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FMCG Sector in India

FMCG Sector has 4 Segments :

1. Household Care(14%)

2. Personal Care(22%)

3. Food & Beverages (43%)

4. Health Care (OTC)

It primarily includes production , packaging , distribution &

marketing of consumer packaged goods . Urban Markets - 66.5 % & Rural Market - 33.5 % .

FMCG products contribute to 54% of Rural Spending .

$15.6Bn in2006

$ 36.8Bn in2012

$ 75 Bnby2018(E)

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Key Players & Segment Leadership

Hindustan UnileverSkin Care,Shampoo,F&B &Detergents

ITC- Cigarettes ( Market CapRs 1Lac 50K Crores)

Colgate Oral Care (Market CapRs 8200 Cr) Dabur Fruit Juice ( Market CapRs 8920 Cr)

Marico Hair Oil (Market CapRs 14533 Cr)

Procter & Gamble ( Market CapRs 2700 Cr )

Hindustan Unilever contributes 12.5% to the total INR2 Lac Crore FMCG Market .

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Hindustan Unilever Ltd

HUL is Indias No 1 FMCG company with parent

UNILEVER Plc holding 67 % stake .

It has 35 Brands ( 7 > 1000 Cr & 13 > 500 Cr)& reaches6.5 Million outlets by its strong distribution system .

Detergents (49%) , Personal Products (30%), Food &Beverages(17 % ) & Water (3%) are the 4 Main Verticals.

FY 2012-13 Revenue at Rs 25,810 Cr with Net Profit of Rs

3800 Cr .

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Procter & Gamble

P&G India is a subsidiary of Procter & Gamble,USA whichis Worlds largest FMCG Company .

P&G India has 13 Brands with an Annual Turnover of Rs1700 Cr with Net Profit of Rs 286 Cr(PBT) .

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TIDE Tide (Alo, Vizir or Ace in some countries) is the brand-

name of a laundry detergent manufactured by P&G, firstintroduced in 1946 . Launched in India in mid-2000 .

It gives outstanding whiteness due to its anti-redeposition

global technology .

It offers solution to virtually any stain .

It is the Market leader in 23 countries .

mouthshut.com>

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RIN RIN was launched in India as a bar in 1969,Rin

detergent powder was launched in 1994 .

In 2007 the brand was extended to include bleach inits portfolio. Bleach being another whitenesssolution

Rin also added Rin Matic, a specialist washingmachine powder .

Rin was the first national detergent bar brand in

India.

mouthshut.com>

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Law of AdvertisingLAW- Once born, a brand needs advertising to stay healthy.

Rin and Tide both brands are appealing on whiteness on everyTVC campaign.

Both Brands are already well established and taken position inmarket.

Advertising is very necessary to maintain the Market Share of the

Brand.

Used as a Tool of Defense .

V/S

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Brand Analysis

Aggressive brand campaign.

Focuses on whiteness of clothes.

Appealing to house wives. Core Competency: -It is challenging as Dugni

Safedi(Twice Time Whiteness).

RIN has released new campaign RIN Challengewhich

is being endorsed by Kajol. Tagline:- Chamkte RehanaTagline itself is making

strong brand RIN & approaching aggressively.

http://www.youtube.com/watch?v=xgnIT2oWsy8

http://www.youtube.com/watch?v=HAEb2UmA_w8

http://www.youtube.com/watch?v=xgnIT2oWsy8http://www.youtube.com/watch?v=HAEb2UmA_w8http://www.youtube.com/watch?v=HAEb2UmA_w8http://www.youtube.com/watch?v=xgnIT2oWsy8

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Funny & Simple campaign with line Chaunk Gaye?

Tide has extended the brand & introduced Tide Plus thatis also targeting to Laundry Consumers.

At the end of every campaign, voice over is coming withPunch line Tide hai, toh White hai & Tide plus Jo de

White Plus.

It is a good strategyto tap niche market where Tide cancover good market share & make loyal consumers.

http://www.youtube.com/watch?v=dv-H7yalXyA

http://www.youtube.com/watch?v=HhMapfpgqQo

http://www.youtube.com/watch?v=dv-H7yalXyAhttp://www.youtube.com/watch?v=HhMapfpgqQohttp://www.youtube.com/watch?v=HhMapfpgqQohttp://www.youtube.com/watch?v=dv-H7yalXyAhttp://www.youtube.com/watch?v=dv-H7yalXyAhttp://www.youtube.com/watch?v=dv-H7yalXyA

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Law of Fellowship

In order to build the category, a brand should welcomeother brands.

Choice stimulates demand.

Competition results in innovation.

Leads to Increase in Sales of the Category .

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Thank you