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CHAPTER 1
INTRODUCTION
1.1 FAST MOVING CONSUMER GOODS
Products which have a quick turnover, and relatively low cost are known as Fast Moving
Consumer Goods (FMCG). FMCG products are those that get replaced within a year. !amples
o" FMCG generally include a wide range o" "requently purchased consumer products such as
toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as
other non#dura$les such as glassware, $ul$s, $atteries, paper products, and plastic goods. FMCG
may also include pharmaceuticals, consumer electronics, packaged "ood products, so"t drinks,
tissue paper, and chocolate $ars.
%u$sets o" FMCGs are Fast Moving Consumer lectronics which include innovative electronic
products such as mo$ile phones, MP& players, digital cameras, GP% %ystems and 'aptops. hese
are replaced more "requently than other electronic products.
hite goods in FMCG re"er to household electronic items such as *e"rigerators, .+s, Music
%ystems, etc.
1.1.1 The FMCG Industry
he ndian FMCG sector is the "ourth largest sector in the economy with a total market si-e in
e!cess o" %/ 0&.0 $illion. t has a strong M1C presence and is characteri-ed $y a well
esta$lished distri$ution network, intense competition $etween the organi-ed and unorgani-ed
segments and low operational cost. 2vaila$ility o" key raw materials, cheaper la$or costs and
presence across the entire value chain gives ndia a competitive advantage.
he FMCG market is set to tre$le "rom %/ 00.3 $illion in 455& to %/ &&.6 $illion in 4507.
Penetration level as well as per capita consumption in most product categories like 8ams,
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toothpaste, skin care, hair wash etc in ndia is low indicating the untapped market potential.
9urgeoning ndian population, particularly the middle class and the rural segments, presents an
opportunity to makers o" $randed products to convert consumers to $randed products.
Growth is also likely to come "rom consumer :upgrading: in the matured product categories. ith
455 million people e!pected to shi"t to processed and packaged "ood $y 4505, ndia needs
around %/ 4; $illion o" investment in the "ood#processing industry.
2utomatic investment approval (including "oreign technology agreements within speci"ied
norms), up to 055 per cent "oreign equity or 055 per cent "or 1* and
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FMCG Industry Economy
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FMCG Industry Economy
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that processed "oods, $akery, and dairy are long#term growth categories in $oth rural and ur$an
areas.
Common FMCG roducts
%ome common FMCG product categories include "ood and dairy products, glassware, paper
products, pharmaceuticals, consumer electronics, packaged "ood products, plastic goods, printing
and stationery, household products, photography, drinks etc. and some o" the e!amples o" FMCG
products are co""ee, tea, dry cells, greeting cards, gi"ts, detergents, to$acco and cigarettes,
watches, soaps etc.
M!r"et otenti!#ity o$ FMCG industry
%ome o" the merits o" FMCG industry, which made this industry as a potential one, are low
operational cost, strong distri$ution networks, presence o" renowned FMCG companies.
Population growth is another "actor which is responsi$le $ehind the success o" this industry.
%e!din& FMCG com!nies
%ome o" the well known FMCG companies are %ara 'ee, 1estl>, *eckitt 9enckiser, nilever,
Procter ? Gam$le, Coca#Cola, Carls$erg, @leene!, General Mills, Pepsi and Mars etc.
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C!te&ories o$ FMCG Industry
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'roduct Ch!r!cteristics
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1.1.( The to 1) com!nies in FMCG sector
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n the household care category (like mosquito repellents), Godre8 and *eckitt are two players.
Good knight "rom Godre8, is worth a$ove *s 40A crore, "ollowed $y *eckitt:s Mortein at *s 06B
crore. n the shampoo category, ':s Clinic and %unsilk make it to the top 055, although P?G:s
ead and %houlders and Pantene are also trying hard to $e positioned on top. Clinic is nearly
dou$le the si-e o" %unsilk.
