Beruflich Dokumente
Kultur Dokumente
INDIA
BRAND
EQUITY
FOUNDATION
www.ibef.org
AUGUST2015
IBEF~
I
DIA BRA
D EQUITY
FOU
DATION
www.ibef.org
CONTENTS
Executive Summary...3
Advantage India.5
Strategies Adopted..25
Growth Drivers..27
Opportunities....38
Success Stories...42
Useful Information....46
AUGUST2015
IBEF~'-
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CAGR: 17%
100
18.92
2015
CAGR: 18.1%
103.7
2020E
47.3
Total consumption
expenditure set to increase
3,600
1,328
2012
2020
(USD Billion)
Source: World Bank, Emami Reports, Dabur Reports, AC Nielsen, McKinsey Global
Institute (MGI) titled The Bird of Gold, Booz & Company, TechSci Research
IBEF~'-
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14.5
3.5
2014
2018E
CAGR: 10.8%
267
160
2011
2016
2011
2016
CAGR: 4.3%
631
411
2010
2020
2010
2020
Source: Emami Reports, Dabur Reports, AC Nielsen, McKinsey Global Institute (MGI) titled The Bird of Gold, TechSci Research
Note: Germany population is estimated to reach 81.26 million by 2016
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ADVANTAGE INDIA
AUGUST2015
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ADVANTAGE INDIA
Growing demand
2015
FMCG
market size:
USD47.3
billion
Attractive opportunities
2020E
FMCG
market size:
USD103.7
billion
Advantage
India
Higher investments
Policy support
AUGUST2015
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IBEFA
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Health care
19%*
33%*
48%*
AUGUST2015
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*
*
*
*
Growing awareness, easier access, and changing lifestyles have been the key growth drivers for the sector
Household and Personal Care is the leading segment, accounting for 48 per cent of the overall market. Health care (33 per
cent) and Food & Beverages (19 per cent) comes next in terms of market share
Retail market in India is estimated to reach USD869 billion by 2015, with organised retail accounting for a 8 per cent share;
this is likely to boost revenues of FMCG companies
9.0
47.3
2015E
1,441
2015
22.7
2015
13
2015
2010-15
<100
<3
>50
2000
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Source: Dabur Annual Report, Economic Times, Emami Annual Report, Mckinsey Global Institute, CII, TechSci Research
v,wwjbef.or8
103.7
CAGR: 13%
17.8
2007
21.3
24.2
2008
2009
30.2
2010
34.8
36.8
2011
2012
44.9
47.3
2013
2015
2020E
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5%
Foods
19%
14%
Health supplements
Digestives
6%
Hair Care
Home Care
23%
6%
9%
Oral Care
Skin Care
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Household and Personal Care products are the largest FMCG segment, constituting around 48 per cent of the total market,
followed by health care products (33 per cent)
Salty snacks was the fastest growing FMCG category in 2013 with a growth rate of 25 per cent
*
*
Other categories such as packaged Atta, chocolates, and non-refined oil grew over 20 per cent in 2013, as companies
aggressively focused on increasing their penetration
Sales in biscuits, refined oil, soap, and washing powder (among the top five FMCG product categories) grew 410 per cent
in 2013
Biscuits
Refined Oils
20%
10%
15%
Toilet Soap
4.4
23%
25%
Salty Snacks
10%
Washing Powder
Non-refined Oil
Chocolate
Packaged Atta
0%
10%
2013
2012
Chocolate
2.2
29%
30%
Non-refined Oil
Washing Powder
20%
20%
18%
22%
19%
21%
22%
20%
Packaged Atta
1.4
2.5
2.9
40%
2.7
2.6
Salty Snacks
Toilet Soap
Refined Oils
Biscuits
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*
*
40%
Urban
USD47.3
billion
60%
Rural
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*
*
*
*
273
26%
50%
Deprived
(<1985.9)
32%
40%
35%
25%
12%
2%
2008
15%
1%
6%
2020
3%
29%
17%
7%
2030
Globals
(>22065.3)
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516
411
2010
2015F
2020F
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12.3
12.1
14.8
18.92
10.4
2009
2010
2011
2012
2013
2015
20
2018E 2025E
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Urban + Rural
54%
ToothBrush47%
Bars
Skin Creams
47%
Detergent Cakes/
52%
Toothpastes
55%
Salty Snacks
56%
35%
Washing Powders
61%
79% 78%
75% 70%
68%
Toilet Soaps
66%
Biscuits 68%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Shampoos69%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
UR Growth (%)
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*
*
*
year
HUL (F & B)
822.9
916.3
846.3
Marico*
777.5
1,172.9
Dabur
1,063.6
948.5
1,295.6
713.4
GCPL
780.2
0
200
400
600
FY14
800
1000
1200
1400
FY15
Source: Company Websites
Note: * Data for FY14 & FY13
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Others
17%
33%
Hair oil
rn a r i c o
Shampoo
Oral care
47%
P&G
54%
3%
12%
Skin care
Fruit juice
13%
30%
49%
50%
23%
\t
PEPSICO
45%
AUGUST2015
19
IBEF~'-
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Product innovation
Premiumisation
Indian FMCG companies are consolidating their existing business portfolios which is
leading to divestments, mergers and acquisitions
Several companies have started innovating or customising their existing product portfolios
for new consumer segments
Despite the slowdown, consumers are willing to buy premium goods at higher prices in the
Product customisation
Brand consciousness
Consumers are becoming more brand conscious and prefer lifestyle and premium range
Expanding horizons
Backward integration
Expanding distribution
networks
Third-party
manufacturing
A number of companies are exploring the business potential of overseas markets and
Backward integration is becoming the preferred strategy for increasing profit margins,
Companies are now focusing on the rural market segment which is growing at a rapid
pace and contributes about 50 per cent to the total FMCG market
Companies are now focused on improving their distribution networks to expand their reach
in rural India
Reservation of several items for SSI as well as additional tax incentives have made third
AUGUST2015
21
IBEF~'-
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Companies are increasingly introducing smaller stock keeping units at reduced prices.
This helps them to sustain margins, maintain volumes from price-conscious customers
and expand their consumer base
Small towns are emerging as significant hiring zones. FMCG companies are hiring field
staff from areas such as Kalpa (Himachal Pradesh), Mangaliya (Madhya Pradesh), Kota
(Rajasthan), and Shirdi (Maharashtra) to sell diverse products
FMCG companies entering Africa as it helps to be close to consumption markets within
Africa
Such foreign investments are encouraged by local governments, as they offer incentives
to enter the markets
Focus on enhancing
presence in Africa
Reducing carbon
footprint and ecofriendly products
Increasing private label
penetration
FMCG players in India are increasingly focusing on reducing their carbon footprint by
creating eco-friendly products. They generate the required energy from renewable sources
and earn CER credits for the same
With the rise of retail players, private label has become popular in the FMCG space.
