Beruflich Dokumente
Kultur Dokumente
Name
Roll No:
1. Ashish Y Singh 2. Kamlesh Pandey 3. Chirag Jain 4. Rohan Naik 5. Chandan Kumar 6. Ganesh Sawant
DECLARATION
We are the student of Padmashree Dr. D.Y. Patil Universitys Department of Business Management (III Sem). Here by assure that, we have completed this project on Marketing Mix in FMGC Sector in the academic year 20122013, the information submitted is true to the best of our knowledge.
ACKNOWLEDGEMENT
A compendium is never the work of one individual more a combination of ideas, suggestion and contribution involving many hands. Our debts are too numerous to be acknowledge individually. A large number of individuals have contributed directly and indirectly in the completion of this project. We are immerse thankful to Ms. GAGANDEEP. N. It is pleasure to express our gratitude for the assistance received from them. Hence we would like to take this opportunity to thank them wholehearted for helping us in preparing this project.
TABLE OF CONTENT
SR NO. PAGE
TITLE
FMCG Concept and Definition
NO.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
Characteristics of FMCG Products FMCG Sector in India BRANDING STRATEGY Role of Sales Promotion in FMCG Sector SWOT Analysis of FMCG Sector Current Scenario NESTLE in India Products offered for sale in India (NESTLE) Proctor and Gamble (Company Profile) Example (ARIEL P & G)
Marketing Mix in FMCG Sector tends to vary because of cultural factors. Most Indians, typically, prefer fresh food articles and therefore to buy relatively small quantities more frequently. This is in sharp contrast with what happens in most western countries, where the practice of buying and socking foods for relatively longer period is more prevalent. Thus, should the inventory turnaround threshold be universal, or should it allow for income, cultural and behavioral nuances?
Marketing Mix in FMCG Sector and the urban level, the market potential is expected to expand further. An average Indian spends around 40 per cent of his income on grocery and 8 per cent on personal care products. The large share of fast moving consumer goods (FMCG) in total individual spending along with the large population base is another factor that makes India one of the largest FMCG markets. Rapid urbanization, increased literacy and rising per capita income, have all caused rapid growth and change in demand patterns, leading to an explosion of new opportunities. Around 45 per cent of the population in India is below 20 years of age and the young population is set to rise further. Aspiration levels in this age group have been fuelled by greater media exposure, unleashing a latent demand with more money and a new mindset. A distinct feature of the FMCG industry is the presence of most global players through their subsidiaries (HLL, P&G, Nestle, Heinz, TATA), which ensures new product launches in the Indian market from the parent's portfolio. Availability of key raw materials and cheap labor costs give India a competitive edge. Rural and semi-urban markets will drive the FMCG business in the country to a compounded annual growth of 50% for the next six years. A good number of malls, nearly 220 in the country, would come up in the next four to five years in
Marketing Mix in FMCG Sector semi-urban areas that would lead to an increase in the demand for the products. The Indian FMCG sector is an important contributor to the country's GDP. It is responsible for 5% of the total factory employment in India.
% Of Total Sales
Sales In Million
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BRANDING STRATEGY
your brand is more than your logo, name or slogan its the entire experience your prospects and customers have with your company, produce or service. Its what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to-day interaction you have with your market:
The images you convey The messages you deliver on your website, proposals and campaigns The way your employees interact with customers A customers opinion of you versus your competition.