Da$ur is among the top "ive FMCG companies in ndia and is an her$al specialist. ith a
turnover o" *s. 0B $illion (appro!. %/ 645 million) in 4557#4553, Da$ur has $rands like Da$ur
2mla, Da$ur Chyawanprash, +atika, a8mola and *eal. 2sian Paints is en8oying a "ormida$le
presence in the ndian su$#continent, %outheast 2sia, Far ast, Middle ast, %outh Paci"ic,
Cari$$ean, 2"rica and urope. 2sian Paints is ndia:s largest paint company, with a turnover o"
*s.44.3 $illion (around %D 70& million). For$es Glo$al maga-ine, %2, ranked 2sian Paints
among the 455 9est %mall Companies in the orld
Cad$ury ndia is the market leader in the chocolate con"ectionery market with a A5= market
share and is ranked num$er two in the total "ood drinks market. ts popular $rands include
Cad$ury:s Dairy Milk, 7 %tar, clairs, and Gems. he *s.07.3 $illion (%D &;5 Million) Marico
is a leading ndian group in consumer products and services in the Glo$al 9eauty and ellness
space.
Out#oo"
here is a huge growth potential "or all the FMCG companies as the per capita consumption o"
almost all products in the country is amongst the lowest in the world. 2gain the demand or
prospect could $e increased "urther i" these companies can change the consumer:s mindset and
o""er new generation products. arlier, ndian consumers were using non#$randed apparel, $ut
today, clothes o" di""erent $rands are availa$le and the same consumers are willing to pay more
"or $randed quality clothes. t:s the quality, promotion and innovation o" products, which candrive many sectors.
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1.1.* S+OT An!#ysis o$ FMCG Sector
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1.1., Indi!n Cometiti-eness !nd Com!rison ith the +or#d M!r"ets
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/Fi&ure 1.1)
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'ow cost la$or gives ndia a competitive advantage. ndia:s la$or cost is amongst the lowest in
the world, a"ter China ? ndonesia. 'ow la$or costs give the advantage o" low cost o"
production. Many M1C:s have esta$lished their plants in ndia to outsource "or domestic and
e!port markets.
'resence !cross -!#ue ch!in
ndian companies have their presence across the value chain o" FMCG sector, right "rom the
supply o" raw materials to packaged goods in the "ood#processing sector. his $rings ndia a
more cost competitive advantage. For e!ample, 2mul supplies milk as well as dairy products like
cheese, $utter, etc.
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1.1.0 Distin&uishin& $e!tures o$ Indi!n FMCG usiness
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Limited Mass Media Options - he challenge associated with the launch andEor $rand#
$uilding initiatives is that "ew num$er o" mass media options. + reaches 3A= o" ur$an
consumers and &7= o" rural consumers. 2lternatives like wall paintings, theatres, video
vehicles, special packaging and consumer promotions $ecome an e!pensive $ut required
activity associated with a success"ul FMCG.
Huge Distribution Network - ndia is home to si! million retail outlets, including 4
million in 7,035 towns and "our million in 34A,555 villages. %uper markets virtually do
not e!ist in ndia. his makes logistics particularly "or new players e!tremely di""icult. t
also makes new product launches di""icult since retailers are reluctant to allocate
resources and time to slow moving products. Critical "actors "or success are the a$ility to
$uild, develop, and maintain a ro$ust distri$ution network.
*. Cometition
%igni"icant Presence o" norgani-ed %ector # Factors that ena$le small, unorgani-ed
players with local presence to "lourish include the "ollowing
9asic technology "or most products is "airly simple and easily availa$le.
he small#scale sector in ndia en8oys e!emptionE lower rates o" e!cise duty, sales ta! etc.
his makes them more price competitive vis##vis the organi-ed sector.
2 highly scattered market and poor transport in"rastructure limits the a$ility o" M1Cs
and national players to reach out to remote rural areas and small towns.
'ow $rand awareness ena$les local players to market their spurious look#alike $rands.
'ower overheads due to limited geography, "amily management, "ocused product lines
and minimal e!penditure on marketing.
