Professional Documents
Culture Documents
In the past days the needs and wants of man were limited and they dont have the ideas of using the cosmetics and other chemical items, which have now available in the market, this is because of knowledge. The needs of people have increased man following to change life style over the year. New discoveries, innovations, through scientific research and developments in creating newer products and services to satisfy not only the wants of man, but also to provide comfort living of man. Now the market is fledged with specialized products wants for health, care hair care, skin care, hygienic care, home care and fabric care and so on. Cavinkare company manufacturing and marketing verities of products for convenience and comforts of all the people all over the world, by considering the factors like price, quality, quantity etc.. And by also considering the economic condition of high and low income of the people. But now days their many companies exists and they produce many products which many brand, that is why for competing in market. Cavinkare company is one of the good and for most companies in our country, that produce more number of products and brands of consumer good both in pure herbal and chemical.
INDUSTRY PROLILE
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Bathhouses had made their triumphant return long before Dean Mahomet arrived in London. A native of the Bengal region of India under the rule of the English East India Company, Mahomet entered into the service of the English Companys army at an early age before going on to travel in Ireland and England. Mahomet documented his journey in his
Travels, the first book written in English by an Indian. Published in 1794, Travels was an
epistolary text, or a series of letters supposedly composed to a friend during his time abroad. In one letter, Mahomet acquaints his reader with the technique of Indian therapeutic massage that includes the practice of champing, which is derived from the Chinese. Mahomet quotes
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ones hair in 1860 and as a noun meaning the soap used for shampooing the hair a few years later, in 1866. But hair care was still an uncomfortable burden, particularly for those with heavier, longer hair. Luckily for them, chemists began experimenting with solutions to this problem. Indeed, shampoo would become the realm of science, when the problem could be understood at a chemical level and the proper formulas could be developed to address the problem.
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COMPANY PROFILE
BACKGROUND & INCEPTION OF THE COMPANY Every journey begins with the first step. The journey called Cavinkare began with a young mind taking the road less taken. In 1983 with a single product offering, Cavinkare started out as a small partnership firm. More steps followed and with the innovative Entrepreneur C.K. Ranganathan at the helm, Cavinkare emerged into a successful business enterprise. In line with the companys progressive outlook,Beauty Cosmetics, the earlier name, was rechristened to CavinKare in November 1998. 'Cavin' a literary word in Tamil, symbolizes beauty and grace. The company logo signifies dynamism, modernity, and a positive attitude towards the future - the spirit of the people behind the phenomenon called CavinKare. Smart marketing and a clear product positioning ensured CavinKares growth from strength to strength, broadening its product portfolio extensively. The company now markets
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Corporate practice:
CavinKare's astute professionalism, innovative products, and consistent quality are results of its significant corporate practices. CavinKare is backed by 500 employees who are proficient in their respective fields. The company has a network of 1400 stockiest and a distribution system that reaches out to 7 lakh outlets through out the country. WorkCulture: The work culture at CavinKare features lots of freedom, immense responsibility and due credits in creating an ambitious and admirable Indian Company. CavinKare provides its employees an atmosphere of easy informality, and an absence of restrictive hierarchies or functional boundaries. Communication is encouraged across levels and departments; cross functional teams flourish; the top management to the junior most employees participate in open house sessions; value based management is often a part of the agenda in many meetings; and innovations big and small are applauded. These are the factors that drive the corporate entity called CavinKare. Communication among people is the life force of CavinKare's vibrancy and dynamism. Numerous forums exist. There is dialogue sessions, intranets, attitude surveys, etc. They help encourage interaction among people in many settings and in different contexts. Milestone:
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December - 2004 Inauguration of new R&D center - CavinKare Research Center (CRC) Chik Shampoo in top 100 brands in India ET November 2004 - C K Ranganathan honored by Distinguished Services Award
October 2004 - CavinKare moves to new office Cavin Ville October 2004 - C K Ranganathan was awarded Entrepreneur of the year given by Economic times April 2003 - Chik Shampoo won the AAA award given by Advertisement Association of Chennai Nov 2003 - First Major Acquisition gaining leadership in the pickles market through Ruchi March 2002 - CKPL reached 243 crores 15th Dec. 2002 - Limelite Chennai's first upmarket salon opened July 2002 - Trends Invogue started 2000-2001 - Went beyond Rs.200 Crores 2001 Created an In-house media buying outfit, CavinKare Advertising Pvt Ltd 2000 Made its presence online with SAP 4.0B 2000 - Set up a division for exclusively focusing on its export initiatives 2000 Changed corporate logo to reflect true personality of the company 1999 - Enters Talcum Powder segment in the South 1998 Witnessed the launch of Indica Hair Dye with herbal extracts 1998 - BCL renamed as CavinKare Pvt Ltd to revamp its corporate image 1998 - Saw the launch of Fairever, a revolutionary Fairness Cream with saffron 1998 - On popular demand, Deodorants were added to the Spinz Range 1997 - Introduced Spinz perfumes to the masses 1993 - Nyle Herbal Shampoo was launched for consumers beyond the South 1991 - Floated Packaging India Pvt Ltd for supplying packaging laminates 1991 - Saw the launch of Meera, a herbal hair wash powder 1990 Set up Beauty Cosmetics Pvt Ltd with the aim of producing world class products 1983 Set out as Chik India, a firm that marketed Chik Shampoo
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Vision Trends in vogue envisions itself being the largest and most- coveted chain of family beauty salons in India, and to be the first to bring change in the industry through product innovations, customers-centric service delivery mechanisms, and gratifying the everchanging needs of the customers.
