FMCG

FMCG

• Fast Moving Consumer Goods (FMCG), are products that are sold quickly at relatively low cost.

• Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large.

EXAMPLES OF FMCG GOODS

• Toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, light bulbs, batteries, paper products and plastic goods.

• FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks, although these are often categorized separately

Top Ten Players in FMCG Sector

1. Hindustan Unilever Ltd.

2.ITC (Indian Tobacco Company)

3. Nestlé India

4. GCMMF (AMUL)

5. Dabur India

6. Asian Paints (India)

7. Cadbury India

8 Britannia Industries

9. Procter & Gamble Hygiene and Health Care

10. Marico Industries

Focus Area Of Presentation

FMCG GOODS

SOAPS

COSMETICSAND

SKIN CAREDETERGENTS CONSUMER

ELECTRONICS

PAPER PRODUCTS

COMPANIES UNDER CONSIDERATION

Emami- History

• The inception of Emami Group took place way back in mid seventies when the company started manufacturing cosmetic products as well as Ayurvedic medicines under the brand name of Emami from a small factory in Kolkata in 1974.

- Vision & Mission

Vision Making people healthy and beautiful, naturally

Mission To contribute whole heartedly towards the environment and societyintegrating all our stakeholders into the Emami family

To make Emami synonymous with natural beauty and health in theconsumers mindTo effectively manage talents by building a learning organization

To drive growth through quality and innovation in products and services

To encourage decision making ability at all levels of the organization

- Product Categories• Hair packs• Dyes• Colorants• Shampoos

• Pain relief • Fairness creams• Boroplus• Fast Relief.

• Sona Chandi Chyawanprash .

Hair care Skin creams &lotions

Ayurvedic health care

productsTalcum powder

GROWTH STRATEGY

• Strong branding through celebrity endorsements has been one of the oldest and successful marketing strategies adopted by the company. Emami continues to use this strategy to build existing brands and launch new products.

• It is aggressively foraying into the hair care segment with a bouquet of products comprising hair packs, dyes, colourants and shampoos.

GROWTH STRATEGY

• Baby care is yet another segment being targeted by Emami, with products like oil, soap, talc and cream.

• Besides launching new products, Emami is introducing product extensions.

For example, in the case of chyawanprash, it has

launched summer and choco-flavoured variants. Likewise, it is introducing a ‘spoon version’ of chyawanprash for impulsive shoppers.

-History• In the summer of 1888, visitors to the Kolkata harbor noticed crates full In

the summer of 1888, In the summer of 1888, visitors to the Kolkata harbor noticed crates full of Sunlight soap

• In The summer of 1888, visitors to the Kolkata harbor noticed crates full of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers". With it, began an era of marketing branded Fast Moving Consumer Goods (FMCG)

• Established in India in 1933 as Lever Brothers India Limited.

• Customer base of 2 out of every 3 Indian in the category of Home & Personal Care Products and Foods & Beverages.

• Golden Super Star Trading House.

- Mission

To add Vitality to life “We meet everyday needs for nutrition,

hygiene, and personal care with brands that help people feel good, look good and get more out of life”.

- Product Categories

• Lipton• Knorr• Slim-fast• Heart-brand

• Surf• Comfort• Sunlight

•

Lux• Dove• Lifebuoy

Food Home

PersonalNutrition

Marketing Strategy

• 55% market share in skin care products.• Skin care per capita consumption in India 0.3%

and in Germany 36%.• UNILEVER positioned to create values.• Skin cream low unit packs.• Launch project shakti.

-History

• In 1837, Procter and Gamble was founded in Cincinnati by William Procter, a candle maker, and brother-in-law Gamble, a soap maker.

• Their joint venture started one of the most influential companies in all American industry. The company's first product was Ivory soap, introduced in 1879.

• For generations, Procter and Gamble has been built by scientists and consumer researchers; the latter finding out what the public wants and needs, and the former improving upon old products or inventing new ones to match these needs and desires

-Vision&Mission• Vision

– “Be, and be recognized as, the best consumer products and services in the world”

• Mission– “Procter and Gamble will continue to serve consumers by

continuously innovating products that will allow us to be leaders in household and personal care, health care, and food products. To produce products with the utmost care to give nothing but quality to our communities. And to continue to grow so that we can maximize our shareholder’s wealth.”

- Product Categories

Heath care products

Food consumer

Household and

Personal care

Range of products

GRAND STRATEGIES

• Low Cost Leadership– Concentrated Growth– Market Development

• Differentiation – Product Development– Innovation

Success factors

– Positive brand image – Availability of products – The ease of access– Superior technology– Product variety and diversification– Line of shaving /grooming products– Supply chain technology

Penetration in India

• Underpenetrated markets, low per capita consumption and well established brands will translate into high growth rates for Procter & Gamble

• In a recent move, the company tied up with National Rural Health Mission, Rajasthan, to educate the rural women about hygiene issues.

• During FY06-08, the company invested nearly Rs 60 crore towards capacity creation (Rs 10 crore was invested in its Goa plant for hygiene products and Rs 26.7 crore in Baddi plants for healthcare products).

REVLON

-History

• Revlon was founded in 1932, by Charles Revson and his brother Joseph, along with a chemist, Charles Lachman, who contributed the "L" in the REVLON name.

• In only six years the company became a multimillion dollar organization, launching what was to become one of the most recognized cosmetics names in America and around the world.

- -Vision

VISION:• Our vision is to provide glamour, excitement

and innovation through quality products at affordable prices.

- Product Categories

Hair Care Fragrance

Skin CareCosmetics

BIOTIQUE

Create a legacy of

Beauty, the Ayurveda

way….

COMPANY PROFILE

Bio Veda Action Research Pvt. Ltd.

Flagship Brand BIOTIQUE

Total Annual Sales Volume – Above US $100 Million

Chair Person and MD Ms. Vinita Jain

“ I wanted to combine the best of the ancient with cutting-edge technology. Integrating a 5000 year old plant medicine system with biotechnology gave birth to Biotique”

CORPORATE VALUES

• NATURE : Attitude and Behaviour • BLEND : Process • GLAMOUR : Delivery

Range Of Products

SKIN CARE PRODUCTS Face Cleansers and Freshners, Sun protectors,

Nourishment Creams, Exfoliators, Face Pack, Fairness Treatment, Acne Treatment

Main Markets

• France• Italy • Belgium• Spain• US• Singapore, Malaysia, Nepal, Sri

Lanka ,Switzerland , Netherlands and India

Marketing Aspects• Segmentation – Income

• Target Market – Male and Female (Urban)

• Positioning – Life Style

• Pricing – Above Rs.150 -Indian Market Upto 8 times higher - Foreign markets

• Competitors

Exclusive outlets (15,000 points of sale, 4,000 multibrand outlets )•Branded Beauty Salons•Biotique Spa Brand

Strategies for Expansion

M o v e o v e r S h a h n a z . . .