Market Overview

The Indian FMCG sector, with a market size of US$ 25 billion

(200708 retail sales), constitutes 2.15 per cent of Indias GDP.

The industry is poised to grow between 10 to 12 per cent

annually.

A well-established distribution network spread across six

million retail outlets (including two million in 5,160 towns and
four million in 627,000 villages) low penetration levels, low
operating costs and intense competition between the
organized and unorganized segments are key characteristics of
this sector.
Market Analysis

Organized retail changing industry dynamics

The Indian retail market size is estimated at US$ 350.2 billion and is
projected to grow at 13 per cent per annum to reach US$ 590 billion
by 201112.

The current share of organized retail is estimated to be 4 to 5 per

cent and is expected to increase by 14 to18 per cent by 2015.

Organized retail has created new channels for FMCG players through
diverse retail formats such as departmental stores, hypermarkets,
supermarkets and specialty stores.

With organized retailing emerging in a major way across the country,

the revenues of FMCG companies are expected to surge.
Rural market the new growth frontier

Rural India accounts for close to one-third of the total

consumption pie. Robust consumption in the rural economy is
one of the key drivers of Indias sustained growth.

FMCG companies are devising exclusive rural marketing

strategies to tap the rural consumer base.

A large number of FMCG companies derive a significant

proportion of their overall sales from outside the top few 100
towns/cities, which reflects the growing economic importance
of India's rural consumer base.
FMCG Vs INDUSTRIAL MARKETING

FMCG INDUSTRIAL
MARKETING
PRODUCT DRIVEN RELATIONSHIP DRIVEN
MAXIMIZE VALUE OF MAXIMIZE VALUE OF RELATION
TRANSACTION

LARGE TARGET MARKET SMALL FOCUSED MARKET

SINGLE STEP BUYING PROCESS MULTIPLE BUYING PROCESS
SHORTER SALES CYCLE LARGER SALES CYCLE
EMOTIONAL BUYING DECISION RATIONAL BUYING DECISION
BASED ON STATUS, DESIRE OR BASED ON BUSINESS VALUE
PRICE
Market Segmentation

Food products is the largest consumption category in India,

accounting for nearly 21 per cent of the countrys GDP.

Some of the leading players in this segment include Britannia

Industries Ltd, Dabur India Ltd, GlaxoSmithKline Consumer
Healthcare India Ltd and Gujarat Cooperative Milk Marketing
Federation (GCMMF).
Export Potential

India is recognized a cost-effective quality manufacturing base

in the world market.

As Indian companies are going global, they are focussing more

on overseas markets such as the US, the UK, the UAE, Sri
Lanka, Bangladesh, Thailand, Afghanistan, South Africa and
Mauritius either through exports or the establishment of their
own foreign subsidiaries.

MNCs in India have also started supporting their global supply

chain requirements by serving as cost-effective sourcing
bases.
MARKET SEGMENTATION

SOCIAL AND ECONOMIC

DEMOGRAPHIC
GEOGRAPHICAL
BEHAVIORAL
Market Strategy
Direct on-screen marketing (e.g harpic)

Power brand strategy (e.g lifebuoy soap)

Power brand extension (e.g lifebuoy talcum powder)

Exit from non power brand

Using INDIA as a brand

Small size packet strategy

Pricing strategy

Small value, size increase

Small value, size decrease

Latest scenario in FMCG market

Increasing per year with the growth rate of 9%.

Price of raw material is decreasing

Cost of machinery required for consumer goods are less than

durable goods.
 Economic contribution
Employment
Direct employment is estimated at approximately 6% of turnover,
i.e. US$ 1.5 billion4 (Rs. 7,000 crores)
approximately 12-13 million retail stores in India, out of which 9
million are FMCG kirana stores. Thus the sector is responsible for
the livelihood of almost 13 million people
Fiscal contribution
Cascading Multiple Taxes by the FMCG sector(Import duty, service
tax, CST, income tax). 30% revenue of the sector goes into both
direct and indirect taxes. estimated size of $25 billion (Rs. 120,000
crores), that would constitute a contribution to the exchequer of
approximately US$ 6.5 billion (Rs. 31,000 crores).
Social contribution
create employment for people with lower educational
qualifications. FMCG firms have also undertaken some specific
projects to integrate with upcountry and rural areas for both
inputs and for distribution as well as to fulfil CSR.
Some examples:
ITC echoupal and Choupal Sagar:- sells both agricultural inputs
and daily needs products. . ITCs rural e-network enables farmer
connectivity and provides an easy way for farmers to get better
 HULs Shakti Amma network:- HUL pioneered a rural entrepreneurship
model amongst women who became HUL distributors.
Dabur India regularly conducts rural and adult education programs and
provides training in rural areas to facilitate employability.

