to around 40 clinics within a span of three years. The
case highlights Kaya's future plans and the challenges that lie ahead.
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Contents:
Keywords:
FMCG (fast moving consumer goods) companies, Beauty industry
in India, Kaya Skin Clinic, Joint venture with Adil & Associates, On-line
wedding resource, Print campaign for Kaya, Kaya services, Spas, Hindustan Lever,
L'Oreal
Marico: Launching Kaya Skin Clinic
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