FMCG

Kirti Agarwal
Kritika Jain
Radhika Fomra
Salauni Gupta
Simran
MFM, Sem III
NIFT, Kolkata
 OBJECTIVES

PRIMARY OBJECTIVE:

To study about the Indian FMCG market with

respect to Bath and Body Products

SECONDARY OBJECTIVE:

To compare and study three FMCG brands

FMCG
 FMCG OVERVIEW

The fourth largest sector in the Indian

Economy. The market size of FMCG in
India is estimated to grow from US$30
Billion in 2011to US$ 74 Billion in
2018.

Food products is the largest segment

accounting for 43 percent of the
overall market. Personal care is 22
percent and fabric care is 12 percent.

SOURCE: http://info.shine.com/industry/fmcg/6.html
MARKET SEGMENTATION
OF FMCG

FMCG

Food and
Househol Personal
Beverage
d Care Care
s
 Household Food and Personal
Care Beverages Care

Kitchen Packaged Toiletries

Sanitary Food Items Cosmetics
Fabric Packaged

Cleaners Beverages
 FMCG IN INDIA

The FMCG sector has grown at an annual average of about 11

per cent over the last decade.

The overall FMCG market is expected to increase at CAGR of

14.7 per cent to touch US$ 110.4 billion during 2012-2020, with
the rural FMCG market anticipated to increase at a CAGR of 17.7
per cent to reach US$ 100 billion during 2012-2025.

Food products is the leading segment, accounting for 43 per

cent of the overall market..
Growing awareness, easier access, and changing lifestyles
have been the key growth drivers for the consumer market.

The Government of India's policies and regulatory frameworks

such as relaxation of license rules and approval of 51 per cent
foreign direct investment (FDI) in multi-brand and 100 per cent
in single-brand retail are some of the major growth drivers for
the consumer market.

FMCG items are meant for daily of frequent consumption and

have a high return.

SOURCE: http://www.ibef.org/industry/fmcg-presentation
 MARKET LEADERS
Hindustan Unilever Ltd.-
Total Sales Turnover= 34,417 Crores
Reported Net Profit= 4082 Crores

ITC-
Total Sales Turnover= 51,945 Crores
Reported Net Profit= 9844 Crores

Nestle India
Total Sales Turnover= 8482 Crores
Reported Net Profit= 563.27 Crores

SOURCE: http://www.moneycontrol.com/
BRANDS
Product Mix
Garnier Nivea Dove
(Rs.70-Rs. 1300) (Rs.40-Rs.330) (Rs. 20- 500)
BATH CARE BATH CARE BATH CARE
Shampoo Shower Cream Shower Gel
Face Wash Shower Gel Face Wash
Body Scrub Face Cleanser Soaps
Conditioner Shaving
Cleanser Soaps BODY CARE
Body Lotion
BODY CARE BODY CARE Milk
Daily Cream Lotion Cream
BB Cream Milk Moisturizer
Pure Active Cream Cream Dry Skin Care
Fairness Cream Face Moisturizer
After Shave
DEODRANTS
Skin Protector
Sprays
Face Moisturizer
Sunblock Deodorants
Sprays HAIR CARE
Anti Ageing Cream Shampoo
Anti wrinkle cream Roll On
Talc Conditioner
Body Cocoon Hair Oil
Milk Lotion Elixir Oil
LIP CARE
Dry Hair Treatment
Stick Hair Fall Treatment
LIP CARE Tube Anti- Dandruff Treatment
Damaged Hair Care
Ultimate Protective SUN CARE
Lip balm BABY CARE
 Positioning
High Perceived
Quality

Low Price High Price

Low Perceived
Quality
 Segmentation

BASIS

Segment Economy Economy Economy

Age Profile 15-35 Years 18-60 Years 18-60 Years

Psychograph People who People who People who

ic like trying new are traditional want to be
products with and arent themselves
signature experimental and appreciate
natural with their the Real
blends. body care Beauty
products
 Brand Personality
Model

Sincerity Excitement Competence Sophistication Ruggedness

Honest Daring Reliability Class Toughness
Sincere
Trendy Hard working Upper class Rugged
Exciting Secure Good looking Tough
Real
Honest Spirited Reliable Glamorous Masculinity
Cheerful Cool Dependable Charm Outdoorsy
Young Charming Masculine
Friendly Intelligence
Sentimental Imaginative Technical
Feminine Western
Smooth
Wholesome Unique Corporate
Original Contemporary Successful
Down to Up to date
Leader
Independent
earth Confident
Family Successful
oriented
Small town
 Brand Personality:
Sincere

