Fmcg India Study
MPRODUCT LIFECYCLE STUDY IN FMCG MARKET
Submitted by
Ankit Suri (30) Biswarup Roy (50) Chandan Raghuram (52) Lalit Baid (53) Nithin Tejraj (90) Sandeep Anand (102) Sumit Ticku (86)
Guided by
Prof Anil Kulkarni
Table of Contents
1. 2. 3. 4. 5. Introduction: - Fast Moving Consumer Goods PEST Analysis for the FMCG Industry Policy Issues Porter’s 5 Forces Case Study:- Carbonated soft-drink category 5.1. 5.2. 5.3. 5.4. 6. Brief Overview of the Soft Drink Industry Commendable growth of soft drinks in India Carbonates majors maintain dominance of soft drinks Competitiveness of the Indian Soft Drink Market 3 4 4 5 6 6 6 6 6 7 7 9
Coca-Cola: - In depth analysis 6.1. 6.2. Coca Cola : - SWOT analysis COCA COLA SUPPLY CHAIN STRATEGY
2
1. Introduction: - Fast Moving Consumer Goods The Fast Moving Consumer Goods (FMCG) sector is the fourth largest sector in the economy with a total market size in excess of Rs 60,000 crore. This industry essentially comprises Consumer Non Durable (CND) products and caters to the everyday need of the population. Key FMCG products include soft drinks, toiletries, and grocery items. Though the profit margin made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be substantial. FMCG have a short shelf life, either as a result of high consumer demand or because the product deteriorates rapidly. Some FMCGs – such as meat, fruits and vegetables, dairy products and baked goods – are highly perishable. Other goods such as alcohol, toiletries, pre-packaged foods, soft drinks and cleaning products have high turnover rates. From the consumers' perspective: 1. Frequent purchase 2. Low involvement (little or no effort to choose the item products with strong brand loyalty are exceptions to this rule) 3. Low price From the marketers' angle: 1. 2. 3. 4. High volumes Low contribution margins Extensive distribution networks High stock turnover
According to a FICCI
Submitted by
Ankit Suri (30) Biswarup Roy (50) Chandan Raghuram (52) Lalit Baid (53) Nithin Tejraj (90) Sandeep Anand (102) Sumit Ticku (86)
Guided by
Prof Anil Kulkarni
Table of Contents
1. 2. 3. 4. 5. Introduction: - Fast Moving Consumer Goods PEST Analysis for the FMCG Industry Policy Issues Porter’s 5 Forces Case Study:- Carbonated soft-drink category 5.1. 5.2. 5.3. 5.4. 6. Brief Overview of the Soft Drink Industry Commendable growth of soft drinks in India Carbonates majors maintain dominance of soft drinks Competitiveness of the Indian Soft Drink Market 3 4 4 5 6 6 6 6 6 7 7 9
Coca-Cola: - In depth analysis 6.1. 6.2. Coca Cola : - SWOT analysis COCA COLA SUPPLY CHAIN STRATEGY
2
1. Introduction: - Fast Moving Consumer Goods The Fast Moving Consumer Goods (FMCG) sector is the fourth largest sector in the economy with a total market size in excess of Rs 60,000 crore. This industry essentially comprises Consumer Non Durable (CND) products and caters to the everyday need of the population. Key FMCG products include soft drinks, toiletries, and grocery items. Though the profit margin made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be substantial. FMCG have a short shelf life, either as a result of high consumer demand or because the product deteriorates rapidly. Some FMCGs – such as meat, fruits and vegetables, dairy products and baked goods – are highly perishable. Other goods such as alcohol, toiletries, pre-packaged foods, soft drinks and cleaning products have high turnover rates. From the consumers' perspective: 1. Frequent purchase 2. Low involvement (little or no effort to choose the item products with strong brand loyalty are exceptions to this rule) 3. Low price From the marketers' angle: 1. 2. 3. 4. High volumes Low contribution margins Extensive distribution networks High stock turnover
According to a FICCI