trends analysis in fmcg ...final

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A

PROJECT REPORT

ON

“TREND ANALYSIS IN FMCG”

{EMAMI LIMITED JABALPUR}

For the partial fulfillment of the requirement

of Master of Business Administration

Semester IV

Guided by Submitted by

Submitted to

Rani Durgavati Vishwavidyalaya ,Jabalpur

TABLE OF CONTENTS Page NO.



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1. DECLARATION 03

2. ACKNOWLEDGEMENT 04

3. CERTIFICATE OF PRINCIPAL 05

4. CERTIFICATE OF GUIDE 06

5. CHAPTER 1

Executive Summary 07

6. CHAPTER II

Introduction 08

• OVERVIEW OF FMCG INDUSTRY 09

• SCOPE OF FMCG SECTOR 11

• COMPANY PROFILE 12

7. CHAPTER III

Research Methodology 14

8. CHAPTER IV

Observations 16

9. CHAPTER V

Interpretation and analysis 25

10. CHAPTER VI

Results and conclusions 33

DECLARATION



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I, Yogesh a student of MBA 2009-2010 of “ SHRI RAM INSTITUTE OF

SCIENCE AND TECHNOLOGY JABALPUR” hereby declare that the project

report Entitled TREND ANALYSIS in FMCG(EMAMI LIMITED)

JABALPUR(M.P.) is the outcome of my own work and the same has not being

submitted to any University/institute for the award of any or any professional

diploma.

Date:

ACKNOWLEDGEMENT

Training is one of the most important and crucial aspect of management. It is an

indispensable part of management studies. Training basically bring into practicality



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the matter of theory which undoubtedly strengthens and makes clear the concepts of

the subject thus making it all the more interesting the challenging.

At this important stage of my training which I have been able to complete with

the able guidance and support of my firstly mentors, for their supportive attitude I

like to extend my heartfelt gratitude to Mr. R.S AGRAWAL (Company Sectary of

EMAMI LIMITED) without whom my training would have been not possible.

Then I would like to sincerely thank all the employees of EMAMI LIMITED The

contribution of Mr.S.K.SONY (A) in co-coordinating my activities and his valuable

advice from time to time has helped me a lot in completing my project. It was a

remarkable experience working with EMAMI LIMITED. and would always be

treasured.

Thank you

CERTIFICATE

This is to certify that the project entitled as “TREND ANALYSIS IN FMCG”

(EMAMI LIMITED Limited Jabalpur) completed by the student as a fulfillment of



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the practice work of the degree of master of business Administration Semester IV

from Rani Durgawati Vishwavidyalaya, Jabalpur for the year 2010.It has been duly

completed as record of bonafide work in practice of MARKETING of Shri Ram

Institute of Science And Technology Jabalpur.

I hope this report is up to the desired standard both in respect of its contents

and literacy presentation.

Principal

CERTIFICATE

This is to certify that the project entitled as “TREND ANALYSIS IN

FMCG”( EMAMI Limited Jabalpur) completed by the student as a fulfillment of the



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practice work of the degree of master of business Administration Semester IV from

Rani Durgawati Vishwavidyalaya, Jabalpur for the year 2010.

It has been duly completed as record of bonafide work in practice of marketing

of Shri Ram Institute of Science And Technology Jabalpur This report has beencompleted by Yogesh under my guidance.

Name of faculty

CHAPTER I

EXECUTIVE SUMMARY

This study aims at the various programs being run by a FMCG company for their wholesalers and retailers and how these programs benefit the wholesalers and

retailers and setting up a benchmark for other FMCG companies to follow. Thus,

analyzing the market trend of FMCG

Initially the data was collected on the raw hand from various shops in the region so

as to compare the benefits associated with the ongoing programs but the major



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support came in when the distributors who take care of the supply of products and

goods to the wholesalers and retailers were approached.