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1.( T2E STUD3
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1.* COM'ANIES 'ROFI%E
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http://en.wikipedia.org/wiki/ACNielsenhttp://en.wikipedia.org/wiki/Businessworld -
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children, care "or the destitute and +#positive, and rural development. ' has also responded
in case o" national calamities E adversities and contri$utes through various wel"are measures,
most recent $eing the village $uilt $y ' in earthquake a""ected Gu8arat, and relie" ?
reha$ilitation a"ter the sunami caused devastation in %outh ndia.
n 455A, industan nilever was rated as the most respected company in ndia "or the past 47
years $y 9usiness world, one o" ndiaHs leading $usiness maga-ines. he rating was $ased on a
compilation o" the maga-ineHs annual survey o" ndiaHs Most *eputed Companies over the past
47 years. ' is the market leader in ndian consumer products with presence in over 45
consumer categories such as soaps, tea, detergents and shampoos amongst others with over A55
million ndian consumers using its products. t has over &7 $rands. %i!teen o" 'Hs $rands
"eatured in the 2C1ielsen 9rand quity list o" 055 Most rusted 9rands 2nnual %urvey (455;).
2ccording to 9rand quity, ' has the largest num$er o" $rands in the Most rusted 9rands
'ist. tHs a company that has consistently had the largest num$er o" $rands in the op 75 and in
the op 05 (with 6 $rands).
industan nilever:s distri$ution covers over 0 million retails outlets across ndia directly and its
products are availa$le in over 3.& million outlets in ndia, i.e., nearly ;5= o" the retail outlets in
ndia. t has &B "actories in the country. wo out o" three ndians use the companyHs products and
' products have the largest consumer reach $eing availa$le in over ;5 per cent o" consumerhomes across ndia.
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1.*.( 'roduct 'ort$o#io
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Food
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1.*.* CG M!tri4 $or 2indust!n Uni#e-er %imited
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Ponds
Fair ? 'ovely
'u!
C!sh Co is the second column which states that there isHigh Market ShareandLow growth
Industry. n this category "ollowing appears
Pepsodent
%ur" !cel. t is a low growth industry $ecause detergent market is a saturated market.
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Do& is the third column which states that it has aLow Market Shareand it isLow Growth
Industry. Following appears in this category
2viance
heel
5uestion M!r" is the "ourth column, which states that it has aLow Market Shareand aHigh
Growth Industry. Following appears in this category
Close p
*in
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1.*., S+OT An!#ysis o$ 2indust!n Uni#e-er %imited
Stren&ths6
%trong company image
%trong $rand port"olio
%uccess o" the slogan
Iuantity ? variety
""ective ? attractive packaging
igh quality man power
%olid $ase o" the company
nnovative aspects
Corporate $ehavior
ealth ? personal care products
elp people getting more out o" li"e
+e!"nesses6
igh prices o" products
%u$stitutes products
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Policy o" spending "or the social responsi$ility
'ack o" control in the market
Dual leadership
Decrease in revenues
*educed spending "or research ? development
Oortunities6
Changing li"e style o" people
1ew markets
ncrease the volume o" production
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Focus on *?D
'ow income consumers
elp in improving people diet ? daily lives
Thre!ts6
Competitors(P?G,)
Political e""ects
'egislative e""ect
nvironmental e""ect
conomic crises
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1.*.0 'rocter !nd G!m7#e
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shampoo. n 0BBA Procter ? Gam$le ome Products launches ead ? %houlders shampoo. n
4555, Procter ? Gam$le ome Products introduced ide Detergent Powder # the largest selling
detergent in the world. n 455&, Procter ? Gam$le ome Products 'imited launched Pampers #
world:s num$er one selling diaper $rand. oday, Proctor ? Gam$le is the second largest FMCG
Company in ndia a"ter industan 'ever 'imited.
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1.*.8 'roduct 'ort$o#io
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http://www.pg-india.com/hp/arielfront.htmhttp://www.pg-india.com/hp/ariel2.htmhttp://www.pg-india.com/hp/tide.htmhttp://www.pg-india.com/hp/tidebar.htm -
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1.*.9 CG M!tri4 $or 'rocter !nd G!m7#e
/Fi&ure1.*:
St!rs, the "irst column in the matri! suggests that it is aHigh Growth Industryand likewise it has
a High Market Share. n this category "ollowing appears
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1.*.9 CG M!tri4 $or 'rocter !nd G!m7#e
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5uestion M!r" is the "ourth column o" the 9CG matri!, it suggests that there isLow Market
Share andHigh Growth Industry, "ollowing appears
*e8oice %hampoo appears, the %hampoo industry has a lot o" growth potential $ut
*e8oice has a low market share.
