FMCG

• Fast Moving Consumer Goods

(FMCG), are products that are sold
quickly at relatively low cost.

• Though the absolute profit made on

FMCG products is relatively small,
they generally sell in large quantities,
so the cumulative profit on such
products can be large.
EXAMPLES OF FMCG GOODS
• Toiletries, soap, cosmetics, teeth
cleaning products, shaving products
and detergents, as well as other non-
durables such as glassware, light
bulbs, batteries, paper products and
plastic goods.
• FMCG may also include
pharmaceuticals, consumer
electronics, packaged food products
and drinks, although these are often
categorized separately
 Top Ten Players in FMCG
1. Hindustan Unilever Ltd.

2.ITC (Indian Tobacco Company)

3. Nestlé India

4. GCMMF (AMUL)

5. Dabur India

6. Asian Paints (India)

7. Cadbury India

8 Britannia Industries

9. Procter & Gamble Hygiene and Health Care

10. Marico Industries

Focus Area Of Presentation

FMCG GOODS

SOAPS PAPER
PRODUC
TS
COSMETI
DETERGEN CS CONSUMER
TS AND ELECTRONI
SKIN CS
CARE
COMPANIES UNDER
CONSIDERATION
 Emami- History

• The inception of Emami Group took

place way back in mid seventies
when the company started
manufacturing cosmetic products as
well as Ayurvedic medicines under
the brand name of Emami from a
small factory in Kolkata in 1974.
 - Vision & Mission

Vision
Making people healthy and beautiful, naturally

Mission
To contribute whole heartedly towards the environment and
society
integrating all our stakeholders into the Emami family
- Product Categories
 GROWTH STRATEGY
• Strong branding through celebrity
endorsements has been one of the
oldest and successful
marketing strategies adopted by the
company. Emami continues to use this
strategy to build existing brands and
launch new products.
• It is aggressively foraying into the hair
care segment with a bouquet of
products comprising hair packs, dyes,
colourants and shampoos.
 GROWTH STRATEGY
• Baby care is yet another segment being
targeted by Emami, with products like oil,
soap, talc and cream.
• Besides launching new products, Emami is
introducing product extensions.

For example, in the case of chyawanprash,

it has launched summer and choco-
flavoured variants. Likewise, it is introducing
a ‘spoon version’ of chyawanprash for
impulsive shoppers.
 -History
• In the summer of 1888, visitors to the Kolkata harbor
noticed crates full In the summer of 1888, In the
summer of 1888, visitors to the Kolkata harbor noticed
crates full of Sunlight soap
• In The summer of 1888, visitors to the Kolkata harbor
noticed crates full of Sunlight soap bars, embossed
with the words "Made in England by Lever Brothers".
With it, began an era of marketing branded Fast
Moving Consumer Goods (FMCG)

• Established in India in 1933 as Lever Brothers India

Limited.

• Customer base of 2 out of every 3 Indian in the

category of Home & Personal Care Products and Foods
 - Mission

To add Vitality to life

“We meet everyday needs for

nutrition, hygiene, and personal
care with brands that help people
feel good, look good and get more
out of life”.
- Product Categories
 Marketing Strategy

• 55% market share in skin care

products.
• Skin care per capita consumption in
India 0.3% and in Germany 36%.
• UNILEVER positioned to create
values.
• Skin cream low unit packs.
• Launch project shakti.
 -History
• In 1837, Procter and Gamble was founded in
Cincinnati by William Procter, a candle
maker, and brother-in-law Gamble, a soap
maker.
• Their joint venture started one of the most
influential companies in all American
industry. The company's first product was
Ivory soap, introduced in 1879.
• For generations, Procter and Gamble has
been built by scientists and consumer
researchers; the latter finding out what the
public wants and needs, and the former
 -Vision&Mission
• Vision
– “Be, and be recognized as, the best consumer
products and services in the world”

• Mission
– “Procter and Gamble will continue to serve
consumers by continuously innovating products
that will allow us to be leaders in household and
personal care, health care, and food products. To
produce products with the utmost care to give
nothing but quality to our communities. And to
continue to grow so that we can maximize our
shareholder’s wealth.”
- Product Categories
Range of products
 GRAND STRATEGIES

• Low Cost Leadership

– Concentrated Growth
– Market Development
• Differentiation
– Product Development
– Innovation
 Success factors

– Positive brand image

– Availability of products
– The ease of access
– Superior technology
– Product variety and diversification
– Line of shaving /grooming products
– Supply chain technology
 Penetration in India
• Underpenetrated markets, low per capita
consumption and well established brands
will translate into high growth rates for
Procter & Gamble
• In a recent move, the company tied up with
National Rural Health Mission, Rajasthan, to
educate the rural women about hygiene
issues.
• During FY06-08, the company invested
nearly Rs 60 crore towards capacity creation
(Rs 10 crore was invested in its Goa plant
for hygiene products and Rs 26.7 crore in
 -History
• Revlon was founded in 1932, by
Charles Revson and his brother
Joseph, along with a chemist, Charles
Lachman, who contributed the "L" in
the REVLON name.
• In only six years the company
became a multimillion dollar
organization, launching what was to
become one of the most recognized
cosmetics names in America and
around the world.
 - -Vision

VISION:
• Our vision is to provide glamour,
excitement and innovation through
quality products at affordable prices.
- Product Categories
BIOTIQUE

Create a
legacy of
Beauty, the
Ayurveda
 COMPANY PROFILE

Bio Veda Action Research

Pvt. Ltd.

Flagship Brand BIOTIQUE

Total Annual Sales Volume –

Above US $100 Million

Chair Person and MD

Ms. Vinita Jain
“ I wanted to
combine the best of
the ancient with
cutting-edge
technology.
Integrating a 5000
year old plant
medicine system
with biotechnology
gave birth to
 CORPORATE VALUES

• NATURE : Attitude and Behaviour

• BLEND : Process
• GLAMOUR : Delivery
 Range Of Products
• SKIN CARE PRODUCTS
Face Cleansers and Freshners, Sun
protectors, Nourishment Creams, Exfoliators,
Face Pack, Fairness Treatment, Acne
Treatment
 Main Markets
• France
• Italy
• Belgium
• Spain
• US
• Singapore, Malaysia, Nepal, Sri Lanka
,Switzerland , Netherlands and India
 Marketing Aspects
• Segmentation – Income

• Target Market – Male and Female (Urban)

• Positioning – Life Style

• Pricing –
Above Rs.150 -Indian Market
Upto 8 times higher - Foreign markets

• Competitors
 Strategies for
Expansion
Move over
Exclusive outlets Shahnaz...
(15,000
points of sale,
4,000 multibrand
outlets )
•Branded Beauty
Salons
•Biotique Spa