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See all Premium member Presentation Transcript Fast Moving Consumer Goods : Fast Moving Consumer Goods By: Nitin Yadav FMCG Industry : FMCG Industry FMCG are products that have a quick shelf turnover, at relatively low cost and don't require a lot of thought, time and financial investment to purchase ‘Fast Moving’ is in opposition to consumer durables such as kitchen appliances that are generally replaced less than once a year Three of the largest and best known examples of Fast Moving Consumer Goods companies are Nestlé, Unilever and Procter & Gamble FMCG Industry : FMCG Industry The Indian FMCG sector is an important contributor to the country's GDP. It is the fourth largest sector in the economy and is responsible for 5% of the total factory employment in India This has been due to liberalization, urbanization, increase in 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% of the total domestic FMCG demand Some Fact About FMCG : One of the fastest growing sector in early 1980’s till 1990’s The dream of every creative man, any investor, advertising agency, or B-school graduate to work in or for FMCG company. After 1990’s, FMCG started losing their sheen due to introduction of other product types Total lack of imagination on the part of FMCG companies. By 2000, volumes & margins either shrank or stagnated During 2006, Consumers willingness to upgrade to better, value added products helped FMCG. Some Fact About FMCG FMCG Category & Products : Household Care e.g. laundry soaps, mosquito repellents, dish cleaners etc. Food & beverages e.g. soft drinks, bakery products, tea, coffee, vegetables etc. Personal Care e.g. oral care, hair care, skin care, cosmetics, deodorants, perfumes etc. FMCG Category & Products Domestic Players : Britannia India Ltd. (BIL) Dabur India Ltd. Indian Tobacco Corporation Ltd. (ITCL) Marico Nirma Ltd. Domestic Players Foreign Players : Cadbury India Ltd. (CIL) Cargill Coca-Cola Colgate Palmolive India H.J. Heinz Co. Hindustan Lever Ltd. (HLL) Nestle India Ltd. Procter & Gamble Foreign Players FMCG Vs. Industrial Marketing : FMCG Vs. Industrial Marketing Market Segmentation : Geographic Demographic Social and Economic Behavioral Market Segmentation Geographical : Zone region- nearest zone will be targeted first Villages and town- helps to analyze marketing strategy Density Climate Geographical Demographic : Age- children or adult Gender-male or female Demographic Socio-Economic : Income group- high, medium or low Social and Economic- Education (illiterate, literate , highly literate), social class Socio-Economic Behavioral : Occasions ( Diwali, Deshehra, Eid) Brand loyalty (rural area people are more brand loyal) Behavioral FMCG companies : FMCG companies Slide 15: Brief about Company The Company started in the year Started to distribute Colgate Dental Cream, Colgate-Palmolive It has a presence in around 3.5 million retail outlets across the country, of which the Company services 9.40,000 outlets directly The Company has grown to a Rs. 9600 million plus with an outstanding record of enhancing value for its strong shareholder base Colgate has been voted ‘The Most Trusted Brand’ in India across all brands and categories for the third consecutive year in the Brand Equity AC Nielson ORG-MARG 2005 survey. Slide 16: History 1975Caprice hair care launches in Mexico. Today, hair care products are sold in over 70 countries, with variants to suit every type of hair need 1976Colgate-Palmolive acquires Hill's Pet Nutrition. Today Hill's is the global leader in pet nutrition and veterinary recommendations 1983Colgate Plus toothbrush is introduced. Today over 1.6 billion Colgate toothbrushes are sold annually worldwide 1985Protex bar soap is introduced, and today offers all-family antibacterial protection in over 56 countries. Colgate-Palmolive enters into a joint venture with Hong Kong-based Hawley & Hazel, a leading oral care company, which adds strength in key Asian markets. Slide 17: History 1986The Chairman's You Can Make A Difference Program is launched, recognizing innovation and executional excellence by Colgate people 1987Colgate acquires Softsoap liquid soap business from the Minnetonka Corporation. Today, Colgate is the global leader in liquid hand soap 1989Annual Company sales surpass the $5 billion mark 1991Colgate acquires Murphy Oil Soap, the leading wood cleaner in the U.S. Today, its product portfolio has expanded to include all-purpose cleaners, sprays and wipes Slide 18: History 1992Colgate acquires the Mennen Company. Today, Mennen products are sold in over 52 countries 1995Colgate enters Central Europe and Russia, expanding into fast-growing markets. Colgate acquires Kolynos Oral Care business in Latin America and launches market-leading Sorriso toothpaste 1996Bright Smiles, Bright Futures oral health education program expands to reach 50 countries with in-school programs and mobile dental clinics 1997Colgate Total toothpaste is introduced and quickly becomes the market leader in the U.S. Only Colgate Total, with its 12-hour protection, fights a complete range of oral health problems Slide 19: History 2004Colgate acquires the GABA oral care business in Europe, with its strength in the important European pharmacy channel and its ties with the dental community. 2006Today, with sales surpassing $10 billion, Colgate focuses on four core businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate now sells its products in 222 countries and territories worldwide. Slide 20: 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 by 14%, Products Oral Care: Colgate – Toothpaste, Tooth Powder, Whitening Products Pamolive - Shower Gel, Shower Cream, Bar Soap, Liquid Hand Wash, Shave Preps, Skin Care Household Care: Axion Surface Clean Slide 21: Brief about Company The company started in 1892 in a nondescript house in Calcutta (now Kolkata) with an initial investment of Rs. 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 Rs. 100 crores revenue mark In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born Forbes Global rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2nd Most Trusted Brand. Slide 22: History 1975 Britannia Biscuit Company takes over biscuit distribution from Parry's 1979 Re-christened Britannia Industries Ltd. (BIL) 1983 Sales cross Rs.100 crore 1989 · The Executive Office relocated to Bangalore 1992 · BIL celebrates its Platinum Jubilee Slide 23: History 1993 Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Groupe Danone in BIL · 1997 Re-birth - new corporate identity 'Eat Healthy, Think Better' leads to new mission: 'Make every third Indian a Britannia consumer' BIL enters the dairy products market 1999 "Britannia Khao World Cup Jao" - a major success! Profit up by 37% 2000 Forbes Global Ranking - Britannia among Top 300 small companies Slide 24: History 2001 BIL ranked one of India's biggest brands No.1 food brand of the country Britannia Lagaan Match: India's most successful promotional activity of the year Maska Chaska: India's most successful FMCG launch 2002 BIL launches joint venture with Fonterra, the world's second largest dairy company Britannia New Zealand Foods Pvt. Ltd. is born Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global Economic Times ranks BIL India's 2nd Most Trusted Brand Pure Magic -Winner of the Worldstar, Asiastar and Indiastar award for packaging Slide 25: History 2003 'Treat Duet'- most successful launch of the year Britannia Khao World Cup Jao rocks the consumer lives yet again 2004 Britannia accorded the status of being a 'Superbrand' Volumes cross 3,00,000 tons of biscuits Good Day adds a new variant - Choconut - in its range 2005 Re-birth of Tiger - 'Swasth Khao, Tiger Ban Jao' becomes the popular chant! Britannia launched 'Greetings' range of premium assorted gift packs The new plant in Uttaranchal, commissioned ahead of schedule. The launch of yet another exciting snacking option - Britannia 50-50 Pepper Chakkar Slide 26: Products BISCUITS BRITANNIA GOOD DAY(cashew, butter,pista, badam, chocochips and choconuts), NICE TIME MARIE GOLD TIGER BRITANNIA TREAT(eliachi, orange, mango), MILK BIKIS LITTLE HEARTS BRITANNIA 50-50 SALTED