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8/10/2019 FMCG - Sector Overview
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http://www.nestle.in/default.aspxhttp://www.heinz.co.in/about-brand/glucond.aspx8/10/2019 FMCG - Sector Overview
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This brandscampaign on Facebook promisedtheir product for free if the participant deleted
10 friends from his list. It lasted for 10 days
but its viral buzz
lasted for some time. The word related to their
act was elected as the word of the year 2009
by Oxford Dictionary. Name the brand and
mention the word.
Do You Know?
8/10/2019 FMCG - Sector Overview
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Initially this person used to assist the state
of Georgia (USA) in prosecuting salesmenof fake chemicals, later on he went on to
establish one of the most famous and visible
global brands whose secret formula is
known to very few. Name him and the
brand.
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Who owns the brands A+ and a+?
One of them is accused of infringing
the other.
Which company had launched a brand
called Pingo which did not take off?
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This chocolate brand was named after a
young boy who frequented the candy shop
and had fun with the girls who were working
there. The owner on hearing his name, named
the brand after him. Name this brand now
owned by Nestle.
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Founder of this brand held a variety of jobs
including: farm hand, street car conductor,
an army private in Cuba, rail yard fireman,
blacksmithshelper, insurance salesmen,
tyre salesman and service station operator.His brand is the main sponsor of a
cricketing event called the Big Bash.
Name him and the brand.
8/10/2019 FMCG - Sector Overview
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This brandsad made it synonymous with the
image of a girl in a waterfall, the girlsplashing and bathing with abandon under the
gushing waters. Name this brand which is
notable for being a palindrome.Name 2 more FMCG brands which have the
same quality.
8/10/2019 FMCG - Sector Overview
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Fast
MovingCareer
Growth
FMCG
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Planning a Career
A person who knows HOW to do something
will always have a job
And a person who knows WHYto do something
will always be his boss!
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Agenda
FMCG- DefinitionFacts about FMCG Industry- Growth, Changing
Dynamics, Vital statistics, Contribution
Key Segments
Key Challenges and Opportunities- CSFs
Why FMCG?
Players Across Verticals
Career Prospects in FMCGRoles, Skills
Role ModelsWhos who?
Key Organisations
AGENDA
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DEFINITION
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Products that have quick shelf
turnover, at relatively low cost
and dont require a lot of thought,
time and financial investment to
purchase. FMCG Industry mainly
deals with production, distribution
& marketing of packaged goods to
all consumers.
