Dabur Project

Topics: Fast moving consumer goods, Marketing, Hair Pages: 36 (9149 words) Published: October 24, 2010
.Shashi Ranajn Kumar
VVISM, Hyderabad
Sub-“The Availability and visibility analysis of Shampoo market in Bhubaneswar with special reference to Dabur Vatika Shampoo.”

Table of Contents

* Acknowledgement
* Executive Summary
* Introduction
- FMCG Industry
* Hair care Shampoo Industry In India
* Company Profile of Dabur
* Objectives of Study
* Scope and Limitations
* Research Methodology
* Data Analysis and Interpretation
* Findings
* Suggestions
* Conclusion
* Bibliography
* Annexure-Questionnaire


FMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a consumer buys these goods at least once a month. 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.

Typical Characteristics of FMCG products
* Individual products are of small value. But, all FMCG products put together account for a significant part of the consumer’s budget. * The consumer keeps limited inventory of these products and prefers to purchase them frequently, as and when required. * Many of these products are perishable.

* The consumer spends little time on the purchase decision. Rarely do he / she look for technical specifications (in contrast to industrial goods). * Brand loyalties or recommendations of reliable retailer / dealer drive purchase decision. * Trial of a new product i.e. brand switching is often induced by heavy advertisement, recommendations of the retailer or neighbors / friends. * These products cater to necessities, comforts as well as luxuries. * They meet the demands of the entire cross section of population. * Price and income elasticity of demand varies across products and consumers. The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a well established distribution network, intense competition between the organized and unorganized segments and low operational cost. Availability of key raw materials, cheaper labor costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle class and the rural segments, presents an opportunity to makers of branded products to convert consumers to branded products. Growth is also likely to come from consumer 'upgrading' in the matured product categories.

FMCG Sector is expected to grow by over 60% by 2010. That will translate into an annual growth of 10% over a 5-year period. It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010. Hair care, household care, male grooming, female hygiene, and the chocolates and confectionery categories are estimated to be the fastest growing segments, says an HSBC report. Though the sector witnessed a slower growth in 2002-2004, it has been able to make a fine recovery since then.

FMCG Category and products
Household Care:
* Fabric wash (laundry soaps and synthetic detergents)
* Household cleaners (dish/utensil, cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and...
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