FMCG Industry Ragul

8/13/2019 FMCG Industry Ragul

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CHAPTER 1

INTRODUCTION

1.1 FAST MOVING CONSUMER GOODS

Products which have a quick turnover, and relatively low cost are known as Fast Moving

Consumer Goods (FMCG). FMCG products are those that get replaced within a year. !amples

o" FMCG generally include a wide range o" "requently purchased consumer products such as

toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as

other non#dura$les such as glassware, $ul$s, $atteries, paper products, and plastic goods. FMCG

may also include pharmaceuticals, consumer electronics, packaged "ood products, so"t drinks,

tissue paper, and chocolate $ars.

%u$sets o" FMCGs are Fast Moving Consumer lectronics which include innovative electronic

products such as mo$ile phones, MP& players, digital cameras, GP% %ystems and 'aptops. hese

are replaced more "requently than other electronic products.

hite goods in FMCG re"er to household electronic items such as *e"rigerators, .+s, Music

%ystems, etc.

1.1.1 The FMCG Industry

he ndian FMCG sector is the "ourth largest sector in the economy with a total market si-e in

e!cess o" %/ 0&.0 $illion. t has a strong M1C presence and is characteri-ed $y a well

esta$lished distri$ution network, intense competition $etween the organi-ed and unorgani-ed

segments and low operational cost. 2vaila$ility o" key raw materials, cheaper la$or costs and

presence across the entire value chain gives ndia a competitive advantage.

he FMCG market is set to tre$le "rom %/ 00.3 $illion in 455& to %/ &&.6 $illion in 4507.

Penetration level as well as per capita consumption in most product categories like 8ams,


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toothpaste, skin care, hair wash etc in ndia is low indicating the untapped market potential.

9urgeoning ndian population, particularly the middle class and the rural segments, presents an

opportunity to makers o" $randed products to convert consumers to $randed products.

Growth is also likely to come "rom consumer :upgrading: in the matured product categories. ith

455 million people e!pected to shi"t to processed and packaged "ood $y 4505, ndia needs

around %/ 4; $illion o" investment in the "ood#processing industry.

2utomatic investment approval (including "oreign technology agreements within speci"ied

norms), up to 055 per cent "oreign equity or 055 per cent "or 1* and


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FMCG Industry Economy


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FMCG Industry Economy


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that processed "oods, $akery, and dairy are long#term growth categories in $oth rural and ur$an

areas.

Common FMCG roducts

%ome common FMCG product categories include "ood and dairy products, glassware, paper

products, pharmaceuticals, consumer electronics, packaged "ood products, plastic goods, printing

and stationery, household products, photography, drinks etc. and some o" the e!amples o" FMCG

products are co""ee, tea, dry cells, greeting cards, gi"ts, detergents, to$acco and cigarettes,

watches, soaps etc.

M!r"et otenti!#ity o$ FMCG industry

%ome o" the merits o" FMCG industry, which made this industry as a potential one, are low

operational cost, strong distri$ution networks, presence o" renowned FMCG companies.

Population growth is another "actor which is responsi$le $ehind the success o" this industry.

%e!din& FMCG com!nies

%ome o" the well known FMCG companies are %ara 'ee, 1estl>, *eckitt 9enckiser, nilever,

Procter ? Gam$le, Coca#Cola, Carls$erg, @leene!, General Mills, Pepsi and Mars etc.


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C!te&ories o$ FMCG Industry


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'roduct Ch!r!cteristics


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1.1.( The to 1) com!nies in FMCG sector


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n the household care category (like mosquito repellents), Godre8 and *eckitt are two players.

Good knight "rom Godre8, is worth a$ove *s 40A crore, "ollowed $y *eckitt:s Mortein at *s 06B

crore. n the shampoo category, ':s Clinic and %unsilk make it to the top 055, although P?G:s

ead and %houlders and Pantene are also trying hard to $e positioned on top. Clinic is nearly

dou$le the si-e o" %unsilk.

