Market Research and Critical Aspects of

Marketing for LivingSeed

SUTIRTHA DAS 15BSP1329

About FMCG Industry in India Five Porter’s forces of FMCG About LivingSeed Objective of my internship About my project Learnings Recommendations Conclusion

Roadmap of my Presentation

Fourth largest sector in Indian economy Estimated to grow from US$ 30 billion in 2011 to US$ 74 billion in 2018 Food market accounts for 43 per cent of the overall market share Well established distribution network is the key characteristic feature

About FMCG Industry in India

Porter’s 5 Forces of FMCG

There are scarce customers because the industry is highly saturated and the

competitors try to snatch their share of market.

Market Players use all sorts of tactics and activities from intensive advertisement campaigns to promotional stuff and price wars etc.

Rivalry among Competing Firms

FMCG Industry does not have any measures which can control the entry of

new firms.

The resistance is very low and the structure of the industry is so complex that new firms can easily enter and also offer tough competition due to cost effectiveness.

Potential entry of new Competitor

There are complex and never ending consumer needs and no firm can satisfy

all sorts of needs alone.

The wide range of choices and needs give a sufficient room for new product development that can replace existing goods.

Potential Development of Substitute Products

There is no monopoly situation in the supplier side because the suppliers are

also competing among themselves.

The bargaining power of suppliers of raw materials and intermediate goods is not very high.

Bargaining Power of Suppliers

In FMCG industry the switching costs of most of the goods is very low and

there is no threat of buying one product over other.

Customers are never reluctant to buy or try new things off the shelf.

Bargaining Power of Consumers

LivingSeed is a start-up which is about to deal with Herbal Products. LivingSeed stands for Holistic Wellbeing, which is

delivered via Researched Herbal Products to overcome specific health conditions Women’s everyday Beauty and Wellness kit Range of Immunity Boosting consumables for everyday wellness Personalized Lifestyle Schedule to improve quality of life, longevity &

preventive healthcare (For Individuals & Corporates)

About LivingSeed

To study the FMCG industries of India and its herbal companies To observe and study the critical factors required for successful marketing of

products To implement those critical factors for marketing strategies of LivingSeed

Objective of my Internship

Firstly, I studied about the positioning statements Then came the significance of the company logo Forming different kinds of strategy (product, packaging) Creating the “wow” factors for the products Target segmentation of the customers Making a tentative look of the Home page for the e-commerce website for

LivingSeed

About my Project

During the period of 14 weeks I have learned: How to act according to the requirements of the corporate world How to complete a task under a fixed time period What are key aspects necessary for a start up to enter a competitive market I had to complete my project within a limited time frame. This, in turn made

me experience the actual stress in a workplace

Learnings

It is essential to keep a recent update about the changing taste and lifestyle of

the customers

LivingSeed should enter the market with affordable, cost-effective products It should adopt the method of “Umbrella Branding” if it wants to be a premium

herbal product company

Recommendations

Marketing strategies play a vital role to steer the sales of products I was able to come up with the different marketing strategies for LivingSeed to

some extent Working as an intern in a start up gave me a boost to handle pressure The support I received from my faculty guide as well as from my company

guide is indispensable

Conclusion

Thank You