Contribution to Other Sectors

1.Agriculture - Its intake of agricultural output as raw material is
estimated to constitute roughly 9% of total turnover for the sector. That
would put its total value to agriculture at US$ 2.2 billion7 (Rs. 10,500crores).
2. Third Party Logistics - The third-party logistics market for the FMCG
sector in India has been growing at a CAGR of 12% since 2002, and is
estimated to be worth US$ 63 million8 (Rs. 300 crores). It is anticipated to
double by 2011, and be worth over US$ 146 million (Rs. 700 crores) by 2012,
a growth of 211% from 2002.
3. Ancillary Industries:-
a. Manufacturing Almost 9-10% of total sectors production is
outsourced to contract manufacturing units taking the total size to $ 1.7
2 billion (Rs. 8,000 Rs. 9,500 crores), approximately.
b. Distribution
i. ITC services 1.1 million outlets at an average frequency of three days down to
villages with population of 2,000, and has 1,000 wholesale dealers.
ii. Marico reaches 1.6 mln outlets, through almost 900 direct distributors, 100+
super distributors, catering to almost 2,500 small stockists and 4,600 van
markets.
4. Packaging Industry - The packaging industry for the FMCG
sector alone is worth US$ 2.9 billion10 (Rs. 14,000 crores),
and is expected to grow faster due to the growth of private label
FMCG products.
5. Media Industry - The media industry has a lot to gain from
the FMCG sector. Around 40% of media industry earnings
from advertising (US$ 5 billion) are estimated to come from the
FMCG sector, a contribution of US$ 2 billion (Rs. 9,500 crores).
6. Tourism Industry - Penetration of familiar brands across
the length and breadth of the country provides comfort
and reassurance of quality to both Domestic and International
tourists.
STRUCTURAL ANALYSIS OF FMCG INDUSTRY

The products often cater to 3 very distinct aspects - necessity, comfort &
luxury. They meet the demands of the entire cross section of population. Price
and income elasticity of demand varies across products and consumers.

Individual items are of small value (small SKU's) although all FMCG products
put together account for a significant part of the consumer's budget.

The consumer spends little time on the purchase decision. He seldom ever
looks at the technical specifications. Brand loyalties or recommendations of
reliable retailer/ dealer drive purchase decisions.

Limited inventory of these products (many of which are perishable) are kept
by consumer and prefers to purchase them frequently, as and when required.

Brand switching is often induced by heavy advertisement ,recommendation of

the retailer or word of mouth.
Political &legal:

Political stability.

Tax exemption in sales and excise duty for small scale

industries.

Transportation and infrastructure development in rural areas

helps in distribution network.

Restrictions in import policies.

Help for agricultural sector

 Economical:

The GDP rate of Indian economy is increasing every year. It is

expected in future it would be more better in comparison with
other countries.

Inflation rate is increasing across the world and India is also no

exception. The government and Reserve Bank of India both are
trying to control the inflation rate with the help of different
measures.

Increase in disposable income has taken place due to higher GDP

rate. The per capital income is increasing so the customers are
having more income to spent for various reasons.

Indian FMCG sector recorded 16% sales growth in last fiscal year
and it is expected it would further improve in the forthcoming
years.

The FMCG sector is a 4th largest sector of Indian economy with

market size of more than 60,000 crore. The Indian Territory is very
 Social:

Demographical analysis.

The Indian culture, social & life styles are changing drastically.

The total population is nearly 115 crores and population

includes rich, poor, middle class, male, female, located in rural,
urban and sub urban areas.

Increase level of education etc.

Increase awareness among rural market .

Technology:
Technology has been simplified and available in the industry.
Where technology is not available then it is brought from
foreign countries to meet FMCG sector requirements.

Foreign players help in high technological development.

With research and development facilities the new technologies
are developed alone or with the help of foreign players.
SWOT ANALYSIS OF FMCG SECTOR
Strengths-

Low operational costs.

Presence of established distribution networks in both urban and

rural areas.

Presence of well-known brands in FMCG sector.

Favourable governmental Policy:

Indian Government has passed the policies aimed at attaining
international competitiveness through lifting of the quantitative
restrictions, reducing excise duties, 100 per cent export oriented
units can be set up by government approval and use of foreign
brand names etc.

Foreign Direct Investment (FDI):

Automatic investment approval up to 100 per cent foreign equity
or 100 per cent for NRI and Overseas Corporate Bodies investment
is allowed for most of the food processing sector except malted
food, alcoholic beverages and those reserved for small scale
industries (SSI).
 Opportunities-
Untapped rural market, changing life style.
Rising income levels, i.e. increase in purchasing power of
consumers.
Large domestic market with more population of median age 25.
High consumer goods spending.
India is the largest milk producer in the world, yet only around 15
per cent of the milk is processed. The organized liquid milk business
is in its infancy and also has large long-term growth potential. Even
investment opportunities exist in value-added products like
desserts, puddings etc.
Only about 10-12 per cent of output is processed and consumed
in packaged form, thus highlighting the huge potential.
India is under penetrated in many FMCG categories as shown in
below diagram. With rise in per capita incomes and awareness, the
growth potential is huge.
Lower price and smaller packs are also likely to drive potential up
trading for major FMCG products
Weakness-

Lower scope of investing in technology and achieving economies

of scale, especially in small sectors

Low exports levels

"Me-too products, which illegally mimic the labels of the

established brands. These products narrow the scope of FMCG
products in rural and semi-urban market.

Threats-
Removal of import restrictions resulting in replacing of domestic
brands

Tax and regulatory structure

Rural demand is cyclical in nature and also depends upon

monsoon.
 According to a study conducted by a leading research agency AC
Nielson, FMCG industryOF
PROBLEM which ends up loses approximately
COUNTERFEITING AND 15% of
its revenuePIRACY
aroundINRs 2,500 crore and Rs 900 crore for the
INDIA
government annually due to counterfeits and pass-off products.
The fake products are affecting the sales of leading brands by
almost 20-30 per cent.
study also suggest 10 per cent reduction in the piracy rate has
the potential to create 50,000 additional jobs in India, According to
FICCI, there are several laws in India to deal with the issue but the
problem arises when these laws are not implemented properly.
India continues to remain on the priority watch list of the US
Trade Representative, meaning that India is perceived as not
providing adequate intellectual property rights protection or
enforcement of laws protecting IPR.
The FICCI has recently taken up a joint publicity campaign with the
Ministry of Consumer Affairs under the Jago Grahak Jago and
Bhagidari with the Delhi Govt.

To popularise the issue among the students 5th Hum Kishore

Festival with the theme Fight Smuggling and Counterfeiting was
organised in more than 100 schools of Delhi and the National
Capital Region.
FICCI CASCADE is also organising an Industry-Government
seminar on June 8, which is being observed as the Anti-
 About FICCI-NIAPC
The FICCI-National Initiative Against Piracy and Counterfeiting
(FICCI-NIAPC) was setup in the year 2003 to create awareness about
piracy and counterfeiting and to take initiatives to fight with them.

They also try to enforcement system in association with professional

bodies, training institutions and concerned departments of the
Government.

Advocacy Functions
The National Initiative has four specific advocacy functions :
Policy and legislative issues, Judicial issues, Enforcement issues,
Awareness Campaign.

FICCINIAPC has done mass awareness campaigns against Piracy

and Counterfeiting by showing Anti Piracy Films Converted in
Celluloid Format, in Multiplexes Involve the Judiciary in a participative
fashion and make them aware of the seriousness of the issue. FICCI-
NIAPC has organized .

FICCI in its drive against Piracy and Counterfeiting celebrated

Intellectual Property Week starting April 20, 2007 culminating into
the World IP day on April 26, 2007. A National Seminar-Combating
Counterfeiting and Piracy April 26, 2007 at New Delhi was organized
to mark the day. FICCI- NIAPC will soon be organising capacity
 consumer markets in
India
Per-capita
demand
Low market
Cell 2, Emerging High

Easy

Marke
t
acces
Difficult
s
Manufacturing facilities
Distribution
channel of
FMCG
product
Marketin
g
strategy
process
Marketing activity

