FMCG products nd their marketing :)

8/6/2019 FMCG products nd their marketing :)

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PRESENTATION 1MARKETING ASSIGMENT

COMPARITIVE MARKET STUDY

OF DIFFERENT FMCG PRODUCTBRANDS


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INTRODUCTION

FAST MOVING CONSUMER GOODS

What is FMCG ?

Also known as Consumer PackagedGoods (CPG)

Products with quick turnover &relativelylow cost

Less thinking by consumers


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are generally replaced or fully used up over ashort period of days, weeks, or months, and

within one year. This contrasts with durablegoods ormajor appliances such as kitchenappliances, which are generally replaced over a

period of several years.FMCGs have a short shelf life, either as a result of

high consumer demand or because the productdeteriorates rapidly. Some FMCGs such as

meat, fruits and vegetables, dairy products andbaked goods are highly perishable. Other goodssuch as alcohol, toiletries, pre-packaged foods, softdrinks and cleaning products have high turnover

rates.


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FEATURES

From the consumers' perspective: Frequent purchase Low involvement (little or no effort to choose

the item -- products with strong brand loyaltyare exceptions to this rule)

Low price From the marketers' angle:

High volumes Low margins Extensive distribution networks

High stock turnover


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Absolute profit made on FMCGproducts is relatively small but

they sell in large quantity & earnlarge profits.

Durable Products; E.g. Soaps,Cosmetics, teeth cleaning

products, shaving products etc.


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FMCG companies are Nestle,

Unilever, Proctor & Gamble.

Their products are in varieties of

soft drinks, chocolate bars etc.

Few FMCG brands are Coca-Cola, Kleenex, Pepsi etc.


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List of all major FMCG(Fast Moving Consumable

Goods) Companies in India like Hindustan UnileverLimited are listed here.

Hindustan Unilever Limited : Hindustan UnileverLimited (abbreviated to HUL), formerly Hindustan

Lever Limited , is India's largest consumer productscompany and was formed in 1933 as Lever Brothers

India Limited.ITC Ltd. : ITC is one of India's foremost private sectorcompanies with a market capitalisation of nearly US $

15 billion and a turnover of over US $ 4.75 billion.


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FMCG industry isInnovative

Full of Rich ExperienceWorldwide reachFrequently travelling opportunities


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FMCG Category & Products

Household Caree.g. laundry soaps, mosquito repellents, dish cleaners

etc.

Food & beveragese.g. soft drinks, bakery products, tea, coffee, vegetables

etc.

Personal Caree.g. oral care, hair care, skin care, cosmetics,deodorants, perfumes etc.


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PRODUCTS COMPAREDIN THIS PRESENTATION.

TEA BRANDS

TOMATO KETCHUP

ENERGY DRINKS SOAPS

CHOCOLATES

BISCUITS


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COMPARITIVE STUDY

OF BEVERAGES Three leading brands inthe market

Brooke bond's Redlabel tea.

Taj mahal tea

Tata tea


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TATA TEA

Tata Tea Limited, also known as Tata-Tetley, isthe world's second largest manufacturer anddistributor oftea.[1] Owned by India's Tata

Group, the Tata Tea Limited markets tea underthe major brands Tata Tea, Tetley, Good EarthTeas and JEMA. While Tata Tea is the largesttea brand in India, Tetley is the largest teacompany in the UnitedKingdom and Canada and the second largest inthe United States by volume[2] and JEMAis Czech Republic's leading tea company.[3]


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RED LABEL TEA


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The taste of Red Label brings alive the little

moments that bring us closer to people we love.

It is the simple act of sharing a cup of Red Label

that often adds magic to everyday moments,strengthening the relationships that matter most

to us. Life is lived in those moments, one sip at a

timewe call itChuskiyaan Zindagi ki

Red Label is for the housewife who seeks tobring her family together over a cup of great Red

Label with its perfect strength taste and colour...


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BROOKE BONDTAJ MAHAL TEA

Over the years, Brooke Bond TajMahal Tea has been a choice of thediscerning as a symbol of the bestof India.Our master blenders andtasters painstakingly select thefinest teas to create a robust, full-bodied brew with a lingering aromathat makes you say .. Wah

Taj.Cheer your senses as youexperience this exclusive brewduring those precious moments withspecial people.


