Value Proposition canvas- Customer needs and pains
MBA Internship
1.
2. The Introduction
FMCG Industry
b) Advantages
c) Challenges
d) Process
Recruitment process in FMCG Industry
f) Job
g) Background
h) Challenges
i) Sources
3. The objectives
• Effectiveness of DIL’s Recruitment Process
• Comparison with other FMCG giants
• Over all industry trend for FMCG sector
• Demarcation between FMCG & other industries
• Their recruitment & our retention
4. One
EffEctivEnEss
of
REcRuitmEnt pRocEss
in DiL
5. 1.0 Methodology
• Got the list of people who joined DIL in 07-08
• Segregated the data on the basis of
d) Source
e) State
f) Designation
g) Division
h) Industry
• Did the analysis on the basis of above criteria
• Did some more analysis on the basis of some more criteria,
by combining two or more parameters above
6. 1.1 Source wise
RECRUITMENT CHANNELWISE
ERS CONSULTANCY
7% 14%
DIRECT
79%
CONSULTANCY DIRECT ERS
Channel NO. OF EMPLOYEES
CONSULTANCY 8
DIRECT 44
ERS 4
TOTAL 56
7. 1.2 Consultancies’ contribution
COMPARISON AMONG CONSULTANCIES
U.BASU HRD
13% 13%
CICERONE
24% NEW MANAGEMENT
37%
CAREER POINT
13%
HRD NEW MANAGEMENT CAREER POINT CICERONE U.BASU
Sl.No. CONSULTANCIES NO. OF EMPLOYEES
1 HRD 1
2 NEW MANAGEMENT 3
3 CAREER POINT 1
4 CICERONE 2
5 U.BASU 1
6 TOTAL 8
8. 1.3 Previous Organization
2%
PREVIOUS CO. CONTRIBUTION IN % 2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2% 32%
2%
2%
4%
2%
4%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
DIL GUJRAT CO-OPERATIVE MILK MARKETING FEDERATION LTD
CIPLA LTD. CRYAN OILS LTD.
HEALTH FOOD PRODUCTS (P)LTD. VISHNU SOLUTIONS
HIMALAYA DRUGS CO. ALKEM LABORATORIES
VADILAL ICE-CREAM LTD. W IPRO LTD.
FRESHER INDIA INFOLINE LTD
GODREDJE SARA LEE LTD TOPS SECUIRITY LTD.
THE ZANDU PHARMACEUTICAL WORKS GILLETTE INDIA LTD.
G.M. PEN (P)LTD. RANBAX LABORATORIES
Y
HUL PARAS PHARMACEUTICAL LTD
TATA AIG SATER AGRA PRODUCT PVT. LTD.
VALIANT HEALTH CARE LTD. COMPETENT CARRIER
DABUR AYURVEDIC CENTRE ACRO PAINTS
HUGHO'S COMMERTIALIZATION KARAMCHAND APPLIENCES
MULLAR & PHILLIPS LTD SHAKTI AUSADHALYA
HEINZ KEPL(P&G)
KHANDELWAL LAB ARISTRO PHARMA LTD.
