Branding strategies: Chik shampoo

When Cavin Kare launched Chik shampoo in the market, there was a severe competition in the market. For a company, the so called “retailer” is the primary customer and obviously the problem of margin arises. A study revealed that customers are purchasing velvette shampoo repeatedly, since they are the pioneers in introducing shampoo in sachets and the customers are not brand conscious. Hence Cavin Kare decided to enter into the competition to give quality products and create an awareness about the brand “chik” among the target audience. In 2003, Chik Shampoo was declared the winner of the best performing brand in 2003 by AAAI, amongst the top ten brands in household availability.

Target Audience: Girls and women of rural and semi urban population of India

Flavours: Chik Black, Chik Jasmine, Chik Egg, Chik cool, Chik anti dandruff

Branding strategies:
Cavin Kare decided to give away one sachet of Chik Shampoo free for 5 empty sachets of any shampoo brand and further extending this strategy in the next stage it restricted the free shampoo exchange only for empty sachets of Chik.

Retailers too got benefited from the idea. Apart from the service charges Cavin kare also gave retailers a Chik Sachet free for every 15 empty sachets they get from the consumer.
Cavin Kare also kept the prices of the brand higher than the rest of the shampoos in the market, to maintain profits.
They advertised more often and hired well qualified professionals to compete with the MNCs.
The iconic Chik Girl in every Chik Shampoo commercial showcased the possibility of soft and manageable hair for the customers.
Source: www.cavinkare.com
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