Cavinkare's Innovative Marketing Strategies

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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:


Case Code : MKTG092 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra


Case Length : 15 Pages
Period : 1991-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : CavinKare
Industry : FMCG
Countries : India


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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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.


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


Page No.
Cavinkare in the Food Business 1
Background Note 2
The Marketing Strategy 3
Brand Extensions & Business Diversification 7
The Future 9
Exhibits 12


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

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