With this data which was collected from the distributors the detailed analysis of

various FMCG companies program was done and then the comparative analysiswas done using this data which was in detail.

On the basis of this collection few suggestions were sought to the company which

we were working for.

CHAPTER II

INTRODUCTION

Today, in order to survive, every business will have to be organized with

information and knowledge and be customer – focused, market driven, global inscope, well networked and flexible in its ability to deliver value to its customers.The ever growing economyOf India has given market a new look and everywhere the latest trends in consumer goods can be witnessed. The increasing market demand especially in metros, hasgiven customers many options in form of products available and had lead to



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development of different channels by FMCG companies for selling their goods toconsumer.

Research project was conducted for Emami. The project involves the Analysis of the exclusive shops of Emami and for other FMCG companies tapping market andincreasing brand awareness among the consumers through this channel, thencomparison of our program with the program offered by other FMCG companies inthe market also to find the various margins and benefits given by the competitorson their products in these channel. The prime objective of these projects is toincrease market coverage, maximize sale and to increase point of contact inaddition to it, I also analyzed the promotional tools which can make the purchaseof a consumer more exciting, keeping the cost intact at each outlets under my area.

OVERVIEW OF FMCG INDUSTRY:

Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer

packaged goods. Items in this category include all consumables (other than

groceries/pulses) people buy at regular intervals. The most common in the list are

toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish,

packaged foodstuff and household accessories and extends to certain electronic

goods. These items are meant for daily of frequent consumption and have a high



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return.

A major portion of the monthly budget of each household is reserved for FMCG

products. The volume of money circulated in the economy against FMCG products

is very high, as the number of products the consumer use is very high. Competitionin the FMCG sector is very high resulting in high pressure on margins.

FMCG companies maintain intense distribution network. Companies spend a large

portion of their budget on maintaining distribution networks. New entrants who

wish to bring their products in the national level need to invest huge sums of

money on promoting brands. Manufacturing can be outsourced. A recent

phenomenon in the sector was entry of multinationals and cheaper imports. Also

the market is more pressurized with presence of local players in rural areas andstate brands.

INDUSTRY SEGMENTS: The Indian FMCG market being the fourth largestsector in the economy, account for 4 million jobs in downstream activities. Themain segments of this sector are:

Personal Care:

Oral care, Hair care; Skin care, Personal wash (soaps), Cosmetics and Toiletries;Deodorants & Perfumes, Paper products (tissues, diapers, sanitary) and Shoe care.

Household Care:



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Fabric Wash (Laundry soaps and Synthetic detergents), Household cleaners(Dish/Utensil cleaners, Floor cleaners, Toilet cleaners, Air Fresheners, Insecticidesand Mosquito repellents, Metal polish and Furniture polish).

Branded and Packaged Food and Beverages:Health Beverages, Soft Drinks, Staples/Cereals, Bakery Products (Biscuits, Bread,Cakes), Snack Food, Chocolates, Ice Cream, Tea, Coffee, Processed Fruits,Vegetables and Meat; Dairy Products, Bottled Water; Branded Flour, BrandedRice, Branded Sugar, Juices.

SCOPE OF FMCG SECTOR:

The Indian FMCG sector with a market size of US$13.1 billion is the fourth largestsector in the economy. A well-established distribution network, intense

competition between the organized and unorganized segments characterizes the

sector. FMCG Sector is expected to grow by over 60% by 2010. That will translate

into an annual growth of 10% over a 5-year period. It has been estimated that

FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores



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in 2010. Hair care, household care, male grooming, female hygiene, and the

chocolates and confectionery categories are estimated to be the fastest growing

segments, says an HSBC report. Though the sector witnessed a slower growth in

2002-2004, it has been able to make a fine recovery since then.

