SUNITA RAMNATHKAR 2
Transcript of SUNITA RAMNATHKAR 2
SUNITA RAMNATHKAR
MANAGERIAL PROCESS SKILLS
PRESENTED TO: Prof. SURVEY
GROUP MEMBERS
• VIKAS BHATT 08• CHETAN DARJI 17• MEET DESAI 18• VIDYADHAR HEGDE 33• RIKSHIT MEHTA 48• PRAKASH THAKKAR 59
SUNITA RAMNATHKAR
INTRODUCTION• Name: Sunita Ramnathkar
Age: 53Company: Fem Care PharmaceuticalsStake held: 27.92% (with family members) Stake sold: 27.92%Reason for sale: No successor for the company in family
• She is Joint Managing Director of Fem Care Pharma Ltd. and also a Director of Mirasu Marketing Ltd.
• Sunita is mainly associated with identifying new products, ideas, exploiting new markets, finding innovative marketing themes.
• The company depends heavily on her expertise on creating brand awareness of Fem.
EDUCATION
• Elphinston College Mumbai Sophia Polytecnic - 1974
• The Cathedral And John Connon School
- 1971 • and She is also holding Diploma in Mass
Communications, from University of Bombay.
Growing up
• She was born in a typical Maharashtrian family.
• There was no businessman in her family. It was a time
when girls were educated only to be married off.
• Education was just a means to get a good groom. But She wanted to put her education to good use, and hence decided to launch her business with her brother Sunil.
• Her husband supported her idea and they got started.
• Four months after the birth of her second daughter, Sunita Ramnathkar launched ‘Fem’ fairness bleach, which went on to become a major brand in itself!
• Over the next 27 years, the skin fairness company held its head high over and above all the large multinationals, selling out to Dabur only recently.
• What’s even more striking about her success is that she gave brought into the world a child and a company, in a span of 6 months.
Starting Fem
• 25 years later, the super cool Sunita and her brother had converted the business into a 100 crore empire which had gone on to become a world famous brand.
• Fem is easily the “made in India and for India” cosmetics company
• She was Founder, Promotor & Joint Managing Director, Fem Care Pharma Limited (1982-2009)
Why she selected his category
ABOUT FEM CARE
• "Fem is a niche product”
• Target Customer:• socially active women who have excessive
facial hair, and young girls.
• Place: Mumbai
FEM’s spectrum of beauty products including
• Crème bleach
• Blue crème bleach
• Liquid Soaps
• Hair removing cream
• Oxy bleach
• Botanica(Anti-aging cream)
ATTRIBUTES
• Innovation
• Ability to understand opportunity
• Risk taker
• Competitive behavior
• Commitment
• Sunita is one of those women who wanted to do something in her own right and carved a niche for herself in the world.
• Her understanding of the female psyche
- what women want and what sells-
is razor sharp!
• Formulation
Solution: Consulting senior cosmetologists working overseas.
• Unavailability of raw material
Solution: Indigenous solutions using trial.
• Little awareness of product
Solution: Giving demo to group of women.
Providing a list of shops in the vicinity, where her product
was available.
• Distribution
Solution: Concentrating on one area at a time.
Slow but effective procedure.
Problems She Faced
Problems She Faced
• Imitator products
Solution: Change product description from “Insto-Bleach” to
“Fairness-Bleach”.
Change in packaging.
• Shortage of working capital
Solution: Cash and Carry system i.e. take the money first and
provide the product.
Failure
• Launching the anti-aging cream Botanica. Reason for failure: Very less advertising power as compared
to competitors Garnier.
REASONS FOR THE SUCCESS OF SUNITA RAMNATHKAR
• Creativity
• Solutions
• Time
• Commitment
• Introduction of need based products
SECRET OF SUCCESS
• What She Believes
"If an average person like me can make it just by sheer grit and determination, anyone can make it. I have been average at my studies and though I have been to the best educational institutions, I have never really excelled at studies. I am a B.Sc. in Chemistry. I feel if another person is slightly better than me, she could do it much better. Find out what you are good at and you will reach the top."
CONCLUSION
• Fem is not just a cosmetic brand but the story of a woman.
• Sunita Ramnathkar is surely someone who gives weight to the belief that you can dream and make your dreams come true.
THANK YOU