http://www.google.co.in/imgres?imgurl=http://mall.coimbatore.com/bnh/dove/breakhome.jpg&imgrefurl=http://mall.coimbatore.com/bnh/dove/index.html&usg=__x_SvHrYqrCQCMjU05lOFvV0WBkU=&h=146&w=125&sz=8&hl=en&start=8&zoom=1&tbnid=gEC5zmkUUgsDkM:&tbnh=95&tbnw=81&ei=05eSTf_2CoicvgOxjZW9CA&prev=/images?q=dove+shampoo&hl=en&gbv=2&tbs=isch:1&itbs=1http://www.google.co.in/imgres?imgurl=http://fustilarian.files.wordpress.com/2010/08/axe_body_spray-1.jpg&imgrefurl=http://fustilarian.wordpress.com/&usg=__bO8uFEnbppgn0WsbMSDdDkT4uno=&h=492&w=918&sz=100&hl=en&start=4&zoom=1&tbnid=tcPLduaBjVcUYM:&tbnh=79&tbnw=147&ei=jJeSTd6RKoquvgOyo7i9CA&prev=/images?q=axe&hl=en&gbv=2&tbs=isch:1&itbs=1http://www.google.co.in/imgres?imgurl=http://herograph.com/colgate.jpg&imgrefurl=http://herograph.com/&usg=__rWCamwZf_DaJiuTHyNHDu7wtL-w=&h=620&w=800&sz=85&hl=en&start=1&zoom=1&tbnid=lbtBOE2OImS6aM:&tbnh=111&tbnw=143&ei=cJeSTfacHoyCvgPG2_28CA&prev=/images?q=colgate&hl=en&gbv=2&tbs=isch:1&itbs=1http://www.google.co.in/imgres?imgurl=http://www.thehindubusinessline.in/catalyst/2003/05/01/images/2003050100170404.jpg&imgrefurl=http://www.thehindubusinessline.com/catalyst/2003/05/01/stories/2003050100170403.htm&usg=__b4gn6tKqp3yxOp1EAURw9t0bnI8=&h=449&w=351&sz=28&hl=en&start=6&zoom=1&tbnid=2sMhwra_U7kfBM:&tbnh=127&tbnw=99&ei=WZeSTdjxJ4-wuAONnIS-CA&prev=/images?q=surf+excel&hl=en&gbv=2&tbs=isch:1&itbs=1http://www.google.co.in/imgres?imgurl=http://www.topnews.in/files/Nirma_0.jpg&imgrefurl=http://www.topnews.in/nirma-net-profit-dips-57-2263722&usg=__8hUjUVO2g-rG_NqikYAJ1Fm2kyk=&h=230&w=240&sz=17&hl=en&start=3&zoom=1&tbnid=QbPdIPTjTkUnNM:&tbnh=105&tbnw=110&ei=NJeSTYaQDYnYuAPilZC9CA&prev=/images?q=nirma&hl=en&gbv=2&tbs=isch:1&itbs=1http://www.google.co.in/imgres?imgurl=http://popsop.ru/wp-content/uploads/lux_soft_skin_soap.jpg&imgrefurl=http://popsop.ru/23047&usg=__OoPUyHrfH6s0lxAGn2g4yWoXjLM=&h=769&w=1000&sz=71&hl=en&start=7&zoom=1&tbnid=5ASjbeKXL9eLKM:&tbnh=115&tbnw=149&ei=7paSTezyEIn6vwPA_aC9CA&prev=/images?q=lux&hl=en&gbv=2&tbs=isch:1&itbs=18/10/2019 FMCG - Sector Overview
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Facts About FMCG Industry
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Most visible sector in the economy
Market size : Rs 2 trillion
CAGR: 11 % pa for the last decade
Strong MNC presence
Well established distribution network.
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Characterized by intense competition between
three sets of players
* Global players
* Large Indian players
* Regional players
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Recent Performance
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Vital Statistics
Over 143 lakh retail outlets operate in thecountry
With about 80 lakh kirana stores
selling FMCG products, it supports thelivelihood of 13,000 cr people
Another 25,000 cr people are
employed as wholesalers, distributors,
stockists, etc
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Key Segments
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Foods & Beverages
Household Care
Personal Care
Health Care
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Fo
ods&B
everages
Health beverages, soft drinks
Staples/cereals
Bakery Products (biscuits, bread,cake)
Snack food
Chocolate
Ice CreamTea
Coffee
Processed fruits, vegetables
Dairy products
Bottled water
Branded flour
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House
holdCa
reFabric Wash (Laundry soaps and synthetic detergents)
Household cleanersDish/utensils
Floor cleaners
Toilet cleaners
Air fresheners
Insecticides and mosquito repellents
Furniture polish
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P
ersonalCare
Oral careHair care
Skin care
Personal wash
Cosmetics,Perfumes/ Deodorants
Paper
Feminine hygiene
products
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Key Challenges & Opportunities
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InnovationProduct & Marketing
efforts
Critical Success Factors
Brand BuildingConsumer Understanding
Brand Identity
Brand Differentiation
Tangible & Intangible benefits
Market ReachSuppliers
Distributors
Retailers
Operational Efficiency & EffectivenessCost competitiveness
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Why FMCG?
