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Organization: Godrej Industries (GCPL) Group members: Abhishek Podar 202 Chetan Devadiga 208 Ronak Desai 232 Sameer Thakkar 236 Sudeep Nair 243 Sachin Gaikwad - 235
FMCG Sector
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 Customer Goods is in opposition to consumer durables such as kitchen appliances that are generally replaced less than once a year FMCG is characterized by strong presence of MNC and well established distribution network. The intense competition between the organised and unorganised segments operating at low operational cost.
Market Analysis
Growth
Risk
Profit
Growth Prospects
The FMCG market is set to triple from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. The FMCG sector witnessed more than 50 per cent growth in rural and semi-urban India in 2010. Penetration level as well as per capita consumption in most product categories is low indicating the untapped market potential , hence the market potential of growth is very high. Burgeoning Indian population, presents an opportunity to makers of branded products to convert consumers to branded products.
With the retail gaining momentum, the FMCG prospective growth can be realized with increase in sales volumes.
GCPL
GCPL COMPANY DETAILS Godrej Consumer Products Limited (GCPL) Company Profile Corporate headquarters Local office address Mumbai, India Godrej & Boyce Mfg. Company Ltd., Pirojshanagar, Eastern Express Highway, Vikhroli, Mumbai - 400079 950 Rs. 6573.2 million (146 mn USD) Consumer Packaged Goods
Products
Toiletries, Hair Care, Household Care, Fabric Care & Body Care
URL
www.godrejcp.com
SWOT ANALYSIS
Strength
113 Years old reputed Brand Name Easy access to High Grade natural resources Well established distribution networks Large Financial reserves Presence of well know brands in FMCG sector
Weakness
High level of Centralization Low exports level High operational cost
Threats Opportunities
Untapped Rural market Untapped emerging African and Middle East market Increase in purchasing power of consumers Large domestic market of 1.1 billion HUL, P&G, ITC capturing domestic market Slow down in rural demand Tax and regulatory structure Seasonality
In case of branded products, there is little that the consumer can influence , but intense competition within FMCG companies results in value for money deal ( e.g. Buy one and get one free)
Competition is faced from both domestic players, MNCs and also from cheaper imports Price wars are a common phenomenon
Competition
Distribution channel
New information and communications technologies have revolutionized todays supply chains, making them extraordinarily better, faster, and cheaper
It consists of movement of Goods from the Plants (Factories)to the Plant warehouse (PWH) to Regional warehouse (RWH)
From RWH, the Goods move to CFA and then to Distributor and then to Retailer and finally to the Customer.
Operations
Godrej hopes to maintain margins relying on certain internal economies. For example, it manufactures fatty acids, used in soaps, in-house and enjoys economies of scale in buying vegetable oils. Vegetable oil prices are likely to remain soft this year With Manufacturing Plants in Katha (HP), Guwahati (ASSAM) and Sikkim, the company will get 100% excise exemption for 10 years, 100% tax exemption for 5 years and 30% for another 5 years
Outbound logistics A demand driven forecasting and replishment strategy that will correlate real time information on consumer behavior patterns with sales and supply information
Sales & Marketing Effective distribution network Effective brand awareness using Advertisement
At this time, Accenture was hired to prepare the 'Strategic IT Investment roadmap' for the next five years. This requirement gave rise to a new initiative in the form of SAMPARK for connecting distributors and another initiative called SAHAYOG to connect to the suppliers
Working of SAMPARK
The underlying business concept behind this IT initiative is based on replenishment. It monitors the inventory levels at distributor end and based on that it suggests a replenishment plan The distributor has to furnish information on sales to CFA. The information on current stock levels and Goods-in-transit flows from CFA to distributors as also to GCPL The system considers all the above three things to determine the order level by considering the replenishment logic To convince them, GCPL made a team of sales manger & 4 Officer Executive level people (one for each region) and they were made a part of the SAMPARK initiative Initially the initiative was piloted on 25 distributors and was used for day-to-day billing, invoicing and payment processing. At the back-end, GCPL developed a replenishment engine based on Broadvision platform The current system works on data from 32 CFAs and 450 distributors. The 450 distributors have Internet connection and the 32 CFAs are connected on WAN. To ensure that data is properly collected, GCPL has deployed middleware based on IBM platform i.e. (IBM MQ Series). This data is collected centrally into the Broadvision database. Broadvision application layer has got the replenishment formula (SAMPARK Order Replenishment System).
Implementation/Deployment:
TABLE 2 SAMPARK Project Implementation Details Scope Implementation strategy/approach Cover 450 Distributors spread across India Vendor driven initiative (WIPRO), incremental and Phased approach , use of pilot sites
Timeline
Resources and team structure Description of solution components and suppliers of the different components IT investment amount
In this, 0.1 million retailers are to be connected. The system will be based on replenishment logic again. Therefore, the retailers will also come into the current IT architecture
Thus it is a trio of SAMPARK-SAHAYOG-SAMPOORNA. And a real-time visibility for total end-to-end distribution would be there for GCPL across the Supply Chain Going forward, GCPL is also planning to change its ERP from MFG/PRO to SAP R/3.
Benefits
SAMPARK Improvement in quality of Service Reduction in lead time 60% reduction in time spent on collection and compilation of data from distributors Automation of claims data preparation Automated sales MIS for the distributor area Therefore, increased availability of field working time SAHAYOG: Improved Order tracking of Vendors/suppliers Reduction in dispatch lead time Quick settlement of outstanding SAMPOORNA Extending the replenishment to the last link in the supply chain, thereby improving the efficiency 30% time save in Order taking process at the retailer Increase in accuracy level of billing information. Better reach of all the range of Products.
It also helps in sharing best practices, learnings, events, updates etc across the organization
SAP was implemented at a central system which replaced the old ERP from MFG/PRO keeping the business logic of the supply chain same.