EMAMI LTD. DEY'S MEDICAL
WOCHARDT PARENTAL DIVVISSION
9. 1.4 DIL’s Industry preference
NO. OF EMPLOYES
4% 2%
34%
54%
4% 2%
FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY
INDUSTRY NO. OF EMPLOYEES
FMCG 31
FRESHER 1
IT 2
PHARMA 19
BANK & Ins. 2
CONSULTANCY 1
11. 2.0a METHODOLOGY
1. Data collected: Collected CV’s, from naukri.com
2. Of people who are presently working with the respective
organizations
3. Joined the organizations within the time-period of 03-08
4. Collected information like – age, ctc, previous organization,
date of joining i.e. demographical information
12. 2.0b Limitations of the SAMPLE
• The sample constitutes only those who have registered
themselves in naukri.com, i.e. the sample doesn’t include
those candidates who have not registered with naukri.com
• It doesn’t show the channel of recruitment i.e. whether its
through Job-Portal or consultancies, except internal
recruitment
13. 2.1a Nestlé (I)
2.1a Nestlé (I)
INDUSTRY PREFFERENCE
RETAIL
6%
OTHERS
DABUR
6% FRESHERS
0%
31%
FMCG
19%
FINANCE TELE
0% 0%
PHARMA
38%
FRESHERS TELE PHARMA FINANCE FMCG DABUR RETAIL OTHERS
• Unlike DIL, they have made NO. OF EMPLOYES
31% of their recruitment 4% 2%
from fresh background
• They’ve also recruited 1
34%
candidate each from Retail &
Consultancy background, 54%
though none from Telecom 4% 2%
or Finance sectors
FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY
14. 2.2a HUL (I)
2.2a HUL (I)
HUL’s industry preference for recruitment
4%
0% 4% 4%
23%
17%
4%
44%
FRESHERS TELE PHARMA FINANCE FMCG (OTHERS) DABUR INTERNAL CONSULTANCY
• As likely as DIL they have NO. OF EMPLOYES
preferred recruiting from FMCG
& not from fresh-pool 4% 2%
• They have recruited 23% of 34%
their total requirement from
internal-pool, whereas DIL did it
32% of the total recruitment 54%
• Unlikely DIL they’ve recruited 4% 2%
17% from the banking sector &
taken very less candidates from FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY
PHARMA background
15. 2.3a MARICO (I)
2.3a MARICO (I)
MARICO’s industry preference for recruitment
FINANCE
0%
PHARMA FMCG (OTHERS)
8% 42%
FMCG
TELE 83%
DABUR
8% 42%
FRESHERS
0%
FRESHERS TELE PHARMA FINANCE FMCG (OTHERS) DABUR
• It has recruited mainly (83%) NO. OF EMPLOYES
form FMCG industry of which 4% 2%
50% is from DIL
• Has not recruited any fresher &
34%
candidates from
Banking/Insurance background 54%
4% 2%
FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY
16. 2.4a RECKITT BENCKISER (I)
2.4a RECKITT BENCKISER (I)
RECKITT BENCKISER’s industry preference for recruitment SOME MAJOR SOURCES IN FMCG
FRESHERS
16%
HUL
DABUR TELE 15%
0% 0%
GCMMFL
PHARMA 15%
5%
FINANCE FMCG (OTHERS)
11% 70%
FMCG (OTHERS)
68%
FRESHERS TELE PHARMA FINANCE FMCG (OTHERS) DABUR HUL GCMMFL FMCG (OTHERS)
NO. OF EMPLOYES
• Following the same trend it has
recruited mainly (68%) from 4% 2%
FMCG sector
• Unlike DIL, HUL & MARICO it 34%
has taken quite a handful (16%)
of fresher, but, has not 54%
recruited from Telecom at all
4% 2%
• In FMCG recruited 15% from
both HUL & GCMMFL FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY
17. 2.5a HEINZ (I)
2.5a HEINZ (I)
HEINZ’s industry preference for recruitment
DABUR
0% FRESHERS
FMCG (OTHERS) 26%
37%
TELE
FINANCE 11%
PHARMA
5% 21%
FRESHERS TELE PHARMA FINANCE FMCG (OTHERS) DABUR
• Unlike DIL, it has not left any of NO. OF EMPLOYES
the 5 sectors unexplored; it has 4% 2%
recruited from all the sectors
almost uniformly, but mainly 34%
from FMCG & then from
PHARMA 54%
4% 2%
FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY
18. 2.1b Nestlé (D)
2.1b Nestlé (D)
NO. OF CA N I A TE
DD S
M DC
E I AL
D TA I
E LI G
N
OFFI E
C R
19%
SA LES
OFFI E
C R
N TR TI
U I ON 50%
OFFI E
C R
31%
SA LES OFFI E
C R N TR TI
U I ON OFFI E
C R M DC
E I A L D TA I
E LI G OFFI E