Traditionally sales Promotions have been used by marketer to

increase sales in the short term.
Fast sales boost

OBJECTIVES OF SALES PROMOTION

 Major Mergers and Acquisitions
i. Vijay Mallya's United Breweries Group (through Group entities
Mc Dowell & Co,Phipson Distillery, United Spirits and United
Breweries Holdings) acquired a controlling stake in the Jumbo
Group's Shaw Wallace & Company for a total deal value of Rs
16.2 billion ($371.6 million).
ii. The P&G-Gillette merger - With the acquisition of Gillette's
operations, P&G becomes the second largest consumer goods
company in the world.
iii. Rin & Surf excel bar- HUL made a unique marketing step in
2006. Rin Supreme became Surf Excel Bar. This was done to
counter the launch of Tide Bar. Rin Supremes USP was
whiteness platform and Surf Excels USP was stain removal. The
merger took advantage of both.
 mergers and acquisitions
Target Acquirer name Merger/Acquis
name(segment) (segment) ition
CC Health Care Colgate-Palmolive India Acquisition
Products Pvt Ltd Ltd ( Cosmetics and
(Cosmetics and toiletries)
toiletries)
Vietnam Spice Unit Bafna Enterprises (Food Acquisition
(Food and beverages) and beverages)
HobiKozmetik, Turkey DaburIndia (Personal Acquisition
(personal care care)
products)
Argencos, Argentina Godrej Consumer Acquisition
(Hair care products) Product Ltd (Home and
personal care)
Tura, Nigeria (Soap GCPL (Home and Acquisition
and cleaning products personal care)
)
Tern Distilleries Pvt United Spirits Acquisition
Ltd (beverages Ltd(beverages)
wine/spirits)
Greenol Asian Tea & Exports Acquisition
Laboratories PvtLtd Ltd (food tea)
(tea)
Garden Namkeens Cavinkare Pvt Acquisition
Pvt Ltd(food Ltd(food)
misc.)
Godrej Hygiene Care Godrej Consumer Merger
PvtLtd (home care) Products Ltd(home
care)
Britannia New Britannia Industries Acquisition
Zealand Foods Ltd (food)
PvtLtd (joint venture
partner Fonterra
Cooperative Group
Ltd)(food)
Lotte India Corp Lotte Confectionery Acquisition
Ltd(food) Co Ltd, South Korea
(food)
Impact of Modern Retail on FMCG Sector

Modern retail can have many benefits for different product

categories
Including greater penetration
wider product range
the ability to display the range
Direct interaction with the consumer and with the product

Investments in Modern Retail

Investment plans of Top 10 leading players.
US$ 30 billion (Rs 144,000 crores) from 2008 2013.
their combined turnover should top US$ 100 billion (Rs. 480,000
crores) by 2013-14.
current players involve a large play within FMCG items, as these
are critical items for any household
Increasing FMCG share in Modern Retail
FDI in retail: Impact on Indian FMCG players
a) Advantage Global FMCG majors.
b) FMCG sector to witness a lot of M&A Activity.
c) Regional players to tweak biz model turn suppliers.
d) General trade here to stay.
e) Power to shift from manufacturer to retailer.
TOP TEN FMCG COMPANIES
1.Hindustan Unilever Ltd.
 It is India's largestconsumer goodscompany based inMumbai,
Maharashtra.
It is owned by theBritish-Dutch companyUnilever which controls 52%
majority stake in HUL.
HUL was formed in 1933.
Its products include foods, beverages,cleaning agentsandpersonal
care products.
Revenue22,116crore(US$4.03 billion)(2011-2012)
Net income2,691crore(US$489.76 million)(2011-2012)
Employees-16,500 (2011)
Hindustan Unilever's distribution covers over 2 million retail outlets
across India directly and its products are available in over 6.4 million
outlets in the country. As per Nielsen market research data, two out of
three Indians use HUL products.
In 2012, HUL was recognised as one of the world's most innovative
companies by Forbes. With a ranking of number 6, it was the highest
ranked FMCG company.
2I2.ITC (Indian Tobacco Company)
 It was formed in 1970 by Henry Overton Wills and Yogesh
Chander Deveshwar, (Chairman).
Headquarters in Kolkata, West Bengal,India.
In FMCG, ITC has a strong presence in :
Cigarettes:W.D. & H.O. Wills,Gold Flake Kings,Gold Flake
Premium,Navy Cut,Insignia,India Kings,Classic (Verve,
Menthol, Menthol Rush, Regular,Citric Twist, Mild & Ultra
Mild),555,Benson & Hedges,Silk
Cut,Scissors,Capstan,Berkeley,Bristol,Lucky
Strike,PlayersandFlake.
Foods: (Kitchens of India; Aashirvaad, Minto, Sunfeast,
Candyman, Bingo, Yippee, Sunfeast Pastabrands in Ready to
Eat, Staples, Biscuits, Confectionery, Noodles and Snack Foods).
Apparel: (Wills LifestyleandJohn Playersbrands)
Personal care: (Fiama di Wills;Vivel;Essenza di
Wills;Superia;Vivel di Willsbrands of products in perfumes,
haircare and skincare)
Stationery: (ClassmateandPaperKraftbrands)
3.Nestl India
 It is amultinationalnutritionalandhealth-relatedconsumer goodscompany
headquartered inVevey, Switzerland. It is the largest food company in the
world measured by revenues.

