Fast Moving Consumer Goods Special Product Groups Food Sector Divya Manivannan Masters In Fashion Management
Fast Moving Consumer Goods
Special Product Groups
Food Sector
Divya Manivannan
Masters In Fashion Management
Fast Moving Consumer Goods – Global Scenario
• FMCG companies are behind the biggest brands in the world.
• The FMCG industry changes fast and is constantly evolving
• FMCG firms thrive on employee and customer retention.
• FMCG companies can beat the recession
• The FMCG industry thinks bigger – and better
• FMCG has a history of delivering what consumers want
Fast Moving Consumer Goods – Global Players
Fast Moving Consumer Goods – Indian Scenario
Fast Moving Consumer Goods – Indian Scenario
Fast Moving Consumer Goods – Indian Scenario
Fast Moving Consumer Goods - Classification
Food and Beverages - Classification
Foo
d &
Bev
erag
es
Unprocessed
Primary Processed
Diary Products
Frozen Food
Spices & Mixes
Health Food
Secondary Processed
Instant Food
Canned Food
Tertiary Processed
Snacks
Beverages
Processed Whole Food Staples
Food and Beverages – Major Players
Global Players in Food & Beverage
• Nestle
• Procter & Gamble
• Coca cola
• Anuheuser Bush in bay
• Unilever
• Pepsico
• Kellogs
Indian Players in Food & Beverage
• ITC Ltd
• Amul
• Dabur India Limited
• Britannia
• Parle Agro
• Haldirams
• Future Consumer Enterprises
• Marico
• Haldirams
Food (Instant & Snacks) – Global Market
Asia Pacific – Largest Market for Food
Food (Instant & Snacks) – Global Market
India – Due to the increase in working population
Food (Instant & Snacks) – Asian Market
Food (Instant & Snacks) – Indian Market
Food(Instant & Snacks) - Indian Market
Asia Pacific – Largest Market for Food, India covers 85% of its Population
Food(Instant & Snacks) - Indian Market
Example – Nestle Product Mix
Food(Instant) - Indian Market
Example – Major Brands in India
Product Strategy – Example (Lays)
• Very high quality control and stringent production processes followed to
produce high quality chips.
• To address rising health concerns, Frito-Lay potato chips have been
manufactured with zero trans-fats and no added MSG.
• To cater to health conscious market, Lay's India recently launched new
“Lay's Baked” range with 50 percent less fat
• Introduced many different “Westernized as well as Indian” flavors to
cater to urban as well as rural market segment.
Pricing Strategy – Example (Lays)
• Frito Lays goal is to provide good quality snack at fair prices so as to
attract customers.
• Since the potato chips market is driven by high impulsive buyers, there is
very little scope of different pricing strategies by market players.
• Prices consistent and comparable to competitors and are generally
inexpensive.
• Introduced SKU’s priced at Rs.5, Rs.10 and Rs. 20
Distribution Strategy – Example (Lays)
• PepsiCo has a well-established network Pan-India
• 30 CFAs, 2 RDCs, 800 distributors , 4 lakh retailers
• Over 1 million retail outlets in over 100 towns/villages
• Lay’s are basically sold everywhere including railway canteens,
gas stations, colleges, groceries, supermarkets, convenience
stores, amusement parks, movie houses and even schools
• Lays displayed at a small Chai waala shop on a hill station
Promotion Strategy – Example (Lays)
• 360 degree promotion
• Frito Lay's roped in various brand
ambassadors like Saif Ali Khan, Dhoni to
promote Lays in different campaigns with
tag lines “No One can eat just one” and “Be
a little Dillogical”
• Free samples for new flavors launched
• Displays before check-out line in the store
• Eye-catching retail displays with special
fixtures for Lays chips at retail stores are
also one of their strategies.
Product Strategies – Range Planning
• Analyze different target customers
health conscious, convenience
seekers
• Analyze different price points –
Value & premium
• Analyze different packaging as per
target customers – depending on
price points
Example – Nestle
Range Planning
Product Strategies – Range Planning
Target.C Value Seekers Health Concious
Pricing Value Core Premium Value Core Premium
50 gms
100 gms
400 gms
Bars Drinks Ice cream
& Desserts
Packages Biscuits
& Cakes
Product Strategies – Range Planning
Premium Pricing
Product Strategies – Range Planning
Indulgence
Value Pricing
Snacks
Example – Cadbury Range Planning
Product Strategies – Line Stretching
• Up Market
• 2Way Market
• Down Market
Down Market Stretching – Cadbury Diary Milk Shots
UP Market Stretching – Cadbury Diary Milk Silk and Cadbury Bourneville
Product Life Cycle
Example – Nestle Maggie PLC
Product Life Cycle
Example – Cadbury Diary Milk PLC
Food (Instant) – Supply Chain
India’s Instant food market growth – necessity for Supply Chain Management
Food (Instant) – Supply Chain
Strong Distribution Channel for Traditional & Modern Retailers
Food (Instant & Snacks) – Retail Dynamics
Packaging Strategy
Strategies involved in packaging
- Convenience
- Branding
Packaging Strategy
Food – Retail Dynamics
Promotional Strategy
• Television
• Radio
• News Paper
• Hoarding
• Public Relation
• Campaign
• Social Media
Marketing Strategy
Promotional Strategy
Marketing Strategy
Marketing Strategy of Pepsico - Lays
Food – Retail Dynamics
Promotional Strategy
• Events & Contests
• Famous Personalities
• Discount Coupons
• Combining Products
• Customized Regional Flavors
• Frequent product launch – mini
segments(diabetics)
• Expansions / Joint Ventures
• Sample Distribution
• Importance for Health
• Brand Personalities/Cartoons
Food (Instant) – Retail Dynamics
Example - Nestle
Food (Instant) – Retail Dynamics
Penetration Strategy used by major brands to increase market share
Market Penetration Level
Penetration Strategy
used by major brands to increase
market share
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