Corporate IdentityBy: Manisha Tripathi

Neha Shetty

Saumya Singh

Kshitij Shrimali

Nishant Dalwadi

What is Corporate Identity?

• A corporate identity is the overall image of a corporation or firm or business in the minds of diverse publics, such as customers and investors and employees.

• Corporate identity helps organizations to answer questions like “who are we?” and “where are we going?” Corporate identity also allows consumers to denote their sense of belonging with particular human aggregates or groups.

• In general, this amounts to a corporate title, logo and supporting devices commonly assembled within a set of guidelines.

Importance of Corporate Identity

There are strong reasons to believe that the right corporate identity helps achieve this business objective.

1) Building Corporate Persona: When we meet a person, it is the first impression that has the most impact. We tend to gather cues from what we see and feel, interpreting our observations to form our opinion about the person. This is also how we treat products and companies. To stand out from their competitors, every company needs to have a good brand image, to create a niche in the client’s mind by having a unique, pleasing appearance and identity.

2) Consumer Loyalty: The consistent design of a corporate identity, in accordance with objectives set for the business, uphold and reflect the ethos, culture, principles, future ambitions, or visionary goals of the business. Customers who find this to be in accordance with their philosophy and liking feel connected to this image and are more likely to develop loyalty to the business.

3) Business Enhancement: Personal experiences with a corporate identity influence consumers and their purchasing decisions. A corporate identity with a strong and positive impact creates a favorable mental image of the business in a consumer's mind. A strategically planned identity gives a good return in terms of referrals and repeat business.

The Tamil word “kavin” means beauty or grace. The company has smartly played with words “care” and “kavin” by interchanging their initials.The logo of the company focuses on letter C which indicates the name as well as its motto/vision.

Introduction

• CavinKare is an Indian conglomerate headquartered in Chennai, India. The company started its venture in 1983 as Chik India. In 1990, it was renamed as Beauty Cosmetics Pvt. Ltd. and was subsequently rechristened as CavinKare Pvt. Ltd. in 1998.

• The company has transformed from Personal care player to an FMCG conglomerate with diversifying in Dairy, Foods, Snacks, and beverages business. CavinKare has strategic partnerships with Coty Inc. for Adidas and Jovan brands and Hawpar International for Tiger Balm. The company has also expanded its research across the globe. Cavinkare has its presence in more than 21 countries.

• CavinKare’s annual turnover is around 1200 crores for theF.Y 2013-2014

Mission

• CavinKare has become one of the most successful home-grown FMCG companies. The company’s position as the brand of choice among loyal customers emphasizes that it can continue to be rooted to its heritage and traditional values while moving with the times –this is the company’s core strength.

• CavinKare is one of India’s most thriving enterprises today. Not only has the company diversified interests and catered to varied customer bases, CavinKare has constantly looked at how to better its range of offerings. Innovation is the key for growth.The company continues to look at expanding product portfolios, while ensuring the use of smart marketing to maintain clarityof product positioning. This means that captive markets are never lost while the conglomerate reaches out to newer ones. CavinKarecan attribute its long time competitive edge to just the simple philosophy of listening to customers and anticipatingtheir needs as well as communicating with them effectively.

Vision

• The company’s long term vision is to emulate and better the achievements of the past. Thirteen major brands form a part of the CavinKare umbrella today. The company has a robust presence in India. In recent years, there has also been an expansion drive into overseas markets which has resulted in successful ventures. CavinKare’s goal is to remain the preferred choice for customers at home and in every market, besides operating with conviction and leading certain chosen sectors for innovation. In summary, CavinKare aspires to be remembered as synonymous with excellence.

• Achieving growth by continuously offering unique products and services that would give customers utmost satisfaction and thereby be a role model is the vision of the corporate.

Brand List

• Chik• Meera• Karthika• Nyle• Indica• Fairever• Spinz• Raaga Professional• Chinni's• Ruchi• Garden Namkeens• Cavin's• Maa fruit drink• Trends in Vogue• Green Trends• LimeLite• Trends Academy

Media coverage of CSR Activities

Media coverage of CSR Activities

Trends in Vogue

• Trends In Vogue Private Limited, a CavinKare initiative came into being in July, 2002, with the sole purpose of offering customers with the best grooming solutions. The need amongst customers for exclusive salons that can offer world class styling for the whole family, culminated in the birth of Trends In Vogue. It operates two successful salon chains – Limelite and Green Trends. It has been making over 1 lakh customers happy through its 120+ saloon chains.

• Both brands have expanded across the country delighting customers with its array of hair and skin services. Trends In Vogue has set up its salons with top-of-the-line equipment, infrastructure and delivers services through professionally trained skilled stylists.

• Trends in Vogue envisions the brand becoming the largest and most-coveted chain of hair and beauty salons in India, and to be the first to bring change in the industry through product innovations, customer-centric service delivery mechanisms, and gratifying the ever-changing needs of the customer.

PR activities creating Corporate Image

• In malls, we will keep kiosks wherein we will feature all the products of CavinKare like Spinz, Indica, Chik, etc. all under one roof.

• We will place the logo of the company on the top of each and every product of CavinKare and also place a hologram of the logo at the bottom of the product where product MRP is.

• CavinKare will come upfront to sponsor Fashion shows, Youth Fest and private events.

PR activities creating Corporate Image

• CavinKare will lend support towards the good cause of removing Malnutrition by conducting health check-ups especially in public and private schools and colleges. To promote this campaign, ads on YouTube will be showcased.

• Two-page detailed coverage of the company and a section for recruitment can be mentioned in leading economic and business newspapers and supplements.

PR activities creating Corporate Image

• Launch of CavinKare’s skin-friendly products can challenge other exisiting homogeneous company products. This is an illustration of negative PR where by highlighting this aspect, we will indirectly instigate the other rivals to retaliate and this would bring the company into limelight for a long period of time.

PR activities creating Corporate Image

• CavinKare product’s combo range will be displayed on various online shopping portals.

• We will publish news regarding company’s in-house and annual general meetings, staff engagement activities, new product launches, etc in news/web portals.

Other tools for creating corporate

identity• Logo

• Letterhead/Cover/Visiting Card

• Brochure

• Website

• Printing material/ Annual Reports /Journals

• Newsletters

• Staff Engagement Activity