N C R
• They’ve mainly recruited
DESIGNATIONWISE COMPARISON
for SOs, which is very
likely as we’ve seen in the AREA SALES
EXECUTIVE 4%
case of DIL SALES TRAINEE
5%
SENIOR SALES
OFFICER 5%
• They’ve mainly recruited OFFICER-
PROFESSIONAL
MARKETING 20%
for SOs, which is very SALES OFFICER
66%
likely as we’ve seen in
the case of DIL SALES OFFICER
SENIOR SALES OFFICER
OFFICER-PROFESSIONAL MARKETING
SALES TRAINEE
AREA SALES EXECUTIVE
19. 2.2b HUL (D)
2.2b HUL (D)
De s ignation w is e r e cr uitm e nt tr e nd in HUL
Sr Supvsr
4%
SO CSO
TLTM
4% 4%
4%
TSI
• Mainly recruited for
9%
TSO level as DIL did
TSO
for its SO level (both 75%
are equivalent levels)
TSO TSI TLTM Sr Supvsr SO CSO
• Mainly recruited for TSO DESIGNATIONWISE COMPARISON
level as DIL did for its SO AREA SALES
EXECUTIVE 4%
level (both are equivalent SALES TRAINEE
5%
levels) SENIOR SALES
OFFICER 5%
OFFICER-
PROFESSIONAL
MARKETING 20%
SALES OFFICER
66%
SALES OFFICER OFFICER-PROFESSIONAL MARKETING
SENIOR SALES OFFICER SALES TRAINEE
AREA SALES EXECUTIVE
20. 2.3b MARICO (D)
2.3b MARICO (D)
Designation w ise recruitment trend in MARICO
Sr.TSO SO
TSI
8% 9%
8%
SR
• Recruited mainly for
8%
TSO (equivalent to SO)
TSE
8%
level TSO
59%
SO TSO TSE SR TSI Sr.TSO
• Recruited mainly for TSO DESIGNATIONWISE COMPARISON
(equivalent to SO) level AREA SALES
EXECUTIVE 4%
SALES TRAINEE
5%
SENIOR SALES
OFFICER 5%
OFFICER-
PROFESSIONAL
MARKETING 20%
SALES OFFICER
66%
SALES OFFICER OFFICER-PROFESSIONAL MARKETING
SENIOR SALES OFFICER SALES TRAINEE
AREA SALES EXECUTIVE
21. 2.4b RECKITT BENCKISER (D)
2.4b RECKITT BENCKISER (D)
NO O
. F CANDI DAT ES
• All the recruitment is done
for SO level
TSI
100%
TSI
• All the recruitment is done DESIGNATIONWISE COMPARISON
for SO level AREA SALES
EXECUTIVE 4%
SALES TRAINEE
5%
SENIOR SALES
OFFICER 5%
OFFICER-
PROFESSIONAL
MARKETING 20%
SALES OFFICER
66%
SALES OFFICER OFFICER-PROFESSIONAL MARKETING
SENIOR SALES OFFICER SALES TRAINEE
AREA SALES EXECUTIVE
22. 2.5b HEINZ (D)
2.5b HEINZ (D)
De signa tion w ise re cruitme nt tre nd in HEINZ
FOOD SO
Sr .SO
5%
5%
SO
90%
SO Sr.SO FOOD SO
• Has recruited mainly for DESIGNATIONWISE COMPARISON
SO level AREA SALES
EXECUTIVE 4%
SALES TRAINEE
5%
SENIOR SALES
OFFICER 5%
OFFICER-
PROFESSIONAL
MARKETING 20%
SALES OFFICER
66%
SALES OFFICER OFFICER-PROFESSIONAL MARKETING
SENIOR SALES OFFICER SALES TRAINEE
AREA SALES EXECUTIVE
24. 3.0 METHODOLOGY
• Data collected: Collected CV’s, from naukri.com
• Of people who are presently working with the respective
organizations
• Joined the organization within the time-period of 03-08
• Collected information like – age, CTC, previous organization,
date of joining etc
25. 3.1 Over all industry preference
OTHERS PHARMA
FRESHER INDUSTRY OVER ALL CHOICE
4% 18%
18% PHARMA 13
FMCG 34
TELECOM 4
FINANCE
9% FINANCE 7
TELECOM FMCG FRESHER 13
5% 46% OTHERS 3
NO. OF EMPLOYES
• FMCG has contributed the
PHARMA FMCG TELECOM FINANCE FRESHER OTHERS
maximum 4% 2%
• Fresh-Pool is competing quite 34%
successfully with PHARMA
• Finance sector is much more 54%
preferred than Telecom
4% 2%
FMCG FRESHER IT PHARMA BANK & Ins. CONSULTANCY
27. 3.7 METHODOLOGY
• Prepared a Questionnaire
• Collected data by surveying HR-Managers of:
• Mainly qualitative data was collected
• Data which could be converted to quantitative value, used for
analysis to get a trend
28. 3.8 Reasons for recruitment
M CRO-A NA LY SI
I S
TERM NA TI
I ON
10%
RE GNA TI
SI ON
NEW-POSI ON
TI 38%
23%
PROM OTION
29%
RE GNA TI
SI ON PROMOTION NEW-POSI ON
TI TERM NA TI
I ON
CO. RESIGNATION PROMOTION NEW-POSITION TERMINATION
CADBURY 3 4 2 1
EVEREADY 4 3 2 0
MARICO 4 3 1 2
COLGATE-PALMOLIVE 4 3 2 1
CAVINKARE 4 1 3 2
HUL 3 2 4 1
PEPSI 0 0 0 0
HIENZE 3 4 2 0
GKB 0 0 0 0
EMAMI 4 3 2 1
AMUL 0 0 0 0
29. 3.9 Is there any Trend ?