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Strong consumer orientation
Stable industry
Evolved systems and processes
MNC presence
Depth of opportunity & experience
Scale Width - Multi disciplinary / business thinking
Innovate with speed & flexibility
Learning opportunities
Urban / rural / regional / global
Talent pond for other sectors
Remuneration reasonably good
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Market
dynamics &
financial
returns
Profit
Turnover
Price
Volume
Value market size
Market growth
Volume market size
Value share
Volume share
Buying
behaviour
Penetration
Loyalty
Share of
purchase
Average
pack size
Purchase
frequency
6P's(brand
levers)
Place
Distribution
Visibility
Number oflines
Share ofstaff
PropositionConsumerattitude
Brandhealth
360 commsBrandinvestment
ROICompetitor
activity
Promotion
ROI
Depth ofdiscount
Number ofpromotions
Compliance
Competitoractivity
Pack
On shelfimpact
Variantdifftiation
Perceivedquality
Competitor
impact
Price
Priceelasticity
Competitor pricing
Valuepricing
Product
Performancevs. claims
Performancevs.competition
Business thinking
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FUTURE TRENDS
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CONSUMERS
ENVIRONMENT
FMCG
MARKETS
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1. Consumers
Accelerating premiumisation
Shift towards evolved products
Gold mine at BOP
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2. Markets
Rapid globalisation
Many Indias
Growing modern trade
3. Environment
Eco-consciousness
Game-changing technologies
Enabling policies
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Players across Verticals
l i l
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Players across Verticals
Clothing and Textiles
Jewelry and Watches Footwear
http://images.google.co.in/imgres?imgurl=http://www.chipenchisel.com/IMAGES/customers/RAYMOND%20LOGO.gif&imgrefurl=http://www.chipenchisel.com/html/button/customers.htm&h=58&w=108&sz=1&hl=en&start=2&tbnid=Gl-VJwx-fs3-yM:&tbnh=46&tbnw=85&prev=/images?q=raymonds+logo&gbv=2&svnum=10&hl=enhttp://images.google.co.in/imgres?imgurl=http://jean.defago.free.fr/images/logo_lee_cooper.jpg&imgrefurl=http://jean.defago.free.fr/&h=180&w=400&sz=23&hl=en&start=4&tbnid=URT4VSI8V5vf5M:&tbnh=56&tbnw=124&prev=/images?q=LEE+COOPER+LOGO&gbv=2&svnum=10&hl=enhttp://images.google.co.in/imgres?imgurl=http://www.saja.org/images/fabindia-logo.jpg&imgrefurl=http://www.saja.org/members/brijlal.html&h=58&w=140&sz=3&hl=en&start=9&tbnid=p8si0YE_DNwL-M:&tbnh=39&tbnw=93&prev=/images?q=fabindia&gbv=2&svnum=10&hl=enhttp://images.google.co.in/imgres?imgurl=http://www.logobob.com/logodesignhistory/levis-logo.jpg&imgrefurl=http://www.logobob.com/businessimage-levis.html&h=150&w=200&sz=9&hl=en&start=3&tbnid=RpZmapoTrGYViM:&tbnh=78&tbnw=104&prev=/images?q=LEVIS+LOGO&gbv=2&svnum=10&hl=enhttp://images.google.co.in/imgres?imgurl=http://wwp.greenwichmeantime.com/images/titan-logo.gif&imgrefurl=http://wwp.greenwichmeantime.com/clocks-n-watches/watch/watches/titan/&h=100&w=100&sz=3&hl=en&start=4&um=1&tbnid=nyEU-cNdsr35OM:&tbnh=82&tbnw=82&prev=/images?q=titan+logo+watches&svnum=10&um=1&hl=enhttp://www.paragonfootwear.com/http://images.google.co.in/imgres?imgurl=http://www.bigshoebazaar.com/images/brands_images/brandimages/woodland/inner_logo.gif&imgrefurl=http://www.bigshoebazaar.com/woodland.php&h=100&w=173&sz=4&hl=en&start=1&tbnid=aWapWjsVgxt7MM:&tbnh=58&tbnw=100&prev=/images?q=WOODLANDS+SHOES+LOGO&gbv=2&svnum=10&hl=enhttp://images.google.com/imgres?imgurl=http://www.nzcharitygolftour.co.nz/images/adidas_logo_black_-_transparent_v2.GIF&imgrefurl=http://www.nzcharitygolftour.co.nz/thanks.php&h=322&w=483&sz=14&hl=en&start=1&um=1&tbnid=O-l2IkFGqzakuM:&tbnh=86&tbnw=129&prev=/images?q=ADIDAS+LOGO&svnum=10&um=1&hl=en&rlz=1T4GFRD_enIN243IN243http://images.google.com/imgres?imgurl=http://www.runnersretreat.com/Photos/Logos%20for%20web%20page/New_Balance_Logo.jpg&imgrefurl=http://www.runnersretreat.com/Apparel.html&h=140&w=250&sz=7&hl=en&start=2&um=1&tbnid=Yb3KXSg956hndM:&tbnh=62&tbnw=111&prev=/images?q=NEW+BALANCE+LOGO&svnum=10&um=1&hl=en&rlz=1T4GFRD_enIN243IN243http://images.google.co.in/imgres?imgurl=http://www.wedoitallvegas.com/Chips/Nuevos/reebok-logo-final.jpg&imgrefurl=http://www.wedoitallvegas.com/personalized-poker-chips.asp&h=284&w=292&sz=11&tbnid=raEDoLCnpDO5lM:&tbnh=131&tbnw=134&prev=/images?q=reebok+logo&um=1&start=1&sa=X&oi=images&ct=image&cd=1http://images.google.co.in/imgres?imgurl=http://pfai.ie/files/Pictures/umbro_logo2.bmp&imgrefurl=http://www.pfai.ie/index.php?mod=plink&id=3143&h=106&w=234&sz=73&hl=en&start=3&um=1&tbnid=OTBsDxUqyMqL3M:&tbnh=49&tbnw=109&prev=/images?q=UMBRO+LOGO&svnum=10&um=1&hl=enhttp://images.google.co.in/imgres?imgurl=http://www.company-logo-design.biz/images/logo/tanishq.jpg&imgrefurl=http://www.company-logo-design.biz/logo-design-reference-t.htm&h=120&w=200&sz=21&hl=en&start=2&um=1&tbnid=r-2iwfbCW1SjuM:&tbnh=62&tbnw=104&prev=/images?q=TANISHQ+LOGO&svnum=10&um=1&hl=enhttp://images.google.co.in/imgres?imgurl=http://www.gili.com/images/gili_logo.gif&imgrefurl=http://www.gili.com/acxs/shoppingMaster/index.pl?SessionId=&SessionSrNo=&mode=ggd&prmLnk=GG&process=mainpage&h=143&w=152&sz=4&hl=en&start=2&um=1&tbnid=3Yqvip64LTLCiM:&tbnh=90&tbnw=96&prev=/images?q=GILI+LOGO&svnum=10&um=1&hl=enhttp://images.google.co.in/imgres?imgurl=http://www.damas.ift.ulaval.ca/~jlaumoni/images/logo-damas.png&imgrefurl=http://www.damas.ift.ulaval.ca/~jlaumoni/recherche.php4?lang=en&&h=110&w=380&sz=44&hl=en&start=2&um=1&tbnid=uapGTbvDBSdCAM:&tbnh=36&tbnw=123&prev=/images?q=D%27+DAMAS+LOGO&svnum=10&um=1&hl=en8/10/2019 FMCG - Sector Overview
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Home Dcor and Furnishings Electronics
Books and Music
Players across Verticals
http://images.google.co.in/imgres?imgurl=http://www.foreverfriendsappeal.co.uk/Aboutus/HALLMARK%20LOGO.jpg&imgrefurl=http://www.foreverfriendsappeal.co.uk/TheFFBrand.htm&h=56&w=124&sz=9&hl=en&start=4&tbnid=PJTUPKEM4-mpTM:&tbnh=41&tbnw=90&prev=/images?q=hallmark+logo&gbv=2&svnum=10&hl=enhttp://images.google.co.in/imgres?imgurl=http://www.integratedretail.com/images/planetm_logo.jpg&imgrefurl=http://www.integratedretail.com/client_list.htm&h=104&w=104&sz=5&hl=en&start=2&um=1&tbnid=1jdKR4MvQP9coM:&tbnh=84&tbnw=84&prev=/images?q=planet+m+logo&svnum=10&um=1&hl=enhttp://images.google.co.in/imgres?imgurl=http://www.rpggroup.com/images/sectors/retail/l-musicworld.gif&imgrefurl=http://www.rpggroup.com/bussectors/musicworld/profile.asp&h=97&w=141&sz=3&hl=en&start=7&tbnid=28Z0ck7hn119CM:&tbnh=65&tbnw=94&prev=/images?q=music+world+logo&gbv=2&svnum=