Private Label goods are considered substitutes of premium branded goods
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Substitute Products
Presence of multiple brands
Narrow product differentiation
under many brands
Price war
Threat of New
Entrants
(Medium)
Substitute
Products
(High)
Bargaining
Power of
Customers
(High)
Bargaining
Power of
Suppliers
(Low)
AUGUST2015
24
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STRATEGIES ADOPTED
AUGUST2015
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STRATEGIES ADOPTED
FMCG companies are trying to influence consumers with intelligent deals
Firms like ITC offers combo deals to the consumers. For example, in the case of soaps
and cosmetics; four soap cases are offered at the price of three, selling the range of
deodorants for men and women at a discounted price
The internet enables consumers to make their own research on the kind of products or
Research online
Purchase offline
commodities they want to purchase. One in three FMCG shoppers goes online first and
then to the stores
Almost half of the automobile consumers follow Research Online Purchase Offline
(ROPO) method
Indian consumers have become choosy and are less likely to stay loyal to a brand
Production innovation
Emami is coming up with a new glucose energy drink under Zandu known as Zandu Gluco
Charge
Dabur has launched Indias first drinking yogurt and Real Supafruits under its brand Activ
Product Flanking: Introduction of different combinations of products at different prices, to
Customisation
AUGUST2015
26
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GROWTH DRIVERS
AUGUST2015
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Rising
incomes
driving
purchase
Desire to
experiment
with brands
Evolving
consumer
lifestyle
Greater
awareness of
products,
brands
FMCG
growth
drivers
Increasing
consumer
demand
New product
launches
Availability of
online
channel to
shop
Growing rural
market
Increasing
discretionary
expenditure
AUGUST2015
Growth of
modern trade
Easy access
Increase in penetration
Growth
drivers
Rural consumption
Source: Dabur
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*
*
35.00%
30.00%
2000
25.00%
20.00%
1500
15.00%
1000
10.00%
5.00%
500
0
0.00%
-5.00%
20001999
Growth Rate
AUGUST2015
30
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*
*
*
*
*
8.
1
10.
5
10.
4
7.
8
4.
8
6.
2
2.
7
FY07
FY14
2.3
FY08
FY15E
FY09
FY10
FY11
FY12
FY13
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*
*
6369.82
922.65
Soap, Cosmetics
1050.2
Vegetable Oil
562.59
Tea, Coffee
108.5
Retail Trading
275.38
0
1000
2000
3000
4000
5000
6000
7000
IBEF~'-
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The rate of GST on services is likely to be 14 per cent and on goods is proposed to be 20
per cent
FMCG sector wants an early rollout of the GoodsandServices tax (GST) so as to reduce
supply chain constraints, improve competitiveness of FMCG companies against
unorganised players
Excise duty
By 2015, organized retail share is projected to double by 14 18 per cent of the total retail
market
Relaxation of license
rules
Statutory Minimum
Price
Industrial license is not required for almost all food and agro-processing industries, barring
certain items such as beer, potable alcohol and wines, cane sugar, and hydrogenated
animal fats and oils as well as items reserved for exclusive manufacture in the small-scale
sector
In October 2009, the government amended the Sugarcane Control Order, 1966, and
replaced the Statutory Minimum Price (SMP) of sugarcane with Fair and Remunerative
Price (FRP) and the State-Advised Price (SAP)
The government approved 51 per cent FDI in multi-brand retail in 2006, which will boost
It also allowed 100 per cent FDI in the cash and carry segment and in single-brand retail
Source: TechSci Research
AUGUST2015
33
IBEF~'-
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allowing them to spend resources on other goods and services, including FMCG products
This is expected to trigger higher consumption spends, particularly in rural India, which is
Telecom Regulatory
Authority of India (TRAI)
advertising regulations
FMCG companies, which are top advertisers on television (above 50 per cent share), are
likely to face the twin risks of reduced inventory to advertise, which could be cut by 2530
per cent, and increased prices as broadcasters hike prices
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Cash flow
AUGUST2015
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Merger/
Acquisition
Diageo PLC
Acquisition
Acquisition
Dabur
Acquisition
Wipro Consumer
Acquisition
Acquisition
Acquisition
Dabur (Food)
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
Unilever PLC
Acquisition
Hassad Food Co
Acquisition
AUGUST2015
36
wwwJbef.org
Merger/
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
Acquisition
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OPPORTUNITIES
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they also stand to gain from the contribution of technological advances such as internet
and e-commerce to better logistics
Rural market
Indian consumers are highly adaptable to new and innovative products. For instance there
has been an easy acceptance of mens fairness creams, flavoured yoghurt, and cuppa
mania noodles, gel based facial bleach, drinking yogurt, etc
Innovative products
With the rise in disposable incomes mid- and high-income consumers in urban areas have
Premium products
Sourcing base
Penetration
Align partnership
Indian and multinational FMCG players can leverage India as a strategic sourcing hub for
Low penetration levels offer room for growth across consumption categories
Majors players are focusing on rural markets to increase their penetration in those areas
Creating strong distribution networks and skills to deliver to the last mile.