TREND EXISTS ?
NO
38%
YES
62%
YES NO
CO. YES=4 NO=4
CADBURY 4 0
EVEREADY 0 4
MARICO 4 0
COLGATE-PALMOLIVE 4 0
CAVINKARE 0 4
HUL 4 0
PEPSI 0 0
HIENZE 4 0
GKB 0 0
EMAMI 0 4
AMUL 0 0
TOTAL 20 12
33. 4.0 METHODOLOGY
• Prepared a Questionnaire
• Collected data by surveying HR-Managers of:
• Mainly qualitative data was collected
• Data which could be converted to quantitative value, used for
analysis to get a trend
34. 4.1 Reasons for recruitment
M CRO-A NA LY SI
A S
TERMINA TION
10%
RESIGNA TION
NEW-POSITION 37%
26%
PROM OTION
27%
RE GNA TI
SI ON PROMOTION NEW-POSITION TERM NA TI
I ON
MICRO-ANALYSIS
• Resignation went down by
1% & promotion went TERMINATION
10%
down by 2%. This 3% NEW-POSITION
23%
RESIGNATION
38%
down-turn has added up
to new position & it has PROMOTION
become 26%
29%
RESIGNATION PROMOTION NEW-POSITION TERMINATION
35. 4.2 Source preference
MACRO-ANALYSIS
ERS
CONSULTANCY
26%
32%
JOB-PORTAL
42%
ERS JOB-PORTAL CONSULTANCY
M I C R O - A N A L YS I S
• Job-portal has decreased
by 5%, which got ERS
CONSULTANCY
redistributed in 30%
23%
consultancies preference
(thus, increasing it by 2%)
& in ERS preference JOB- PORTAL
47%
(thus, increasing it by 3%)
ERS JOB- PORTAL CONSULTANCY
37. 5.0 METHODOLOGY
• Data collected form naukri.com i.e. collected CVs of employees
who had been with DIL, but left during 06-08 & now, are
working with some other organization
• Done analysis with parameters like organization, state,
designation & industries
• Combined some parameters & done some more analysis on
the basis of these combined parameters
39. 5.2 Some important recruiters
a) Reliance Telecommunication Ltd.
b) Marico
c) Emami
d) Others: Bharti, Aircell, ICIC Bank
40. 5.2 a Reliance Telecommunication Ltd.