Mission: 1. To provide the customers an unparalleled service experience. 2. To provide the customers the largest range of natural products and services. 3. To be the first to introduce sub-formats and values-added services. 4. To be the most preferred family beauty salon chain for customers, employees and alliance partners. 5. To provide consistent profits to all stockholders.
Values and Beliefs: What makes CavinKare the company it is today are the core values and beliefs that are adhered to by one and all in the organization. These are: Integrity: The Company values honesty and truthfulness above everything else in all its interactions. Our thoughts, words, and actions shall be the same. We shall try our utmost to fulfill promises and honors commitments. Fairness: The Company shall be fair in all its dealings with people inside and outside. We will follow rules, norms, and procedures, not only to the letter, but in spirit as well; we will show common decency in all our dealings with people; we will not exploit undue advantages; and we will respect the rights of others. Excellence: The Company values highly all efforts that lead to high standards in everyday work and results. We shall attempt to be the best in class in anything we choose to work on. We shall encourage any individual or collective effort in promoting excellence.
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Products of cavinkare limited: For the last two decades cavinkare ltd has been providing the Indian market with a high range of quality beauty products that are backed by modern research an development a state of art production facility and above all the selection of safest ingredients for its products. The company has wide range of products in hair care, skin care and personal care segments. Cavinkare Company has six major brands- Fairever, Chick, Nyle, Meera, Indica and Spinz. While its shampoo brands (chick & Nyle ) contributes 50% to the companys
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India's second largest selling shampoo, Chik Shampoo revolutionized the shampoo industry with innovative sachet packaging and other insightful market offerings like 50p price points, floral fragrances etc. Chik Shampoo expanded the Indian shampoo market by penetrating deep into rural India.
Chik Shampoo is formulated with Active Double Conditioners that condition the hair and makes hair soft and helps keep it more manageable than ever. Chik Shampoo is economically priced and is available in 2 variants - Black and Jasmine and in pack sizes of 4 gms & 8ml satchets and in 60 ml, 120 ml, 250 ml & 500 ml bottles. 2. Nyle active herbal shampoo:
Nyle active herbal shampoo a quality offering from the company is one among the top 3 shampoo brand in the market. Nyle Active Herbal Shampoo contains time tested herbs like shikakai, reetha, tulsi and henna that gently nourish the hair while it's Aloe Vera extracts penetrate deep into scalp and restores moisture to it. The result : your hair shines with health. Nyle Active Herbal shampoo is available in 3 variants:
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Meera Shampoo is formulated with Badam an active source of herbal proteins, to nourish and strengthen you hair from root to tip and shikakai or kunkudukkai to gently cleanse the hair and scalp. It comes in 2 variants shikaki & kunkudukkai (reetha). It is available in 8ml satches and 100 ml bottles. 4. Meera herbal hair wash:
A name synonymous with Healthy Hair for years, Meera Herbal Hairwash powder offers you the perfect protection against damage from exposure to harsh elements in todays changing external environment. With Meera, your hair not only gets long nourishment and protection, but also extra conditioning that helps your hair stay naturally
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Meera Herbal Hair oil is yet another testimony to CavinKares long tradition of innovating and offering outstanding value to the consumers. Consumers wonder at times as to how can they verify the claims of different brands having different ingredients. Now, for the first time, in Meera Herbal Hair oil, they can actually see the ingredients which are mixed in the hair oil. The five herbs (Amla, Henna, Hibiscus, Vettiver and Fenugreek) in the inner perforated tube continuously nourish the pretreated oil and these herbs can actually be seen by the consumers! Meera Herbal Hair Oil offers you a modern form of your mothers traditional recipe that gave you that special care that made your hair strong thick and healthy. It is available in two sizes 100ml and 200ml Skin care products: 1. Fairever fairness cream:
This is a high profile product of the company and today the most successful product of the company. It is one of the leading brands in the market today. The fairever cream contributes 30% to the companys turnover. With a 13% market share in the rupees 718 crore fairness cream market, fairever is next only to the two decade-old brand fair & lovely. The Fairever Fairness Cream now comes with a unique blend of Fruit Vitalizers, an extract from the goodness of fruits, which help provide nourishment to the skin. Vitamins from the fruit vitalizers get absorbed easily, giving skin a natural glow. Apart from this, the cream also contains the goodness of saffron, the ageold traditional
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Fairever Mantra is a unique fairness cream that combines the best natural, time-tested fairness ingredients from across India to give you natural fairness in just 4weeks. It contains ingredients such as chironji and almonds from North India, honey and lime juice from the East, orange oil and yeshtimadhu from the West, and manjishta and marigold from the South. Fairever Mantra also contains haldi, milk, rose, bhringraj and calendula, making it a perfect combination for fairness. It is the end result of intensive research among experts in traditional systems of medicine like ayurveda, siddha and unani, as well as modern dermatology. Fairever Mantra Fairness Cream is available in 50g, 25g and 9g packs. 3. Beautiful skin winter fairness lotion:
Exposure to winter sun can lead to dry and darker skin. New Beautiful Skin Winter Fairness Lotion from Fairever brings you the double benefits of moisturizing and fairness in a luxurious lotion. Intense moisturizers keep your skin soft, while triple sunscreens protect your complexion from the winter sun. It also contains the goodness of Fairever that works from within, and leaves you fairer and radiant in just 4 weeks Beautiful skin Winter Fairness Lotion is available in 100 ml and 50 ml packs. Personal care products: 1. Chick talk:
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Chik Talc is here to take you over! Enjoy cool new freshness in two fragrances Fresh Floral and Fresh Lavender available in 100 gm and 50 gm packs respectively Come along, indulge to your hearts content. 2. Spinz deodorants:
Discover a great new way to stay bright and lively, all day long. Spinz perfumed deos are available in two exciting variants. Exotic gives you the charms of a floral bouquet, while Enchante wins you over with its lavender-based notes. Designed to suit your style, both variants work like a deo that also promises you the unforgettable fragrance of a perfume. Available in 150 ml, & 75 ml cans, the two fragrances - Exotic and Enchante - are long lasting and truly international. So go ahead, enjoy life non-stop. SWOT analysis: Strengths Some of the strengths of an organization are: a. Availability of necessary infrastructure b. Adequate production capacity c. Skilled manpower d. Good manufacturing practices, quality assurance and quality control. e. Appropriate corporate philosophy on R & D f. Availability of top R & D personnel and budget. g. Facilities for product and process development h. Good location i. Wide distribution network. j. Motivated staff k. Liquidity position
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Threats Some of the threats of an organization are a) Tough competition b) Political instability c) Tight money market d) Difficulty in retaining technical experts e) Changing customer tastes and preferences
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To increase the sales volume annually. To maintain good relationship with customers , suppliers and also general public. To satisfy employees work in the firm by providing sufficient remuneration and motivation them to achieve higher performance. Management: It is a sold trading firm Founder of the firm:Mr. Nirmala C.S, who manage overall business transaction by himself.
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One accountant
The manager and accountant look after office affairs like accounts, day to day sales, credit sales, calculation credits and major activities.
Sales performance of a dealer: Right from the beginning it has gained profit with the increase of sales day by day due to the efficient staff. The keen interest of the owner is the business has maintained the staff to improve the business. Month 2007 Feb. Sales (in lack) rs 9.60 Stock (rs) 1.3
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Mode of receipts: The booking boys collect cash on behalf of the firm by visiting the retailer everyday. The firm offer the discount to its retailer against the payment made by the retailer as under. Discount 2% 0% Payments of days Within 7 Days Above one week
Patil agencies keep in constant touch with the relations, which have created good relations between them. It helps them to book the orders effectively.
to ultimate consumers.
