Vartika Singh Dmpg

8/13/2019 Vartika Singh Dmpg

1/60

PROJECT REPORTON

BRAND AWARENESS OF CONSUMERPRODUCTS CASE STUDY OF

FMCG PRODUCTS

SUBMITTED UNDER PARTIAL FULLFILMENTOF THE REQUIREMENT FOR THE AWARD DEGREE OF

TWO YEAR (FULL TIME) M.COM

(SESSION-2013-14)

SUBMITTED TO - SUBMITTED BY -Dr. ROHIT BHATTACHARYA VARTIKA SINGH

M. COM FINAL YEAR

ROLL NO. 50


2/60

Fast MovingFast Mov ing Consumer Consumer

GoodsGoods(FMCG)(FMCG)

Acknowledgement


3/60

We consider our proud privilege to express deep sense of gratitude to

..for his admirable and valuable guidance, keen interest,

encouragement and constructive suggestions during the course of theproject.

We would also like to express our hearty gratitude to our

faculty guides, . and of .. for their

valuable guidance and sincere cooperation, which helped us in completing

this Singapore business trip project.

Last, but not the least, we sincerely thank all the members of our

team for their immense support and assistance extended during the course of

this project and in making it a valuable experience.

From:


4/60

Table of Content

. !xecutive summary "

#. $ntroduction #"%

%. &verview of '()* %

+. '()* in # % +

-. )omparison between '()* in # - # % +"-

/. Sector0s outlook -"1

1. Scope of '()* 2

2. *rowth prospects 2"3. 4op players in '()* sector

. Secondary players #

.5eview of literature #" +

#. 5esearch objectives -

%.5esearch methodology /" 3

+.6nalysis 3"

/

-.)onclusion / "

/#

/.Suggestions recommendations /%

1.5eferences /+"

/-

2.7uestionnaire //"/2


5/60

Executive Summary $n this research the researchers have put an effort to understand the buying

behavior of the consumers towards $ndian '()* products in Singapore.. $n this report, the researchers have first of all given a brief review

about '()* sector as a whole.

#. 4hen we have given a review of the findings of some of the

researches that has already been conducted by various researchers.

%. 4hen we have enumerated our research objectives.

+. 4hen we have given the panoramic view regarding the topic.

-. 4hen we have described our research methodology i.e., the sample

unit, sample si8e, sampling region, sampling procedure that we have

used in our report.

/. We have used stratified random sampling as our sampling procedure.

1. 4hen we have analy8ed the data which was collected by a

9uestionnaire.

2. 4hen we have concluded the findings of the survey.

3. 4hen finally, we have given few suggestions recommendations

regarding the topic.


6/60

CHAPTER 1


7/60


8/60

huge sums of money on promoting brands. (anufacturing can be

outsourced. 6 recent phenomenon in the sector was entry of multinationals

and cheaper imports. 6lso the market is more pressuri8ed with presence of

local players in Singapore markets.

verview of F!C" Sector

'()* is an acronym for 'ast (oving )onsumer *oods, which refer

to things that we buy from local supermarkets on daily basis, the things that

have high turnover are relatively cheaper.

6fter + years of dull performance in both revenues profits,

'()* sector has now, i.e., since # -, gained the momentum, principally

because of the smaller companies that have substantially improved their

market shares at the cost of larger players, in some cases, the regional

players.

$f we carefully observe the '()* index >S! index, we would reali8e

that the returns on money invested in '()* index are much lower than the

returns in benchmark index. 4he '()* sector has under performed the

benchmark >S! sensex in # %. 4hough both the indices were close to each

other till august # %, however, in the later part of the year the sensex

surpassed the '()* index by a reasonable margin.

Com#ari$on of %&'( and %&&)


9/60

6fter two years of sinking performance of '()* sector, the year # - has

witnessed the '()*0s demand growing. Strong growth was seen across

various segments in '? /. With the rise in disposable income and the

economy in good health, the urban consumers continued with their shoppingspree. 4he international demand grew at around @, while both the

domestic sector registered a growth of around 2@. Aackets and sachets

contributed to the highest growth in Singapore areas. *rowth in '()*

depends on two factorsB $ncrease in penetration and consumption in Singapore markets

)hange in aspirations and tastes of the urban population abroad

>oth these factors contributed to growth in # %. >esides demand,

prices also increased, because of which only the selected consumers moved

up in the value chain. 4he large format retail stores in metros also stimulated

sales, even if on a very small base. Some companies absorbed higher input

prices, while others were able to pass on the cost to the consumers.

