CavinKare’s Indica Easy: Launching Shampoo Hair Colour

In September of 2017, CavinKare Private Limited was faced with a tough decision about how to continue its growth in the personal care products industry. The company had been successful in the hair colour market in India, particularly in the southern regions of the country. CavinKare’s success was largely due to their focus on research and development and innovation. The hair colour market showed room for growth, and CavinKare wanted to make sure that they capitalized on its potential. There were three options before the company: stay with their existing products and markets, expand their existing products into new markets, or create innovative new products. To make the decision, CavinKare had to consider many factors, including consumer behaviour, new product development, marketing strategies, and trade partnerships. Only by considering all of these things together would the company have an answer to its question: what was the best option for growth?

This case is suitable for use in undergraduate- and graduate-level courses on marketing strategy, entrepreneurship, and new product development. The case is also well suited to introduce comprehensive marketing concepts including the 5C framework, the 4Ps of marketing, Ansoff’s matrix, and marketing research. The case provides participants a thorough understanding of the entire marketing strategy process from scanning the market, working with the needs of the target demographic, innovation, and operationalization of marketing strategy. After working through the case and assignment questions, students will be able to<ul><li>appreciate consumer behaviour in the specific hair colour market of the personal care industry and understand the link between consumer behaviour and marketing decisions;</li><li>illustrate how fundamental marketing elements like the 5Cs (analysis of the company, collaborators, customers, competitors, and context) and the 4Ps (product, place, price, and promotion) function and complement each other in a successful marketing strategy;</li><li>understand the approach of new product development in innovation-driven organizations; and</li><li>evaluate strategic growth alternatives available to a firm and recommend the way forward, in line with long-term strategy.</li></ul>

• hair colour
• new product development
• India
• go to market
• growth strategy
• consumer behaviour