Fmcg companies should use psychological trigger possible to get the 'right' message to the 'right' target prospect. Fmcg companies considered ramifications of the 'total product' (core, actual, augmented, & future) to meet consumer expectations
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Fmcg companies considered logistics, distribution channels and trade partners in your design.this are some of the thing which could provide company with certain sedge
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Marketing Mix in FMCG Sector These are the four basic pillar of marketing mix. Most of the marketing strategies are built on the basis of these criteria. Promotion is one of the important elements of marketing mix. There are so many elements of promotion such as o Advertising o Direct Marketing o Public Relations o Sales Promotion Traditionally, sales Promotions have been used by marketer to increase sales in the short term. However, in the last few decades this communication tool has evolved and now is considered from a strategic point of view. For this reason, it is necessary to realize new studies in this area and study how consumers evaluate sales promotions. Sales promotions have grown in both importance and frequency over the past few decades. Although an accurate estimate for total sales promotions expenditures does not exist, we can be sure that the trend is up. Sales promotion serves three essential roles: It informs, persuades and reminds prospective customers about a company and its products. Even the most useful product or brand will be a failure if no one knows
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Marketing Mix in FMCG Sector that it is available. As we know, channels of distribution take more time in creating awareness because a product has to pass through many hands between a producer and consumers. Therefore, a producer has to inform channel members as well as ultimate consumers about the attributes and availability of his products. The second purpose of promotion is persuasion. The cut throat competition among different products puts tremendous pressure on their manufacturers and they are compelled to undertake sales promotion activities. The third purpose of promotion is reminding consumers about products availability and its potential to satisfy their needs. From these elements Sales Promotion is the element which is in the focus of this project. Further Sales Promotion is quite broad term it includes
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Well-established distribution network extending to rural areas. Strong brands in the FMCG sector. Low cost operations.
Weaknesses:
Low export levels. Small-scale sector reservations limit ability to invest in technology and achieve economies of scale.
Opportunities:
Large domestic market. Export potential. Increasing income levels will result in faster revenue growth..
Threats:
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Current Scenario
The growth potential for FMCG companies looks promising over the long-term horizon, as the per-capita consumption of almost all products in the country is amongst the lowest in the world. As per the Consumer Survey by KSA-Technopak, of the total consumption expenditure, almost 40% and 8% was accounted by groceries and personal care products respectively. Rapid urbanization, increased literacy and rising per capita income are the key growth drivers for the sector. Around 45% of the population in India is below 20 years of age and the proportion of the young population is expected to increase in the next five years. Aspiration levels in this age group have been fuelled by greater media exposure, unleashing a latent demand with more money and a new mindset. In this backdrop, industry estimates suggest that the industry could triple in value by 2015 (by some estimates, the industry could double in size by 2010). In our view, testing times for the FMCG sector are over and driving rural penetration will be the key going forward. Due to infrastructure constraints (this influences the cost-effectiveness of the supply chain), companies were unable to grow faster. Although companies like HLL and ITC have dedicated initiatives targeted at the rural market, these are still at a relatively nascent stage. The bottlenecks of the conventional distribution system are likely to be
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Marketing Mix in FMCG Sector removed once organized retailing gains in scale. Currently, organized retailing accounts for just 3% of total retail sales and is likely to touch 10% over the next 3-5 years. In our view, organized retailing results in discounted prices, forced-buying by offering many choices and also opens up new avenues for growth for the FMCG sector. Given the aggressive expansion plans of players like Pantaloon, Trent, Shoppers Stop and Shoprite, we are confident that the FMCG sector has a bright future. Budget measures to promote FMCG 2% education cess corporation tax, excise duties and custom duties Concessional rate of 5% custom duty on tea and coffee plantation machinery
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NESTLE in India
Nestl India is a subsidiary of Nestl S.A. of Switzerland. With six factories and a large number of co-packers, Nestl India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction. The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'. Nestls relationship with India dates back to 1912, when it began trading as The Nestl Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market.
Brief History
After Indias independence in 1947, the economic policies of the Indian Government emphazised the need for local production. Nestl responded to Indias aspirations by forming a company in India and set up its first factory in 1961 at Moga, Punjab, where the Government wanted Nestl to develop the milk economy. Progress in Moga required the introduction of Nestls Agricultural Services to educate, advise and help the farmer in a variety of aspects. From increasing the milk yield of their cows through improved dairy farming methods, to irrigation, scientific crop management practices and
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Marketing Mix in FMCG Sector helping with the procurement of bank loans. Nestl set up milk collection centres that would not only ensure prompt collection and pay fair prices, but also instil amongst the community, a confidence in the dairy business. Progress involved the creation of prosperity on an on-going and sustainable basis that has resulted in not just the transformation of Moga into a prosperous and vibrant milk district today, but a thriving hub of industrial activity, as well. For more on Nestl Agricultural Services, Nestl has been a partner in India's growth for over nine decades now and has built a very special relationship of trust and commitment with the people of India. The Company's activities in India have facilitated direct and indirect employment and provides livelihood to about one million people including farmers, suppliers of packaging materials, services and other goods. The Company continuously focuses its efforts to better understand the changing lifestyles of India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness through its product offerings. The culture of innovation and renovation within the Company and access to the Nestl Group's proprietary technology/Brands expertise and the extensive centralized Research and Development facilities gives it a distinct advantage in these efforts. It helps the Company to create value that can be sustained over the long term by offering consumers a wide variety of high quality, safe food products at affordable prices.
