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Sns Sns Presentation Transcript

  • CONSUMER BUYING BEHAVIOUR on FMCG GROUP MEMBERS SHALAKA PATIL AADITI RAUT NISHANT SINGH GANESH JONDHALE BHAGYESH DHANU PRIYESH SOLKAR
  • Consumer Buying Behavior
  • Consumer Buying Behavior  Consumer Buying Behavior The buying behavior of final consumers (individuals & households) who buy goods and services for personal consumption.  Study consumer behavior to answer: “How do consumers respond to marketing efforts the company might use?”
  • Why do we need to study Consumer Behavior ? Because no longer can we take the customer/consumer for the granted.
  • Characteristics Affecting Consumer Behavior Buyer Psychological Personal Social Culture
  • Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior The Buyer Decision Process
  • Fast Moving Consumer Goods
  • Fast Moving Consumer Goods  Fast Moving Consumer Goods (FMCG) – or Consumer Packaged Goods (CPG) – are products that are sold quickly and at relatively low cost.  A type of good that is consumed every day by the average consumer.
  • Introduction Also known as Consumer Packaged Goods (CPG) Well established distribution network, Low penetration levels, Absolute profit made on FMCG products is relatively small but they sell in large quantity & earn large profits, Intense competition between the organized and unorganized segments, Lower per capital consumption & Low operating cost.
  • FMCG Category & Products  Household Care e.g. laundry soaps, mosquito repellents, dish cleaners etc.  Food & beverages e.g. soft drinks, bakery products, tea, coffee, vegetables etc.  Personal Care e.g. oral care, hair care, skin care, cosmetics, deodorants, perfumes etc.
  • Packaging  Attractive packs  Vibrant colors  Pack will show the important feature of product  Protective packaging( bru coffee)  Size wise packing (Navratna oil and Colgate)  According to segmentation of Market  Packaging should be enhanced time by time  Affordable packs ( coca cola 200 ml).
  • Advertisement  Huge investment on advertisement  Frequent broadcast  Specially during peak hours  During live matches  During popular TV shows  Target TV channels  Through banners, posters, trial packs, events, hoardings, radio etc.  Based on Market Research
  • Why Advertisement?  As a reminder  To inform about our product  To show the success of brand  To attract the customers  To hamper the unsecured mind of consumer (e.g. Saffola, Dettol)  To arise the need purposely  To attach consumer emotionally with product  To show facts and figures of products
  • Earlier known as Hindustan lever limited. It was formed in 1933 as lever brothers India limited Headquartered in Mumbai. Hul is the market leader in Indian products such as tea, soaps, detergentsetc. The company’s statement of corporate purpose is to meet the everyday needs of people, everywhere. The company was renamed in late June 2007 to Hindustan unilever limited. Hul holds 100 factories across India for manufacturing its diverse product range.
  •  ITC is one of India's foremost private sector companies with a market capitalization of over US $ 30 bln and a turnover of US $ 6 bln.  ITC ranks among India's 10 Most Valuable (company)Brands.  While ITC is an outstanding market leader in cigarettes, Hotels, Paperboards, Packaging and Agri-Export.  ITC is rated among the World's Best Big Companies.
  • Major Players
  • Market Structure  Monopolistically competitive market  Few barriers to entry and exit.  Intense Competition from increasing FMCG companies.  Competition even from unorganized sector.  Products are slightly differentiated but close substitutes  Decreasing returns of scale  Some degree of market power for companies.
  • Price Determinants  Rising prices of raw material due to inflation  Increase in Labor cost.  Price sensitivity of consumers.  Intense competition.  More choices for consumers.  Price War.
  • Marketing Strategy  Huge investment on advertising.  Increased spending on advertisement and promotion: From 8-9% to 12-14%  Marketing plays significant role in Brand building.  Marketing mix - T.V, Radio and Newspapers, Banners, posters, trial packs, events, hoardings, Internet and e- initiatives are gaining ground.
  • Marketing Strategy…  An eye on strategies of the competitor.  Ambush Marketing.  Targeting Rural market.  Celebrity Brand Endorsements.
  • DRAWING CONCLUSION