Professional Documents
Culture Documents
FMCG
Fast
Moving
Career
Growth
Planning a Career
A person who knows HOW to do something
will always have a job
WHY to do something
Agenda
AGENDA
FMCG- Definition
Facts about FMCG Industry- Growth, Changing
Dynamics, Vital statistics, Contribution
Key Segments
Key Challenges and Opportunities- CSFs
Why FMCG?
Players Across Verticals
Career Prospects in FMCG Roles, Skills
Role Models Whos who?
Key Organisations
DEFINITION
Recent Performance
Vital Statistics
Over 143 lakh retail outlets operate in the
country
With about 80 lakh kirana stores
selling FMCG products, it supports the
livelihood of 13,000 cr people
Another 25,000 cr people are
employed as wholesalers, distributors,
stockists, etc
Key Segments
Household Care
Personal Care
Health Care
Household Care
Personal Care
Oral care
Hair care
Skin care
Personal wash
Cosmetics,
Perfumes/ Deodorants
Paper
Feminine hygiene
products
Brand Building
Consumer Understanding
Brand Identity
Brand Differentiation
Tangible & Intangible benefits
Innovation
Product & Marketing
efforts
Market Reach
Suppliers
Distributors
Retailers
Why FMCG?
Business thinking
Market
dynamics &
financial
returns
Profit
Turnover
Price
Market growth
Volume
Value share
Volume share
Buying
behaviour
Loyalty
Penetration
6P's
(brand
levers)
Share of
purchase
Average
pack size
Purchase
frequency
Place
Proposition
Promotion
Pack
Price
Product
Distribution
Visibility
Number of
lines
Share of
staff
Consumer
attitude
Brand
health
360 comms
Brand
investment
ROI
Competitor
activity
ROI
Depth of
discount
Number of
promotions
Compliance
Competitor
activity
On shelf
impact
Variant
difftiation
Perceived
quality
Competitor
impact
Price
elasticity
Competit
or pricing
Value
pricing
Performance
vs. claims
Performance
vs.
competition
FUTURE TRENDS
CONSUMERS
FMCG
ENVIRONMENT
MARKETS
1. Consumers
Accelerating premiumisation
2. Markets
Rapid globalisation
Many Indias
Growing modern trade
3. Environment
Eco-consciousness
Game-changing technologies
Enabling policies
Footwear
Electronics
Roles in FMCG
Consumer Insight
Positioning
Understand consumers
Create clear and motivating brand vision
Category Mgmt
Manage segmented
portfolio
Brand Planning
Communications
Innovation
Channel
Bring to life
Measure
Competencies
Curiosity
Empathy
Business mind
Creative mind
Skills
Analytical skills
Cross functional
thinking
Process driven
Innovation
Typical Organogram
President Sales & Marketing
GM - Marketing
Media
Marketing Manager
Brand Manager
Brand Executive - 1
GM - Sales
Market Research
Manager BTL
Brand Executive - 2
CRM Managerr
Sales Officer
Role Models
Indra Nooyi,
Chairman & CEO, Pepsi Co
Rakesh Kapoor,
Chief Executive, Reckitt
Benckiser plc
USLP Initiative