10&hl=enhttp://images.google.com/imgres?imgurl=http://www.speedageexpress.com/wwwspeedage/cust_track/images/raymond_logo.jpg&imgrefurl=http://www.speedageexpress.com/custprofile/customerprofile.asp&h=40&w=114&sz=3&hl=en&start=3&um=1&tbnid=CPgOBKwWXd30NM:&tbnh=31&tbnw=87&prev=/images?q=RAYMONDS+LOGO&svnum=10&um=1&hl=en&rlz=1T4GFRD_enIN243IN243&sa=Nhttp://www.dura-meubles.com/logo_gautier.gifhttp://images.google.com/imgres?imgurl=http://www.portwayonline.co.uk/WHIRLPOOL%20LOGO.jpg&imgrefurl=http://www.portwayonline.co.uk/default.asp?brand=y&h=828&w=1827&sz=491&hl=en&start=1&um=1&tbnid=YGM2f6X8r1tfuM:&tbnh=68&tbnw=150&prev=/images?q=WHIRLPOOL++LOGO&svnum=10&um=1&hl=en&rlz=1T4GFRD_enIN243IN243http://images.google.com/imgres?imgurl=http://www.voucherexpress.co.uk/images_updatable_text/moredetails-34/MP_logo_NEXT.gif&imgrefurl=http://www.voucherexpress.co.uk/asp/moredetails_TEMPLATE.asp?name=moredetails&id=34&h=83&w=180&sz=3&hl=en&start=4&um=1&tbnid=hf6w9opbQIH80M:&tbnh=47&tbnw=101&prev=/images?q=NEXT++LOGO&svnum=10&um=1&hl=en&rlz=1T4GFRD_enIN243IN243http://images.google.co.in/imgres?imgurl=http://www.oss-in-atm.info/20051207/images/logos/Philips-logo.gif&imgrefurl=http://www.oss-in-atm.info/20051207/12-engelfriet.php&h=250&w=225&sz=3&hl=en&start=4&tbnid=6L0JQgqgovNKrM:&tbnh=111&tbnw=100&prev=/images?q=PHILIPS+LOGO&gbv=2&svnum=10&hl=en&sa=Ghttp://images.google.co.in/imgres?imgurl=http://jschool.troy.edu/~jrn3350/storyboard-overview_files/image016.jpg&imgrefurl=http://jschool.troy.edu/~jrn3350/storyboard-overview.htm&h=112&w=156&sz=3&hl=en&start=14&um=1&tbnid=s3AErcQDKOpYNM:&tbnh=70&tbnw=97&prev=/images?q=VIDEOCON+LOGO&svnum=10&um=1&hl=enhttp://images.google.co.in/imgres?imgurl=http://www.truthatonida.com/beta/images/comman_img/logo.gif&imgrefurl=http://www.truthatonida.com/beta/punarjanm/punar_landing.html&h=45&w=54&sz=1&hl=en&start=4&um=1&tbnid=6v3IFZ5nGpmlFM:&tbnh=45&tbnw=54&prev=/images?q=ONIDA+LOGO&svnum=10&um=1&hl=en&sa=Nhttp://images.google.co.in/imgres?imgurl=http://www.pc-outlet.hu/images/lg_logo.jpg&imgrefurl=http://www.pc-outlet.hu/&h=685&w=1499&sz=63&hl=en&start=5&tbnid=xjTIFCcLMz4ZFM:&tbnh=69&tbnw=150&prev=/images?q=LG+LOGO&gbv=2&svnum=10&hl=enhttp://images.google.com/imgres?imgurl=http://www.cosmicbschool.in/images/bpl-logo.gif&imgrefurl=http://www.cosmicbschool.in/placements.asp&h=71&w=68&sz=3&hl=en&start=5&um=1&tbnid=Rtt-tpDW6iJBmM:&tbnh=69&tbnw=66&prev=/images?q=BPL+LOGO&svnum=10&um=1&hl=en&rlz=1T4GFRD_enIN243IN243http://images.google.co.in/imgres?imgurl=http://www.cromaretail.com/images/common/i-logo.gif&imgrefurl=http://www.cromaretail.com/careers.html&h=81&w=195&sz=4&hl=en&start=2&um=1&tbnid=LzSAWymddZXwZM:&tbnh=43&tbnw=104&prev=/images?q=CROMA+LOGO&svnum=10&um=1&hl=en&sa=Nhttp://images.google.co.in/imgres?imgurl=http://www.atsc.org/sponsor_logos/Samsung-Logo-1.gif&imgrefurl=http://www.atsc.org/news_information/newsletter.html&h=935&w=2062&sz=38&hl=en&start=3&tbnid=34oXYBdfp2B71M:&tbnh=68&tbnw=150&prev=/images?q=SAMSUNG+LOGO&gbv=2&svnum=10&hl=en8/10/2019 FMCG - Sector Overview
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Career Prospects in FMCG
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Roles in FMCG
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Understand consumers
Set marketing programme optimally designedto build brand equity & drive sales
