MANAGERIAL PROCESS SKILLS

SUNITA RAMNATHKAR

PRESENTED TO: Prof. SURVEY

GROUP MEMBERS
VIKAS BHATT CHETAN DARJI MEET DESAI VIDYADHAR HEGDE RIKSHIT MEHTA PRAKASH THAKKAR 08 17 18 33 48 59

SUNITA RAMNATHKAR

INTRODUCTION
Name: Sunita Ramnathkar Age: 53 Company: Fem Care Pharmaceuticals Stake 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.

Starting Fem
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. Whats 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.

 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

FEMs spectrum of beauty products including Crme bleach Blue crme 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 sellsis razor sharp!

Problems She Faced

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

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