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Vim Liquid

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Vim- Product and Brand Management Project

1         INTRODUCTION

The FMCG industry in India is undergoing sea changes with both domestic and international brands trying to attract more number of consumers. FMCG companies in India have always enjoyed a vast potential market because of the large population of the country. The improved economic situation of both the rural and urban consumers has helped FMCG companies to further expand their market to the hinterlands of the country. The fast moving consumer goods have lower shelf life. These are normally goods that are frequently bought and used by households. The profit on each unit of an FMCG product is less but they enjoy higher volume of sales. As a result, the profit of an FMCG company is always measured in terms of the number of units sold by it. The Indian FMCG companies enjoy a diverse industrial base and offer a variety of products to consumers, namely toiletries, personal care products, soaps, detergents, oral hygiene, packaged foods, beverages, grooming products, healthcare products, plastic products, bulbs, batteries, glassware etc. The FMCG industry is the fourth largest sector in India, creating employment for more than 3 million people in the country. It also enjoys high penetration in the rural areas of the country. The Indian FMCG market offers a level playing ground for both domestic and international players. When the all India brands and international brands enjoy higher acceptance in the urban market, the rural market is often dominated by the regional and local producers.

1.1           Home Care Product Segment

Detergents/Cleaning business unit includes the Home Care segment customers who manufacture and market consumer products for cleaning, surface care and protection in the following sub-segments:

Air Care:
Air freshening or specialist products used by consumers for space freshening, deodorizing, fragrance and ambience creation (e.g. Sprays, gels, tablets, candles).

Car...