MBA, I SEM
Overview of the sector / introduction
Industry profile /Classification (Growth trends)
Key operating internal & external environment issues – SWOT analysis
The Fast Moving Consumer Goods (FMCG) industry in India is one of the largest sectors in the country and it has seen a very steady growth pace over the years.It comprises consumer non-durable products that include personal care, household care, food & beverages.The Indian FMCG industry is mainly classified as organised & unorganised. This sector is also bolstered by fervent competition. Additionally, robust distribution network coupled with increasing influx of MNCs across the entire value chain characterize the industry. FMCG sector is highly segmented.
■ The FMCG industry is volume driven & is characterised by low margins. The products are branded & backed by marketing, heavy advertising, slick packaging & strong distribution networks. The FMCG segment can be classified under the premium segment & popular segment; the premium segment caters mostly to the higher/upper middle class which is not much price sensitive apart from being brand conscious. The price sensitive popular or mass segment consists of consumers belonging to the semi-urban or rural areas who are not particularly brand conscious. Products sold in the popular segment have considerably lower prices than their premium counterparts.
■ Products belonging to the FMCG segment generally have the following characteristics:
■ They are used at least once a month
■ They are used directly by the... [continues]
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