1. Logo here
TITLE
S u b t i t l e
D a t e
Presented by :
Omkar Kodak
(MBA-01)
2019-2005-0001-0007
SEMESTER PROJECT
2. SECTOR INFORMATION
19%
31%
50%
FMCG SEGMENT
CONTRIBUTION
Food & Beverages
Health Care
Household and Personal Care
Fast Moving Consumer Goods (FMCG)
segment is the fourth biggest division in the
Indian economy.
Household and Personal Care is the leading
market segment accounting 50% of the
sector followed by Health care 31% and Food
and Beverages 19%.
Growing awareness, easier access, and
changing lifestyle have been the key growth
drivers for the sector.
3. CONT.
The FMCG sector has emerged from Rs 2,20,852.4 crore (US$ 31.6 billion) in 2011 to
Rs 3,68,669.75 crore (US$ 52.75 billion) as of the current statistical data for the FY
2018.
FMCG market in India is expected to grow at a CAGR of 23.15 per cent and is
expected to reach US$ 103.7 billion by 2020 from US$ 68.38 billion in 2018.
Rural sector contributes a revenue share of around 45%, whereas on the
other side 55% of the revenue share is contributed by Urban sector.
India's GDP per capita at current prices is expected to increase from
US$ 1, 481. 56 in this year to US$ 3, 277. 28 in 2024.
FMCG sector in India generates employment for more than 3 million
people in the downstream activities.
FMCG MARKET IN INDIA (US$
billion)
2018 2020
US$US$ 103.7
CAGR
23.15
4. MARKET OVERVIEW
The number of on-line customers in India is probably to cross 850 million by 2025.
FMCG industry predicted to grow 12-13 per cent in fourth quarter FY19.
Retail market in India is predicted to attain US$ 1.1 trillion by 2020,
with modern trade expected to grow at 20 per cent - 25 per cent per annum.
Current Forecast
• FMCG market is expected to
reach US$ 103.7 billion by
2020
• Online FMCG market is
forecasted to reach US$ 45
billion in 2020
• FMCG market reached US$
52.75 billion in FY 18
• FMCG sales at retail stores
rose 22% in the year 2018
5. PORTER’S FIVE FORCES
Threat of Substitutes (High)
Bargaining Power of Buyers
(High)
Threat of New Entrants
(Moderate)
Competitive Rivalry
Bargaining Power of
Suppliers (High)
• High Presence of multiple
brands
• Price war
• Narrow Product
Differentiation under many
brands
• Influence of marketing
strategies
• Availability of similar
alternatives
• Switching costs on products
• Medium – Huge investments
in networking and
promoting brands
• Spending on advertisements
is aggressive• High – Private level brands
by retailers are sold at a
discounted price which
results in competition for
weak brands
• Highly Fragmented Industry
as more MNC’s entering
• Prices are generally
governed by international
commodity markets
• No monopoly situation in
supplier’s side
6. COMPANY OVERVIEW
Emami Limited is one of the leading and fastest growing personal and healthcare
businesses in India, with an enviable portfolio of over 300 products based on
ayurvedic formulations; and also household brand names such as BoroPlus,
Navratna, Fair and Handsome.
Emami Limited, the flagship company of the Group, recorded a turnover of Rs
2541.01 crore (US$ 363.58 million), FY18.
Emami employs over 20,000 employees across geographies.
Emami products are available in over 4.5 million retail outlets across India through
its network of ~3200 distributors
8. SWOT ANALYSIS EMAMI LTD.
Emami covers all the states with 32 warehouses across India and enjoys a wide distribution network.
Strong brands in its portfolio; Boroplus, Navaratna, Fair & Handsome, Zandu are all Rs 100 crore plus
brands.
Emami has international presence in countries like Ukraine, Russia and Nepal.
It has not diversified much. It had planned to enter into baby care segment but later on
pulled back.
Emami has lower scope of investing in technology and scale on the economy when it
comes to small sectors.
Huge investment in advertising may show a negative impact on the margin of the
revenue. .
Increase in competition from other FMCG companies is a serious threat to the company with respect to
its products and business.
Increase in the cost of raw material would affect the business revenue.
Emami also faces tough competition from unbranded and local products which is also a serious threat
to the brand.
STRENGTHS
THREATS
OPPORTUNITIES
WEAKNESSES
Changing lifestyles and rising income levels sees a huge chance for the business to
flourish.
Having a world wide geographical presence may help them to expand their company
in terms of business and revenue.
SWOT
9. COMPANY NEWS
Emami adds Spices to its portfolio;The company will enter the market with 11
varieties of popular Indian spices to start with
Emami hires BCG for strategy advice; Emami has hiredThe Boston Consulting Group
to advise on strategy to drive future growth.
Emami target for hair oil; FMCG major Emami plans to make its “7-Oils-in-One” a Rs
200-crore brand over a period of three years.
COMPETITOR ANALYSIS
As per the current market data 2019, HUL holds around 53% market share
and is a dominant player in FMCG segment ; followed by Marico at 18% ;
Patanjali 15% ; Dabur 11% and Emami by 3%.