Create great consumer relevantinnovations
Manage segmentedportfolio
Create integrated communications
Set channel / outlet strategy
Bring brands to life& drive sales
Create clear and motivating brand vision
Measure and evaluate performance
Consumer Insight
Positioning
Category Mgmt
Brand Planning
Communications
Innovation
Channel
Bring to life
Measure
Roles in FMCG
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What do you need?
Competencies Curiosity
Empathy
Business mind Creative mind
Skills Analytical skills
Cross functional
thinking Process driven
Innovation
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Typical Organogram
PresidentSales & Marketing
GM - Marketing GM - Sales
Marketing Manager
Brand Manager ManagerBTL
Brand Executive - 1
National Sales Manager
Regional Manager - West
Area Sales Manager - 2
Sales Officer
CRM Managerr
Brand Executive - 2Area Sales Manager - 1
Market ResearchMedia
Alternate Career Paths
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Alternate Career Paths
1. Manager - BTLOrganizing Brand events and taking care ofvarious BTL activities
Field-job, not very glamorous.
High pressure as deadlines can be excruciating.
May involve extensive travel and odd working hours.
Good Organization and Inter-personal skills a must.
Readiness to roll-up-sleeves and get hands dirty.
Closest to end user / infleuncer and hence tremendous
learning.
Alternate Career Paths
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Alternate Career Paths
2. Manager - Market Researchconstantly monitoring marketand consumer trends through primary and secondary
research and tracking M.S, growth etc.
Mostly an office job with fixed working hours.
Needs an eye for detail and a love for numbers
Good Analytical skills a must.
Career growth may be slow.
Al C P h
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Alternate Career Paths
3. Client Servicing in Ad agenciesgives opportunity to learnabout different categories at same time.
1. Can be highly stressfulbut work environment is great.
2. Need to work as per the whims and fancies of the
creative team (always play second fiddle to them)
3. Good chance for a lateral movement into the client-side.
4. Good organization, Inter-personal and creative skills a
must.
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Role Models
Vi i B li MD B i i
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Vinita Bali, MD Britannia
MBA from JBIMS, Mumbai
Voltas Ltd.- A Tata Group company,
where she launched Rasna soft-
drink concentrate
1980- Cadbury India
Roles across India, UK, Nigeria and
South Africa
1994joined Coca-Cola as worldwide Marketing Director for
the worldwide strategy for Coke, moved to Latin America 2005Britannia as CEO and in 2008 MD till date, shall exit in
March, 2014
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The Power Trio
Nitin Paranjape, Global Head, Unilever PlcsHome Care Business, D. Shivkumar,
MD & CEO, Pepsi Co (till June end) ,Mukul Deoras, Chairperson & Non-Executive
Director, Colgate-Palmolive Ltd
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Indra Nooyi,
Chairman & CEO, Pepsi Co
Rakesh Kapoor,
Chief Executive, Reckitt
Benckiser plc
USLP I i i i
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USLP Initiative
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