Final 2 HRM Assingment

7/30/2019 Final 2 HRM Assingment

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Project Report on the

Job Analysis

Submitted by:- Submitted to:-

PRADEEP KUMAR TIWARI (P1255) Prof. Pooja shah

ANKUSH JAIN (P1219)

JITENDRA BACHANI (P1204)


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INDEX

Sr.no. Particulars

1. Introduction of the industry (FMCG)- Introduction of the company

- Job designation

- Job description

2. Introduction of the industry (Retail)

- Introduction of the company

- Job designation

- Job description

3.

Comparison between industries

4.

sources


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Introduction of the fmcgindustry

Fast Moving Consumer Goods (FMCG) goods are all consumable items (other th

groceries/pulses) that one needs to buy at regular intervals. These are items which are used dai

and so have a quick rate of consumption, and a high return. FMCG can broadly be categoriz

into three segments which are:

Household items as soaps, detergents, household accessories, etc,

Personal care items as shampoos, toothpaste, shaving products, etc and finally

Food and Beverages as snacks, processed foods, tea, coffee, edible oils, soft drinks etc.

Global leaders in the FMCG segment are Nestl, ITC, Hindustan Unilever Limited, Reck

Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pep

Gillette etc.

FMCG industry, alternatively called as CPG (Consumer packaged goods) indust

primarily deals with the production, distribution and marketing of consum

packaged goods. The Fast Moving Consumer Goods (FMCG) is those consumabl

which are normally consumed by the consumers at a regular interval. Some of th

prime activities of FMCG industry are selling, marketing, financing, purchasing, et

The industry also engaged in operations, supply chain, production and gener

management

FMCG Industry Economy:

FMCG industry provides a wide range of consumables and accordingly the amount

of money circulated against FMCG products is also very high. The competition


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FMCG industry is also increasing, specifically in India, where FMCG industry is

regarded as the fourth largest sector with total market size of US$20.1 billion. FMC

Sector in India is estimated to grow 60% by 2011. FMCG industry is regarded as the

largest sector in New Zealand which accounts for 5% of Gross Domestic Product

(GDP).

Common FMCG products:

Some common FMCG product categories include food and dairy products,

glassware, paper products, pharmaceuticals, consumer electronics, packaged food

products, plastic goods, printing and stationery, household products, photography

drinks etc. and some of the examples of FMCG products are coffee, tea, dry cells,

greeting cards, gifts, detergents, tobacco and cigarettes, watches, soaps etc.

Market potentiality of FMCG industry:

Some of the merits of FMCG industry, which made this industry as a potential one

india, are low operational cost, strong distribution networks, presence of renowne

FMCG companies. Population growth is another factor which is responsible behind

the success of this industry.

Availability of raw material Labour cost comparison

Presence across value chain

The future of FMCG: Fast moving consumer goods will become Rs 400,000-crore

industry by 2020. A Booz & Company study finds out the trends that will shape its

future. Considering this, the anti-ageing skincare category grew five times between

2007 and 2008. Its today the fastest-growing segment in the skincare market. Olay,


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market within a year of its launch in 2007 and today dominates it with 37 per cent

share. Who could have thought of ready acceptance for anti-ageing creams and

lotions some ten years ago? For that matter, who could have thought Indian

consumers would take oral hygiene so seriously? Mouth-rinsing seems to be picking

up as a habitmouthwash penetration is growing at 35 per cent a year. More so,

who could have thought rural consumers would fall for shampoos? Rural penetratio

of shampoos increased to 46 per cent last year.

The top 10 companies in FMCG sector

Sr. no. Companies1 Hindustan Unilever Ltd

2 ITC (Indian Tobacco Company)

3 Nestl 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


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Introducing the asian

paints group

Asian Paints is Indias largest paint company and Asias third largest paint company, with a

turnover of Rs 96.32 billion. The group has an enviable reputation in the corporate world for

professionalism, fast track growth, and building shareholder equity. Asian Paints operates in 17

countries and has 23 paint manufacturing facilities in the world servicing consumers in over 65

countries. Besides Asian Paints, the group operates around the world through its subsidiaries

Berger International Limited, Apco Coatings, SCIB Paints and Taubmans.


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Asian Paints was included in Forbes Asias Fab 50 list of Companies in Asia Pacific in 2011

and 2012. Forbes Global magazine USA ranked Asian Paints among the 200 Best Small

Companies in the World for 2002 and 2003 and presented the 'Best under a Billion' award, to th

company. Asian Paints is the only paint company in the world to receive this recognition. Forbe

has also ranked Asian Paints among the Best under a Billion companies in Asia in 2005, 2006

and 2007.