Sector*$ utlook


10/60

'()* is the fourth largest sector in the $ndian !conomy with a total market

si8e of 5s./ , crores. '()* sector generates -@ of total factory

employment in the country and is creating employment for three million

people, especially in small towns and rural $ndia.

6ccording to a )$$ C 6 4 Dearney 5eport, the '()* sector in $ndia is

expected to grow at a compounded growth rate :)6*5; of 3@ to a si8e of

5s. ,+%, crores by # from 5s. 3%, crores at present.

With a growth of -#.-@, the >S! '()* index has, during the last year

outperformed the sensex, which could manage a growth of + @ only. 6 well

established distribution network, intense competition between the organi8ed

unorgani8ed segments, low operating costs, strong branding characteri8es

the market.

4he large consumer base, particularly in Singapore market, and the growing

middle class open up huge opportunities to '()* companies to take the

consumers to branded products and offer new generation products.

4he sectorEs lack"luster performance in the last few years was due to price

competition and increase in raw materials cost. Fowever, in the '? /, the

sector has witnessed a double"digit growth in profits and revenues. 4he

sector has registered an up trend in growth across categories, such as healthsupplement, shampoo, toothpaste, hair oils, and mos9uito repellant, as

shown in table belowB


11/60

Sale$ +alue "rowt, -

Categorie$ %&& /%&&) %&&)/%&'( A#r.%&'(/Se#t.%&'(

0ealt, Su##lement1C,yawan#ra$,2

/)- &- %(-

S,am#oo '&- %(- '3-

Toot,#a$te )- 4- '4-

0air il$ 3- '5- %(-

!o$6uito 7e#ellant '(- '&- %3-

Source: CII 8 A T 9earney 7e#ort 1%&&&2

Sector Financial$ In million$


12/60

('/&(/%&'( ('/&(/%&&) ('/&(/%&&

;et Sale$

Sale$ "rowt,

'4 '34

'&.5-

' 5 % '

%.&-

' ) (5&

/


13/60

FS>) 5eport. 4hough the sector witnessed a slower growth in # # C +, it

has been to make a fine recovery since then.

'or example, Findustan Levers Limited :FLL; has shown a healthy growthin the last 9uarter. 6n estimated double"digit growth over the next few years

shows that the good times are likely to continue.

"rowt,


14/60

$ndian )ompetitiveness and )omparison with the World (arketsB

4he following factors make $ndia a competitive player in '()* sectorB

. 6vailability of raw materials

>ecause of the diverse agro"climatic conditions in $ndia, there is a large raw

material base suitable for food processing industries. $ndia is the largest

producer of livestock, milk, sugarcane, coconut, spices and cashew and is

the second largest producer of rice, wheat and fruits vegetables. $ndia also

produces caustic soda and soda ash, which are re9uired for the production of

soaps and detergents. 4he availability of these raw materials gives $ndia the

location advantage.

#. Labor cost comparison


15/60

Low cost labor gives $ndia a competitive advantage. $ndiaEs labor cost is

amongst the lowest in the world, after )hina $ndonesia. Low labor costs

give the advantage of low cost of production. (any (=)Es have established

their plants in $ndia to outsource for domestic and export markets.

%. Aresence across value chain

$ndian companies have their presence across the value chain of '()*

sector, right from the supply of raw materials to packaged goods in the food"

processing sector. 4his brings $ndia a more cost competitive advantage. 'or

example, 6mul supplies milk as well as dairy products like cheese, butter,

etc.

To#


16/60

Secondary


17/60

7eview of @iterature

7e$earc, ob ective$

CHAPTER 2


18/60


19/60

4o understand the demand pattern of '()* products in the

international market.

4o know the amount of household income spent on the consumption

of '()* products.

4o understand the image of the products in the eyes of the

international consumers.

C!"#$%& -3

RESEARCH METHODOL OGY


20/60

7e$earc, met,odology

ata collection

Sam#le unit:

. working people :including men women;

#. college students

%. school students

+. senior citi8ens

Sam#le $i>e:

. working peopleB %#@

#. college studentsB #3@

%. school studentsB #%@

+. senior citi8ensB /@

Sam#ling region:

. 4he researchers have selected Singapore, as their area of study.

#. We have chosen 6ng (o Dio, Little $ndia, 4ampines and &rchard as

her areas of research. $n these areas she can easily meet working

people :both male female;, school students, college students senior citi8ens.

Sam#ling #rocedure:


21/60

4he researcher will take $tratified random $am#ling as the sampling

procedure.

ata collection met,od:

1. randed products.

2. Secondary data: it will be collected with the help of books,research papers, maga8ines, news papers, journals, internet, etc.

7e$earc, in$trument$:

Due$tionnaire de$ign:

6s the 9uestionnaire is self administrated one, the survey is kept simple anduser friendly. Words used in 9uestionnaire are readily understandable to all

respondent. 6lso technical jargons are avoided to ensure that there is no

confusion for respondents.


22/60

C!"#$%& -4

ANALYSIS OF THESTUDY


23/60

A naly$i$(Considering only the buyers buying IndianOrigin Goods And Data comprising only of

Indian goods.)

. Which soap u prefer to useK

4he reaction of people towards various $ndian S&6A brands can be

tabulated in the following mannerB

Brand$ @ux ettol @ifebuoy ot,er$G&?; covers #+@ of the market

share. 4his is then followed by I!44&L, the product of 5!)D$44

>!=)D$S!5 with a market share of ##@, which is then followed by

L$'!>G&?, the product of FGL with a market share of 2@.

4his data can be graphically explained with the help of the following bargraphB


24/60

0

510

15

2025

30

3540

percentage

brands

demand of soap brands

lux

dettol

lifebuoy

others

#. Which pack u prefer to useK

$n order to determine the income pattern of the consumers, it

was necessary for the researcher to distribute the consumers on the basis


25/60

of their demand for the various packs of S&6A brands available in the

market.

Fowever, the reaction of people towards various packs of S&6A

can be tabulated in the following mannerB


26/60

0

1020

30

40

50

60

percentage

packs preferred bycustomers

demand of packs of soap

single pack

family pack ( 3 in 1

. Which tea u prefer to useK

4he reaction of people towards various 4!6 brands can be tabulated in

the following mannerB

Brand$ Tata Tea Brooke Ta !a,al t,er$


27/60

Bond5&&D! >&=I, 46J

(6F6L; with a market share of ##@. 4his is finally followed by 46J

(6F6L, the product of FGL which holds 2@ of the market share.

4his data can be graphically explained with the help of the following bar

graphB


28/60


29/60

their demand for the various packs of 4!6 brands available in the

market.

Fowever, the reaction of people towards various 4!6 packs can be


TEA #ack$ Sac,et !edium #ack @arge #ack#ercentage 5 (% %&

$n the survey that the researcher conducted, she tried to

differentiate amongst the people, with below average household income,

average household income above household income. 4hisclassification can be done on the basis of the daily expenditure that

people make. Fowever, it can be concluded that sachets are most

commonly used by the people .i.e., +2@ consumers demand sachet packs.

%#@ consumers demand medium pack.# @ consumers demand large

pack.

4his data can be graphically explained with the help of the

following diagramB


30/60


31/60

Brand$


32/60

0

5

1015

20

25

30

35

percentage

brands

demand of tooth paste

pepsodent

colgate

close up

others

+. Which pack u prefer to useK

$n order to determine the income pattern of the consumers, it was

necessary for the researcher to distribute the consumers on the basis of


33/60

their demand for the various packs of 4&&4F A6S4! brands available

in the market.