CRACKERS- SNAX, IMEPASS BREADS DELBIS(sliced bread) Slide 27: Market Share In terms of value, Britannia leads the market with 37 per cent market share Slide 28: Brief about Company Dabur India Limited is a leading Indian consumer goods company with interests in health care, Personal care and foods Over more than 100 years Dabur has been dedicated to providing nature-based solutions for a healthy and holistic lifestyle Slide 29: History In 1979, the Sahibabad factory / Dabur Research Foundation was setup. In 1986, it became a public limited company. In 1992, a joint venture with Agrolimen of Spain was established. In 2000, the company had a turnover of 1,000 Crores. In 2003, Dabur demurred the Pharma business. In 2005, Dabur acquired Balsara. In 2006, Dabur crossed $2 Bin market Cap, adopts US GAAP Slide 30: HEALTH CARE PRODUCTS DABUR CHYAWANPRASH DABUR CHYAWANSHAKTI GLUCOSE D DABUR LAL TAIL DABUR BABY OLIVE OIL DABUR JANAMGHUTTI HAJMOLA YUMSTICKS, CANDY ANARDANA FUN2 PUDIN HARA, PUDIN HARA G SHANKHPUSHPI DABUR HINGOLI NATURE CARE SHILAJIT GOLD ITCH CARE, RING GAURD Slide 31: PERSONAL CARE Dabur Red Gel Dabur Red Toothpaste Babool Toothpaste Meswakl Toothpaste Promise Toothpaste Dabur Lal Dant Manjan Dabur Binaca Toothbrush Gulabari Vatika Fairness Face Pack Amla Hair Oil Amla Lite Hair Oil Vatika Hair Oil Anmol Sarson Amla DABUR FOODS HOMEMADE LEMONEEZ CAPSICO Slide 32: Market Share Dabur currently owns three brands in the oral care segment Dabur Lal Dant Manjan - Sales of Rs1.5bn and a 30% market share in toothpowder Dabur Red toothpaste - launched in 2003 and has over 1.8% national market share in the toothpaste category Binaca toothbrush - Dabur had acquired the Binaca brand from Reckitt Benckiser in the mid-1990s. However it has not able to grow the toothpaste brand Slide 33: Brief about the Company Godfrey Phillips is today the second largest player in the Indian cigarette industry with an annual turnover of over US$ 265 million Incorporated in India in 1936, the Company established its own manufacturing facilities in 1944 The Company today is the proud owner of some of the most popular cigarette brands in the country like Red and White, Four Square, Jaisalmer, Cavanders, Tipper and Prince Its products are distributed through an extensive India wide network comprising 484 exclusive distributors and over 800,000 retail outlets Slide 34: History 1844 Mr. Godfrey Phillips, founder of Godfrey Phillips & Sons commenced business in the Barbican (London), as a Cigar manufacturer 1944 Company established its own manufacturing facilities 1946 GODFREY PHILLIPS became a Public Ltd. Co. with its manufacturing operations in Mumbai 1967 D. Macropolo & Co., which was the sole selling agent for GODFREY PHILLIPS, opened a subsidiary company called "International Tobacco Co.", Slide 35: History 1967-68 Philip Morris acquired substantial holding in Godfrey Phillips Ltd 1979 Philip Morris. joined hands with the K.K. Modi Group and in the following year the Modi Enterprises took over the management of GODFREY PHILLIPS 2002 The Company re-launch some of its brands, by giving them an entirely new look & positioning, while some new, innovative products like Tipper & Piper were also introduced 2003 Jaisalmer & Prince re-launched Slide 36: History Cigarette Four Square Jaisalmer Red & White Cavanders Tipper North Pole Prince Cigars - Brands Don Diego Hav-a-tampa Phillies Santa Damiana H-2000 Rothschild Slide 37: Market Share The domestic market share has grown from 10% to 12 % over 2003-04 Godfrey Phillips has surpassed industry standards and demonstrated phenomenal growth, at 8.3% in the year 2003 - 04, against industry growth of 4.4% for the same period Slide 38: Brief about Company The foods division of Godrej Industries produces and markets edible oils, vanaspati, fruit drinks, fruit nectar and bakery fats It is among the largest marketer of toilet soaps in the country with leading brands Cinthol, Fair Glow, No.1 etc. Godrej is also the preferred supplier for contract manufacturing of toilet soaps be some of the most well-known brands in the country It is well supported by a