Project Report on the Job Analysis

Submitted by:PRADEEP KUMAR TIWARI (P1255) ANKUSH JAIN (P1219) JITENDRA BACHANI (P1204)

Submitted to:Prof. Pooja shah

INDEX
Sr.no. 1. Particulars Introduction of the industry (FMCG) - Introduction of the company - Job designation - Job description 2. Introduction of the industry (Retail) - Introduction of the company - Job designation - Job description 3. Comparison between industries 4. sources

Introduction of the fmcg industry

Fast Moving Consumer Goods (FMCG) goods are all consumable items (other than groceries/pulses) that one needs to buy at regular intervals. These are items which are used daily, and so have a quick rate of consumption, and a high return. FMCG can broadly be categorized into three segments which are: 1. Household items as soaps, detergents, household accessories, etc, 2. Personal care items as shampoos, toothpaste, shaving products, etc and finally 3. Food and Beverages as snacks, processed foods, tea, coffee, edible oils, soft drinks etc. Global leaders in the FMCG segment are Nestl, ITC, Hindustan Unilever Limited, Reckitt Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi, Gillette etc.

FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily deals with the production, distribution and marketing of consumer packaged goods. The Fast Moving Consumer Goods (FMCG) is those consumables which are normally consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, production and general management FMCG Industry Economy:

FMCG industry provides a wide range of consumables and accordingly the amount of money circulated against FMCG products is also very high. The competition among FMCG manufacturers is also growing and as a result of this, investment in
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FMCG industry is also increasing, specifically in India, where FMCG industry is regarded as the fourth largest sector with total market size of US$20.1 billion. FMCG Sector in India is estimated to grow 60% by 2011. FMCG industry is regarded as the largest sector in New Zealand which accounts for 5% of Gross Domestic Product (GDP). Common FMCG products: Some common FMCG product categories include food and dairy products, glassware, paper products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing and stationery, household products, photography, drinks etc. and some of the examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes, watches, soaps etc. Market potentiality of FMCG industry: Some of the merits of FMCG industry, which made this industry as a potential one in india, are low operational cost, strong distribution networks, presence of renowned FMCG companies. Population growth is another factor which is responsible behind the success of this industry. Availability of raw material Labour cost comparison Presence across value chain The future of FMCG: Fast moving consumer goods will become Rs 400,000-crore industry by 2020. A Booz & Company study finds out the trends that will shape its future. Considering this, the anti-ageing skincare category grew five times between 2007 and 2008. Its today the fastest-growing segment in the skincare market. Olay, Procter & Gambles premium anti-ageing skincare brand, captured 20 per cent of the
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market within a year of its launch in 2007 and today dominates it with 37 per cent share. Who could have thought of ready acceptance for anti-ageing creams and lotions some ten years ago? For that matter, who could have thought Indian consumers would take oral hygiene so seriously? Mouth-rinsing seems to be picking up as a habit mouthwash penetration is growing at 35 per cent a year. More so, who could have thought rural consumers would fall for shampoos? Rural penetration of shampoos increased to 46 per cent last year.

The top 10 companies in FMCG sector Sr. no. 1 2 3 4 5 6 7 8 9 10

Hindustan Unilever Ltd ITC (Indian Tobacco Company) Nestl India GCMMF (AMUL) Dabur India Asian Paints (India ) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

Companies

Introducing the asian paints group

Asian Paints is Indias largest paint company and Asias third largest paint company, with a turnover of Rs 96.32 billion. The group has an enviable reputation in the corporate world for professionalism, fast track growth, and building shareholder equity. Asian Paints operates in 17 countries and has 23 paint manufacturing facilities in the world servicing consumers in over 65 countries. Besides Asian Paints, the group operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans.