The company has come a long way since its small beginnings in 1942. Four friends who were

willing to take on the world's biggest, most famous paint companies operating in India at that

time set it up as a partnership firm. Over the course of 25 years Asian Paints became a corporate

force and India's leading paints company. Driven by its strong consumer-focus and innovative

spirit, the company has been the market leader in paints since 1968. Today it is double the size o

any other paint company in India. Asian Paints manufactures a wide range of paints for

Decorative and Industrial use.

In Decorative paints, Asian Paints is present in all the four segments v.i.z Interior Wall Finishes

Exterior Wall Finishes, Enamels and Wood Finishes. It also introduced many innovative concepin the Indian paint industry like Colour Worlds (Dealer Tinting Systems), Home Solutions

(painting solutions Service), Kids World (painting solutions for kids room), Colour Next

(Prediction of Colour Trends through in-depth research) and Royale Play Special Effect Paints,

just to name a few.

Asian Paints has always been ahead when it comes to providing consumer experience. It has setup a Signature Store in Mumbai & Delhi in India, where consumers are educated on colours and

how it can change their homes.


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Job designation

Marketing manager :

If you like communicating ideas and messages, and have creative and organisationa

skills, this job could be ideal for you.

As a marketing manager, it would be your job to plan the best ways of promoting

your employer's product, service or message to as many people as possible.

To do this job you will need to have management skills to lead and motivate a teamYou'll also need the ability to work under pressure and to deadlines.

To get into this job you will usually need experience as a marketing executive.

Employers are likely to be more interested in your skills, track record and industry

knowledge than your formal qualifications

Skills and knowledge

As a marketing manager you should have:

excellent spoken and written communication skills

creative thinking

good organisational and planning skills the ability to lead and motivate a team

drive, motivation and initiative

the ability to work under pressure and to deadlines

the confidence to 'sell' your ideas

attention to detail

Foreign language skills can be useful for international marketing job


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HR approach of marketing: Employer Branding & Market Analytics

A strong employer brand is, of course, much more than a label. To attract and engage the top talent,

your offer should be in-line with the benefits, culture and opportunities that you actually deliver. Only b

truthfully maintaining and developing the high-value relationship with employees are you able to

achieve the desired results. Most of all, branding is all about trust. Customers, shareholders, partners

and employees need to believe that you can deliver. Not only today, but also in the future.

In building a strong employer brand that is more than just a label, the first question to be answered is

Do HR and Executive Management really create the conditions within the organisation that will attrac

engage and retain top talent?

The second question would be: How can we positively influence the perception of these conditions

among talent within as well as outside the company? To answer these questions HR could learn from

marketing by adopting market analytics, which can provide insights to managing talent in a structured

way.

The CRF Institute helps to answer both questions. The Top Employers project gives recognition and

accreditation to a company for its HR policies and practices. It supports organisations in their quest to

stand out as an employer of choice. The rigorous research exercise provides insights to its HR policie

and practices. Where do you stand as an employer in building the right conditions for your staff in ord

to increase the Return of Investment (ROI) of HR? For example measured by higher performance,lower levels of staff turnover or absenteeism?

Research by the CRF Institute among their top employers in 12 countries worldwide provides ample

information about what an employer of choice should deliver. Certification as a Top Employer can giv

stakeholders the reassurance that the company can actually fulfil the promises it makes Developing

and maintain high-value relationships with employees is about creating psychological, economical an

social values, about personal values matching organisational values, about trust, and about offering

development opportunities


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Job description

To be responsible for developing and maintaining marketing strategies to meet agreed company

objectives.

To evaluate customer research, market conditions, competitor data and implement marketing plan

alterations as needed.

To oversees all marketing, advertising and promotional staff and activities.

Responsibilities:

Responsible for the marketing of company products and services to the right market whether

B2B or B2C.

Demonstrate technical marketing skills and company product knowledge.

Develop an annual marketing plan in conjunction with the sales department. This should detail

the years activity to meet agreed company objectives.

Budget management. To deliver all marketing activity within the agreed budget.

To direct marketing staff where budgets are devolved.

To manage all aspects of print production, receipt and distribution.

To achieve frequent, timely and positive media coverage across all available media.

To managing the entire product line life cycle from strategic planning to tactical activities.

To conduct market research in order to identify market requirements for current and future

products.