state-of-the-art Research Centre based in Mumbai Godrej has adopted the Total Quality Management system and their factories have received ISO certifications Slide 39: Products Soaps Cinthol Fair Glow Shikakai Evita No. 1 Toiletries Cinthol Talc, Deodorant No. 1 Talc Shaving Cream Slide 40: Products Hair Care Renew Color Soft Godrej Hair Dye Fashion Colors Nupr Mehndi Anoop Hair Oil Household Godrej Dish Wash Fabric Care Ezee Baby Care Snuggy Slide 41: Market Share Market share of Godrej in the soaps segment improved to 9.5% from 8.3% in Q3 FY05. In the Hair Colour market it has a share of 40.5% Slide 42: Brief about the Company Nirma is one of the few names - which is instantly recognized as a true Indian brand, which took on mighty multinationals and rewrote the marketing rules to win the heart of consumers Starting as a one-man operation in 1969, today, it has about 14, 000 employee-base and annual turnover is above Rs. 25, 00 crores Nirma aptly concentrated all its efforts towards creating and building a strong consumer preference towards its ‘value-for-money’ products The performance of Nirma during the decade of 1980s has been labeled as ‘Marketing Miracle’ of an era. During this period, the brand surged well ahead its nearest rival – Surf Now, the year 2004 sees Nirma’s annual sales touch 800,000 tones, making it one ofthe largest volume sales with a single brand name in the world Slide 43: Products SOAPS NIRMA BATH SOAP NIRMA BEAUTY SOAP NIRMA LIME FRESH SOAP NIRMA ROSE NIRMA SANDAL DETERGENT NIRMA WASHING POWDER NIRMA DETERGENT SUPER NIRMA WASHING POWDER NIRMA POPULAR DETERGENT POWDER NIRMA POPULAR DETERGENT CAKE NIRMA CLEAN DISH WASHBAR NIRMA BARTAN BAR SUPER NIRMA DETERGENT CAKE SALTS NIRMA SHUDH IODIZED NAMAK Slide 44: Market Share Nirma is the largest detergent brand and the second largest toilet soap brand in India with market share of 38% and 20% respectively Slide 45: Brief About the Company ITC is one of India's foremost private sector companies with a market capitalisation of over US $ 13 billion and a turnover of US $ 3.5 billion Rated among the World's Best Big Companies by Forbes magazine and among India's Most Respected Companies by BusinessWorld, ITC ranks third in pre-tax profit among India's private sector corporations TC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Greeting Cards, Safety Matches and other FMCG products. Slide 46: History ITC is one of India's foremost private sector companies with a market capitalisation of over US $ 13 billion and a turnover of US $ 3.5 billion Rated among the World's Best Big Companies by Forbes magazine and among India's Most Respected Companies by BusinessWorld, ITC ranks third in pre-tax profit among India's private sector corporations TC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Greeting Cards, Safety Matches and other FMCG products. Slide 47: History ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco Company of India Limited’ Though the first six decades of the Company's existence were primarily devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco businesses ITC's Packaging & Printing Business Division, was set up in 1925 as a strategic backward integration for ITC's Cigarettes business In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola'. Slide 48: Products CIGARETTES Wills, Insignia India Kings Gold Flake Navy Cut Scissors Capstan Berkeley Bristol Flake. FOODS Ready to eat foods, staples, confectionery and snacks. Slide 49: Products LIFESTYLE RETAILING Wills Classic work wear Wills Clublife evening wear Wills sport GREETING, GIFTING AND STATIONARY Expressions greeting cards, autograph books, slam books, party invitations, pop up & mini books, Expressions Regalia(collection of premium greeting cards & social cause cards and desk calendars) Slide 50: Market Share ITC has captured a market share of 8%. In confectionery, ITC has built up a 17% share of mint candies and 24% of hard-boiled candies Ready-to-eat Sunfeast Pasta Treat has clocked 6% of the branded noodles THANK YOU….. : THANK YOU….. You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.