Transcript Marketing Dept

Marketing Dept
Key Role
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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
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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…
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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
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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
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NPD team consist of a pool of team members
from
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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:
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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
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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.