1.*.; S+OT An!#ysis o$ 'rocter !nd G!m7#e
Stren&ths6
'eading Market Position
Diversi"ied and innovative product port"olio
%trong "inances in the past
+e!"ness6
Iuality control pro$lem
Decreased *evenues in their 1ortheast 2sian Market
Oortunities6
Developing Markets
Demographic trends across the world
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Thre!ts6
Competitors
*ising cost o" energy prices
conomic %lowdown in the % and uro -one
1ew *egulations
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CHAPTER 2
RESEARCH METHODOLOGY
(.1 RESEARC2 DESIGN
*esearch design "or the pro8ect is Descriptive research design. 2 descriptive research design is
the one which is description o" the state o" a""airs as it e!ists at present. t includes survey and
"act "inding enquiries o" di""erent kinds. he researcher has no control over the varia$les. n it
detailed study o" the awareness o" $rand among customers will $e done. he in"ormation will $e
collected with the help o" an un$iased, non disguised and structured questionnaire.
(.( SAM'%E DESIGN
2 sample design is a de"inite plan "or o$taining a sample "rom a given population. t re"ers to the
techniques or procedures the researcher would adopt in selecting items "or the sample. %ampledesign chosen "or the purpose o" the study is simple random sampling.
(.* SAM'%E SI
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(.0 DATA CO%%ECTION
Data will $e collected through $oth $y primary and secondary sources.
'rim!ry D!t!:Primary data will $e collected through, a structured, un$iased and non disguised
questionnaire, $eing "illed in $y those customers who are coming out o" the di""erent retail
outlets. Personal survey will also help in collection o" data.
Second!ry d!t!:%econdary data will $e collected through we$site o" the company, 8ournals and
maga-ines. *eports pu$lished $y the various research organi-ations.
(.8 DATA ANA%3SIS
2"ter collecting the data, data analysis was done in which use o" graph, charts and ta$les and
many other statistical tools were taken to do the analysis o" the present situation.
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CHAPTER 3
ANALYSIS AND DESCRIPTION
T!7#e *.1 shows the data that has $een taken "rom the customers to know the pre"erence "or
place o" shopping "or purchasing consumer goods.
're$erence $or #!ce o$ urch!sin& Consumer Goods.
2ttri$utes Female Male Percentage
%upermarket 4B &5 4B.7=
Mall 07 46 0B.7=
raditional %hop 7& &B 63=
#%hopping & A 7=
otal 055 055 055=
/T!7#e *.1:
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're$erence $or #!ce o$ 'urch!sin&
Consumer Goods
6053
50
39
40
2930
2430 Fe
male
20
15
7
Mal
e
10 3
0 Supermark
et Mall Traditional
E-
!opping
S!op
/Fi&ure *.1:
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*espondents were given the "ollowing options and were asked to choose out o" the "ollowing
which is the most pre"erred place "or shopping o" household consuma$les. he results o$tained
were divided in two categories that are male and "emale. he most pre"erred place "or shopping
in case o" "emales is traditional shop. 2nd in case o" males again they pre"erred to shop "rom
traditional shop. 2lmost 63= respondents "avored that they would go to traditional shop "or the
shopping $ecause o" the ease o" going there, as these shops are near to oneHs home. 2"ter this
second is supermarket people like to go there and shop. he least pre"erred option was the #
shopping as people do not "ind it convenient, moreover on net they are not a$le to see the
products, so they pre"er it least.
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T!7#e *.( depicts the purchasing pattern o" the consumers "or purchasing household consuma$les
'urch!sin& '!tterns o$ the Consumers.