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Marketing Mix
Product Product Variety Quality Design Features Brand name Packaging Mix I. Product Price List Price Discount Allowances Payment Period Credit Terms Promotion Sales Promotion Advertising Sales force public relation Sales Channels Coverages Assortments Locations Inventors
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Variety
Varieties of product studies and offered to customers according to Quantity and Quality. The company offers a variety of products change pattern fashion, Bison super, Luxol Gold, Silk Splendor, Weather coat, walmasta etc. 2. Quality Quality of the product offered to customers is of excellent standard or grade is because the motto adopted is customer satisfaction Product mix strategy of cavinkare company: Having experienced the power of packaging in it own brands and sensing the immense potential of setting up on in-house packaging resources, packaging India Pvt limited (PIPL) was established by cavinkare limited. PIPL was primarily setup to manifacture laminates for its own products. Today it is one of the largest flexible packaging companies in south India with an existing capacity of about 1500 metric turns per annum. The packaging arm of cavinkare, the polymer division, was setup with the existing task of having cater to a wide spectrum of packaging requirements, from the hi-end automobile components to the plastic containers of consumer goods. This clearly indicates the importance given by the company towards achieving quality packaging. Price mix strategy: Price is a major marketing text and help in directing the product to a specific consumer segment. Price is the value of a product expressed in terms of money. Price is a powerful instrument in which both the buyers and sellers are interested. The right place can be determined through the price research and by adopting the test marketing techniques decision concerning price to be follows for a period of time may be
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Distribution mix strategy of cavinkare company:The channel of physical distribution adopted by CavinKare Ltd, is as follows The company has adopted indirect channels of distribution. The channels of distribution adopted by the company are illustrated in the following diagram.
Consumer
In this channels the company users the services of an super stockiest for the initial distribution of goods. The agent in turn distributes to wholesaler who in turn sell to retailers the retailer sell to the ultimate consumers. Cavinkare group has a well defined distribution network. It has a network of around 3000 stockiest & reaches out to 6 lakhs outlets.The no of shops in which the companys products are sold in increasing by day to day.
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Objectives of study:
1. To study the needs and importance of chick shampoo . 2. To analyse the influencing factors of buying decision of consumers.
Scope of the study: The scope of the study is restricted to davanagere city only. The study is done to ascertain the consumers attitude towards chik shampoo in davanagere city on the factors which influence them to purchase cavinkare products.
a. The project will help in understanding the attitude of consumers towards chik
shampoo b. The project helps to study market potential of Cavinkare Company. c. This study helps to put theoretical aspects of the study. d. This project will enable the company the company to implement recommendation mode. Research design: The research work conducted on the basis of exploratory research. This study will emphasize the ability of the firm to clean about distributors its competitor. The research design is the basic plan, which guides the data collection and analysis through different phases of the projects. It is therefore a frame work, which specified the type of information to be collected, the source of data and collection procedures. Methodology: The important point for the validation of any research study is based on what type of methodology is adopted. Project report is based on following data.
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1. Primary data: Primary data is the first hand data which is collected from survey anaysis . Here the marketing survey is done by conduction a survey on Random sampling basis. It is conducted through structured questionnaires. The advantage of using primary data for analysis is that developed personally and offers the latest information. Primary data for the study is follows.
Discussions help personally with distributors and agents in Davanagere city. Data collected through questionnaires using survey method. About to user
selected on random sampling technique were interviews personally. For propose of survey 50 respondent consider 2.Secondary data: It is second hand data. Secondary data has been collected from some earlier search work and are applicable in the city were research has presently undertaken. Following is the sources of secondary data. Newspapers and magazines. Company broader and guidelines books. Text books. Company declares or agencies. Websites
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The above table shows that 60% of the samples consumers are belonging to the Female Respondents and remaining are from male category.
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The above table shows that 16% of the respondents are married and 84% are unmarried.
Table 3 Showing the Age of the Sample Users Sl. No. 1 2 3 Age 15-20 Years 20-25 Years 25-30 Years No. of Respondents 12 22 10 Percentage Total 24%% 44% 20%
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From the above table, its clear that chick shampoo is used by almost all age groups. But significantly most of the users are in the age group of 20 25.
Table 4 Showing the distribution of respondents on the Basis of their Qualification Sl. No. 1 2 3 4 Qualification S.S.L.C. Degree Post-graduate Any others No. of Respondents 14 28 4 4 50 Percentage Total 28% 56% 8% 8% 100%
This table also shows that most of the users are degree holder (i.e 56%). 28% have completed SSLC 8% are Post-graduate.