Top Ten Players in FMCG Sector:

COMPANY PROFILE:

One of the most attractiveIndian ayurveda proxies in aworld moving rapidly towardsnatural remedies

• Flagship company of the Emami Group promoted by Kolkata-basedindustrialists Mr. R.S. Agarwal and Mr. R.S. Goenka

• Board of Directors comprises of six independent Directors including eminent personalities likeMr. Viren J. Shah (Former Governor of West Bengal),Mr. K. N. Memani (Former Chairman and Country Managing Director of Ernst & Young, India),Padmashree Award winner Vaidya Suresh Chaturvedi,Mr. S. N. Jalan, Attorney andIndustrialists Mr. S. K. Todi and Mr. K. K. Khemka.

• Inducted professionals at various levels like Mr. N.Venkat (CEO) and Mr. Naresh Bhansali (CFO)

• Manufacturer of health, beauty and personal care products for over 30 years• Kolkata-headquartered; manufacturing plants in Kolkata, Guwahati and

Pondicherry

S.NO COMPANIES

1 HINDUSTAN UNILEVER LIMITED

2 ITC (INDIAN TOBACCOCOMPANY)

3 NESTLE INDIA

4 GCMMF (AMUL)5 DABUR INDIA

6 ASIAN PAINTS (INDIA)

7 CADBURY INDIA

8 MARICO

9 PROCTER & GAMBLE HYGIENEAND HEALTH CARE

10 EMAMI LIMITED



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• Manufacturing facilities with ISO 9001:2000 certifications and cGMPcompliance

MILESTONES ACHIEVED:

“Every month, over 70 Million consumer packs from Emami reach approximately130 Million consumers in about 23 Million households,

Network of over 2800 distributors, Direct coverage of over 4 lacs retail outlets,Products available across 2.6 million outlets in India, Five sales channels dividedinto rural and urban sales territories”

Emami's focus on sustainable profitable growth is manifest through itsconsistent financial performance

One of the most prominent Indian ayurveda product companies withrevenues of Rs. 5,837 mn (2008-9)

Prominent wealth creator with a market capitalization of Rs. 18.6 bn

One of the fastest growing as well; 13% topline and 41% bottomline growthin 2008-9. Three year CAGR growth is 25% and 46% respectively

The Company's shares are compulsory traded in dematerialized form and are

available on both the Depositories in India National Securities Depository Ltd

(NSDL) and Central Depository Services (India) Limited (CDSL). Under the

Depository System, the International Securities Identification Number (ISIN)

allotted to the Company's shares is INE548C01024.



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CHAPTER III

RESEARCH METHDOLOGY

The project involves the analysis of the distribution system of Marico and various programs offered by them to tap market, then comparison of these programs withthe programs offered by main competitor in the market also to find the variousmargins and benefits given by the competitors on their products in these programs.The prime objective of these projects is to increase market coverage, maximize saleand to increase point of contact at each outlet.

SUMMARY OF RESEARCH METHODOLOGY:

Research Approach SurveySource Primary Data and Secondary

Data

Collection Method Direct Observations, PersonalInterview.

Research Instrument Personal Interview.

Sample Unit Local Retailers, Wholesalers



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and Distributors.

Sample Size 36 Shops & 5 Distributors

Analytical Tools Observation Method

Target Areas:

The information collected through personal interview includes the areas of

Jabalpur like Adhartal Nagar, Ranjhi, Vijay nagar, Sadar, Rampur, Civil lines,

Civic center, Gorakhpur, Madanmahal etc.

P.S. underline names show the distributor points for other FMCG

In this project, survey technique has been employed using Person-administered

method which has three parts.

1) To understand the competition in the Programs that are being offered by

Emami and its competitors and to understand where Emami stands in various

factors like Cost to Sales, Leakage and Damage Policy (whether Emami is

cheaper or expensive), Payout of Window.

2) To understand Various Programs offered by major leading FMCG

companies to tap the market.

3) To find out what can be done at the end of Emami so that their programs and benefits becomes the benchmark for their competitors.



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The questions that were raised to various distributors and even at shops

however were unstructured but they were all similar in order to get the

detailed information about the competitors programs. The main motive

behind raising those questions was to get an idea of the points wherein we

are leading or at some cases lagging behind our competitors. Hence adetailed data of the programs run by different FMCG’s is given in the

analysis part of the report later on.

However the picture about the programs was not clear after talking to the

shopkeepers as they were only aware of the thing that something is being run

by the company and to some extent they know the name of the programs but

no clear idea about the rewards and benefits, hence in order to overcome this

ambiguity we focused this study to the distributors of different FMCG’s and

we made a most out of this research.

CHAPTER IV

OBSERVATIONS

In order to understand how does a FMCG work we need to understand the channels

that is described in terms of a FMCG. As most of our study was directed towards

the program that benefits the wholesaler and retailer but apart from these two

channels there are other channels a FMCG deals with. They can be listed as under:

I. Wholesale

II. Key Outlets



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III. Chemist

IV. Cosmetics

V. Others(include retailers)

Detailed program analysis

EMAMI LIMITED

For Wholesaler:

EMAMI Ltd in order to reward there privileged wholesaler runs a program which

is known as ‘BANDHAN’.Key features:

Structure:

1) One program across urban and rural

2) Urban parties to be cluster under WEP – U.

3) Rural parties to be cluster under WEP – R.

4) Period: 1st may 2009 to 31st march 2010.

ENROLLMENT:

1) For urban (WEP - U), wholesale parties with Emami products purchase of greater than 100 ltr/kg per month to be enrolled in the program.

2) For rural (WEP – R), wholesale parties with Emami products purchase of

greater than 50 ltr/kg per month to be enrolled in the program.



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Program Design: The following is a point table for the brands relevant to the

BANDHAN program. Each party gets the following points on per kg/ltr purchase

of Emami products.

BRANDS POINTS NAVARATNA OIL 1

NAVARATNA OIL LITE 1

FAIR AND HANDSOME 1

FAST RELIEF 1

BOROPLUS 1

BOROPLUS LOTION 2

SONA CHANDI CHAVANPRASH 2

AMRITPRASH 2

NATURALLY FAIR 2MALAI KESAR CREAM 2

FAIR AND AGELESS 2

MENTHO PLUS BALM 4

NAVARATNA COOL TALC 4

BOROPLUS PRICKLYHEAL 4

GOLDEN BEAUTY TALC 4

P.S. All the brands are common to all the regions.

Program Elements:

1. Once during the year relationship building activities will be done for all

enrolled parties.

2. For selected outlets, company would take up Category Domination Shelves.

Payout for the window would happen at the end of a period (as defined in

T&C).



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The allocation of Category Domination outlets will be at the sole discretion

of TSO of Emami.

3. JOKER CARD: Joker Card will be available to a wholesaler two times in a

year on any brand except BOROPLUS. During this period all the memberswill earn double points on per litre/kg purchase on the points allocated for

the brands in the program. The month and the brand will be communicated

by the TSO/Distributors at the appropriate time.

Joker Cards will be available twice a year.

SUMMARY OF THE WHOLESALE PROGRAM

I. In order to reward there privileged wholesaler, Emami Ltd runs a program

which is known as ‘BANDHAN’.

II. Wholesalers are enrolled into this program under two category i.e. urban

(WEP - U) & rural (WEP – R)

III. There is also a Joker Card which would be available to wholesaler two times

in a year on any brand except BOROPLUS. During this period all the



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members will earn double points on per litre/kg purchase on the points

allocated for the brands in the program.

IV. As per the company requirements, it selects certain number of wholesale

outlets where they hire 6 windows or shelves which are known as categorydomination shelves. Company pays Rs 900 for these hired windows after the

end of every period and the products that are displayed in these windows

would be all the units of one range of the product that a window can occupy.

For ex—all the available packs of Navaratna hair oil will be placed on a

window till that window is completely occupied.