To develop and implement a company-wide plan to push product, working with all departments

for its execiution

To analyse potential strategic partner relationships for product lines.


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Relationships and Roles:

To demonstrate the ability to interact and cooperate with all company employees.

To build trust, value others, communicate effectively, drive execution, foster innovation, focus o

delivery to customers, collaborate with others, solve problems creatively and demonstrate high

integrity.

Maintain professional internal and external relationships that meet company core values.

Proactively establish and maintain effective working team relationships with all support

departments.

Job description part :

develop pricing strategy

deliver marketing activity within agreed budget

determine and manage the marketing budget

monitor, review and report on all marketing activity and results

manage the productivity of the marketing plans and projects

develop and implement marketing plans and projects for new and existing products

analysis of customer research, current market conditions and competitor information

conduct market research to determine market requirements for existing and future products

manage and coordinate all marketing, advertising and promotional staff and activities

The work

You would use various marketing strategies (such as media advertising, direct mail,

websites and promotional events) to communicate with customers. Your typical taskwould include:


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researching and analysing market trends

identifying target markets and how best to reach them

coming up with marketing strategies

planning campaigns and managing budgets

organising the production of posters, brochures and website

attending trade shows, conferences and sales meetings

making sure that campaigns run to deadline and on budget

monitoring and reporting on the effectiveness of strategies

and campaigns

managing a team of marketing executives and assistants.

You would often specialise in certain types of product or market, such as fashion, fa

moving consumer goods (FMCG) or financial services. In some companies you

might be known as a brand or account manager.


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Introduction of the retailindustry

Retail industry can be classified into two broad categories organized retail and unorganized retail.

Organized retail - Those traders/retailers who are licensed for trading activities and registered to p

taxes to the government

Unorganized retail It consists of unauthorized small shops - conventional Kirana shops, gene

stores, corner shops among various other small retail outlets - but remain to be the radiating force

Indian retail industry.

Overview

Retail industry, being the fifth largest in the world, is one of the sunrise sectors with huge grow

potential and accounts for 14-15% of the countrys GDP. Comprising of organized and unorganiz

sectors, Indian retail industry is one of the fastest growing industries in India, especially over the la

few years.

According to the Global Retail Development Index 2012, India ranks fifth among the top 30 emergmarkets for retail. The recent announcement by the Indian government with Foreign Direct Investme

(FDI) in retail, especially allowing 100% FDI in single brands and multi-brand FDI has created positi

sentiments in the retail sector.

Emerging Areas

Some sectors that occupy a prominent position with the retail industry are:

Apparel and fashion Everybody understands the impact of fashion and textiles on the environme

Almost $19.5 billion were spent on online apparel shopping in the year 2009 and increasing since the

Fashion & Lifestyle - In India the vast middle class and its almost untapped retail industry are the k

attractive forces for global retail giants wanting to enter into newer markets, which in turn will help t

retail to grow faster.

Food & Beverage retail - Backed by huge potential and changing lifestyles, the food and bevera

retail market is growing at a robust 30-35 per cent per year.

Pharmaceutical Retail Driven by therapies like anti-diabetic, vitamin, anti-infectives a

dermatology, it accounted for a robust 15% growth in 2011.


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E-commerce or E-tailing the next big revolution - With the advent of e-commerce in the re

industry, retail stores are facing stiff competition from e-stores. The rising demand for e-shopping h

lead to a new debate cropping up in the world.

Factors driving growth are:

Emergence of nuclear families

Falling real estate prices

Growing trend of double-income households

Increase in disposable income and customer aspiration

Increase in expenditure for luxury items

Large working population

Low share of organized retailing

Growing liberalization of the FDI policy in the past decade

Skill sets required are:

The industry employs a staggering number of people, and given its rapid proliferation, this number

always on the rise. The backbone of the sector are the operations and supply chain management jo

but there are various other options as well, from sales executives and store managers to merchandi

planners and buyers.

Conceptual understanding

Analytical skills

Detail-orientation

Fair understanding of customers psychology

Observations skills

Project Management

Operational Skills

In-depth product knowledge

Bottlenecks

A long way to meet international standards

Lack of efficient supply-chain management

Lack of required retail space

No fixed consumption pattern

Shortage of trained manpower

Lack of proper infrastructure and distribution channels


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Ratings agency Fitch has assigned a stable outlook to the retail sector for 2012 as factors like expect

sales, growth-driven expansion and efficient working capital management are likely to benefit ret

companies.


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Introducing the

pantaloon retail

Pantaloon Retail (India) Limited, is a large Indian retailer, part of the Future

Group, and operates in multiple retail formats in both, value and lifestyle, segments

of the Indian consumer market. Headquartered in Mumbai, the company has over1,000 stores across 71 cities in India and employs over 35,000 people, and as of

2010, it was the country's largest listed retailer by market capitalization and

revenue.

The company separated its discount store business, which includes the Big Bazaar

hyper market and the Food Bazaarsupermarket businesses, into Future Value

Retail Ltd., its wholly owned subsidiary, so that the company may be listed

independently.

The companys brands include Pantaloons, a chain of fashion outlets, Big Bazaar, a

hypermarket chain, and Food Bazaar, a supermarket chain. Some of the company's

other regional brands include Depot, Shoe Factory, BrandFactory, Blue Sky, aLL,

Top 10 and Star and Sitara.
http://en.wikipedia.org/wiki/Future_Grouphttp://en.wikipedia.org/wiki/Future_Grouphttp://en.wikipedia.org/wiki/Future_Grouphttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Big_Bazaarhttp://en.wikipedia.org/wiki/Food_Bazaarhttp://en.wikipedia.org/wiki/Hypermarkethttp://en.wikipedia.org/wiki/Brand_Factoryhttp://en.wikipedia.org/wiki/Brand_Factoryhttp://en.wikipedia.org/wiki/Brand_Factoryhttp://en.wikipedia.org/wiki/Brand_Factoryhttp://en.wikipedia.org/wiki/Hypermarkethttp://en.wikipedia.org/wiki/Food_Bazaarhttp://en.wikipedia.org/wiki/Big_Bazaarhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Future_Grouphttp://en.wikipedia.org/wiki/Future_Group


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A subsidiary company, Home Solutions Retail (India) Limited, operates Home

Town, a large-format home solutions store, Collection i, selling home furniture

products and E-Zone in the consumer electronics segment.

The company is present across several lines of business which have various

formats (stores) Plywood, The Dollar Store (JV)

Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10,

Fashion Station, Big Bazaar, Lee Cooper (JV)

General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics

Bazaar, Furniture Bazaar, KB'S FAIR PRICE, Food Rite Electronics - eZone, Electronic Bazzaar, Koryo , Sensei, STAPLES (JV)

Home Improvement - Home Town

Furniture - Collection i, Furniture Bazaar, Home Bazaar

E-tailing (online shopping) -

Books and music - Depot

Leisure and entertainment - Bowling Co., F123, TGIF (Thank God it's

Friday!)

Wellness - Star & Sitara, Tulsi

Telecom and IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom, T

24, One Mobile (in alliance with TATA Teleservices)

Consumer durables - Koryo, Sensei, IPAQ

Service - E Care, H Care, Design & Service

Malls - Central (Bangalore, Hyderabad, Pune, Mumbai,Kochi, Vadodara,

Gurgaon, Indore, Ahmedabad, Thane, Surat)

Investment and savings - Insurance: ULIP, Pension, Endowment, etc

Company timeline


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1987 Company incorporated as Manz Wear Private Limited, launch of

Pantaloons trouser, Indias first formal trouser brand

1992 An initial public offer (IPO) was made in the month of May.

1997Pantaloons, Indias family store, launched in Kolkata.

2001, big bazaar Is se sasta aur accha kahi nahin, Indias first hypermarket

chain, launched.

2002 Food Bazaar, the supermarket chain, is launched.

2007 Future Group crosses the $1 billion turnover mark.

Job designation

Marketing manager

If you like communicating ideas and messages, and have creative and

organisational skills, this job could be ideal for you.

As a marketing manager, it would be your job to plan the best ways of

promoting your employer's product, service or message to as many

people as possible.


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To do this job you will need to have management skills to lead and

motivate a team. You'll also need the ability to work under pressure and

to deadlines.

To get into this job you will usually need experience as a marketing

executive. Employers are likely to be more interested in your skills,

track record and industry knowledge than your formal qualifications

Job description

Retail managers are responsible for running stores or departments to meet a

companys targets and policies. The aim of any retail manager is to maximise

profit while minimizing costs. Retail managers ensure promotions are accurate and

merchandised to the companys standards, staff are fully versed on the target for

the day and excellent customer care standards are met.

Depending on the size of the store, and company structure, retail managers may

also be required to deal with human resources, marketing, logistics, information

technology, customer service and finance.

