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MARKETING SECTOR
Presented By
Jinu Satyajeet
Thejal Rachna Sreeja Rosbin
FMCG Products that are consumed at regular intervals and
that get replaced within a year, relatively low cost
Also called Consumer Packed Goods (CPG)
Deals with production, distribution & marketing of CPG
Prime activities- selling, marketing, financing, purchasing etc
FMCE- fast moving consumer electronics including mobile, mp3 players, digital cameras etc.
INDIAN FMCG SECTOR
Indian FMCG sector is the 4th largest in the economy and has a market size of US $ 13.1 billion
In 2005- Rs 48,000 Cr FMCG sector was one of the fast growing industries in India
Industry grew 5.3% between 2004-2005
Strong competitive MNC presence
INDIAN FMCG SECTOR CONTD…
According to A C Neilsen, 62 out of top 100 brands are owned by MNCs and the balance by Indian companies
Out of these 62, 27 are of Hindustan Unilever Ltd
Middle class and rural segment of Indian population- most promising market for FMCG
It has been predicted that FMCG market will reach to US $33.4 billion in 2015 from US $ 11.6 billion in 2003
TOP 10 COMPANIES
Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestlé India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries
CATEGORIES
Personal category Largest no: of brands ie,21 inclusive of Lux, Fair &
Lovely, Vicks, Ponds etc HLL alone constitute 54% of personal care category Cigarettes – 17% of top 100 FMCG sales
Food category 18 major brands aggregating Rs 4637 Cr Amul- India’s largest food company with variety of
products
Household category Goodknight from Godrej is above Rs 217 Cr followed
by Reckitt’s Mortien at Rs 149 Cr ( mosquito repellent industry)
Shampoo- HLL’s Clinic & Sunsilk are key players
Asian paints is India’s largest paint company with a turnover of 22.6 billion
Chocolate confectionary category Cadbury India is the market leader with 70% market
share and is ranked 2nd in the total food drinks market
One of the country's largest exporters, headquartered in Mumbai.
Formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd.
Has over 20 distinct categories in home & personal care products, food & beverages.
They have a combined volume of about 4 million tonnes and sales of over Rs13,000crores.
The Anglo-Dutch company Unilever owns a majority stake (52%) in HUL.
HINDUSTAN UNILEVER
An Indian company based in Kolkata.
One of India’s leading biscuit firms, with an estimated 38% market share.
Involved in manufacture and sale of biscuits, bread, cakes and dairy products.
In joint venture with Fonterra Co-operative Group of New Zealand, an integrated dairy company from procurement of milk to making value-added products such as cheese and buttermilk.
Good Day, 50 50, Treat, Milk Bikis, Bourbon, Thin Arrowroot,Little Hearts etc are their products
BRITANNIA INDUSTRIES
CADBURY Fully owned subsidy of Kraft Foods Inc.
The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery etc and world's second largest food company.
Cadbury began its operations in India by importing chocolates.
Today it has company-owned manufacturing facilities at Thane, Pune ,Bangalore,New Delhi,etc.
Operates in four categories viz. Chocolate Confectionery, Milk Food Drinks, Candy and Gum category.
Core purpose is "make today delicious”. Employs around 140,000 people and have operations in
more than 70 countries.
ASIAN PAINTS
India's largest paint company and ranked among the top ten Decorative coatings companies in the world with a turnover of INR 66.80 billion.
Operates in 17 countries across the world with 23 paint manufacturing facilities, servicing consumers in 65 countries through Berger International, SCIB Paints – Egypt, Asian Paints, Apco Coatings and Taubmans.
Fully integrated paints company that employs the most advanced and prudent principles for its working.
TITAN
Lesson 1:PositioningWatches -no more a time keeping device.
Lesson 2:New Shopping experience with the introduction of the world of titan exclusive Stores.
Lesson 3:Lead the market with continous innovation and brand repositioning.
Lesson 4:To cater to the increasing no:
of ready to indulge consumers, the brand
married the category truth with the brand truth and
customer reality
Positioned watches as style accessories,thus it became a no:1 brand by 1991.
They underwent 3 phases:
1st,it focused on the combination of international designs and quartz tech.
Catalogue marketing technique ie. provided customers with a very nice retailing environment opened exclusive titan retail stores ”THE WORLD OF TITAN”.
Brought a radical shift in shopping of watches from local merchandise to world class stores
2nd ,in 90’s it became the market leader
A series of commercials helped build the brand at an emotional level & thus became a household name with unflinching trust.
Though it had tight competition,it had >60% market share.
Later on there was a slowdown in innovation. In 2002,market realities changed & growth rate slided.
From 2004 ,image makeover occurred as Amir Khan was their brand ambassador.
New tag line-”What’s your style??”
Thrived to become the iconic brand.
For that Team of Titan did a detailed search to find “What’s their view on Life?”
Changed “newness” to “Being special to consumers”.Thus they came with a new theme –BE MORE.
Thus they married the brand truth with consumer reality-for future consumer segments.
MARKETING STRATEGIES
People Power Commitment from top leadership. A separate marketing and sales vertical headed
by people with passion and commitment to rural marketing.
Recruit students from specialised institutes. Ensure the consistency of the team involved in
any project.Goals are good
Define your objective. Invariably leads to less than satisfactory results in
terms of awareness of the brands.
Know your customers Study the mindset of your customers. Research gives you invaluable ideas for new
product development as well as new methods of reaching your target audience.
More and more companies turn to the local haats to sell their products.
Ensure availability Most anecdotes about rural marketing centre on
the distribution aspect. Direct result of rising aspirations, fuelled by
television commercials. Rural consumers prefer to shop for durables such
as televisions, automobiles and appliances in the nearest big town or city.
SWOT ANALYSIS
Strengths Low operational costs. Presence of established distribution networks. Presence of well known brands. Availability of raw materials & Cheap labour. Increase in income level of consumer.
Weakness Low scope of investing in technologies and achieving
economies of scale. Low level exports. “Me-too” products which illegally mimic labels of
established brands. Unavailability of infrastructure. Education in rural India.
Opportunities Untapped rural market. Rising income levels, i.e. increase in purchasing
power of consumers. Large domestic market. Export potential.
Threats Removal of import restrictions resulting in
replacing of domestic brands. Slowdown in rural demand. Tax and regulatory structure. Spurious goods and illegal foreign imports.
THANK YOU