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