Typical work activities

Depending on the size of store and the area of retail, typical work activities may

alter, but tasks typically involve:


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managing and motivating a team to increase sales and ensure efficiency;

managing stock levels and making key decisions about stock control;

analysing sales figures and forecasting future sales volumes to maximise profits;

analysing and interpreting trends to facilitate planning;

using information technology to record sales figures, for data analysis and

forward planning;

dealing with staffing issues such as interviewing potential staff, conducting

appraisals and performance reviews, as well as providing or organising training

and development;

ensuring standards for quality, customer service and health and safety are met;

resolving health and safety, legal and security issues;

responding to customer complaints and comments;

promoting the organisation locally by liaising with local schools, newspapers

and the community in general;

organising special promotions, displays and events;

attending and chairing meetings;

updating colleagues on business performance, new initiatives and other pertinent

issues;

touring the sales floor regularly, talking to colleagues and customers, and

identifying or resolving urgent issues;

maintaining awareness of market trends in the retail industry, understanding

forthcoming customer initiatives and monitoring what local competitors are

doing;

initiating changes to improve the business, e.g. revising opening hours to ensure

the store can compete effectively in the local market;

dealing with sales, as and when required.


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Difference and comparison

due to different industries

Consumer Goods are goods being sold by manufacturer through his own sales

outlets/online or through a retail store. Samsung, Sony, LG, Nokia, Lakme,

Colgate, HUL, P&G etc are in the consumer goods industry.

FMCG is Fast Moving Consumer Goods.

Retail goods are goods being sold by a retailer that are mostly not manufactured byhim. Big Bazaar, Croma, Reliance Digital, etc are in the retail industry.

Amul can be considered in both retail as well as the consumer goods industry.

The fight for margins between fast-moving consumer goods (FMCG) companies

and organised retailers could intensify with the government opening the retail

sector to foreign investment.

Currently, FMCG companies derive about 8-10 per cent of their revenue from

modern trade, which has traditionally given them a slight edge while negotiating

annual sales contracts or purchase agreements with retailers, since they have an

alternative in traditional trade. But that could change in the next few years as

organised retail begins to flex its muscle, thanks to foreign investment, say experts.

Most consumer goods companies work hard to ensure there is enough visibility in

modern trade in the hope of inducing trials. Companies also have dedicated sales

teams for modern trade and traditional trade today, with pack sizes varying

depending on the channel.


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For instance, super-value and large packs are pushed heavily in modern trade,

while traditional trade has regular pack sizes dotting shop shelves.

As foreign investment begins to flood the sector, retailers are expected to demand

more than they now do. Already, retailers such as Future and More from the

Aditya Birla Group have had run-ins with FMCG companies over margins in the

past.

Last year, British consumer goods major Reckitt sparred with Future over margins,

with the result that the latter stopped taking fresh orders of their products, notably

Dettol. Future had also famously cut off Cadbury some three years ago and Frito-Lay and Kelloggs before that over margins.

In consumer durables, too, the scenario has been no different with retailers such as

Croma from the Tata Group asking manufacturers such as LG, Samsung, Nokia

and HP last year to raise their margins. More recently, Samsung was at

loggerheads with regional and national chains over margins. Samsung was looking

to rationalise payouts to channel partners by as much as six to seven percentage

points, in a bid to reduce the price differential between retailers of home

appliances. Samsung was keen to bring margins to about 17-18 per cent across

formats. But this did not go down well with regional and national chains since they

enjoyed margins of about 24 per cent.


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Sources of information

Hoch, Stephen J., Xavier Drze and Mary Purk (1994), EDLP, Hi-Lo, and

Margin Arithmetic,Journal of Marketing, 58 (4), 16-27.

http://hubpages.com/hub/consumer-sales-promotion-marketing-mix-strategy

www.asianpaints.com

www.pantaloonindia.com

www.Ibef.orgg

www.business-standard.com/india/newss

www.businessworld.in/bw/2010_12_23_A_
http://www.asianpaints.com/http://www.asianpaints.com/http://www.pantaloonindia.com/http://www.pantaloonindia.com/http://www.ibef.orgg/http://www.ibef.orgg/http://www.business-standard.com/india/newsshttp://www.business-standard.com/india/newsshttp://www.businessworld.in/bw/2010_12_23_A_http://www.businessworld.in/bw/2010_12_23_A_http://www.businessworld.in/bw/2010_12_23_A_http://www.business-standard.com/india/newsshttp://www.ibef.orgg/http://www.pantaloonindia.com/http://www.asianpaints.com/

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