NIFT PG 2011 Question Paper with solutions

  Established in the 1980s, CavinKare has been immensely successful in tapping the rural and semiurban markets and is widely recognized as a pioneer of sachet marketing and mass marketing in rural areas. In 1983, CavinKare launched Chik Shampoo in 10 ml packs. It later launched the product in 50 paise sachets, especially for the rural markets. In 1992, Chik Shampoo became the numero uno shampoo brand in South India. Where MNCs sold products in fancy bottles and to big stores, CavinKare concentrated on small retail shops in rural markets. It 1993, CavinKare began to work on its plans of having a national presence. The market share of Chik Shampoo grew from 5.6% in 1999 to 23.0% in 2004. In 2005, Chik Shampoo was a ₹ 100 Crore brand and emerged as Number One brand of rural India, and 65% of its sales were generated in rural India. The company logged sales of ₹ 700 Crore in 2009 and has set an ambitious sales target of ₹ 5,000 Crore by 2012.