V. As this a point base program, so on certain products a wholesaler gets 1

point, on some gets 2 points, and on some he receive 4 points.

VI. The value of one point for a wholesaler is equal to Rs 1.25(approx), hence as

many points he can collect can be redeemed against the gift equivalent to the

value of point in terms of rupees after the annual period (1st May 2009 to 31st

March 2010) ends.

For Retailers:

Like BANDHAN which is the program run by Emami Ltd. for wholesalers

similarly there are various programs run by Emami Ltd. for their retailers.

We can know about these programs one by one as follows:

MERA STORES:

This is one such program which is run by Emami Ltd. every year for their

retail outlets where outlets are selected on the sole discretion of company. In

this program company wants one display windows from the retailer where

the products to be displayed are chosen by the company. The payout for theretailer is as follows:

For Window: Rs 350/month

Discount (%): 1% on total purchase on achieving his sales target for a

period.



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The payout is done via cheque and payout is done once a period ends.

TOP MERA STORES:

The outlets chosen in this program are again on the sole discretion of the

company where company chooses its key outlets i.e. those shops which have

been giving good business on monthly basis to the company. Here company

requires two windows to display its products and wants a shopkeeper to give

them a place to keep a stand to display Chavanprash which is known as

“CHAVANPRASH ZONE”. The payout is as follows:

For Window: Rs 450 per window/month

For Saffola Zone: Rs 1000/month

Hence an overall payout of Rs 1900 plus the same discount of 1% as

described for MERA STORES.

This payout is also done via cheque once the period ends.

NOTE: In order to receive a discount of 1% on total purchase after the end

of every period the shop has to place an unpaid Multi-Product Dispenser for

which there is no payout as it is a compulsion levy by Emami Ltd. on their

Mera and Top Mera Stores respectively.

The window that is required to display Emami products should be behind the

counter.

DHOOM PROGRAM:

This program is run by the company to reward the retailers who deals with

the business of edible oils. This program is also divided into three different

clubs viz.



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PLATINUM

GOLD

SILVER

Program Design:

i) 1 point per K/g of purchase would be given on Sona chandi

Chavanprash.

ii) Visibility Points: For Platinum and Gold parties only.

K/G Club Visibility Type Visibility Points P.M

1000 Platinum Collateral* 200

300 Gold Collateral 100

100 Silver Collateral --

P.S. Points are redeemable at the end of the program duration (Duration is from 1st

May 2009 to 31st March 2010).

* implies that an oil retailer will have to display Chavanprash products in aChavanprash Stand

Program Elements:

1) Joker Card: Joker Card will be available to a retailer twice in a year on any

brand except Navaratna Hair Oil. During this period all the members will

earn double i.e. 2 points per litre/kg on chosen brand.

The month & the brand will be communicated by TSO/DISTRBUTOR

2) Both JOKERS cannot be used in the same period.

NOTE: As this program is divided into three periods (MAY, JUNE &

JULY); (AUG, SEPT, OCT & NOV); (DEC, JAN, FEB & MAR). In order



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to retain membership, retailers will have to maintain average sales per month

as mention below.

CLUB Points per month

Platinum 1000

Gold 300

Silver 100

UNNATI:

This program is especially run for the chemists those who keep Emami Ltd.

Personal Care products like hair oil, Face-cream and Soaps. The company requires

one window from the chemist shop wherein the display of products is done for the

above mentioned products and the products on the display changes on monthly

basis. The payout for the program is as follows:

For Window: Rs 400/month

Discount (%): Chemist receives an additional discount of 3% as a part of this

program if he achieves his sales.

The payout is done via cheque after the period ends.

NOTE: The Company requires the growth of 15% to 20% over the previous year

sales for that period. The percentage varies as per the capability of the outlet in

giving out sales.

