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CORPORATE BRANDINGGroup 8

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Group of companies but not endorsed by CavinKare : Trends in Vogue, United Agro Care

72% 8% 8% 11%

Source: Economic Times

Personal care has been the major contributor over the yearsMost of the other sectors have grown majorly through acquisition

COMPANY OVERVIEW

CavinKare

Hair Care Skin Care Food & snacks BeveragesDairy

Products

Chik Shampoo,

Chik Satin

Shampoo, NyleHerbal, Meera

Shampoo,

Coconut Oil, Indica

Hair Color, Meera

Hair Wash Powder,

Karthika Hair Wash

Powder

Fairever, Fairever

Fruit, Spinz Talc,

Spinz Deodorants,HI5 Deo, Nyle Cold

Cream & lotion

RuchisPickle,

ChinnisPickle,

ChinnisVermicelli,Ruchi Gulab jamun

Mix, ChinnisFunfills

Candy, Garden

Namkeen

Maa Fruit Drink,

CavlinsFlavoured

Milk

CavlinsMilk,

CavlinsCurd

x% % sales contribution

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Source: Economic Times

Profitability (Total)

Revenue (Rs mn) Gross margin (%)

Market Share (Categories)

Processed Food Hair Care

Skin Care Shampoo

Huge decline in profitability in last 2 years due to increase in costs

Market share is substantial in shampoos due to high penetration in rural areas

PERFORMANCE OF BRAND

Revenue Gross Margin

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Offer unique products and services to satisfy customers andbe a role modelCorporate Vision

Whatever a rich man enjoys, a poor man should also enjoy

Total commitment and highest standard of ethicaland corporate behaviour

Corporate

Philosophy

Ethical Behavior

Excellence

Innovation

Owners & Stakeholders Delight

Corporate Values

Informal Atmosphere

Inter-functional collaboration & Strong internalcommunication

Long-term capability building

Encouragement for innovation

Corporate Culture

CORPORATE BRANDING FRAMEWORK (1/4)

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Only home grown brands are available in sachet (7 out of 12) Aggressive entry into new businesses, acquisition of 3 brands

(Ruchi, Maa, Garden Namkeen)

Employees hold significant pride in innovations, speed of

execution & openness of the culture

Encourages risk taking initiatives & high level of ownership

Almost all CK ads have simple message. Eg. Chik Shampoo:

Mulayam suljhe balon ke liye Focus on product & product features rather than consumer/

consumer aspirations. Exception: Spinz- Aspirational brand.

Ethnic Indian image. e.g. Grandmas pickle, Jasmine scented

hair oil

Open houses & interactions with employeesStrong internalcommunication

PRODUCTS

EMPLOYEES

MARKETING COMMUNICATIONS STRATEGY

CORPORATE BRANDING FRAMEWORK (2/4)

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Customer

Affordable, perceived value for money, ethnic image (herbal, jasminefragrances)

Government

Ethical and conformity with accounting policies

CavinKare Accounts and Finance team has won the CII Award for Total CostManagement Maturity model

Supplier

Quality first, Strong systems for monitoring quality and consistency

On time payment to vendors

Channel Partners

Innovative sachet sales force that sells only sachet packs to small retailers in for personal

products division

Hawker channel creationhelp in initial investment, insurance packages and loans for two-

wheelers

CORPORATE BRANDING FRAMEWORK (3/4)

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Financial Institutions

Positive image among banks due to prompt payment of sales tax and income tax

Special considerations - extended loan amount and waiver of collateral

Debt to equity ratio has increased to 1.3 in 2011 from average of 0.6 which slightlyincreases the risk in the eyes of debtors

Society Encourages innovation through CK awards & recognizes spirit of

achievement among physically disabled

CK Memorial Trust - Quality Education for students from diff economicstatus

Media

Challenger of the FMCG status-quo in India

Dare to take on the multinationals by targeting rural and semi-urban markets

Proactive and media friendlyfrequent press releases and newspaper articlearchives on website.

CORPORATE BRANDING FRAMEWORK (4/4)

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CONCLUSION

Corporate Identity

Innovator for

masses

Customers

Affordable Quality

Government

Compliant

SocietyResponsible

FinancialAggressive

SuppliersLong term

relationship

Channel Partners-

Hand holding

Media- Challenger

AU

D

I

E

NC

E

I

M

A

G

E

I

N

T

E

R

F

A

C

E

Marketing

Communications

Simple,Traditional,

Product centric

Employees

Encouraging

Products &

Services

Affordable and

available

CavinKare is like a Maruti 800 trying to carry ajoint family

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Personal Care

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Processed Foods

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Product Availability in sachetHome grown -

Acquired X

Chik Shampoo Nyle Herbal Shampoo X Meera Shampoo & Oil Indica Hair Colour Karthika

Fairever Chinnis Pickle Spinz X Hi5 Deo X

Tex Raaga Professional X Cavins Milk X Ruchi Pickle X XGarden Namkeen X X