FMCG Roadmap 2020- THE Game changer
Presented by: Pallavii Pant Bisleri International Pvt. Ltd.
Historical growth in FMCG sector
Growth across FMCG categories
Fruit juices have reported exponential growth, moving from near-zero levels in FY2000 to INR 9 billion at present.
EVOLUTION OF INDIAN CONSUMER
food products nearly accounts for 45 % of the industry size, staple products have grown at single digits due to high penetration usage patterns
personal products category with skin-care creams outpaced growth of highly usable product s lines such as
Growth across FMCG players
Three well-identified & distinguished set of players operate within a highly developed and intensely competitive landscape.
Foreign players with indian subsidiaries: HUL, P&G, Nestle, Pepsico etc. Indian players with strong presence: Dabur, Marico, Godrej. Regional/small domestic players: Ajanta, Cavincare etc.
Category growth V/S sector growth
Key drivers of FMCG growth
Most categories of consumer products tend to follow an S-curve of growth with the initial consumption driven by rich consumers and early adopters At the trigger point though, the consumption becomes more wide-spread and then increases exponentially. Subsequently, the categories of consumer products mature as consumers move from a need-driven to a more want-driven consumption pattern.
While the Indian GDP per capita is low, many Indian consumer segments which constitute rather large absolute numbers are either close to or have already reached the tipping point of rapid growth. This is true for most categories of consumer durables, beauty and wellness goods, such as, skin-care products and even edibles such as packaged beverages, all of which have reported significantly faster growth rates.
FMCG growth ladder
Megatrends shaping Indian FMCG industry
Consumer related trends
premiumization. evolution of consumption behavior lead to significant changes within and across product categories. increasing value at the Bottom of the Pyramid (BOP) by serving products customized to specifically meet the requirements of this large market
Market related trends
the viability of sub-markets in India, growing organized retail and the increasing globalization of FMCG players
Environment related trends
sociopolitical, legal, environmental and technological reprioritizing Changing government policies, growing importance of sustainability, evolving media platforms and technology will compel FMCG players to adopt business strategies which keep the interests of communities and the environment in mind for inclusive development
Key Trends Shaping the FMCG Market in India
Possible Strategies for FMCG Players
Product strategy Marketing Sales and distribution
Goldmine at the Bottom of the Pyramid
consumers who earn less than INR 200 thousand per annum per household. This group currently constitutes about 900-950 million people in India. BOP markets are largely rural, poorly-served and uncompetitive. The second characteristic of BOP markets is that a lot of their basic needs are yet unmet: financial services, mobiles phones and communication, housing, water, electricity and basic healthcare are lacking.
It is heartening to note that by 2025, percentage rural population in the INR 200 thousand to INR 500 thousand category is projected to increase to 22 per cent from the present level of 3 per cent
Retail growth in rural and urban India
Affordability is a challenge for BOP consumers. For affording high ends brands BOP consumers want a price point which is affordable and hence demand smaller SKU
The corporate sector has realized that the next growth in its business will come from the rural sector. Rural is a much discussed topic in boardrooms Pradeep Kashyap, Founder and CEO, MART
HUL brand building initiative Khushiyon ki Doli
International Growth of Indian FMCG Players & Rapid Globalisation
Hedging against Domestic Competition
Organic growth Target Indian Diaspora of other markets with existing product portfolio Exports / limited channel reach Inorganic growth by acquiring international companies with strong FMCG brands Broadening brand / product portfolio for all target markets Increased sales and distribution as distribution channels are augmented through acquisition
Brand Sharing
Targeting Local Populations of Other Countries
Organic growth after establishing presence in other markets Behaving as a multinational and developing customized products for local populations of global markets
Growing modern trade Organized Retail
FMCG industry depends on retail for consumer sales. While Indias retail sector has been growing at over 7 per cent annually, a large proportion of it is unorganized retail in the form of scattered mom and-pop stores which require a very resource-intensive distribution process in terms of manpower and logistics. volume per retail store is very low. However, modern trade or organized retail has created a concentrated (high volume) channel for distribution by FMCG players. Share of modern trade in retail last year was only about 5%.
Hypermarts
Highest area 70% of total area under modern trade
Supermarts
Highest share 85% of total modern trade
Cash & Carry
Still at a nascent stage but growing. Metro cash & Carry.
Modern trade/organised retail industry trends
Eco-consciousness
Increased eco sustainability of business will be extremely important for FMCG companies in the future. Global climatic changes and the growing scarcity of natural resources have already led to increased concerns about the environment. Stakeholders for environmental concerns are:
Government Reduction of carbon emission by 25% by 2020.
Investors/Channels Driving sustanability with benchmarking global practices
Consumers Environmental concerns affetcs the buying behaviour
Competitors
Sustanability practices by FMCGs
Media & NGO CSR activities by FMCGs.
Some of the top sustainability issues worldwide have also been identified for the FMCG industry in India are
Packaging
Harmful emission
Water utilization
Rising cost of resources
Affordable green technology
Health impact
Impact on top line & bottom line
Game changing technologies
social marketing
advent of 3G
marketing campaigns on mobile
online advertising
Coca-Cola has invested in customized wireless hand-held devices for its sales persons. The devices have wireless receipts of the list of customers to be visited and other customer details. HUL has an internet-based supply chain management system which connects it to the redistribution stockists. This focuses on primary sales (HUL to stockists) and secondary sales (stockists to retailers) along with enhanced communication
IT-enabled Supply Chain Management at HUL
Charateristics of Indian FMCG industry
The FMCG industry in 2020 will be charactised by the following factors: 1)Large Size: The Indian FMCG industry in 2020 is expected to reach a size of INR 3700 billionINR 5200 billion. As a major contributor to economic growth in the next decade it will contribute close to 3 per cent of the GDP. 2) Increased Product Complexity: increasing consumer segments with very different needs 3) Evolving Consumers: 4) Increased Competitive Intensity 5)Channel evolution 6)Environmental concerns
Divergent choices in FMCG business
Implications
Disaggregating the Operating Models Winning the Talent Wars Bringing Sustainability into the Strategic Agenda:
Sustainability as a Core Business Strategy Sustainability in Product Innovation Using the Sustainability Lens throughout the Product Lifecycle Sustainability Driving Major Decisions Integrating Sustainability into Marketing and Messaging
Reinventing Marketing for i-Consumers Re-engineering Supply Chains Partnering with Modern Trade
Implications for other stakeholders
Government
Supporting growth through backward linkages
Retailer
NGOs Major role in driving sustanability efforts
Collaboration of organised and unorganised retail for breakthrough growth
Investors India serves an attractive market opportunity for foreign investors