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Market survey

tata tea

S ce 2

taj aha

S ce 4

red abe

0

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1520

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tata

tea

taj

aha

red

abe

customers


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COMPARITIVE STUDYOF TOMATO KETCHEP

Leading brands

Heinz tomato ketchup

Maggi Tomato ketchup KIssan Tomato ketchup


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Heinz Tomato Ketch p

Heinz Tomato Ketch p is a brandofketchup by H. J. Heinz Company. It is Heinz'slargest and fastest selling product the company

has ever distributed, worldwide, which makes itthe top selling brand. First introduced in 1876, itremains one of the best selling brands ofketchup. In 1907, Heinz started producing 12million bottles of ketchup per year, exporting

ketchup all over the world,includingAustralia, South America, Japan, NewZealand, South Africa and theUnited Kingdom.


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. ketchup is often served at manyrestaurants in the United Statesand Canada, as well as many

other countries. As a condiment for

many foods, such as frenchfries, chips, hamburgers and hotdogs, Heinz ketchup uses theslogan, "America's Favorite

Ketchup." Currently, there are

more than 650 million bottles ofHeinz Tomato Ketchup being soldevery year throughout the world.[1]


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MAGGI TOMATO KETCHUP

Ne tl India offe Maggi Tomato

Ketch p.Ne tl i an ISO 4 :2 4

ce tified company and al o

man fact e Ne caf, Maggi,

Milkyba , Milo, Kit Kat, Ba -One,

Milkmaid and Ne tea a well a Ne tlMilk, Ne tl Slim Milk, Ne tl Fre h `N`

Nat ral Dahi and Ne tl Jeera Raita.


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Maggi Tomato

Ketch p i al o calledMaggi Pichkoo which

come a a mall day

pack. It i available in

packaging which i

ea y to handle andcarry.


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KISSAN TOMATO KETCHUP

The Kissan tomato ketchup is the verythickest and tastier tomato ketchup, whichI have ever used. I have used many

brands of tomato ketchups but the kissanbrand of tomato ketchup is reallysomething very good. The taste is justperfect which is not too spicy and not too

hot. Whatever snacks we prepare, it givesthe best taste when the snacks are servedwith the Kissan tomato ketchup.


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My son wants to eat it with thebread always and sometimes

also with the dosa andchapathi. This tomato ketchup

is also has got a very goodred color and looks very

attractive when I pour it on thehot and crispy snacks that Iprepare.All the members of

my family love the taste of thekissan tomato ketchup. The

cost of this pack is equal toany other tomato sauces.

Rating:


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Comparative study

heinz

maggi

kissan

Slice 4

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3035

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heinz kissan

3-D Column 3

3-D Column 2

3-D Column 1


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BOURNVITA

Bo rnvita, previously called Bo rn-vita, was the name of a brandofmalted drinks sold in Europe andNorth America, as well as India and

Nigeria, and manufacturedby Cadbury_plc. Bournvita wasdiscontinued in the UK market in2008. The Drink was named byCadbury which was derived

from Bournville, A small ModernVillage in England (Bourn + Vita). Itwas found in 1948.


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BOOSTBoost is the secret of our energy

BOOST Drink - ExtraEnergy ForYo rActiveDay

When youre on the go andneed energy to help you getgoing, great-tasting BOOSTnutritional drink may be justwhat you need. With itsbalance of vitamins andminerals, it provides thekind of nutrition needed tohelp you stay at yourphysical and mental best.


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COMPLAN

Complan ha been e tabli hed aro ndthe world a a trusted providerofnutritional supplements formore than

years.

Complan was first developed by Glaxoin the 9 s as a powdered food forusein hospitals. When reconstituted withwater, it provided all essential nutrientsand could be fed to patients through atube, as well as by mouth. Its name isderived from COMplete PLANned

nutrition.


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COMPARITIVE STUDY

Slice 1

Slice 2

Slice 3

Slice 4

bournvitaboost

complan0 20 40 60 80

bournvita

boost

complan

Bar 3Bar 2

Bar 1


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SOAPS

DOVE Dove is a personal care brand owned

by Unilever.

Dove products are manufactured inthe Netherlands, India, UnitedStates,Argentina, Germany,Ireland,Australia, Canada, and Brazil. The products are sold in

more than 35 countries and are offered for bothwomen and men.[1] The Dove trademark andbrand name is currently owned byUnilever.Dove's logo is a silhouette profile of a dove,the colorof which often varies.

f f


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Is Dove soap good for your face?Yes! You can help your skin

retain its own natural protection,bringing out its natural

softness and true beauty. DoveBeauty Bars are 25%moisturizing lotion that

actually improves the conditionof your skin, leaving it feeling

softer and smoother.


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LUX

Lux toilet soap was introduced as a bathroomsoap in the US in 1925, and in the UK in1928 as a brand extension ofLux soap

flakes. SubsequentlyL

ux soap has beenmarketed in several forms, includinghandwash, shower gel and cream bath soap.

