Cavincare Case Study Abstract
Cavincare Case Study Abstract
Cavincare Case Study Abstract
BY: B-15
Abhishek Mehrotra (03) Devanshu Gupta (19)
Giteshwari Bisht(23)
Kirloskar Institute of Advanced Management
Studies
Brand Architecture
Portfolio Roles
Strategic Brand Nyle Shampoo and Hair oil
Fairever
Green Trends and Limelite (Salons)
Linchpin Brand Chik
Silver Bullet Chik influences Chik Satin
Meera Badam Shampoo influences
Meera herbal oil
Cash Cow Brand Chik
Brand graphics
CavinKar
e
Shampoo
s
Chik
Chik
Satin
Nyle
Herbal
Hair Color
Meera
Badam
Indica
Oil
Coconut
Oil
Fairness
cream
Perfume
Meera
Herbal
Spinz
Hi5
Fairever
Salons
Green
Trends
Limelight
Brand Pyramid
Resonance
Has a loyal
customer
base in rural
market.
Repeat
purchase.
Reliable and Safety of
Feeling
quality
use.
Consumers
products
despite of
feel better
low prices.
about
Herbal
themselves.
Effectiveproducts.
Herbal and nonproducts.
chemical
Performance
Imagery
Natural
products.
ingredients used
Affordable
that are user
products.
friendly and comes
Poor image in the
in wide range of
minds of upper
product types
middle class
High
Recognition
in semi-urban and rural
Value for money.
segment.
markets.
Salience
Chic and Karthik are the popular brands in
Judgment
Branding Strategies
Initially they conveyed a message to the consumer that soap usage is bad for
hair.
New Avtar of Chik with two variants- Long & Strong and Hair Fall Control to
positioned it as a premium brand in the market.
BRAND POSITIONING
Points of Parity
Point of Differences
Low prices
Deep penetration to rural India
Mobile beauty parlors
Advanced marketing and promotions
strategies.
Recommendations