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Marketing Dept

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

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Marketing Dept

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  1. Marketing Dept

  2. 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

  3. 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 co-ordination of sales initiatives with that of Marketing initiatives

  4. 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

  5. Key info about the Marketing dept There are different groups based on the product category handled : Personal care : Hairwash, Haircolours and Skincare groups Foods : Pickles, Snacks & NPD groups Maa juice group Dairy division International Business Salon group Restaurants division group

  6. 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)

  7. 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

  8. 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

  9. 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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