Asian Paints was included in Forbes Asias Fab 50 list of Companies in Asia Pacific in 2011 and 2012. Forbes Global magazine USA ranked Asian Paints among the 200 Best Small Companies in the World for 2002 and 2003 and presented the 'Best under a Bill ion' award, to the company. Asian Paints is the only paint company in the world to receive this recognition. Forbes has also ranked Asian Paints among the Best under a Billion companies in Asia in 2005, 2006 and 2007.

The company has come a long way since its small beginnings in 1942. Four friends who were willing to take on the world's biggest, most famous paint companies operating in India at that time set it up as a partnership firm. Over the course of 25 years Asian Paints became a corporate force and India's leading paints company. Driven by its strong consumer-focus and innovative spirit, the company has been the market leader in paints since 1968. Today it is double the size of any other paint company in India. Asian Paints manufactures a wide range of paints for Decorative and Industrial use.

In Decorative paints, Asian Paints is present in all the four segments v.i.z Interior Wall Finishes, Exterior Wall Finishes, Enamels and Wood Finishes. It also introduced many innovative concepts in the Indian paint industry like Colour Worlds (Dealer Tinting Systems), Home Solutions (painting solutions Service), Kids World (painting solutions for kids room), Colour Next (Prediction of Colour Trends through in-depth research) and Royale Play Special Effect Paints, just to name a few.

Asian Paints has always been ahead when it comes to providing consumer experience. It has set up a Signature Store in Mumbai & Delhi in India, where consumers are educated on colours and how it can change their homes.

Job designation
Marketing manager :
If you like communicating ideas and messages, and have creative and organisational skills, this job could be ideal for you. As a marketing manager, it would be your job to plan the best ways of promoting your employer's product, service or message to as many people as possible. To do this job you will need to have management skills to lead and motivate a team. You'll also need the ability to work under pressure and to deadlines. To get into this job you will usually need experience as a marketing executive. Employers are likely to be more interested in your skills, track record and industry knowledge than your formal qualifications

Skills and knowledge

As a marketing manager you should have:

excellent spoken and written communication skills creative thinking good organisational and planning skills the ability to lead and motivate a team drive, motivation and initiative the ability to work under pressure and to deadlines the confidence to 'sell' your ideas attention to detail Foreign language skills can be useful for international marketing jobs.

HR approach of marketing: Employer Branding & Market Analytics

A strong employer brand is, of course, much more than a label. To attract and engage the top talent, your offer should be in-line with the benefits, culture and opportunities that you actually deliver. Only by truthfully maintaining and developing the high-value relationship with employees are you able to achieve the desired results. Most of all, branding is all about trust. Customers, shareholders, partners and employees need to believe that you can deliver. Not only today, but also in the future. In building a strong employer brand that is more than just a label, the first question to be answered is: Do HR and Executive Management really create the conditions within the organisation that will attract, engage and retain top talent? The second question would be: How can we positively influence the perception of these conditions among talent within as well as outside the company? To answer these questions HR could learn from marketing by adopting market analytics, which can provide insights to managing talent in a structured way. The CRF Institute helps to answer both questions. The Top Employers project gives recognition and accreditation to a company for its HR policies and practices. It supports organisations in their quest to stand out as an employer of choice. The rigorous research exercise provides insights to its HR policies and practices. Where do you stand as an employer in building the right conditions for your staff in order to increase the Return of Investment (ROI) of HR? For example measured by higher performance, lower levels of staff turnover or absenteeism? Research by the CRF Institute among their top employers in 12 countries worldwide provides ample information about what an employer of choice should deliver. Certification as a Top Employer can give stakeholders the reassurance that the company can actually fulfil the promises it makes Developing and maintain high-value relationships with employees is about creating psychological, economical and social values, about personal values matching organisational values, about trust, and about offering development opportunities