Fowever, the reaction of people towards various 4&&4F A6S4!

packs can be tabulated in the following mannerB

Toot, #a$te

#ackSmall #ack !edium #ack Family #ack


34/60

0

10

20

30

40

50

percentage

packs preferred by customers

demand of packs of tooth paste

small pack

medium pack

family pack

-. Which detergent u prefer to useK

4he reaction of people towards various I!4!5*!=4 brands can be



35/60

Brand$ Surf 7in Tide t,er$L! which has a market share of #1@. 4his is finally followed by

other brands :! )!A4 SG5', 5$=, 4$I!; which captures /@ of the

market share.


following bar graphB


36/60

0

5

10

15

20

25

30

35

percentage

brands

demand of detergents

surf

rin

tideothers

/. Which pack u prefer to useK




37/60

their demand for the various packs of I!4!5*!=4 brands available in

the market.

Fowever, the reaction of people towards various I!4!5*!=4


etergent #ack$ Sac,et !edium #ack Family #ack


38/60

05

10152025

30354045

percentage


demand of detergent packs

sachet

medium packfamily pack

1. Which shampoo u prefer to useK

4he reaction of people towards various SF6(A&& brands can be



39/60

Brand$ Clinic #lu$ Sun$ilk0ead

$,oulder$t,er$


40/60

0

5

1015

20

25

30

35

percentage

brands

demand of shampoo

clinic plus

sunsilk

head " shouldersothers

2. Which pack u prefer to useK




41/60

their demand for the various packs of SF6(A&& brands available in the

market.

Fowever, the reaction of people towards various SF6(A&& packs

can be tabulated in the following mannerB

S,am#oo

#ack$$ac,et Small #ack

!edium

#ackFamily #ack


42/60

0

5

10

15

20

25

30

35

percentage


demand of shampoo packs

sachet

small pack

medium pack

large pack

3. Which biscuits u prefer to useK

4he reaction of people towards various >$S)G$4S brands can be tabulated

in the following mannerB


43/60

Brand$ !arie gold "ood ay


44/60

0

5

10

15

20

25

30

35

40

percentage

brands

demand of biscuits

marie gold

good day

parle #

others

.which hair oil u prefer to useK

4he reaction of people towards various F6$5 &$L brands can be tabulated

in the following mannerB


45/60

Brand$ G5 which captures #3@ of the total market share. 4his is followed by

I6>G5 M64$D6, another product of I6>G5 which captures 3@ of the

market. 6nd after that, followed by other brands :! )!A4 A656)FG4!,I6>G5 6(L6, I6>G5 M64$D6; captures -@ of the market share.

4his data can be graphically explained with the help of the following bar

graphB


46/60

0

5

10

15

20

25

30

35

40

percentage

brands

demand of hair oil

parachute

dabur amla

dabur $atikaothers

.Which pack u prefer to useK

$n order to determine the income pattern of the consumers, it

was necessary for the researcher to distribute the consumers on the basis


47/60

of their demand for the various packs of F6$5 &$L brands available in

the market.

Fowever, the reaction of people towards various F6$5 &$L


0air oil #ack$ Small #ack !edium #ack @arge #ack


48/60

05

1015202530354045

percentage


demand of packs of hair oil

small pack

medium pack

large pack

#.Which cream u prefer to useK

4he reaction of people towards various )5!6( brands can be tabulated in



49/60

Brand$ !6G4? :66=>; which holds +@ of the total market share.




50/60

0

5

10

15

20

25

30

35

percentage

brands

demand of creams

ponds

fair " lo$ely

ayur

others

%.Which coffee u prefer to useK

4he reaction of people towards various )&''!! brands can be tabulated in



51/60

Brand$ Bru ;e$tle ;e$cafe t,er$5G, the product of FGL which

holds, #/@ of the market share. While the other brands hold only @ of the

market share.




52/60

0

5

10

15

20

25

30

35

percenatge

brands

demand of coffee

bru

nestle

nescafe

others


53/60

Conclusions

Suggestions recommendations References

Questionnaire

C!"#$%& -'


54/60

Conclu$ion$

$n this report, it can very easily be concluded that FGL,

holds major portion of the '()* market. $t holds major shares in the soap,detergent, shampoo cream0s category. FGL0s products are mainly in

demand, because they provide these products in different packs.. So, they

prefer buying the small or the medium packs. Fowever, large or family

packs are still been bought by few consumers, who are from a well C off

families.