Nestl was listed No. 1 in theFortune Global 500as the world's most
profitable corporation.

Nestl's products includebaby food,bottled water,breakfast cereals, coffee,

confectionery,dairy products,ice cream,pet foodsand snacks.

Nestl's indias first production facility was set up in 1961 at moga (punjab)

The Nestl india head office is located at Gurgaon along with other branch
offices in Delhi,Mumbai,Chennai and kolkata.

It has 2,50,000 employees,500 factories and 8000 range of products across

the globe.
4.GCMMF (AMUL)
 Amulis anIndiandairy cooperative, based atAnandin the state ofGujarat,
India.

Gujarat Co-operative Milk Marketing Federation Ltd Formed in 1946,

It has also ventured into markets overseas.

Amul's product rangeincludes milk powders, milk, butter,ghee,

cheese,Masti Dahi,Yoghurt,Buttermilk, chocolate,ice cream and others.

RevenueUS$2.15 billion(201011

GCMMF (AMUL) has the largest distribution network for any FMCG company.
It has nearly 50 sales offices spread all over the country, more than 5 000
wholesale dealers and more than 700 000 retailers.

It has Largest milk handling capacity in Asia.

5.Dabur India
 Dabur India Limitedis the fourth largestFMCGCompany inIndiawith
interests in Health Care, Personal Care and Food Products.

It is public company listed in NSC and BSC.

it has 17 ultra-modern manufacturing units spread around the globe

and its products marketed in over 60 countries.

Products-Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola & Real.

It is most famous for DaburChyawanprashandHajmola.

Founded in 1884 and the Founder is Dr. S K Burman,in kolkata (west

bangal) andThe company headquarters are inGhaziabad,Uttar
Pradesh, India.

Net income(INR) 1475 Crore (2008-09).Total assets(INR) 1559 crore

(2008-09).Employees3000 (Approx.)
6.Asian Paints (India)
 It is an Indianchemicalscompany headquartered inMumbai,
India.
Asian Paints is India's largest paint company and Asia's third
largest paint company, with a turnover of Rs 96.32 billion.
It is one of the largest paint companies in the world and
operates in 17 countries
It is Founded in 1942.
TodayAsian Paints becomes the 10th largest decorative paint
company in the world.
1967 Asian Paints emerges as India's leading paint company
ahead of any international competition
Headquarters Mumbai,India.
Revenue7,964crore(US$1.45 billion)(2012)
Profit 958.39crore(US$174.43 million)(2012)
7.Cadbury India
 Cadbury Indiabegan its operations in India in 1948 by importing
chocolates.
Its Headquarters in Mumbai, India.
It now has manufacturing facilities inThane, Induri (Pune) and
Malanpur (Gwalior),Bangaloreand Baddi (Himachal Pradesh) and
sales offices inNe Delhi,Mumbai,KolkataandChennai.
Products Cadbury Dairy Milk, 5-star, Perk, Gems, Eclairs, Oreo and
Bournvita.
It is the market leader in the chocolate confectionery business
with a market share of over 70%.
The Brand Trust Report, India Study, 2011 published by Trust
Research Advisory ranked Cadbury in the top 100 most trusted
brands list.
Cadbury has worked with the Kerala Agricultural Universityto
undertake cocoa research.
Current employees are 2000.
8.Britannia Industries
 Itis an Indian food-products corporation based inKolkata,India .
It is famous for itsBritanniaandTigerbrands of biscuit, which
are popular throughout India.
Britannia has an estimated 38% market share in biscuit
segment.
Products -Bakeryproducts, including biscuits, bread, cakes and
rusk, anddairy products, including milk, butter, cheese, ghee
and dahi.
The company was established in 1892, with an investment of Rs.
295.
The brand names of biscuits
includeVitaMarieGold,Tiger,Nutrichoice Junior,Good day,50
50,Treat,Pure Magic,Milk Bikis,Good Morning,Bourbon,Thin
Arrowroot,Nice,Little Heartsand many more.
Revenue4,670crore (US$849.94 million)(2011)
.Profit134crore(US$24.39 million)(2011)
9.Procter & Gamble Hygiene and Health Care
 P&G is one of the largest and amongst the fastest growing consumer
goods companies in India. Established in 1964,

P&G India now serves over 650 million consumers across India.

Its presence pans across the Beauty & Grooming segment, the
Household Care segment as well as the Health & Well Being segment,

These include Vicks, Ariel, Tide, Olay, Gillette, Ambipur, Pampers,

Pantene, Oral-B, Head & Shoulders, Wella and Duracell.

P&G operates under three entities in India - two listed entities Procter
& Gamble Hygiene and Health Care Limited and Gillette India
Limited, as well as one 100% subsidiary of the parent company in the
U.S. called Procter & Gamble Home Products.
 10.MARICO
INDUSTRIES
 Marico is aIndianconsumer goodscompany
providingconsumerproducts and services in the areas of Health
and Beauty based inMumbai.

Founded in 1987 and Headquarters is at Bandra,Mumbai,India.

The organisation holds a number of brands

includingParachute,Saffola, Hair&Care, Nihar, Mediker, Revive,
Manjal,Kaya Skin Clinic, Aromatic, Fiancee,HairCode, Eclipse,
Xmen, Hercules, Caivil, Code 78 and Black Chic.

Revenue 4,008.3crore(2012)

Parachute is the flagship brand of Marico which consists of edible

grade coconut oil.
Some Well-known
Campaign Of
FMCG Sector
 Project Shakti by HUL
The company generates around half its
business from Indias towns and cities and
half from rural areas, where its products are
sold in some 100,000 villages with
populations of 2,000 or more.

To gain more share in rural market HUL

starts a ambitious project named as Project
Shakti .

in which company starts direct-to-consumer

sales distributors through womens self-help
groups that had been springing up around the
country. These groups, about one million of
which now exist across India.

The company provides training in selling,

commercial knowledge and bookkeeping,
teaching them to become fully-fledged
microentrepreneurs.
 e-Choupal is an initiative of ITC Limited
ITC established a service which link directly
rural farmers to manufacture via the Internet.

e-Choupal was conceived to tackle the

challenges posed by the unique features of
Indian agriculture, characterized by
fragmented farms, weak infrastructure and the
involvement of numerous intermediaries.

Traditionally, commodities were sell through

mandis. where the middleman used to make
most of the profit.

These middlemen used to unfair means to

judge the quality of the product to set the
price. farmers didn't get the right value for
their product.

So ITC has empowered the lives of people

living in 10 states where 40000 villages have
6500 e choupals and around 4 million farmers
have been empowered.
 Swasthya Chetna Abhiyan
by dabur
The company has initiated 'Swasthya
Chetna Abhiyan, A activity that will cover
540 villages and reach almost 20 lakh
people in Uttar Pradesh and Bihar.

Dabur recently signed actor Ravi Kishan

as its brand ambassador for below-the-
line promotions in Uttar Pradesh and
Bihar -- has launched a consumer
engagement programme with him.

The activity has five elements: free

health check-up, engagement activities,
movie screenings, spot sales and a meet
and greet opportunity with brand
ambassador, Ravi Kishan.
 Van Campaign by Marico
Create awareness for Parachute Coconut
Oil Pouch in towns with less than 20000
population in Tamil Nadu.

This campaign Convert loose oil buyers

into Parachute pouch customers, by
highlighting the advantages of the
Parachute brand Convince them to pay a
small premium for the brand.

The Van Campaign aimed exclusively for

women and for the first time conducted by
women in male dominated society.

according to Marico, substantial increase

in sales reported from the campaign areas
A study by Marico showed a 25%
conversion from loose coconut oil usage to
Parachute Pouch Pack, Post Van Campaign
The success of the campaign motivated
Marico to repeat the campaign the
 consumer markets
'5x Complete Campaign by
in IndiaHARPIC
India's no. 1 toilet cleaningPer-capita
brand from Reckitt
Benckiser has launched the demand
all new Harpic plus
and Cell Low
2, Emerging
starts door to market High
door promotion, Used
Hussain Kuwajerwala as brand ambassador.
Easy

Market access Brooke Bond Lipton

campaign
Brooke Bond Lipton India Ltd (BBLIL)
Difficult
Brooke Bond Lipton India Ltd (BBLIL)
markets its rural brands through magic
shows and skits.