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By:

Nitin Yadav

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` FMCG are products that have a quick shelf turnover, atrelatively low cost and don't require a lot of thought, timeand financial investment to purchase

` Fast Moving is in opposition to consumer durables suchas kitchen appliances that are generally replaced lessthan once a year

` Three of the largest and best known examples ofFastMoving ConsumerGoods companies are Nestl,Unilever and Procter & Gamble

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` The Indian FMCG sector is contributor to the country'sGDP. It is the fourth largest sector in the economy and isresponsible for 5% of the total factory employment in Indiaimportant

` This has been due to liberalization, urbanization, increasein the disposable incomes and altered lifestyle

` . The lower-middle income group accounts for over 60%of the sector's sales. Rural markets account for 56% ofthe total domestic FMCG demand

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` One of the fastest growing sector in early 1980s till 1990s

` The dream of every creative man, any investor, advertising agency, or B-school graduate to work in or forFMCG company.

` After 1990s,

o FMCG started losing their sheen due to introduction of other producttypes

o Total lack of imagination on the part ofFMCG companies.

` By 2000, volumes & margins either shrank or stagnated

` During 2006, Consumers willingness to upgrade to better, value added

products helped FMCG.

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` Household Caree.g. laundry soaps, mosquito repellents, dish cleaners etc.

` Food & beveragese.g. soft drinks, bakery products, tea, coffee, vegetables etc.

` Personal Caree.g. oral care, hair care, skin care, cosmetics, deodorants, perfumes

etc.

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1. Britannia India Ltd. (BIL)

2. Dabur India Ltd.

3. Indian Tobacco Corporation Ltd. (ITCL)

4. Marico

5. Nirma Ltd.

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1. Cadbury India Ltd. (CIL)

2. Coca-Cola

3. Colgate Palmolive India4. H.J. Heinz Co.

5. Hindustan Lever Ltd. (HLL)

6. Nestle India Ltd.

7. Procter & Gamble

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` Geographic

` Demographic

` Social and Economic

` Behavioral

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` Zone region- nearest zone will be targeted first

` Villages and town- helps to analyze marketing

strategy

` Density

` Climate

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` Age- children or adult

` Gender-male or female

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` Income group- high, medium or low

` Social and Economic- Education (illiterate, literate

, highly literate), social class

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` Occasions ( Diwali, Deshehra, Eid)

` Brand loyalty (rural area people are more brand

loyal)

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Brief about Company

` The Company started in the year 1928 .

` Started to distribute Colgate Dental Cream, Colgate-Palmolive

` It has a presence in around 3.5 million retail outlets across thecountry, of which the Company services 9.40,000 outlets directly

` The Company has grown to a 9600 million plus with anoutstanding record of enhancing value for its strong shareholderbase

` Colgate has been voted TheMost Trusted Brand in Indiaacross all brands and categories for the third consecutive year

in the Brand Equity .

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Market Share` Market share to 50.4% in March 2005

` It grew by 9% during 2004-05

` Company volume in the core toothpaste category increased by14%,

Products

Oral Care: Colgate Toothpaste, Tooth Powder, Whitening Products Pamolive - ShowerGel, ShowerCream, Bar Soap, Liquid Hand

Wash, Shave Preps, Skin Care

Household Care: Axion Surface Clean

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Brief about Company

` The company started in 1892 in a nondescript house in Calcutta(now Kolkata) with an initial investment of 295

` In the subsequent public issue of 1978, Indian shareholding

crossed 60%, firmly establishing the Indianness of the firm` Four years later in 1983, it crossed the 100 crores revenue mark` In 2002, Britannia's New Business Division formed a joint venture

with Fonterra, the world's second largest Dairy Company, andBritannia New Zealand Foods Pvt. Ltd. was bornForbes Global rated Britannia 'One amongst the Top 200 SmallCompanies of the World', and The Economic Times pegged

Britannia India's 2nd Most Trusted Brand.

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ProductsBISCUITS` BRITANNIAGOODDAY(cashew, butter,pista, badam,

chocochips and choconuts),` NICE TIME` MARIE GOLD` TIGER` BRITANNIA TREA( Elaichi, orange, mango), MILK BIKIS` LITTLE HEARTS` BRITANNIA 50-50

` SALTEDCRACKERS- SNAX, IMEPASS

BREADS` DELBIS(sliced bread)

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Market Share

` In terms of value, Britannia leads the market with

37% market share

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Brief About the Company

` ITC is one of India's foremost private sector companieswith a market capitalization of over US $ 13 billion and aturnover of US $ 3.5 billion

` Rated among the World's Best Big Companies by Forbesmagazine and among India's Most Respected Companiesby BusinessWorld, ITC ranks third in pre-tax profit amongIndia's private sector corporations

` ITC has a diversified presence in Cigarettes, Hotels,Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, InformationTechnology, Branded Apparel, Greeting Cards, SafetyMatches and otherFMCG products.

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Products

` CIGARETTES Wills

India Kings Gold Flake

Navy Cut Capstan Berkeley Bristol

Flake.

` FOODS

Ready to eat foods, staples, confectionery and snacks.

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Market Share

` ITC has captured a market share of 8%.

` In confectionery, ITC has built up a 17% share of mintcandies and 24% of hard-boiled candies

` Ready-to-eat Sunfeast Pasta Treat has clocked 6% of thebranded noodles

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` India's FMCG sector is the fourth largest sector in theeconomy and creates employment for more than threemillion people in downstream activities. Its principalconstituents are Household Care, Personal Care and Food

& Beverages. The total FMCG market is in excess of Rs.85,000 Carors. It is currently growing at double digit growthrate and is expected to maintain a high growth rate. FMCGIndustry is characterized by a well established distributionnetwork, low penetration levels, low operating cost, lowerper capita consumption and intense competition between

the organized and unorganized segments.

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` www.wikipedia.co.in

` www.itcportal.com

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