Marketing Dept

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Marketing Dept

Key Role

Understanding consumers and their needs so that our product offers can be dovetailed to consumer needs and expectations

Ability to write concepts which articulate consumer needs and positions our products and brands accordingly

Ability to work with advertising agencies to create cutting edge communication

Identifying the right channel (TV / Radio / Print / Hoardings /

Internet/ Mobile) to popularize the brand

Co-ordination with other functions such as R&D, logistics and Sales

Monitor the consumer trends and the macro environment and the competition on a regular basis to come up with new ideas which can take the brand and the portfolio forward

Inter

Departmental

Activities

Marketing works with R&D to ensure availability of the right product - define the product specs and check with consumer on acceptability of the product

Marketing works with Logistics to ensure smooth availability of products across the country.

Marketing works with Sales to ensure effective coordination of sales initiatives with that of Marketing initiatives

Cont…

Marketing works with Legal to ensure that all product specs and communication conform to legal requirements

Marketing works with Sourcing to ensure that the components of the product are bought at the right quality and at the right price

Marketing works with Finance to ensure profitability of the products being sold

Marketing works with packaging to ensure that the packaging that they create is cutting edge and innovative

Key info about the Marketing dept

There are different groups based on the product category handled : a) Personal care : Hairwash, Haircolours and Skincare groups b) Foods : Pickles, Snacks & NPD groups c) Maa juice group d) Dairy division e) International Business f) Salon group g) Restaurants division group

Brands

CavinKare’s brands hold a prominent position in the market:

 Chik shampoo is number 2 brand in shampoo by volume

Meera shampoo : No.1 herbal brand in south India

Nyle shampoo : No. 3 herbal brand in india

Fairever : No.2 fairness brand in India

Spinz talc : No.2 adult talcum brand in the country

Indica hairdye : No.2 powder hairdye brand in india

Chinnis’ pickle : No.1 pickle brand in the country (by volume)

New Product Development (NPD) Cycle

 NPD team consist of a pool of team members from

Marketing

R & D

Operations

 NPD meetings are conducted in a regular interval, depending on the products being developed

New Product Development (NPD) Cycle

The steps involved are as follows:

Brainstorm / discuss on possible new product ideas

Check the ideas with consumers

(one on ones / group discussions)

& refine

Check the refined ideas with R&D and legal & refine

Test the refined new product idea with consumers on a bigger scale

New Product Development (NPD) Cycle

Once NPD team have a clear concept win, Gives brief to R&D on the product

Parallelly develop the brand name and packaging for the brand.

Test the products and packaging developed with consumers to select winning options.

Launch the winning option into the market post alignment with sales.

Takes minimum 6 to 9 months on average for a new product launch.

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