RTL DISTRIBUTION ON THE BASIS OF DESIGNATION RTL DISTRIBUTION OVER STATES
NE
0%
ORS
ASE TSI 14% JKD
14% 14% 0%
ASM
14%
WB BHR
29% 57%
SO
58%
TSI ASM SO ASE JKD BHR WB ORS NE
• Recruited mainly for SOs, but ASM/ASE i.e. higher
position’s recruitment is also quite high (28%)
• haven’t recruited from GUWAHATI & RANCHI
• Mainly from Bihar as it’s the largest territory
• Then from WB
• Orissa being the least preferred state
41. 5.2 b Marico
M ARICO DISTRIBUTION OVER STATE NO.OF CANDIDATES
JKD
0%
NE
14% BHR
0%
ORS
14%
WB
72%
TSI
100%
JKD BHR WB ORS NE TSI
• They have mainly recruited for SO position which is
equivalent to TSI in MARICO
• They have recruited mainly for KOLKATA (72%)
• Equally recruiting from GUWAHATI & BHUBANESWAR
i.e. 14% each
• PATNA being such a large state they haven’t recruited
any (at least in the present sample)
• They haven’t recruited from RANCHI too
42. 5.2 c Emami
EMAMI DISTRIBUTION OVER STATES
EMAMI DISTRIBUTION OVER DESIGNATIONS
NE
SO 0%
25%
ORS JKD
50% 50%
ASE BHR
75% 0%
WB
0%
ASE SO
JKD BHR WB ORS NE
• Though, EMAMI recruited only 7% of the given sample
but, still they’ve mainly (75 %) targeted ASEs
• GUWAHATI being a remote place, KOLKATA & PATNA
being a large territory, still they haven’t targeted any of
them
• Their points of concern were only RANCHI &
BHUBANESWAR
• Out of 4 they recruited 3 ASEs & 2 are from ORISSA
43. 5.3 Which states are more vulnerable
STA TE WISE DISR BU ON
TI TI
NE
BHR
11%
22%
ORS
17%
JKD
17%
WB
33%
NE ORS WB JKD BHR
• BIHAR being a larger state than others STATE FREQUENCY
has only 22% recruitment, whereas
KOLKATA has the highest share of NE 6
33%
ORS 9
• For RANCHI & BHUBANESWAR it’s
average WB 18
• GUWAHATI being comparatively
JKD 9
smaller & remote territory has conceded
11% of the total sample BHR 12
44. 5.4 Which industries are preferring DIL?
DABUR TO WHICH INDUSTRY ?
IT
2% OTHER
0%
PHARMA
6% BANKING
7%
TELE
30%
FMCG
55%
BANKING FMCG TELE PHARMA IT OTHER
• FMCG preference is only 55% INDUSTRY FREQUENCY
• Another striking finding is that
BANKING 4
PHARMA, which may have been the FMCG 30
2nd option, is dwindling at only 6% TELE 16
• It’s the Telecom industry which is
PHARMA 3
recruiting heavily (30%) from DIL
IT 1
• Banking & Insurance sector is at 7%
OTHER 0
45. SIX
consuLtancy’s
EXpEctations fRom its
cLiEnt
46. 6.0 METHODOLOGY
• SEMI-STRUCTURED INTERVIEW
• VISITED 4 CONSULTANCIES WORKING FOR DIL;
NAMELY
c) THE HEAD-HUNTERS
d) CAREER POINT
e) NEW MANAGEMENT DEVELOPMENT CONSULTANCY
f) U. B. BASU & ASSOCIATES
47. 6.1 CONSULTANCY’S EXPECTATIONS
• Specific, Updated & Perfect Job-Description without any
confusion
• Intimation before the interview & after the interview from
clients end
• Exact or proper scheduling
• Feed back or follow-up is one of the major resources which a
consultancy needs to deliver properly
48. Recommendation
• As we have seen that ERS is one of the most cost effective,
reliable & efficient source of recruitment, DIL may try to think
on it
• Revitalize the brand in the mindset of people in remote
places, from a recruiters view point
• Why don’t we propose an agenda to fight other industries with
coalition?
• We should be very careful regarding 3 organizations; EMAMI
is aiming mainly for ASEs (ORS), RTL is one of the major
candidate for recruiting from DIL (BHR) & Lastly MARICO
which is another organization competing with RTL in the
same business
• We have to find out why SOs in WB are not happy? & what
they’re getting extra in MARICO?
• We have to find out why ASEs are not happy in ORISSA? &
what they’re getting extra in EMAMI?
• Find out why SOs in CHD are not happy?
49. Concepts
1. ERS
2. JOB-PORTAL
3. CONSULTANCIES
4. MANUFACTURING INDUSTRY
5. SERVICE INDUSTRY
6. HEAD HUNTING
7. FMCG SALE-FORCE