Warm,
Reliable,
Friendly &
Honest
Brand Personality: Excited

Bold, Young,
Trendy&
Experimenta
l
Brand Personality: Sincere
Brand Identity Prism
 PERSONALI Picture of
TY the Sender
PHYSIQUE
CONFIDENT
SOPHISTICAT
SINCERE
E ED I
COMPETENT
RELIABLE
X WARM N
T FRIENDLY T
E E
R R
N RELATIONSH N
A CULTURE A
IP
L CARE L
LOYALTY
I I
S S
A A
T T
I I
REFLECTION SELF-IMAGE
O O
N N
NON TRADITIONA
EXPERIMENT L
AL
Picture of
the Receiver
 Picture of
PERSONALI the Sender
PHYSIQUE TY

MODERN BOLD
E FRESH YOUTHFUL I
X STYLISH N
T T
E E
R R
N RELATIONSH N
A CULTURE A
IP
L CARE L
FRIENDLY
I I
S S
A A
T T
I SELF-IMAGE I
REFLECTION
O O
N EDGY N
OUTGOING EXPERIMENT
FLEXIBLE AL

Picture of
the Receiver
 PERSONALI Picture of
PHYSIQUE TY the Sender
REAL
SINCERE
BEAUTY
COMPETENT
E HONEST I
LOGO
X GENTLE/ N
MILD
T T
E E
R R
RELATIONS CULTURE
N HIP
N
A CHALLENGIN A
L PROMOTING G L
I SELF- STEREOTYPE I
ESTEEM S
S CARING S
A A
T T
I I
SELF-IMAGE
O REFLECTION O
N CONFIDENT N
NATURAL
REAL
BEAUTY
BEAUTY
MODERN
INSPIRED
Picture of WOMAN
the Receiver
 SELF-
REFLECTI IMAGE
ON
EDGY
OUTGOING EXPERIMENT
FLEXIBLE AL

REFLECTI SELF-
ON IMAGE
NON TRADITIONA
EXPERIMENT L
AL

REFLECTI SELF-
ON IMAGE

NATURAL CONFIDENT
BEAUTY REAL
MODERN BEAUTY
WOMAN INSPIRED
 Trends impacting the global FMCG
Industry

Big Data

Speed of Social Media

a) Fresh & locally
sourced and at
premium prices
Health concerns b) Increase in
boutique / artisan
manufacturers
c) Sugar
Online Shopping d) Organic

Environment and
Sustainability

Ageing

http://www.fmcgconsulting.co.nz/insights/8-mega-trends-affecting-the-global-fmcg-/-cpg-industry
 Personal care in India
Beauty and personal care growth
slows down in 2015

Rising natural, herbal and

ayurvedic beauty and personal
care sales

International players continue to

dominate while domestic players
play catch-up

Independent small grocers remain

preferred distribution channel

Demand expected to remain strong

over forecast period

http://www.euromonitor.com/beauty-and-personal-care-in-india/report
Recent Updates

FMCG companies clock slowest Q2 sales in a

decade

www.economictimes.indiatimes.com/articleshow/55570605.cms?
utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst
Recent Updates
Demonetisation:
FMCGs supply lines feel the crunch, firms cut
production

www.economictimes.indiatimes.com/articleshow/55570605.cms?
utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst
Recent Updates

Patanjali pips Hindustan Unilever to become Indias

most attractive FMCG brand 2016

www.economictimes.indiatimes.com/articleshow/55570605.cms?
utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst
Recent Updates

FMCG companies turn tightfisted on ad spends

www.economictimes.indiatimes.com/articleshow/55570605.cms?
utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst
 Recent Updates

FMCG firms goweb first to launch new products;

get instant feedback, wide reach

August : Mondelez India Foods Private Limitedlaunched

Cadbury Dairy Milk Marvellous Creations exclusively on
Amazon India before making the product available across all
major urban and rural retailers.

November 2015Nestle India Ltd relaunched of Maggi

noodles online first in a partnership with Snapdeal.

June: Nestlelaunched its new spicy flavours under the

sub-brand Hot Head, again with Snapdeal, in a bid to
appeal to young adults.

www.economictimes.indiatimes.com/articleshow/55570605.cms?
utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst