P Gopalakrishnan on Brands and Branding | Corporate Interviews

Executive Interviews

on Leadership

on Change Management

on Global Strategy

on Corporate Entrepreneurship

on Multicultural Teams

on Family Business

on Strategy Execution

on Collaboration

Executive Interviews: Interview with P Gopalakrishnan on Brands and Branding
August 2006 - By Dr. Nagendra V Chowdary

P Gopalakrishnan
Vice-President,
CavinKare International Business.

It is generally observed that for any brand to go global it must have established very strongly in the domestic market. In the case of CavinKare this seems more of an exception. What is CavinKare's strategic positioning in other countries? What are its target segments?
CavinKare's brands are firmly entrenched in India. Chik is the number two brand in the shampoo category and Fairever makes us the number two company in fairness creams. Spinz, Indica, Meera are also dominant brands in their categories.
Chinnis Pickles, which is our foray into foods, is the leading sachet pickle brand in the markets we have launched in India.

Global presence is a focused business for CavinKare and accordingly an SBU has been created for this objective. CavinKare continues to target themass market in skincare and haircare categories across the world. There is a clear strategy in viewing Middle East, South Asia and Far East as focus zones.

What have been the major building blocks in building CavinKare brand in other Asian countries, Middle East, Far East, the US and the UK?
Local consumer insightswere used for product and creative development. Distribution was the focus area to ensure product availabilities. Local manpowering was also done to localize the distribution and marketing processes.
In building a global brand in FMCG industry what are the critical success factors?Do you think that Indian companies have the wherewithal to make it globally?
Global branding needs a mix of clear uniform DNA in all footprint markets and localization to the extent of the flexibilities the brand offers in formulation, packaging and creative communications.
Indian FMCG companies are truly going global through a combination of extending own brands and also buying over relevant brands in overseas markets. Sharp consumer centricity and the exposure in India for having served varied consumers in the different states are the clear weapons. The positive image of India Inc., clearly helps in tying up with overseas partners.
What is CavinKare's vision for its global aspirations?
CavinKare brands will be in the preferred set of the globalmassmarket consumer aspirations and needs.

1. Brands and Branding Case Studies
2. ICMR Case Collection
3. Case Study Volumes

Reated Case Studies

The Interview was conducted by Dr. Nagendra V Chowdary, Consulting Editor, Effective Executive and Dean, IBSCDC, Hyderabad.

This Interview was originally published in Effective Executive, IUP, August 2006.

Copyright © August 2006, IBSCDC No part of this publication may be copied, reproduced or distributed, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or medium electronic, mechanical, photocopying, recording, or otherwise without the permission of IBSCDC.

Previous 1 2 3

Business Case Studies, Executive Interviews, P Gopalakrishnan on Brands and Branding

IBS Case Development Centre

Asia-Pacific's Largest Repository of Management Case Studies

Interview with P Gopalakrishnan on Brands and Branding