$n the case of 4!6, 4646 holds a major share. $n the case of

)&''!!, =!S4L! =!S)6'! holds the major share. 5ural consumers

favor 4646 because it is an old organi8ation it has gained a lot of

>56=I !7G$4? which finally creates >56=I L&?6L4?. $n these

products, consumers do get brand loyal, because they do not want to take a

risk with their tastes. So they prefer sticking to one brand. 4hese

organi8ations supply their products in various packs :small, medium large;, considering the buying capacity of their consumers.

6s in the case of >$S)G$4S, >5$46==$6 holds the major

market share. 5ural consumers favor >5$46==$6 because it is an old

organi8ation it has gained a lot of >56=I !7G$4? which finally creates

>56=I L&?6L4?. $n case of >$S)G$4S, consumers do get brand loyal,because they do not want to take a risk with their tastes. So they prefer

sticking to one brand. 4hese organi8ations supply their products in various

packs :small, medium large;, considering the buying capacity of their

consumers.


55/60

$n the case of 4&&4F A6S4!S, )&L*64! A6L(&L$M!

holds a major market share. )onsumers are very concerned about their

health, so if any product suits them they prefer sticking to that product. 6ndthis product is also available in various packs, so various consumers can use

it according to their buying capacity.

$n the case of F6$5 &$LS, (!5$)& holds the major market

share. (!5$)& is a much known organi8ation its product A656)FG4!

has reached all the places. So it is a known product, which has created a

good amount of goodwill for the organi8ation. )onsumers have confidence

trust in their product. 4herefore, they prefer buying it.

Sugge$tion$ recommendation$4he researchers would like to suggest the following points, so that the

organi8ations can easily sell their products to their consumersB


56/60

. Fowever, the demand of a product is also affected by its life cycle. $f

the product is in the introduction stage, then it will definitely take

some time to capture the market, because in the introduction stage,

consumers are not much aware about the product. 4herefore, it0s theresponsibility of the organi8ation to create awareness amongst the

consumers.

#. 4hey should adapt rigorous marketing strategies, in order to sustain in

the market.

%. 4here is immense competition in this sector. 4herefore, the

organi8ations should try to gain competitive advantage against their

competitor0s.

+. 4hey should try to reach as many people as possible.

-. 'or the organi8ations that are not much popular amongst the

consumers, should adopt Sales Aromotion, as their marketing

strategies.

/. 6pplication of +60s has also become an important task for all the

organi8ations.

1G AH Availability Affordability Acce#tability Awarene$$2

7eference$

. Dearney, 6 4, )$$ C 5eport, :# ;


57/60

#. )enter for (onitoring $ndian !conomy :)($!;

%. Statistical &utline of $ndia :# " #;, =)6!5

+. =ational )ouncil of 6pplied !conomic 5esearch :=)6!5;5. $ndian readership survey :$5S;

/. httpB


58/60

/. which soap u prefer to useKa. Luxb. dettolc. lifebuoyd. others

1. which pack u prefer to useKa. singleb. family pack : % in ;

2. which tea u prefer to useKa. tata teab. brooke bond

c. taj mahald. others

3. which pack u prefer to useKa. sachetb. medium packc. large pack

.which tooth paste u prefer to useKa. pepsodentb. colgatec. close C upd. others

.which pack u prefer to useKa. small packb. medium packc. family pack

#.which detergent u prefer to useKa. surf


59/60

b. rinc. tided. others

%.which pack u prefer to useKa. sachetb. medium packc. large pack

+.which shampoo u prefer to useKa. clinic plusb. sunsilkc. head shouldersd. others

-.which pack u prefer to useKa. sachetb. small packc. medium packd. large pack

/.which biscuits u prefer to useKa. marie goldb. good dayc. parle " *d. others

1.which hair oil u prefer to useKa. parachuteb. dabur amlac. dabur vatikad. others

2.which pack u prefer to useKa. small packb. medium pack


60/60

c. large pack

3.which cream u prefer to useKa. pondsb. fair lovelyc. ayurd. others

# .which coffee u prefer to useKa. brub. nestlec. =escafed. others

Vartika Singh Dmpg

Documents

Transcript of Vartika Singh Dmpg