$1.20
$5.60
$1.90
$1.60
$0.31
REVENUE
(in billion)
DABUR HUL MARICO PATANJALI EMAMI
10. MARKETING MIX OF EMAMI
Product
Price
Place
Promotion
PRODUCT :- Emami has been innovating and launching new
products to
satisfy customers need ever since it started. It has a
complete
portfolio of over 300 diverse products.
Product line follows as below : -
Boroplus brand includes antiseptic cream, prickly heat powder,
total results moisturizing lotion.
Zandu brand includes balm and balm ultra-power.
Navratna brand includes cool oil, extra thanda ayurvedic oil, I-
cool talc, cool talc.
Emami naturally fair includes herbal fairness cream.
11. PRICE :- Emami has adapted ‘COMPETITIVE PRICING STRATEGY’ in
its marketing mix
and has been successful in penetrating both city and
rural market.
Pricing of the Products done
The sachets like Rs. 5 of BoroPlus and Rs. 10 sachet
of fair and handsome made the
products attain to each and every segment of the society.
Emami continues on working on their pricing strategy.
Currently, they've reduced the price of Emami 7 Oils in one to pass on
the GST benefit to customers.
PLACE :-
Emami has its presence not only in domestic market but also within
the international market
12. PROMOTION :-
One of the highest spenders on advertising and promotions in
its class.
Emami has been recommended by more than 60 celebrities like
Amitabh Bachchan, Shah Rukh Khan, Kangana Ranaut and many
others.
Commercials are shown onTV channels like star Plus, Zee Cinema,
SonyTV ;
magazines and hoardings also are used drastically for marketing.
Additionally, several ATL and
BTL activities are performed to promote the brand.
13. SEGMENTING , TARGETING , POSITIONING
SEGMENTING TARGETING POSITIONING
For all age groups
For male, female
children's as well
Available in Semi
urban & Urban
People who are
skin conscious
Upper
Lower
Middleclass
Acts an
cream which helps
cure minor cuts,
injuries, and also
as a moisturizer
By tagline :
"safed tika, taki sardi
ki nazaar na lage'.
14. PRODUCT LIFE CYCLE • Boroplus was launched in the year
1982 and has stabilized itself in the 3rd
stage of product life cycle.
• Competing with Boroline, it still has
positive impact on the Health care
sector having a revenue more than
400+ cr according to the stastical data
provided.
• Global presence in several countries
has helped boroplus to sustain in the
market.
15. FINANCIAL ANALYSIS
BALANCESHEET
Particulars
As at
31.03.2019
(Rs. In Lacs)
As at
31.03.2018
(Rs. In Lacs)
Non – Current Assets ( Fixed) 1,92,797,56 2,05,592.97
Current Assets 65,506.00 54,194.85
Total Assets 2,58,303.56 2,59,787.82
Equity 2,06,440.43 1,97,123.96
Non – Current Liabilities 6,274.33 6,972.87
Current Liabilities 45,588.80 55,690.99
Total Equity and Liabilities 2,58,303.56 2,59,787.82
WORKING CAPITAL FOR THE YEAR 2019
Working Capital = Current Assets – Current Liabilities
= 65506.00 – 45588.80
= 19917.20
16. INCOME STATEMENT
Particulars Year 2018-2019
(Rs. In Lacs)
Year 2017-2018
(Rs. In Lacs)
Total Income 2,52,589.34 2,39,254.62
Total Expense 2,11,959.93 2,00,331.04
Profit for the year 40,629.41 38,943.58
RATIO ANALYSIS
A. Liquidity Ratio = Current Asset – Inventories
Current Liabilities
= 65506.00 – 21353.61
45588.80
= 0.97
B. Debt Equity Ratio = Total Liabilities
Shareholders’ Equity
= 258303.56
206440.43
= 1.25
18. JOB DESCRIPTION & JOB SPECIFICATION
MARKETING HUMAN RESOURCE (HR) FINANCE
SELECTION PROCESS
ONLINE APPLICATION : Candidates must need to fill the online form.
PRE – SELECTION : Applicant’s are selected through screening done by the HR and are
further followed by the tests
conducted by the Department Head.
INTERVIEW : Interview is sanctioned by the Authority based on merit and justification ;
F2F Interview is scheduled
for the selected candidate.
JOB OFFER : Document verification is done before handing over the offer letter to the
selected candidates.
19. TRAINING AND DEVELOPMENT PROGRAM
The training and development intervention is aligned with the business strategy of
the organization & is centered towards constructing long term organizational
development and aspirations.LEARNING
WITH
DEPARTMEN
T OBJECTIVE
DEFINE KEY
OUTCOME
DETERMINE
THE GAPS
TO BE
PLUGGEDDEVELOP
INPUTS FOR
LASTING
EFFECT
EVALUATE
EFFECTIVEN
ESS
DELIVER
QUALITY
EXPERIENCE
LEARNING PROCESS