Lux soap was launched in India in 1909. The

very first advertisement in 1909featured Leela Chitnis as its brandambassador. It was branded in India as "thebeauty soap of film stars'.


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Lux is a super brand that celebrated

beauty across the world since 1925.The soap which was endorsed by thebeautiful film stars came to India in

1929. Lux has been the largestselling personal wash brand in the

country.


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Lux has effectively managed its PLC through careful brandbuilding and changing the product in line with the changing

consumer. The brand is being positioned as the favorite soapof Film stars has been consistent interms of communicationand positioning. The brand is also the classic example ofsuccessful celebrity endorsement. The first celebrity toendorse the brand was Leela Chitnis . From Leela to

Aishwarya , From Madhuri to Madhubala, Lux has beenendorsed by more than 50 film stars ( a sort of record isn't it).But in all these communications, the celebrity never shadowedthe brand.

Lux was always changing with the times. Whether it beinterms of the product or interms of promotions, the brandkept the consumers excited. Lux has two basic extensionsinterms of segments. Lux beauty soap and International Lux.


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WhileL

ux beauty soap is sticking to the age oldpositioning, Lux international has moved from being asoap brand to a skin care brand. Lux International hasthe tagline " Not Just Soap, Its Skin Care". Under the

Lux umbrella brand, HLL has introduced variety ofpersonal wash products like body shampoo,hairshampoo etc.

Lux is the classic example of HLL's marketing genius.

The brand will experiment and explore more in the daysto come....


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PEARS

Pears transparent soap is a brand ofsoapfirstproduced and sold in 1789 byAndrew Pears at afactory just offOxford Street in London, England.

It was the world's first transparent soap. Under thestewardship ofThomas J. Barratt, A. & F. Pears Ltd.company initiated a number of innovations insales and marketing. According

to Unileverrecords, Pears Soap was the world's firstregistered brand and is therefore the world's oldestcontinuously existing brand.


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COMPARITIVE STUDY

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DOVE PEARS LUX

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DOVE PEARS LUX


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CHOCOLATES

CADBURY Cadbury India is a fully owned subsidy of Kraft

Foods Inc. The combination of Kraft Foods andCadbury creates a global powerhouse in snacks,confectionery and quick meals.

With annual revenues of approximately $50billion, the combined company is the world's secondlargest food company, making delicious products

for billions of consumers in more than 160countries.We employ approximately 140,000 peopleand have operations in more than 70 countries.


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Cadbury enjoys a value market share

of over 70% - the highest Cadburybrand share in the world! Our billion-dollar brand Cadbury Dairy Milk is

considered the "gold standard" forchocolates in India. The pure taste ofCDM defines the chocolate taste for

the Indian consumer.


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NESTLE INDIA

NESTL KITKAT aredelicious crisp waferfingers covered withchocolayer. Our specialtropicalized recipeensures that NESTL

KITKAT is preservedeven in warmer climates.


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NESTL MILKYBAR isa delicious milky treat

which kids love. With itsCalcium Rich recipe,

NESTL MILKYBAR is

a favourite with parentsto treat their kids with.


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NESTL BAR-ONE is a lusciousnougat and caramel core

covered with a deliciouschocolayer.


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COMPARITIVE STUDY

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CADBURY NESTLE

3-D Column 13-D Column 2

3-D Column 3


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BISCUITS

Britannia strode into the 21st Century as one ofIndia'sbiggest brands and the pre-eminent food brand of thecountry. It was equally recognised for its innovativeapproach to products and marketing: the Lagaan Match wasvoted India's most successful promotional activity of the

year 2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product launch . In 2002, Britannia's New Business Division formed a joint

venture with Fonterra, the world's second largest DairyCompany, and Britannia New Zealand Foods Pvt. Ltd. was

born.I

n recognition of its vision and accelerating graph,Forbes Global rated Britannia 'One amongst the Top 200Small Companies of theWorld', and The Economic Timespegged Britannia India's 2nd Most Trusted Brand


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Surya Food & Agro Ltd. wasincorporated in November 1992

and commenced its commercialoperations of manufacturing &selling of biscuits under brandPriyagold in October 1993.


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COMPARITIVE STUDY

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BRITANIA PRIYA

GOLD

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BRITANIA PRIYA

GOLD


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THANK YOUFOR WATCHING

MADE BYDIVYA MULANIAND

CHITRA VASWANIBBA Vth SEM

FMCG products nd their marketing :)

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