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Table 5 Showing the Occupation of the Respondents Sl. No. 1 2 3 4 Occupation Students Business/ Profession Employee House wife No. of Respondents 32 8 4 6 50 Percentage Total 64% 16% 8% 12% 100%
The above table clearly state that 64% of the respondents are students. 16% are Businessman, 8% are Employees & the remaining 12% are housewife.
Table 6 Table showing the no of sample users who have used chick shampoo
Used
No of respondents
Percentage total
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92% of the respondents have used chick shampoo at least once & the remaining 8% have not used chick shampoo even once.
Table 7 factor of influence of sample users of chick shampoo Sl. No. 1 2 3 4 5 Quality Price Packing Advertisement Type No. of Respondents 20 12 8 6 4 Percentage Total 40% 24% 16% 12% 8%
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The table above signifies the factors that influenced the respondent to buy chick shampoo. Most of the users (i.e. 40%) have purchased chick shampoo due to the better quality it offers. The price has influenced 24% of them to buy chick shampoo. Package, advertisements and friends have bageed 16%, 12% & 8% respectively.
Table 8 Satisfaction derived by the sample users regarding quality of chick shampoo.
No of respondents 42 8
84% of the respondents are satisfied with the quality of chick shampoo and the remaining 16% are not satisfied with the quality.
Table 9
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No of respondents 20 24 4 2
Regarding the price of chick shampoo, about 48% of respondents opined that the price is reasonable, only 8% & 40% felt that it is quite cheap.
Table 10 Table showing the opinion of sample users regarding the packing of chick shampoo.
No of respondents 10 14 26 -
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The packing of chick shampoo is excellent according to 52% of the respondents 28% of them feel that packing is good & 20% feel that packing is satisfied.
Table 11 Table showing the kind of changes the sample users prefer in the packing of chick shampoo.
No of respondents 10 18 16 6
As it is clear from the table, 36% of respondents prefer a change in the color of the packaged used. 32% prefer a change in design of the packaged. The respondents who prefer a change in size & quality of material used for packing are 20% &12% respectively.
Table 12
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No of Respondents 40 10
80% of the respondents feel that the advertisements of chick is quite effective other 20% feel that the advertisement needs to improve.
Table 13 Table showing the kind of changes preferred by sample users with regard to the change in advertisement.
No of respondents 24 26
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52% of the respondents feel that advertisement need no change while 48% do feel that ads to be change in certain aspects.
Table 14 Table showing the opinion of sample users regarding the availability of chick shampoo.
No of respondents 48 2
96% of the respondents opined that its available near their house & the remaining 4% opined that its not available regularly.
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No of respondents 44 6
88% of the respondents opined that chick shampoo is available regularly to them & the remaining 12% opined that its not available regularly to them.
Suggestions: Based on the survey, this chapter has been fabricated. The survey results have been widely studied. This chapter is intended to suggest the company about its products & at the same time to derive conclusion & from the study undertaken. The survey has helped to amass a lot of valuable information with regard to the chick shampoo in particular and the company- CavinKare limited in general. The survey and others have also pointed out many short-coming in the products of the company with a view to improve the overall performance of the company, the following few suggestions have been offered.
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5. Improvement in advertisements:The Ads of the company should be improved more and more different media for advertisement should be chosen .In the current context, advertising through internet is appreciable. 6. Improvement in distribution network:The company presently has a distribution system which is mainly concentrated in semi-urban & urban area. The company should make a concentrated effort in the direction of increasing the no of stockiest. By this, he company should see the its product are available in very outlet in the city.
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G. Conclusion From the study, we can derive the following conclusion about the products of Cavinkare limited. 1. The company products are familiar in the market. Most of the people who were surveyed, do use chick shampoo-Cavinkare limited highest selling product. 2. The quality of the product has obtained somewhat mixed reaction, quite a many feel that there is a inconsistency in the quality of the product and they need a consistent quality of the product. 3. Many users have used the shampoo for only a couple of times and have been discontinued is, reason being lack of consistent quality.
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BIBLIOGRAPHY:
BOOKS:
Marketing management, Philip Kotler 13th edition. Published by Dorling Kindersley
(India) Pvt. Ltd., licensees of pearson Education in South Asia. Page no.102
WEBSITES:
WWW.Google.com (last accessed on 02-4-2011) WWW.Cavinkare.com (last accessed on 24-4-2011)
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