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