Abstract

In January, 2009, Indian FMCG major, CavinKare Pvt. Limited (CavinKare) entered into a strategic alliance with Coty Inc (Coty), the world’s leading fragrance marketer. With this alliance, Coty would expand its operations in the Asian market while CavinKare would gain a presence in the premium segment of men’s personal care segment in India. Under their partnership, CavinKare was to market and distribute the Adidas range of fragrances while Coty was to help CavinKare in building the market. Analysts opined that that the deal was positive considering the potential of the Indian fragrance market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Sustainability
• Strategic alliance
• Distribution network

Keywords

Strategic alliance, brand building, acquisition, licensing, franchise, licensee, advertising, stock keeping units, CavinKare, Coty, product portfolio, distribution network, out of home advertising, Internet