2ttri$utes Female Male Percentage
eekly 05 7 A.7=Fortnightly 4A 45 4&.7=
Monthly 3& A7 3B=otal 055 055 055=
/T!7#e *.(:
'urch!sin& '!tterns o$ the
Consumers
"0
75
63
70
60
50 Female
40 27
30
10
20Male
20 5
10
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0
#eekl$ Fortnig!tl$ Mont!l$
/Fi&ure *.(:
*espondents were asked a$out their purchase $ehavior. hey were asked how "requently they go
"or the purchase o" household consuma$les. 2gain "or this question responses were divided
according to the "emale and male category. 9oth "emale and male respondents would like to go
"or shopping on the monthly $asis. hen contacted they replied that this helps in maintaining the
$alances all the month. hey purchase "or the whole month in advance and consume products
accordingly. hey also replied that it is convenient to "ollow this pattern as need o" going again
and again to the shop is eliminated. 2"ter monthly second came the "ortnightly and the last one is
weekly.
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T!7#e *.* shows the e!penditure o" income on purchase o" various product categories. t shows
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ere we asked the respondents a$out their e!penditure on the various categories.
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T!7#e *., shows the 9rand *ecall o" the products o""ered $y industan nilever 'imited. Customers are required to name any 7 products o""ered $y industan nilever 'imited.
r!nd Rec!##.
2ttri$utes Ma!imum *esponses
%ur" !cel 005
%unsilk A5Pepsodent 75
/T!7#e *.,:
r!nd Rec!##
110
120
100
70
"0
50
60
Seri
e1
40
20
0
Sur% e&'el Sunilk Pepodent
/Fi&ure *.,:
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ere we asked "rom the respondents to name 7 $rands o""ered $y the ', these are the top &
$rands that consumers remem$er. op o" the list is %ur" !celJ this can $e attri$uted to the "act
that ' does a wonder"ul and innovative advertising "or %ur" !cel. 2"ter this second came
%unsilk %hampoo "rom ' and third came Pepsodent. e can see that ' has a diverse
product port"olio and consumers remem$er di""erent products "rom the '. his data indicated
that the 9rand *ecall power o" ' is very huge.
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T!7#e *.0 shows the 9rand *ecall o" the products o""ered $y Procter ? Gam$le. Customers arerequired to name any 7 products o""ered $y Procter ? Gam$le.
r!nd Rec!##.
2ttri$utes Ma!imum *esponses
Pantene B;
2riel 74ead ? shoulders AA
/T!7#e *.0:
r!nd Rec!##
100"0
60
40Serie1
20
0
Pantene (riel )ead *
S!oulder
/Fi&ure *.0:
ere we asked "rom the respondents to name 7 $rands o""ered $y Procter and Gam$le. ere
ma!imum people remem$ered the Pantene %hampoo, this "act is attri$uted to 9rand endorser that
P?G is using currently i.e. @atrina @ai". his shows the e""ectiveness o" the advertisement. 2"ter
this ne!t is the detergent 2riel, it is also used hugely $y the consumers. 2nother product that
came in top & is the shampoo i.e. ead and %houlders.
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T!7#e *.8 shows the various parameters a$out the product that a""ect the $uying decisions o" thecustomers.
'!r!meters th!t !$$ect 7uyin& decisions.
2ttri$utes *esponses Percentage
Iuality 37 &4.7=
Price ;3 6&=
asy 2vaila$ility 6B 46.7=
(otal 455 055=
/T!7#e *.8:
'!r!meters th!t !$$ect uyin&
Decisions
Iuality
Price
asy2vaila$ility
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49+
25, 65+ 32,
"6+43,
/Fi&ure *.8:
*espondents were given an option to choose "rom the "ollowing attri$utes the most in"luencing
"actor that a""ects their $uying decisions. he attri$utes were quality, price and easy availa$ility.
6&= o" the respondents gave their vote to the price "actor "ollowed $y quality which is &4= and
the last is easy availa$ility which is 47=.
he respondentHs replies show that price is the most in"luencing "actor that a""ects a personHs
$uying decision. hat product consumer will purchase depends upon its price. 2"ter this came
the quality, the products in FMCG category is availa$le very easily and they have a lot o"
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su$stitutes also. %o consumer has a lot o" choice in this category so they should "ocus on quality
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T!7#e *.; shows the Pre"erence o" shampoos $y the consumers. hey were asked to choose theshampoo out o" the "ollowing that they currently use.
're$erence $or the use o$ Sh!moo.