Job description
To be responsible for developing and maintaining marketing strategies to meet agreed company objectives. To evaluate customer research, market conditions, competitor data and implement marketing plan alterations as needed. To oversees all marketing, advertising and promotional staff and activities. Responsibilities: Responsible for the marketing of company products and services to the right market whether B2B or B2C. Demonstrate technical marketing skills and company product knowledge. Develop an annual marketing plan in conjunction with the sales department. This should detail the years activity to meet agreed company objectives. Budget management. To deliver all marketing activity within the agreed budget. To direct marketing staff where budgets are devolved. To manage all aspects of print production, receipt and distribution. To achieve frequent, timely and positive media coverage across all available media. To managing the entire product line life cycle from strategic planning to tactical activities. To conduct market research in order to identify market requirements for current and future products. To develop and implement a company-wide plan to push product, working with all departments for its execiution To analyse potential strategic partner relationships for product lines.

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Relationships and Roles: To demonstrate the ability to interact and cooperate with all company employees. To build trust, value others, communicate effectively, drive execution, foster innovation, focus on delivery to customers, collaborate with others, solve problems creatively and demonstrate high integrity. Maintain professional internal and external relationships that meet company core values. Proactively establish and maintain effective working team relationships with all support departments.

Job description part :

develop pricing strategy deliver marketing activity within agreed budget determine and manage the marketing budget monitor, review and report on all marketing activity and results manage the productivity of the marketing plans and projects develop and implement marketing plans and projects for new and existing products analysis of customer research, current market conditions and competitor information conduct market research to determine market requirements for existing and future products manage and coordinate all marketing, advertising and promotional staff and activities

The work You would use various marketing strategies (such as media advertising, direct mail, websites and promotional events) to communicate with customers. Your typical tasks would include:
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researching and analysing market trends identifying target markets and how best to reach them coming up with marketing strategies planning campaigns and managing budgets organising the production of posters, brochures and websites attending trade shows, conferences and sales meetings making sure that campaigns run to deadline and on budget monitoring and reporting on the effectiveness of strategies and campaigns

managing a team of marketing executives and assistants.

You would often specialise in certain types of product or market, such as fashion, fast moving consumer goods (FMCG) or financial services. In some companies you might be known as a brand or account manager.

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Introduction of the retail industry

Retail industry can be classified into two broad categories organized retail and unorganized retail. Organized retail - Those traders/retailers who are licensed for trading activities and registered to pay taxes to the government Unorganized retail It consists of unauthorized small shops - conventional Kirana shops, general stores, corner shops among various other small retail outlets - but remain to be the radiating force of Indian retail industry.

Overview Retail industry, being the fifth largest in the world, is one of the sunrise sectors with huge growth potential and accounts for 14-15% of the countrys GDP. Comprising of organized and unorganized sectors, Indian retail industry is one of the fastest growing industries in India, especially over the last few years. According to the Global Retail Development Index 2012, India ranks fifth among the top 30 emerging markets for retail. The recent announcement by the Indian government with Foreign Direct Investment (FDI) in retail, especially allowing 100% FDI in single brands and multi-brand FDI has created positive sentiments in the retail sector.

Emerging Areas Some sectors that occupy a prominent position with the retail industry are: Apparel and fashion Everybody understands the impact of fashion and textiles on the environment. Almost $19.5 billion were spent on online apparel shopping in the year 2009 and increasing since then. Fashion & Lifestyle - In India the vast middle class and its almost untapped retail industry are the key attractive forces for global retail giants wanting to enter into newer markets, which in turn will help the retail to grow faster. Food & Beverage retail - Backed by huge potential and changing lifestyles, the food and beverage retail market is growing at a robust 30-35 per cent per year. Pharmaceutical Retail Driven by therapies like anti-diabetic, vitamin, anti-infectives and dermatology, it accounted for a robust 15% growth in 2011.

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E-commerce or E-tailing the next big revolution - With the advent of e-commerce in the retail industry, retail stores are facing stiff competition from e-stores. The rising demand for e-shopping has lead to a new debate cropping up in the world. Factors driving growth are:

Emergence of nuclear families Falling real estate prices Growing trend of double-income households Increase in disposable income and customer aspiration Increase in expenditure for luxury items Large working population Low share of organized retailing Growing liberalization of the FDI policy in the past decade

Skill sets required are: The industry employs a staggering number of people, and given its rapid proliferation, this number is always on the rise. The backbone of the sector are the operations and supply chain management jobs but there are various other options as well, from sales executives and store managers to merchandise planners and buyers.