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Marketing Mix in FMCG Sector Nestl India is a responsible organization and facilitates initiatives that help to improve the quality of life in the communities where it operates. Beginning with its first investment in Moga in 1961, Nestls regular and substantial investments established that it was here to stay. In 1967, Nestl set up its next factory at Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble tea. The Nanjangud factory (Karnataka), became operational in 1989, the Samalkha factory (Haryana), in 1993 and in 1995 and 1997, Nestl commissioned two factories in Goa at Ponda and Bicholim respectively. Nestl India is now putting up the 7th factory at Pant Nagar in Uttaranchal .
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Marketing Mix in FMCG Sector Prepared Dishes MAGGI 2-MINUTE Noodles MAGGI Healthy Soups MAGGI Dal Atta Noodles MAGGI MAGIC Cubes Chocolates & NESTL Milk Chocolate NESTL KIT KAT NESTL MUNCH NESTL MILKYBAR NESTL MILKYBAR CHOO NESTL BAR-ONE POLO NESTL Eclairs NESTL ACTI-V POLO Powermint Confectionaries
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ARIEL (Example)
Ariel is the worlds leading detergent and epitomizes stain removal. Introduced in India in 1991, Ariel has continuously led other detergents in product innovation. It was the first to bring the compact detergent technology in India; the enzyme technology for superior and safe stain-removing power; the proprietary smart eyes technology which helps detect and remove stains better than any other detergent; and now for the first time superior cleaning in a choice of fragrances. Over the years, the brand has enjoyed endorsement from celebrities such as actress & social worker Shabana Azmi, Begum of Pataudi, successful actress and homemaker of the Pataudi family Sharmila Tagore, TVs most popular saas-bahu duo Smriti Iraani and Apara Mehta, and lakhs of homemakers in India. Ariel comes under the Fabric Care Unit. Ariel has two types of detergents the Ariel Front-O-Mat and the Ariel 2 Fragrances. Ariel Front-o-Mat is introduced in India exclusively for front load washing machines. The unique tumble wash technology of frontloading machines needs a special chemistry, which Ariel Front-o-Mat provides. Using Ariel Front-o-Mat completely eliminates the need to bucket soak and a scrub. Ariel Front-O-Mat is available in 1 kg and 1.5 kg packs. Ariel 2 Fragrances Superior cleaning in a choice of Two Fragrances Ariel Spring Clean & Ariel Fresh Clean another Breakthrough Innovation from Ariel for the Indian Family. Ever wished that your clothes could smell mesmerizing and fragrant like your perfumes? Procter & Gamble, the makers of leading international
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Marketing Mix in FMCG Sector fragrances such as Hugo Boss, Lacoste, Old Spice and Valentino now make your wish come true, with the launch of Ariel in a choice of two exciting fragrances Ariel Spring Clean with a floral fragrance, and Ariel Fresh Clean with a refreshing fragrance. The two unique fragrances of Ariel now offers Indian consumers an unbeatable combination of superior cleaning and a choice of fragrances with the launch of Ariel Spring Clean and Ariel Fresh Clean. Research conducted by Ariel on the Indian laundry market indicates that fragrance in detergents is an important factor of delight for the home-maker in her daily laundry chore. Inspired by the roses that bloom in Indian spring time, Ariel Spring Clean has a flowery fragrance. And inspired by the subtle refreshing scent of the jasmine flower, Ariel Fresh Clean has a fresh fragrance catering to the Indian consumers special fondness for mogra. Ariel contains safe ingredients for normal fabrics and skin under recommended usage conditions for laundry, and meets the Companys stringent human and environmental safety standards. Ariel in its choice of two fragrances Spring Clean and Fresh Clean, is available at all leading general and chemist stores and the price remains unchanged at Rs. 145 for 1.5kg; Rs. 99 for 1kg; Rs. 50 for 500gm; Rs. 22 for 200gm and Rs. 2 for a 20gm sachet.
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