MARKETING II – CavinKare – DECISION SHEET Group D13
Key Marketing Strategies:
Identifying consumer needs signified by gaps in the existing product portfolio and developing innovative
products to fill those gaps. Such needs could refer to value vs. price propositions as well as health concerns.
Continuous engagement with consumers thereby gaining key insights, and translating them into profitable
product ventures even to the extent of challenging conventional wisdom.
Using regional media as e”ective communication tool for building brand equity. Leveraging mass appeal with
advertisements that targeted specific consumer traits.
Creating an a”ordable product providing more value for money, thus targeting the rural and low income urban
consumer which was previously untapped.
Inducing increased trials and repeatability by introducing smaller packs and sachets, thus increasing penetration.
Key areas of strength:
Cost advantage – By outsourcing the manufacturing process, they reduced their overheads, gained ‘exibility in
product mix, reduced working capital and became more agile thereby facilitating new product launches.
Greater consumer insight – This helped in product and packaging innovations aimed at providing di”erent value
propositions to the consumer. It involved the four pronged strategy of – Gaining insights, Screening insights,
Translating insights into products and Feedback.
Extensive distribution network – They targeted periodic markets like ‘Haats’ and ‘Melas’ in order to get high
acceptability and high availability, thus reaching out to 0.75 million outlets.
Mapping onto key success factors of soap and detergent market:
Understanding consumers – One of its core strengths, as it puts high value on consumer insights and uses the
feedback to develop products according to consumer needs.
O”ering value – It scores high on the Value for money scale and has high e6ciencies in production owing to
economies of scales which allow it to have a low cost structure facilitating development of a”ordable products.
Distribution network – It has a well-developed distribution network which would enable it to reach a wide