Da$ur is among the top "ive FMCG companies in ndia and is an her$al specialist. ith a

turnover o" *s. 0B $illion (appro!. %/ 645 million) in 4557#4553, Da$ur has $rands like Da$ur

2mla, Da$ur Chyawanprash, +atika, a8mola and *eal. 2sian Paints is en8oying a "ormida$le

presence in the ndian su$#continent, %outheast 2sia, Far ast, Middle ast, %outh Paci"ic,

Cari$$ean, 2"rica and urope. 2sian Paints is ndia:s largest paint company, with a turnover o"

*s.44.3 $illion (around %D 70& million). For$es Glo$al maga-ine, %2, ranked 2sian Paints

among the 455 9est %mall Companies in the orld

Cad$ury ndia is the market leader in the chocolate con"ectionery market with a A5= market

share and is ranked num$er two in the total "ood drinks market. ts popular $rands include

Cad$ury:s Dairy Milk, 7 %tar, clairs, and Gems. he *s.07.3 $illion (%D &;5 Million) Marico

is a leading ndian group in consumer products and services in the Glo$al 9eauty and ellness

space.

Out#oo"

here is a huge growth potential "or all the FMCG companies as the per capita consumption o"

almost all products in the country is amongst the lowest in the world. 2gain the demand or

prospect could $e increased "urther i" these companies can change the consumer:s mindset and

o""er new generation products. arlier, ndian consumers were using non#$randed apparel, $ut

today, clothes o" di""erent $rands are availa$le and the same consumers are willing to pay more

"or $randed quality clothes. t:s the quality, promotion and innovation o" products, which candrive many sectors.


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1.1.* S+OT An!#ysis o$ FMCG Sector


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1.1., Indi!n Cometiti-eness !nd Com!rison ith the +or#d M!r"ets


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/Fi&ure 1.1)

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'ow cost la$or gives ndia a competitive advantage. ndia:s la$or cost is amongst the lowest in

the world, a"ter China ? ndonesia. 'ow la$or costs give the advantage o" low cost o"

production. Many M1C:s have esta$lished their plants in ndia to outsource "or domestic and

e!port markets.

'resence !cross -!#ue ch!in

ndian companies have their presence across the value chain o" FMCG sector, right "rom the

supply o" raw materials to packaged goods in the "ood#processing sector. his $rings ndia a

more cost competitive advantage. For e!ample, 2mul supplies milk as well as dairy products like

cheese, $utter, etc.


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1.1.0 Distin&uishin& $e!tures o$ Indi!n FMCG usiness


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Limited Mass Media Options - he challenge associated with the launch andEor $rand#

$uilding initiatives is that "ew num$er o" mass media options. + reaches 3A= o" ur$an

consumers and &7= o" rural consumers. 2lternatives like wall paintings, theatres, video

vehicles, special packaging and consumer promotions $ecome an e!pensive $ut required

activity associated with a success"ul FMCG.

Huge Distribution Network - ndia is home to si! million retail outlets, including 4

million in 7,035 towns and "our million in 34A,555 villages. %uper markets virtually do

not e!ist in ndia. his makes logistics particularly "or new players e!tremely di""icult. t

also makes new product launches di""icult since retailers are reluctant to allocate

resources and time to slow moving products. Critical "actors "or success are the a$ility to

$uild, develop, and maintain a ro$ust distri$ution network.

*. Cometition

%igni"icant Presence o" norgani-ed %ector # Factors that ena$le small, unorgani-ed

players with local presence to "lourish include the "ollowing

9asic technology "or most products is "airly simple and easily availa$le.

he small#scale sector in ndia en8oys e!emptionE lower rates o" e!cise duty, sales ta! etc.

his makes them more price competitive vis##vis the organi-ed sector.

2 highly scattered market and poor transport in"rastructure limits the a$ility o" M1Cs

and national players to reach out to remote rural areas and small towns.

'ow $rand awareness ena$les local players to market their spurious look#alike $rands.

'ower overheads due to limited geography, "amily management, "ocused product lines

and minimal e!penditure on marketing.


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1.( T2E STUD3


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1.* COM'ANIES 'ROFI%E


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http://en.wikipedia.org/wiki/ACNielsenhttp://en.wikipedia.org/wiki/Businessworld


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children, care "or the destitute and +#positive, and rural development. ' has also responded

in case o" national calamities E adversities and contri$utes through various wel"are measures,

most recent $eing the village $uilt $y ' in earthquake a""ected Gu8arat, and relie" ?

reha$ilitation a"ter the sunami caused devastation in %outh ndia.

n 455A, industan nilever was rated as the most respected company in ndia "or the past 47

years $y 9usiness world, one o" ndiaHs leading $usiness maga-ines. he rating was $ased on a

compilation o" the maga-ineHs annual survey o" ndiaHs Most *eputed Companies over the past

47 years. ' is the market leader in ndian consumer products with presence in over 45

consumer categories such as soaps, tea, detergents and shampoos amongst others with over A55

million ndian consumers using its products. t has over &7 $rands. %i!teen o" 'Hs $rands

"eatured in the 2C1ielsen 9rand quity list o" 055 Most rusted 9rands 2nnual %urvey (455;).

2ccording to 9rand quity, ' has the largest num$er o" $rands in the Most rusted 9rands

'ist. tHs a company that has consistently had the largest num$er o" $rands in the op 75 and in

the op 05 (with 6 $rands).

industan nilever:s distri$ution covers over 0 million retails outlets across ndia directly and its

products are availa$le in over 3.& million outlets in ndia, i.e., nearly ;5= o" the retail outlets in

ndia. t has &B "actories in the country. wo out o" three ndians use the companyHs products and

' products have the largest consumer reach $eing availa$le in over ;5 per cent o" consumerhomes across ndia.


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1.*.( 'roduct 'ort$o#io


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Food


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1.*.* CG M!tri4 $or 2indust!n Uni#e-er %imited


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Ponds

Fair ? 'ovely

'u!

C!sh Co is the second column which states that there isHigh Market ShareandLow growth

Industry. n this category "ollowing appears

Pepsodent

%ur" !cel. t is a low growth industry $ecause detergent market is a saturated market.

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Do& is the third column which states that it has aLow Market Shareand it isLow Growth

Industry. Following appears in this category

2viance

heel

5uestion M!r" is the "ourth column, which states that it has aLow Market Shareand aHigh

Growth Industry. Following appears in this category

Close p

*in


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1.*., S+OT An!#ysis o$ 2indust!n Uni#e-er %imited

Stren&ths6

%trong company image

%trong $rand port"olio

%uccess o" the slogan

Iuantity ? variety

""ective ? attractive packaging

igh quality man power

%olid $ase o" the company

nnovative aspects

Corporate $ehavior

ealth ? personal care products

elp people getting more out o" li"e

+e!"nesses6

igh prices o" products

%u$stitutes products


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Policy o" spending "or the social responsi$ility

'ack o" control in the market

Dual leadership

Decrease in revenues

*educed spending "or research ? development

Oortunities6

Changing li"e style o" people

1ew markets

ncrease the volume o" production

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Focus on *?D

'ow income consumers

elp in improving people diet ? daily lives

Thre!ts6

Competitors(P?G,)

Political e""ects

'egislative e""ect

nvironmental e""ect

conomic crises


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1.*.0 'rocter !nd G!m7#e


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shampoo. n 0BBA Procter ? Gam$le ome Products launches ead ? %houlders shampoo. n

4555, Procter ? Gam$le ome Products introduced ide Detergent Powder # the largest selling

detergent in the world. n 455&, Procter ? Gam$le ome Products 'imited launched Pampers #

world:s num$er one selling diaper $rand. oday, Proctor ? Gam$le is the second largest FMCG

Company in ndia a"ter industan 'ever 'imited.


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1.*.8 'roduct 'ort$o#io


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http://www.pg-india.com/hp/arielfront.htmhttp://www.pg-india.com/hp/ariel2.htmhttp://www.pg-india.com/hp/tide.htmhttp://www.pg-india.com/hp/tidebar.htm


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1.*.9 CG M!tri4 $or 'rocter !nd G!m7#e

/Fi&ure1.*:

St!rs, the "irst column in the matri! suggests that it is aHigh Growth Industryand likewise it has

a High Market Share. n this category "ollowing appears


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1.*.9 CG M!tri4 $or 'rocter !nd G!m7#e


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5uestion M!r" is the "ourth column o" the 9CG matri!, it suggests that there isLow Market

Share andHigh Growth Industry, "ollowing appears

*e8oice %hampoo appears, the %hampoo industry has a lot o" growth potential $ut

*e8oice has a low market share.

1.*.; S+OT An!#ysis o$ 'rocter !nd G!m7#e

Stren&ths6

'eading Market Position

Diversi"ied and innovative product port"olio

%trong "inances in the past

+e!"ness6

Iuality control pro$lem

Decreased *evenues in their 1ortheast 2sian Market

Oortunities6

Developing Markets

Demographic trends across the world


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Thre!ts6

Competitors

*ising cost o" energy prices

conomic %lowdown in the % and uro -one

1ew *egulations

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CHAPTER 2

RESEARCH METHODOLOGY

(.1 RESEARC2 DESIGN

*esearch design "or the pro8ect is Descriptive research design. 2 descriptive research design is

the one which is description o" the state o" a""airs as it e!ists at present. t includes survey and

"act "inding enquiries o" di""erent kinds. he researcher has no control over the varia$les. n it

detailed study o" the awareness o" $rand among customers will $e done. he in"ormation will $e

collected with the help o" an un$iased, non disguised and structured questionnaire.

(.( SAM'%E DESIGN

2 sample design is a de"inite plan "or o$taining a sample "rom a given population. t re"ers to the

techniques or procedures the researcher would adopt in selecting items "or the sample. %ampledesign chosen "or the purpose o" the study is simple random sampling.

(.* SAM'%E SI


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(.0 DATA CO%%ECTION

Data will $e collected through $oth $y primary and secondary sources.

'rim!ry D!t!:Primary data will $e collected through, a structured, un$iased and non disguised

questionnaire, $eing "illed in $y those customers who are coming out o" the di""erent retail

outlets. Personal survey will also help in collection o" data.

Second!ry d!t!:%econdary data will $e collected through we$site o" the company, 8ournals and

maga-ines. *eports pu$lished $y the various research organi-ations.

(.8 DATA ANA%3SIS

2"ter collecting the data, data analysis was done in which use o" graph, charts and ta$les and

many other statistical tools were taken to do the analysis o" the present situation.


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CHAPTER 3

ANALYSIS AND DESCRIPTION

T!7#e *.1 shows the data that has $een taken "rom the customers to know the pre"erence "or

place o" shopping "or purchasing consumer goods.

're$erence $or #!ce o$ urch!sin& Consumer Goods.

2ttri$utes Female Male Percentage

%upermarket 4B &5 4B.7=

Mall 07 46 0B.7=

raditional %hop 7& &B 63=

#%hopping & A 7=

otal 055 055 055=

/T!7#e *.1:


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're$erence $or #!ce o$ 'urch!sin&

Consumer Goods

6053

50

39

40

2930

2430 Fe

male

20

15

7

Mal

e

10 3

0 Supermark

et Mall Traditional

E-

!opping

S!op

/Fi&ure *.1:

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*espondents were given the "ollowing options and were asked to choose out o" the "ollowing

which is the most pre"erred place "or shopping o" household consuma$les. he results o$tained

were divided in two categories that are male and "emale. he most pre"erred place "or shopping

in case o" "emales is traditional shop. 2nd in case o" males again they pre"erred to shop "rom

traditional shop. 2lmost 63= respondents "avored that they would go to traditional shop "or the

shopping $ecause o" the ease o" going there, as these shops are near to oneHs home. 2"ter this

second is supermarket people like to go there and shop. he least pre"erred option was the #

shopping as people do not "ind it convenient, moreover on net they are not a$le to see the

products, so they pre"er it least.


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T!7#e *.( depicts the purchasing pattern o" the consumers "or purchasing household consuma$les

'urch!sin& '!tterns o$ the Consumers.

2ttri$utes Female Male Percentage

eekly 05 7 A.7=Fortnightly 4A 45 4&.7=

Monthly 3& A7 3B=otal 055 055 055=

/T!7#e *.(:

'urch!sin& '!tterns o$ the

Consumers

"0

75

63

70

60

50 Female

40 27

30

10

20Male

20 5

10


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0

#eekl$ Fortnig!tl$ Mont!l$

/Fi&ure *.(:

*espondents were asked a$out their purchase $ehavior. hey were asked how "requently they go

"or the purchase o" household consuma$les. 2gain "or this question responses were divided

according to the "emale and male category. 9oth "emale and male respondents would like to go

"or shopping on the monthly $asis. hen contacted they replied that this helps in maintaining the

$alances all the month. hey purchase "or the whole month in advance and consume products

accordingly. hey also replied that it is convenient to "ollow this pattern as need o" going again

and again to the shop is eliminated. 2"ter monthly second came the "ortnightly and the last one is

weekly.

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T!7#e *.* shows the e!penditure o" income on purchase o" various product categories. t shows


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ere we asked the respondents a$out their e!penditure on the various categories.


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T!7#e *., shows the 9rand *ecall o" the products o""ered $y industan nilever 'imited. Customers are required to name any 7 products o""ered $y industan nilever 'imited.

r!nd Rec!##.

2ttri$utes Ma!imum *esponses

%ur" !cel 005

%unsilk A5Pepsodent 75

/T!7#e *.,:

r!nd Rec!##

110

120

100

70

"0

50

60

Seri

e1

40

20

0

Sur% e&'el Sunilk Pepodent

/Fi&ure *.,:


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ere we asked "rom the respondents to name 7 $rands o""ered $y the ', these are the top &

$rands that consumers remem$er. op o" the list is %ur" !celJ this can $e attri$uted to the "act

that ' does a wonder"ul and innovative advertising "or %ur" !cel. 2"ter this second came

%unsilk %hampoo "rom ' and third came Pepsodent. e can see that ' has a diverse

product port"olio and consumers remem$er di""erent products "rom the '. his data indicated

that the 9rand *ecall power o" ' is very huge.

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T!7#e *.0 shows the 9rand *ecall o" the products o""ered $y Procter ? Gam$le. Customers arerequired to name any 7 products o""ered $y Procter ? Gam$le.

r!nd Rec!##.

2ttri$utes Ma!imum *esponses

Pantene B;

2riel 74ead ? shoulders AA

/T!7#e *.0:

r!nd Rec!##

100"0

60

40Serie1

20

0

Pantene (riel )ead *

S!oulder

/Fi&ure *.0:

ere we asked "rom the respondents to name 7 $rands o""ered $y Procter and Gam$le. ere

ma!imum people remem$ered the Pantene %hampoo, this "act is attri$uted to 9rand endorser that

P?G is using currently i.e. @atrina @ai". his shows the e""ectiveness o" the advertisement. 2"ter

this ne!t is the detergent 2riel, it is also used hugely $y the consumers. 2nother product that

came in top & is the shampoo i.e. ead and %houlders.


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T!7#e *.8 shows the various parameters a$out the product that a""ect the $uying decisions o" thecustomers.

'!r!meters th!t !$$ect 7uyin& decisions.

2ttri$utes *esponses Percentage

Iuality 37 &4.7=

Price ;3 6&=

asy 2vaila$ility 6B 46.7=

(otal 455 055=

/T!7#e *.8:

'!r!meters th!t !$$ect uyin&

Decisions

Iuality

Price

asy2vaila$ility


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49+

25, 65+ 32,

"6+43,

/Fi&ure *.8:

*espondents were given an option to choose "rom the "ollowing attri$utes the most in"luencing

"actor that a""ects their $uying decisions. he attri$utes were quality, price and easy availa$ility.

6&= o" the respondents gave their vote to the price "actor "ollowed $y quality which is &4= and

the last is easy availa$ility which is 47=.

he respondentHs replies show that price is the most in"luencing "actor that a""ects a personHs

$uying decision. hat product consumer will purchase depends upon its price. 2"ter this came

the quality, the products in FMCG category is availa$le very easily and they have a lot o"

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su$stitutes also. %o consumer has a lot o" choice in this category so they should "ocus on quality


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T!7#e *.; shows the Pre"erence o" shampoos $y the consumers. hey were asked to choose theshampoo out o" the "ollowing that they currently use.

're$erence $or the use o$ Sh!moo.

1ame o" the %hampoo *esponses Percentage

%unsilk 65 45=ead and %houlder 73 4;=

Pantene A& &3.7=

Clinic Plus &0 07.7=

otal 455 055=

/T!7#e *.;:

're$erence $or the use o$ Sh!moo

%unsilk ead and %houlders Pantene Clinic Plus

16, 20,

36, 2",

/Fi&ure *.;:

ere we asked the respondents a$out the hair care segment, and we "ocused on the shampoo that

they would like to use out o" the "ollowing options.


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Gam$le is the winner. %unsilk "rom ' got 45= votes and Clinic Plus "rom same $rand got


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Gam$le is the winner. %unsilk "rom ' got 45= votes and Clinic Plus "rom same $rand got


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50

34

2940

2030

Seri

e120

10

0

Sur% (riel Tide in #!eel

E&'el


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/Fi&ure *.>:

2nother category to study in our pro8ect was the 'aundry section. his is the most important

part o" the household consuma$les. ere also "or getting a direct comparison $etween '

and Procter and Gam$le we have included the products "rom $oth the companies. %ur" !cel,

heel and *in are "rom ' and 2riel and ide are "rom Procter and Gam$le group.

Ma!imum votes came in "avor o" %ur" e!cel i.e. &3= a"ter this came 2riel with 44.7= so

here we can say that %ur" !cel and 2riel are positioned against each other.

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2nd in the middle income level *in has gained more votes i.e. 0A= as compared to ide

i.e.05=. 9ut here we have to see that heel a product o" ' has got 06.7= share, which is

also a signi"icant num$er. %o we came to the conclusion that ' is the winner in the

'aundry Category.

T!7#e *.1) shows the toothpaste that is $eing used $y the consumers.

r!nd o$ Tooth!ste used 7y the Consumers.

1ame o" the oothpaste *esponses Percentage

Close p 47 04.7=

Pepsodent ;& 60.7=


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2nother category o" our study was the


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10

0

Fair * Pond 0la$aelineoel$

/Fi&ure *.11:

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%kin Care category is another part o" our study. ere we have tried to analy-e the usage pattern

o" the consumers in the skin care. t is the highly innovative marketJ new products keep on

coming every day. 2gain options include products "rom $oth the companies ' and Procter

and Gam$le. Ponds o""ered $y ' got the ma!imum votes i.e. &B.7= a"ter this came


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CHAPTER 4

SUMMARY, CONCLUSION AND

RECOMMENDATIONS

he study was on the Comparative analysis o" two FMCG giants "ocusing upon the $rand

awareness o" the consumers. nder the pro8ect a comparative study was done $y taking the two

leading FMCG companies working in ndia. he two companies are industan nilever 'imited

and Procter ? Gam$le. 9oth these companies are in competition with each other. 9oth the

companyHs "ocus is on their advertising.

he companies have a wide port"olio o" products. Consumer goods are those goods that are used

widely $y the consumers in their day to day li"e. %o a ma8or task is to make these products

availa$le to the consumers. industan nilever 'imited is the num$er one company in ndia in

FMCG category. t has a presence in laundry, skin care, hair care and oral care. %ame goes "or

Procter ? Gam$le it also present in all the a$ove categories.

he study was "ocused on these three categories, what product port"olio $oth the companies

have. he study moves around the comparison o" $oth the companies, regarding their $rand


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After successful completion of the study, we have come up with the following

$indin&s6

nilever may $e losing the $attle to Procter and Gam$le around the world, $ut when it

comes to ndia it will take P?G a valiant e""ort to move ahead in the market dominated

$y industan nilever 'imited (a su$sidiary o" nilever). he rivalry $etween the two

has $een going on worldwide and is heated up in ndia too.

industan nilever 'imited is ndiaHs largest FMCG with an array o" household $rands.

heir products have $ecome an integral part o" the country used $y everyone in every

strata o" the society.

he strength o" industan nilever limited lies in its distri$ution network covering 3.&

million outlets, an unmatcha$le port"olio o" $rands, innovation and research and

development capa$ilities o" the parent company.

n the hair care segment, two o" industan nilever 'imited $iggest $rands, %unsilk and

Clinic Plus are pitted against Procter and Gam$leHs Pantene Pro#+ and ead ?

%houlders. From the study we came to know that today most o" the people pre"er Pantene

Pro#+ and ead ? %houlders, $oth these $rands are "rom Procter and Gam$le, share o"

industan nilever 'imited has reduced. his is due to the "act that $rand endorsers used

$y P?G are a$le to connect well with the consumers and it is re"lected $y the consumerHs

responses.

n the "a$ric care or laundry sector also this competition is very strong. 'Hs low priced

$rand, heel, still holds a ma8or share o" 06.7= which is greater than ide and *in.

Ma8or competition is $etween %ur" !cel and 2riel. 2riel has come strong in competition

to ' $ecause P?G have "ocused on certain niches and are pushing growth

aggressively in premium categories. ' has migrated its "lagship $rand *in %upreme

$ar to the premium $rand %ur" !cel $ar to strengthen its presence in the *s. 7555 crore

ndian "a$ric wash category.


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industan nileverHs Ponds have speci"ically remained a top segment $rand and to

compete with it. P?G has launched its popular range o"


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in our survey, this "act has $een proved right again almost 65= o" the respondents replied

in "avor o" Ponds $ut it is "ollowed $y P?GHs


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9oth the companies should conduct more surveys in order to know a$out the

customer satis"action in the rural areas.

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n t!e Skin .are egment ot! t!e 'ompanie are giing 'ompetition to ea'! ot!er

(%ter Pro'ter and 8amle introdu'ed la$ in ndia it! t!eir anti-ageing %ormula

)indutan /nileer limited 'ame up it! anti-ageing %ormula it! Pond ot! are

giing ne'k-to-ne'k 'ompetition to ea'! ot!er (not!er rand o% )/ i aeline+ !i'!

!a a range o% lotion+ ut it !a to e appre'iated it! e%%e'tie adertiement T!e$

'an 'reate aarene t!roug! door to door operation T!e$ 'an o%%er di'ount and

%ree gi%t alo

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http://www.hul.co.in/http://www.pg-india.com/hp/index.htmhttp://www.ibef.org/http://ibef.org/artdisplay.aspx?cat_id=447&art_id=7933&refer=i1011http://www.economywatch.com/world-industries/fmcg.htmlhttp://www.chillibreeze.com/articles_various/fmcg-in-india.asphttp://www.naukrihub.com/india/fmcg/overview/


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REFERENCE

Re$erences $rom 'rint M!teri!#s

0. Malhotra 1aresh.@. K4556L, Marketing *esearch 2n applied orientation, Pearson

ducation.

4. he Marketing Maga-ine o" F @olkata

&. Philip @otler (455A) Marketing Management


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Re$erences $rom E#ectronic Medi!

0. www.hul.co.in

4. httpEEwww.pg#india.comEhpEinde!.htm

&. www.i$e".org

6. httpEEi$e".orgEartdisplay.asp!NcatOid66A?artOidAB&&?re"eri0500

7. httpEEwww.economywatch.comEworld#industriesE"mcg.html

3. www.i$e".orgEpd" "iles K2ccessed on 4B 1ovem$er, 455BL

A. httpEEwww.chilli$ree-e.comEarticlesOvariousE"mcg#in#india.asp

;. httpEEwww.naukrihu$.comEindiaE"mcgEoverviewE


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B. httpEEwww.coolavenues.comEknowEmktgEamritanshuO4.php&


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ANNEXURE

5uestionn!ire

am PGDM student conducting a market survey on $rand awareness o" FMCG companies "or household

consuma$les. Qou are kindly requested to respond to the "ollowing questions. he in"ormation provided

$y you will $e kept con"idential and will $e used "or academic purpose only.

1ame RRRRRRRRRRRRRRRRR.


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;. hich parameter a""ects your $uying decisionN

a) Iuality $) Price c) asy 2vaila$ility

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B. 1ame any two FMCG companies producing household consuma$lesN

RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR..

05. hich $rand do you pre"er out o" the "ollowingN


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a) %unsilk

$) ead ?%houlders

c)Pantene

d) ClinicPlus

00. hich detergent you use out o" the "ollowingN

a) %ur"!cel $) 2riel c) ide d)*in e) heel

hich toothpaste do you use out o" the "ollowingN04.

a) Close up $) Pepsodent c)

FMCG Industry Ragul

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