Top Story

Home >> Marketing >> Article

Cavinkare eyes 10% marketshare

16-December-2004
Font Size   16
Cavinkare eyes 10% marketshare

CavinKare has revitalized its Fairever fairness cream with the addition of fruit vitalizers and an improved packaging. Fairever has 18.5 per cent market share among fairness creams in South India. The new Fairever cream has a blend of fruit extracts, saffron and milk to nourish and add glow to the skin. The packaging highlights the addition of fruit extracts.

Speaking at the launch, K S Ramesh, CEO, CavinKare, said, “Today’s consumers possess an in-depth knowledge of beauty care products. They readily understand the importance of key ingredients in attaining specific results, like fruit vitalizers for a shimmering glow. The success of Fairever as a brand coupled with insights from extensive research in our labs and the markets have led to the launch of the new Fairever fairness cream. This product is an innovation to satisfy the changing needs of consumers and we are confident that the new Fairever fairness cream will deliver.”

The new ‘Fairever’ cream will be promoted chiefly through a television commercial that highlights the slogan “World Notice You”. The TVC would go on air from December 25, and road shows will kick off across South India shortly.

The enhanced offering comes at the existing price. The product is available for Rs 5 for a 9 gm pack, Rs 27 for a 25 gm pack, Rs 49 for a 50gm pack, and Rs 69 for a 80 gm pack. It is being launched across South India in December 2004, and will roll out nationally by January 2005. Cavinkare is planning a major marketing drive to market the new Fairever in other regions like the North and West after it is launched nationally.

Fairever currently enjoys an eight per cent market share across India in its category. It is aiming at a 10 per cent market share. Fairever competes in the Rs 700-crore fairness market which is dominated by Fair and Lovely with an 80 per cent market share.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity