fmcg
Post on 14-Jun-2015
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A PROJECT REPORTSTUDY
ONMarket Analysis of
Fast Moving Consumer Goods
SUBMITTED BY:- HEMANT KUMAR BIRLA
MBA 2nd SEM (2010-12)
FLOW OF STATEMENTINTRODUCTION OF FMCGOBJECTIVEIMPORTANT FEATURES AND
CHARACTERISTICS OF FMCG SECTORSUCCESS OF FMCGRESEARCH ANALYSIS OF MAJOR PLAYERSKEY PRODUCTS OF HUL,CP & MARICO SWOT ANALYSISPEST ANALYSISCONCLUSIONBIBLIOGRAPHY
Introduction ofFast Moving Consumer Goods The Fast Moving Consumer Goods (FMCG)
sector is the fourth largest sector in the economy with a total market size in excess of Rs. 60,000 crore. This industry essentially comprises Consumer Non Durable (CND) products and caters to the everyday need of the population. This has thrown up several opportunities and challenges for FMCG companies.
OBJECTIVETo study the product differenitation
of each company.To study the marketing strategy of
each company.To study the comparative analysis of
each company.
Important features and characteristics of FMCG sector:Products with quick turnover and relatively low cost
Absolute Profit is relatively small
High Demand
Low Involvement on Consumer’s part
Easily substitutable or replaceable
Profits driven by Sales Volume
SUCCESS OF FMCG
High SalesGood
Marketing Strategy
High Profit
Major playersHindustan Unilever Ltd
Colgate Palmolive India Ltd
Marico Industries
ITC
Dabur India Ltd
Reckitt & Benkiser
Balsara Hygiene Ltd
Vicco Laboratories
Research Analysis of major players:
HUL COLGATE&
PAMOLIVE
MARICO LTD.
Introduction:HUL COLGATE PALMOLIVE INDIA LTD.
MARICO INDIA LTD.
HUL is the largest Packed Mass Consumption Goods co. in India. It is the leader in home and personal care products and food products.
From a modest start in 1937, when hand-carts were used to distribute Colgate Dental Cream, Colgate-Palmolive (India) today has one of the widest distribution networks in India.
Marico's business model is based on focused growth across all its brands and territories driven by continuously improving value propositions to consumers, market expansion and widening of retail reach.
Key products HUL COLGATE
PALMOLIVE INDIA LTD.
MARICO INDIA LTD.
Fair & Lovely Colgate Kaya
Pond’s Palmolive Parachute
Pepsodent Halo Saffola
Axe - the magnet Charmis Mediker
SWOT AnalysisStrengths
Low operationa
l costs Establishe
d distributio
n networks in both
urban and rural areas.
Presence of well-known
brands in FMCG sector
WeaknessLower scope of investing in technology and achieving
economies of scale.Low exports levels
Counterfeit Products
OpportunitiesUntapped rural market
Rising income levelsLarge domestic market-.
Export potentialHigh consumer goods spending
ThreatsRemoval of import
restrictions
Slowdown in rural demandTax and
regulatory structure
SWOT
PEST Analysis
• Rural employment• Volume-driven growth in rural market
• Major young population can increase revenue.
• Technology has been simplified and available in the industry
• Foreign players helps in high technological development
• GDP rate increase• Increase in disposable income
at 10 % annually for next 8 yrs.
• Indian FMCG Recorded 16% Sales Growth in Last Fiscal
• GST Regime• Restriction in Import Policies
PoliticalEconomical
SocialTechnological
CONCLUSION
HUL Has dominated Indian markets in various segments over the years through it’s product quality and wide distribution network but it has to find out new ways and strategies to tackle competition as various other competitors like Colgate, marico, ITC etc.
At present the company’s strategy is to focus on growing volumes by improving penetration through aggressive campaigning and consumer promotions. The company plans to launch new products in oral and personal care segments
marico achieving such growth rate it’s still quite small in size as compared to market leader HUL and also various other playes but the way Marico is progressing it can pose serious threats to other players in the market.its sales has increased by 10 times and profit 30 times.
Bibliographywww.maricoindia.comwww.colgate.comwww.HUL.com www.indiainfoline.comwww.capitalmarket.comwww.myiris.comwww.businessstandard.com
THANK YOU
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