Do You Know?

This brands campaign on Facebook promised

their product for free if the participant deleted
10 friends from his list. It lasted for 10 days
but its viral buzz
lasted for some time. The word related to their
act was elected as the word of the year 2009
by Oxford Dictionary. Name the brand and
mention the word.

Initially this person used to assist the state

of Georgia (USA) in prosecuting salesmen
of fake chemicals, later on he went on to
establish one of the most famous and visible
global brands whose secret formula is
known to very few. Name him and the
brand.

Which company had launched a brand

called Pingo which did not take off?

Who owns the brands A+ and a+?

One of them is accused of infringing
the other.

This chocolate brand was named after a

young boy who frequented the candy shop
and had fun with the girls who were working
there. The owner on hearing his name, named
the brand after him. Name this brand now
owned by Nestle.

Founder of this brand held a variety of jobs

including: farm hand, street car conductor,
an army private in Cuba, rail yard fireman,
blacksmiths helper, insurance salesmen,
tyre salesman and service station operator.
His brand is the main sponsor of a
cricketing event called the Big Bash.
Name him and the brand.

This brands ad made it synonymous with the

image of a girl in a waterfall, the girl
splashing and bathing with abandon under the
gushing waters. Name this brand which is
notable for being a palindrome.
Name 2 more FMCG brands which have the
same quality.

FMCG

Fast
Moving
Career
Growth

Planning a Career
A person who knows HOW to do something
will always have a job

WHY to do something

And a person who knows

will always be his boss!

Agenda
AGENDA
FMCG- Definition
Facts about FMCG Industry- Growth, Changing
Dynamics, Vital statistics, Contribution
Key Segments
Key Challenges and Opportunities- CSFs
Why FMCG?
Players Across Verticals
Career Prospects in FMCG Roles, Skills
Role Models Whos who?
Key Organisations

DEFINITION

Products that have quick shelf

turnover, at relatively low cost
and dont require a lot of thought,
time and financial investment to

purchase. FMCG Industry mainly

deals with production, distribution
& marketing of packaged goods to
all consumers.

Facts About FMCG Industry

 Most visible sector in the economy

Market size : Rs 2 trillion

CAGR: 11 % pa for the last decade

Strong MNC presence
Well established distribution network.

 Characterized by intense competition between

three sets of players
* Global players
* Large Indian players
* Regional players

Recent Performance

Vital Statistics
Over 143 lakh retail outlets operate in the
country
With about 80 lakh kirana stores
selling FMCG products, it supports the
livelihood of 13,000 cr people
Another 25,000 cr people are
employed as wholesalers, distributors,
stockists, etc

Key Segments

Foods & Beverages

Household Care
Personal Care
Health Care

Foods & Beverages

Health beverages, soft drinks

Staples/cereals
Bakery Products (biscuits, bread,
cake)
Snack food
Chocolate
Ice Cream
Tea
Coffee
Processed fruits, vegetables
Dairy products
Bottled water
Branded flour

Household Care

Fabric Wash (Laundry soaps and synthetic detergents)

Household cleaners
Dish/utensils
Floor cleaners
Toilet cleaners
Air fresheners
Insecticides and mosquito repellents
Furniture polish

Personal Care

Oral care
Hair care
Skin care
Personal wash
Cosmetics,
Perfumes/ Deodorants
Paper
Feminine hygiene
products

Key Challenges & Opportunities

Brand Building
Consumer Understanding
Brand Identity
Brand Differentiation
Tangible & Intangible benefits

Innovation
Product & Marketing
efforts

Critical Success Factors

Market Reach
Suppliers
Distributors
Retailers

Operational Efficiency & Effectiveness

Cost competitiveness

Why FMCG?