Conceptual understanding Analytical skills Detail-orientation Fair understanding of customers psychology Observations skills Project Management Operational Skills In-depth product knowledge

Bottlenecks

A long way to meet international standards Lack of efficient supply-chain management Lack of required retail space No fixed consumption pattern Shortage of trained manpower Lack of proper infrastructure and distribution channels

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Ratings agency Fitch has assigned a stable outlook to the retail sector for 2012 as factors like expected sales, growth-driven expansion and efficient working capital management are likely to benefit retail companies.

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Introducing the pantaloon retail

Pantaloon Retail (India) Limited, is a large Indian retailer, part of the Future Group, and operates in multiple retail formats in both, value and lifestyle, segments of the Indian consumer market. Headquartered in Mumbai, the company has over 1,000 stores across 71 cities in India and employs over 35,000 people, and as of 2010, it was the country's largest listed retailer by market capitalization and revenue.

The company separated its discount store business, which includes the Big Bazaar hyper market and the Food Bazaar supermarket businesses, into Future Value Retail Ltd., its wholly owned subsidiary, so that the company may be listed independently. The companys brands include Pantaloons, a chain of fashion outlets, Big Bazaar, a hypermarket chain, and Food Bazaar, a supermarket chain. Some of the company's other regional brands include Depot, Shoe Factory, Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara.

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A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, Collection i, selling home furniture products and E-Zone in the consumer electronics segment. The company is present across several lines of business which have various formats (stores) Plywood, The Dollar Store (JV)

Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big Bazaar, Lee Cooper (JV)

General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S FAIR PRICE, Food Rite

Electronics - eZone, Electronic Bazzaar, Koryo , Sensei, STAPLES (JV) Home Improvement - Home Town Furniture - Collection i, Furniture Bazaar, Home Bazaar E-tailing (online shopping) Books and music - Depot Leisure and entertainment - Bowling Co., F123, TGIF (Thank God it's Friday!)

Wellness - Star & Sitara, Tulsi Telecom and IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom, T 24, One Mobile (in alliance with TATA Teleservices)

Consumer durables - Koryo, Sensei, IPAQ Service - E Care, H Care, Design & Service Malls - Central (Bangalore, Hyderabad, Pune, Mumbai,Kochi, Vadodara, Gurgaon, Indore, Ahmedabad, Thane, Surat)

Investment and savings - Insurance: ULIP, Pension, Endowment, etc

Company timeline
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1987 Company incorporated as Manz Wear Private Limited, launch of Pantaloons trouser, Indias first formal trouser brand

1992 An initial public offer (IPO) was made in the month of May. 1997 Pantaloons, Indias family store, launched in Kolkata. 2001, big bazaar Is se sasta aur accha kahi nahin, Indias first hypermarket chain, launched.

2002 Food Bazaar, the supermarket chain, is launched. 2007 Future Group crosses the $1 billion turnover mark.

Job designation
Marketing manager
If you like communicating ideas and messages, and have creative and organisational skills, this job could be ideal for you. As a marketing manager, it would be your job to plan the best ways of promoting your employer's product, service or message to as many people as possible.
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To do this job you will need to have management skills to lead and motivate a team. You'll also need the ability to work under pressure and to deadlines. To get into this job you will usually need experience as a marketing executive. Employers are likely to be more interested in your skills, track record and industry knowledge than your formal qualifications

Job description
Retail managers are responsible for running stores or departments to meet a companys targets and policies. The aim of any retail manager is to maximise profit while minimizing costs. Retail managers ensure promotions are accurate and merchandised to the companys standards, staff are fully versed on the target for the day and excellent customer care standards are met. Depending on the size of the store, and company structure, retail managers may also be required to deal with human resources, marketing, logistics, information technology, customer service and finance. Typical work activities Depending on the size of store and the area of retail, typical work activities may alter, but tasks typically involve:

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managing and motivating a team to increase sales and ensure efficiency; managing stock levels and making key decisions about stock control; analysing sales figures and forecasting future sales volumes to maximise profits; analysing and interpreting trends to facilitate planning; using information technology to record sales figures, for data analysis and forward planning;

dealing with staffing issues such as interviewing potential staff, conducting appraisals and performance reviews, as well as providing or organising training and development;

ensuring standards for quality, customer service and health and safety are met; resolving health and safety, legal and security issues; responding to customer complaints and comments; promoting the organisation locally by liaising with local schools, newspapers and the community in general;

organising special promotions, displays and events; attending and chairing meetings; updating colleagues on business performance, new initiatives and other pertinent issues;

touring the sales floor regularly, talking to colleagues and customers, and identifying or resolving urgent issues;

maintaining awareness of market trends in the retail industry, understanding forthcoming customer initiatives and monitoring what local competitors are doing;

initiating changes to improve the business, e.g. revising opening hours to ensure the store can compete effectively in the local market;

dealing with sales, as and when required.

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Difference and comparison due to different industries

Consumer Goods are goods being sold by manufacturer through his own sales outlets/online or through a retail store. Samsung, Sony, LG, Nokia, Lakme, Colgate, HUL, P&G etc are in the consumer goods industry. FMCG is Fast Moving Consumer Goods. Retail goods are goods being sold by a retailer that are mostly not manufactured by him. Big Bazaar, Croma, Reliance Digital, etc are in the retail industry. Amul can be considered in both retail as well as the consumer goods industry. The fight for margins between fast-moving consumer goods (FMCG) companies and organised retailers could intensify with the government opening the retail sector to foreign investment. Currently, FMCG companies derive about 8-10 per cent of their revenue from modern trade, which has traditionally given them a slight edge while negotiating annual sales contracts or purchase agreements with retailers, since they have an alternative in traditional trade. But that could change in the next few years as organised retail begins to flex its muscle, thanks to foreign investment, say experts. Most consumer goods companies work hard to ensure there is enough visibility in modern trade in the hope of inducing trials. Companies also have dedicated sales teams for modern trade and traditional trade today, with pack sizes varying depending on the channel.

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For instance, super-value and large packs are pushed heavily in modern trade, while traditional trade has regular pack sizes dotting shop shelves. As foreign investment begins to flood the sector, retailers are expected to demand more than they now do. Already, retailers such as Future and More from the Aditya Birla Group have had run-ins with FMCG companies over margins in the past. Last year, British consumer goods major Reckitt sparred with Future over margins, with the result that the latter stopped taking fresh orders of their products, notably Dettol. Future had also famously cut off Cadbury some three years ago and FritoLay and Kelloggs before that over margins. In consumer durables, too, the scenario has been no different with retailers such as Croma from the Tata Group asking manufacturers such as LG, Samsung, Nokia and HP last year to raise their margins. More recently, Samsung was at loggerheads with regional and national chains over margins. Samsung was looking to rationalise payouts to channel partners by as much as six to seven percentage points, in a bid to reduce the price differential between retailers of home appliances. Samsung was keen to bring margins to about 17-18 per cent across formats. But this did not go down well with regional and national chains since they enjoyed margins of about 24 per cent.

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Sources of information
Hoch, Stephen J., Xavier Drze and Mary Purk (1994), EDLP, Hi-Lo, and Margin Arithmetic, Journal of Marketing, 58 (4), 16-27. http://hubpages.com/hub/consumer-sales-promotion-marketing-mix-strategy www.asianpaints.com www.pantaloonindia.com www.Ibef.orgg www.business-standard.com/india/newss www.businessworld.in/bw/2010_12_23_A_

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