PENALTY CLAUSE: Every quarter wholesaler who fails to achieve any of the

UTSAV Growth slab will lose coins in the following manner:



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PREVIOUS QUARTER CLUB COINS

Shahenshah 150

Samrat 100

Sultan 75

Sartaj 50Yuvraj 50

NIL CLUB 50

COST TO SALES ANALYSIS

Sr.No Name of the company Monthly target

1) Emami Rs 40,000

2) P&G Rs 44,000

3) HUL Rs 1,50,0004) Marico Rs 20,000

5) Dabur Rs 15,000

6) Colgate Rs 10,000

EMAMI: As this store is enrolled under the TOP MERA program, hence it will

enjoy some benefits that is been offered by the company.

So,

Target: Rs 40,000 (1 % of the target sales) = Rs 400

2Window, 1Cavanprash zone = Rs 1900

Rs 2300/-



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Cost to sales (%) = (cost of program Target sales) * 100

= (2300 40,000) * 100

= 5.75%

Name of thecompany

Sales target(Rs) Cost of program(Rs)

Cost to sales (%)

Emami 40,000 2,300 5.75%

P&G 44,000 2,060 4.68%

HUL 1,50,000 6,850 4.57%

Marico 20,000 500 2.5%

Dabur 15,000 787.50 5.25%

Colgate 8,000 920 11.5%

ADDITIONAL INFORMATION

ELEMENTS OF WINDOWS

Emami: Mera Program

Window: Single piece of every available size of Navaratna Hair Oil is

displayed. One window per Mera Store.

Top Mera Program

Window: One window comprising the same as Mera Store and other

window consisting of male grooming products. Two windows per Top Mera Store.

Stand: It comprises all the available packs of Cavanprash products. This

stand is known as Cavanprash Zone.

Unnati: Display window consist of Boroplus, Fast Relief and Emami Fair &Handsome. One window per chemist shop.

REPLACEMENT POLICY



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EMAMI: Emami offers 0.42% leakage discount on the billing rate of Navaratna

and Hair & Care 1ltr pouch. There are also some other condition. Such as,

i) All the products are replaced as per the billing rate including the scheme if there was any, when the shop keeper ordered for the product.

ii) Company always replaces expire products or genuine case of replacement

which excludes the product which is Rat Eaten, Burnt out or if the content of

the product is less than 75%.

CHAPTER V

DATA ANALYSIS

AND



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INTERPRETATION



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1) From overall order of FMCG, what percentage is of Emami ltd. ?

o 10

o 20

o 30

o 40

o 50

o 60

Interpretation



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Most of the outlets orders 30% of Emami Ltd. products out of total

FMCG orders,22% order 10,19% orders 40,15% orders 20,7% orders 50

while 5% orders 60 Emami Ltd. products out of total FMCG orders.

2) Are you aware of all products offered by Emami Ltd.?

o Yes

o No

o Not used



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Interpretation

Most of the outlets were aware of all the products offered by Emami Ltd. ,32% said

they are not aware while 21% said they have not used Emami products.

3) If yes then how did they come to know about it ?

o

Distributors

o Newspapers/magzines

o Television

o Agents

o Other



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Interpretation

Most of the outlets i.e. 35% said they come to know about Emami Products

through Agents, 29% through Distributors,21% through Television,11% through

Newspaper/magazines while 4% said they come to know about Emami Products

through other sources.

4) Are the customers satisfied with the products and services of Emami ltd. ?

o Satisfied

o Mostly satisfied

o Neither satisfied/nor unsatisfied

o Mostly unsatisfied

o Unsatisfied



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Interpretation

Most of the outlets i.e. 55% said the customers are mostly satisfied with the

products and services of Emami ltd., 25% said they are satisfied,13% said they are

neither satisfied nor unsatisfied, 7% said they are mostly unsatisfied with the

products and services of Emami ltd.,

5) How do you justify your preference for Emami ltd products over other FMCG

products?

o Quality services

o Replacement

o Reach



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o Variety of products

o Nothing particular

Interpretation

Most of the outlets i.e. 31% said they prefer Emami Ltd. because of its reach,29%

because of its quality services, 21% because of varieties in Product line while 19%

because of their Replacement Policies.

6) Are you satisfied with the co-operation by the sales person of Emami ltd ?

o Satisfied



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o Mostly satisfied



o Unsatisfied

Interpretation

Most of the outlets i.e. 40% said that they are mostly satisfied with the co-

operation by the sales person of Emami ltd., 31% are highly satisfied,11% saidthey are neither satisfied nor unsatisfied, 12% are unsatisfied with the co-operation

by the sales person of Emami ltd.



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7) Are you satisfied by the promotional tools provided by Emami ltd.?

o Satisfied

o Mostly satisfied



o Unsatisfied

Interpretation

Most of the outlets i.e. 51% said that they satisfied by the promotional tools

provided by Emami ltd., 34% are highly satisfied,10% said they are neither

satisfied nor unsatisfied, 5% are bit unsatisfied by the promotional tools provided

by Emami ltd.



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CHAPTER VI

FINDINGS AND SUGGESTIONS

Emami Pure skin soap should also be provided in 100 gm as its cost is very

high compare to market. Special promotion Packs should also be provided.

Regular meeting/Parties should be arranged for retailers. Cost can becompensated by not providing display for particular month.

The advertisement for Malai Kesar Cream should be started again. As it is

been noticed that there was a sudden fall in the sales for these product as the

advertisement were stopped.

More promotional activities should be done for Sona Chandi Chavanprash.

Regular check should be done to make sure that the products are supplied at

the right place and at the right time.



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CONCLUSION

Emami ltd. Is performing very good in the field of trading FMCG products,

there existing a good relationship with employees as well as the customers andretailers,the management is taking keen interest for finding their weakness and try

their level best to overcome it.



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LIMITATION OF THE PROJECT

Some of the retailers were hesitant in giving the adequate information.

The major setback was in terms of data collected for COLGATE as theshopkeepers were not aware of the programs totally and distributor was notready to give out all the information.

Unavailability of the right contact - Many a times the right contact personswere not present, in that case follow up was done 2-3 times.

Few of the retail owners were very reluctant to provide information on

Margins, Rates of Displays, Schemes offered by competitors, conditionsimposed by competitors on such Schemes & Displays.

There might have been tendencies among the respondents to amplify or filter their responses under the testing conditions.

Since the study involves sampling method, Drop – in or ‘Go Through’ error might have crept in.

Since the results have been drawn on the basis of the information provided by the respondents, chance of response error might have crept.

Due to the busy schedule of distributors, the frequency of meetingdistributors was very low.



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ANNEXURE

Sr.No Terms Meaning

1 Retailers A merchant who sells goods at retail i.e. to the enduser in small quantities.

2 FMCG Fast moving consumer goods or the goods of dailyuse.

4 Wholesaler Someone who buys large quantities of goods andresells to merchants (retailers) rather than to theultimate customers.

5 Key outlets It comprises all the big stores and outlets likedepartmental stores.

6 Chemist A retail shop where medicine and other articles aresold.

7 Cosmetics A retail shop where all the personal care products aresold.

8 DSR Distributor Sales Representative or Sales Man

9

10 WEP Wholesale Emami Program



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REFERENCES

WEBSITES

www.emami.com

www.naukrihub.com

http://vijeta.net

CATALOGUES

Bandhan, Dhoom, Mera, Top Mera

Kings

Udaan

Sales Detailer for Badshah and Star Store

DISTRIBUTORS

Sushil Agencies, Garg Agencies, Jai Chand Agencies for EMAMI

http://www.emami.com/

http://www.naukrihub.com/

http://vijeta.net/

http://www.emami.com/

http://www.naukrihub.com/

http://vijeta.net/



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trends analysis in fmcg ...final

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