 Strong consumer orientation

Stable industry
Evolved systems and processes
MNC presence
Depth of opportunity & experience
Scale
Width - Multi disciplinary / business thinking
Innovate with speed & flexibility
Learning opportunities
Urban / rural / regional / global
Talent pond for other sectors
Remuneration reasonably good

Business thinking
Market
dynamics &
financial
returns

Profit
Turnover

Value market size

Price

Market growth

Volume

Volume market size

Value share

Volume share

Buying
behaviour
Loyalty
Penetration

6P's
(brand
levers)

Share of
purchase

Average
pack size

Purchase
frequency

Place

Proposition

Promotion

Pack

Price

Product

Distribution
Visibility
Number of
lines
Share of
staff

Consumer
attitude
Brand
health
360 comms
Brand
investment
ROI
Competitor
activity

ROI
Depth of
discount
Number of
promotions
Compliance
Competitor
activity

On shelf
impact
Variant
difftiation
Perceived
quality
Competitor
impact

Price
elasticity
Competit
or pricing
Value
pricing

Performance
vs. claims
Performance
vs.
competition

FUTURE TRENDS

CONSUMERS

FMCG

ENVIRONMENT

MARKETS

1. Consumers

Accelerating premiumisation

Shift towards evolved products

Gold mine at BOP

2. Markets
Rapid globalisation
Many Indias
Growing modern trade

3. Environment
Eco-consciousness
Game-changing technologies
Enabling policies

Players across Verticals

Players across Verticals

Clothing and Textiles

Jewelry and Watches

Footwear

Players across Verticals

Home Dcor and Furnishings

Books and Music

Electronics

Career Prospects in FMCG

Roles in FMCG
Consumer Insight
Positioning

Understand consumers
Create clear and motivating brand vision

Category Mgmt

Manage segmented
portfolio

Brand Planning

Set marketing programme optimally designed

to build brand equity & drive sales

Communications
Innovation
Channel
Bring to life
Measure

Create integrated communications

Create great consumer relevant

innovations
Set channel / outlet strategy
Bring brands to life
& drive sales
Measure and evaluate performance

What do you need?

Competencies
Curiosity
Empathy
Business mind
Creative mind

Skills
Analytical skills
Cross functional
thinking
Process driven
Innovation

Typical Entry Point

Mostly taken as Management Trainees.

Put through a 1 year induction with a minimum of 6 months in

sales as Sales Officer and another 3-6 months as Area Sales
Manager (ASM)

Then a lateral movement into Marketing as a Brand Executive

or Brand Manager.

Understand Business Dynamics like sales cycle, distribution, order processing,

customer buying behavior and negotiation tactics with distributors and retailers
for product stocking

Typical Organogram
President Sales & Marketing

GM - Marketing

Media

Marketing Manager

Brand Manager

Brand Executive - 1

GM - Sales

National Sales Manager

Market Research

Manager BTL

Brand Executive - 2

CRM Managerr

Regional Manager - West

Area Sales Manager - 1

Area Sales Manager - 2

Sales Officer

Alternate Career Paths

1. Manager - BTL Organizing Brand events and taking care of
various BTL activities
Field-job, not very glamorous.
High pressure as deadlines can be excruciating.
May involve extensive travel and odd working hours.
Good Organization and Inter-personal skills a must.
Readiness to roll-up-sleeves and get hands dirty.
Closest to end user / infleuncer and hence tremendous
learning.

Alternate Career Paths

2. Manager - Market Research constantly monitoring market
and consumer trends through primary and secondary
research and tracking M.S, growth etc.
Mostly an office job with fixed working hours.
Needs an eye for detail and a love for numbers
Good Analytical skills a must.
Career growth may be slow.

Alternate Career Paths

3. Client Servicing in Ad agencies gives opportunity to learn
about different categories at same time.
1. Can be highly stressfulbut work environment is great.
2. Need to work as per the whims and fancies of the
creative team (always play second fiddle to them)
3. Good chance for a lateral movement into the client-side.
4. Good organization, Inter-personal and creative skills a
must.

Role Models

Vinita Bali, MD Britannia

MBA from JBIMS, Mumbai
Voltas Ltd.- A Tata Group company,
where she launched Rasna softdrink concentrate
1980 - Cadbury India
Roles across India, UK, Nigeria and
South Africa
1994 joined Coca-Cola as worldwide Marketing Director for
the worldwide strategy for Coke, moved to Latin America
2005 Britannia as CEO and in 2008 MD till date, shall exit in
March, 2014

The Power Trio

Nitin Paranjape, Global Head, Unilever Plcs Home Care Business, D. Shivkumar,
MD & CEO, Pepsi Co (till June end) ,Mukul Deoras, Chairperson & Non-Executive
Director, Colgate-Palmolive Ltd

Indra Nooyi,
Chairman & CEO, Pepsi Co

Rakesh Kapoor,
Chief Executive, Reckitt
Benckiser plc

USLP Initiative