1ame o" the %hampoo *esponses Percentage
%unsilk 65 45=ead and %houlder 73 4;=
Pantene A& &3.7=
Clinic Plus &0 07.7=
otal 455 055=
/T!7#e *.;:
're$erence $or the use o$ Sh!moo
%unsilk ead and %houlders Pantene Clinic Plus
16, 20,
36, 2",
/Fi&ure *.;:
ere we asked the respondents a$out the hair care segment, and we "ocused on the shampoo that
they would like to use out o" the "ollowing options.
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Gam$le is the winner. %unsilk "rom ' got 45= votes and Clinic Plus "rom same $rand got
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Gam$le is the winner. %unsilk "rom ' got 45= votes and Clinic Plus "rom same $rand got
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50
34
2940
2030
Seri
e120
10
0
Sur% (riel Tide in #!eel
E&'el
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/Fi&ure *.>:
2nother category to study in our pro8ect was the 'aundry section. his is the most important
part o" the household consuma$les. ere also "or getting a direct comparison $etween '
and Procter and Gam$le we have included the products "rom $oth the companies. %ur" !cel,
heel and *in are "rom ' and 2riel and ide are "rom Procter and Gam$le group.
Ma!imum votes came in "avor o" %ur" e!cel i.e. &3= a"ter this came 2riel with 44.7= so
here we can say that %ur" !cel and 2riel are positioned against each other.
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2nd in the middle income level *in has gained more votes i.e. 0A= as compared to ide
i.e.05=. 9ut here we have to see that heel a product o" ' has got 06.7= share, which is
also a signi"icant num$er. %o we came to the conclusion that ' is the winner in the
'aundry Category.
T!7#e *.1) shows the toothpaste that is $eing used $y the consumers.
r!nd o$ Tooth!ste used 7y the Consumers.
1ame o" the oothpaste *esponses Percentage
Close p 47 04.7=
Pepsodent ;& 60.7=
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2nother category o" our study was the
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10
0
Fair * Pond 0la$aelineoel$
/Fi&ure *.11:
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%kin Care category is another part o" our study. ere we have tried to analy-e the usage pattern
o" the consumers in the skin care. t is the highly innovative marketJ new products keep on
coming every day. 2gain options include products "rom $oth the companies ' and Procter
and Gam$le. Ponds o""ered $y ' got the ma!imum votes i.e. &B.7= a"ter this came
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CHAPTER 4
SUMMARY, CONCLUSION AND
RECOMMENDATIONS
he study was on the Comparative analysis o" two FMCG giants "ocusing upon the $rand
awareness o" the consumers. nder the pro8ect a comparative study was done $y taking the two
leading FMCG companies working in ndia. he two companies are industan nilever 'imited
and Procter ? Gam$le. 9oth these companies are in competition with each other. 9oth the
companyHs "ocus is on their advertising.
he companies have a wide port"olio o" products. Consumer goods are those goods that are used
widely $y the consumers in their day to day li"e. %o a ma8or task is to make these products
availa$le to the consumers. industan nilever 'imited is the num$er one company in ndia in
FMCG category. t has a presence in laundry, skin care, hair care and oral care. %ame goes "or
Procter ? Gam$le it also present in all the a$ove categories.
he study was "ocused on these three categories, what product port"olio $oth the companies
have. he study moves around the comparison o" $oth the companies, regarding their $rand
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After successful completion of the study, we have come up with the following
$indin&s6
nilever may $e losing the $attle to Procter and Gam$le around the world, $ut when it
comes to ndia it will take P?G a valiant e""ort to move ahead in the market dominated
$y industan nilever 'imited (a su$sidiary o" nilever). he rivalry $etween the two
has $een going on worldwide and is heated up in ndia too.
industan nilever 'imited is ndiaHs largest FMCG with an array o" household $rands.
heir products have $ecome an integral part o" the country used $y everyone in every
strata o" the society.
he strength o" industan nilever limited lies in its distri$ution network covering 3.&
million outlets, an unmatcha$le port"olio o" $rands, innovation and research and
development capa$ilities o" the parent company.
n the hair care segment, two o" industan nilever 'imited $iggest $rands, %unsilk and
Clinic Plus are pitted against Procter and Gam$leHs Pantene Pro#+ and ead ?
%houlders. From the study we came to know that today most o" the people pre"er Pantene
Pro#+ and ead ? %houlders, $oth these $rands are "rom Procter and Gam$le, share o"
industan nilever 'imited has reduced. his is due to the "act that $rand endorsers used
$y P?G are a$le to connect well with the consumers and it is re"lected $y the consumerHs
responses.
n the "a$ric care or laundry sector also this competition is very strong. 'Hs low priced
$rand, heel, still holds a ma8or share o" 06.7= which is greater than ide and *in.
Ma8or competition is $etween %ur" !cel and 2riel. 2riel has come strong in competition
to ' $ecause P?G have "ocused on certain niches and are pushing growth
aggressively in premium categories. ' has migrated its "lagship $rand *in %upreme
$ar to the premium $rand %ur" !cel $ar to strengthen its presence in the *s. 7555 crore
ndian "a$ric wash category.
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industan nileverHs Ponds have speci"ically remained a top segment $rand and to
compete with it. P?G has launched its popular range o"
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in our survey, this "act has $een proved right again almost 65= o" the respondents replied
in "avor o" Ponds $ut it is "ollowed $y P?GHs
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9oth the companies should conduct more surveys in order to know a$out the
customer satis"action in the rural areas.
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n t!e Skin .are egment ot! t!e 'ompanie are giing 'ompetition to ea'! ot!er
(%ter Pro'ter and 8amle introdu'ed la$ in ndia it! t!eir anti-ageing %ormula
)indutan /nileer limited 'ame up it! anti-ageing %ormula it! Pond ot! are
giing ne'k-to-ne'k 'ompetition to ea'! ot!er (not!er rand o% )/ i aeline+ !i'!
!a a range o% lotion+ ut it !a to e appre'iated it! e%%e'tie adertiement T!e$
'an 'reate aarene t!roug! door to door operation T!e$ 'an o%%er di'ount and
%ree gi%t alo
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http://www.hul.co.in/http://www.pg-india.com/hp/index.htmhttp://www.ibef.org/http://ibef.org/artdisplay.aspx?cat_id=447&art_id=7933&refer=i1011http://www.economywatch.com/world-industries/fmcg.htmlhttp://www.chillibreeze.com/articles_various/fmcg-in-india.asphttp://www.naukrihub.com/india/fmcg/overview/ -
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REFERENCE
Re$erences $rom 'rint M!teri!#s
0. Malhotra 1aresh.@. K4556L, Marketing *esearch 2n applied orientation, Pearson
ducation.
4. he Marketing Maga-ine o" F @olkata
&. Philip @otler (455A) Marketing Management
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Re$erences $rom E#ectronic Medi!
0. www.hul.co.in
4. httpEEwww.pg#india.comEhpEinde!.htm
&. www.i$e".org
6. httpEEi$e".orgEartdisplay.asp!NcatOid66A?artOidAB&&?re"eri0500
7. httpEEwww.economywatch.comEworld#industriesE"mcg.html
3. www.i$e".orgEpd" "iles K2ccessed on 4B 1ovem$er, 455BL
A. httpEEwww.chilli$ree-e.comEarticlesOvariousE"mcg#in#india.asp
;. httpEEwww.naukrihu$.comEindiaE"mcgEoverviewE
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B. httpEEwww.coolavenues.comEknowEmktgEamritanshuO4.php&
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ANNEXURE
5uestionn!ire
am PGDM student conducting a market survey on $rand awareness o" FMCG companies "or household
consuma$les. Qou are kindly requested to respond to the "ollowing questions. he in"ormation provided
$y you will $e kept con"idential and will $e used "or academic purpose only.
1ame RRRRRRRRRRRRRRRRR.
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;. hich parameter a""ects your $uying decisionN
a) Iuality $) Price c) asy 2vaila$ility
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B. 1ame any two FMCG companies producing household consuma$lesN
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR..
05. hich $rand do you pre"er out o" the "ollowingN
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a) %unsilk
$) ead ?%houlders
c)Pantene
d) ClinicPlus
00. hich detergent you use out o" the "ollowingN
a) %ur"!cel $) 2riel c) ide d)*in e) heel
hich toothpaste do you use out o" the "ollowingN04.
a) Close up $) Pepsodent c)