Cavin kare private limited

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Introduction
The company is presently garnering the plans of exponential growth and to achieve its ambitious targets innovation in terms of their product offerings is the best solution available as demonstrated in the past by the company. The company has identified the Mens grooming, OTC (Over the counter) products, Foods as the drivers of the companys growth in the coming years. To validate this claim the following section analyses the different segments of the company and analyse the respective markets to identify the gaps present in the market which can be filled by creating new products based on the availability of resources and the feasibility of the products to the company

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Synopsis
Cavin kare private ltd was started by Mr.CK Ranganathan in 1983 with its first product CHIK shampoo. Company has three Strategic business units-Personal care, foods and international business. Organization already has 2nd largest market share 22.49% in Indian shampoo market. It works on the gaps which are left in the market and introduce such products which can fulfill those untapped need. Products have appropriate penetration in the rural market and to increase it they came up which different ideas. CavinKare Group has crossed a turnover of 11000 million INR in 2011-2012 largest brand in rural U.P and A.P etc
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Components of a Situation Analysis

Scope and objective: Corporate vision-To succeed we believe that we need total commitment and highest standard of ethical and corporate behaviour in order to provide the best for our consumers, stakeholders and employees. Mission:"."We shall achieve growth by continuously offering unique products and services that would give customers utmost satisfaction and thereby be a role model. Goal:To make the company from 500 crore company to 5000 crore company Competitive advantage: Research and development and distribution channel Resource allocation: Resources are allocated appropriately Synergy: Across the organization healthy environment exists
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Components of a Situation Analysis

Resources and competencies: Manufacturing plant in Haridwar, Strong R&D, Identifying customers pain point clearly Portfolio analysis: Personal care: Spinz Deo, Nyle herbal shampoo, Meera badam hair oil,Meera herbal hair oil, Karthika hair wash powder, Indica hair oil,fairever Fairness cream Food segment: Ruchi Pickle and Ready to cook item,Chinnis Masala and RTE Household care: Tex toilet cleaner

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Product level market analysis

Product market structure: personal product market is seggregated as personal Hygeine market-53.70%,oral hygeine-26.80%,hair care 11.70%, skin care-4.70% and make up and fragrances-3.20% of total value Major Products consumed by: Chik shampoo-girls and women, Nyle herbal shampoo-Women of the age group 18-35 Fairever- contemporary women Spinz-18-26 years of women etc Why customer buy calvin kare products? Pain point identified by company Market segmentation : Demographic segmentation Competition analysis: HUL,P&G,

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Product level market analysis

Pioneer advantages: Strong Research and development, skills to manage cashflow easlly, Proven and structured process/framework (SIEMAL) for capitalizing on newer opportunities and very fast speed of idea to execution cycle, Constant innovation in logistics, storage to reduce cost of production. Like- regional packaging center Intensity of competition: high intensity as industry is in mature stage Competitors advantage: Distribution channel, advertisement, Brand recognition.

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Major problems in personal care

Non profitable products Stiff competition in personal care and hair care Still untapped the opportunities in Personal and hair care

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Strategies to overcome
Investments in R&D to assess the possibility and costs associated in developing men grooming products range(expected 20% growth) that would also includes face wash and moisturizer. Increase the frequency and innovation in advertisements The hair oil market is dominated bycoconut hair oil with a 72% market share and Cavin Kare doesnt own any coconut oil brand so Meera coconut hair oil can be introduced. In skin care Nyle moisturizer can be introduced as 15% growth potential is there in market. Introduce floor cleaner in home care Remove spinz as only 1% growth opportunities for it
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Major Problem in food segment

Dealing only in culinary products No or less Variants in its products Competition In RTE

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Strategies to overcome
Introduce new variants in Ruchi , Chinni, dates and candies as already R&D is in strong position variants can be introduced in low investment Can introduce different range of RTE and can charge premium in that segment but it will take huge investment in R&D. Can remove Pickle as it does not have much growth potential. RTC need new variants
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Conclusion
Cavinkare has huge potential to be a market leader due to its innovation in products, Distribution channels and R&D department.

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