Entering into partnerships that help to reach market, such as those with farmers, self-help
groups, microfinance, NGOs, etc
Source: Assorted articles and reports; AC Nielsen, TechSci Research
AUGUST2015
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Penetration of many product categories is still low. Even among those where the penetration is higher, per capita
consumption is comparatively low, thereby offering scope for high growth in future
Penetration of products such as hair oil and fairness cream is high in the country, but that of some major products, including
Cold Cream, Face wash and Mens Face wash is just 10 per cent, 9 per cent and 0 per cent, respectively
32%
26%
17%
10%
9%
0%
Hair Oil
Balms
Antiseptic
Cream
Cooling Oil
Cold Cream
Facewash
Men's
Facewash
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2013
8%
92%
Modern
Traditional
30%
70%
2020E
Source: TCS Report, AC Nielsen, TechSci Research
Note: E- Estimated
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SUCCESS STORIES
AUGUST2015
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Salient features
AUGUST2015
367.8
CAGR*: 7.7%
312.8
310.2
302.1
273.3
50.2
FY11
55.2
FY12
58.0
FY13
Sales
80.6
66.7
FY14
FY15
PAT
43
wwwJbef.org
Salient features
FY12
FY13
Sales PAT
FY14
177.5
1,295.6
151.0
1,172.9
139.9
1,132.4
136.5
1,126.3
124.9
CAGR: 9.7%
894.3
FY15
wwwJbef.org
Salient features
FY11
FY12
Sales (FMCG)
1,499.3
5,985.9
1,347.4
5,455.0
1,291.1
4,911.0
1,182.8
4,566.0
CAGR: 7.3%
4,515.0982.5
FY13
Sales(Total)
FY14
FY15
PAT
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USEFUL INFORMATION
AUGUST2015
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AUGUST2015
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GLOSSARY
*
*
*
*
*
Wherever applicable, numbers have been rounded off to the nearest whole number
INDIA tl,AND
EQUITY FOUNDATION
EXCHANGE RATES
Exchange rates (Fiscal Year)
Year
Year
2004-05
44.81
2005
43.98
2005-06
44.14
2006
45.18
2006-07
45.14
2007
41.34
2007-08
40.27
2008
43.62
2008-09
46.14
2009
48.42
2009-10
47.42
2010-11
45.62
2010
45.72
2011-12
46.88
2011
46.85
2012-13
54.31
2012
53.46
2013-14
60.28
2013
58.44
2014
61.03
2015(Expected)
61.03
2014-15(Expected)
60.28
AUGUST2015
51
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DISCLAIMER
India Brand Equity Foundation (IBEF) engaged TechSci to prepare this presentation and the same has been
prepared by TechSci in consultation with IBEF.
All rights reserved. All copyright in this presentation and related works is solely and exclusively owned by IBEF. The
same may not be reproduced, wholly or in part in any material form (including photocopying or storing it in
any medium by electronic means and whether or not transiently or incidentally to some other use of this
presentation), modified or in any manner communicated to any third party except with the written approval of IBEF.
This presentation is for information purposes only. While due care has been taken during the compilation of this
presentation to ensure that the information is accurate to the best of TechSci and IBEFs knowledge and belief, the
content is not to be construed in any manner whatsoever as a substitute for professional advice.
TechSci and IBEF neither recommend nor endorse any specific products or services that may have been mentioned
in this presentation and nor do they assume any liability or responsibility for the outcome of decisions taken as a
result of any reliance placed on this presentation.
Neither TechSci nor IBEF shall be liable for any direct or indirect damages that may arise due to any act or
omission on the part of the user due to any reliance placed or guidance taken from any portion of this presentation.
.~Techci
~Research
INDIA BRAND EQUITY FOUNDATION
www.ibef.org
AUGUST2015
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CanUltlng
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