This document provides a synopsis for a research project comparing the marketing mix of fast moving consumer goods (FMCG) companies, using SCA Hygiene Product India Pvt. Ltd. as a reference case study. The 8-page synopsis outlines the introduction, rationale, objectives, research methodology, expected contributions, limitations, directions for future research, and bibliography for the project. The research aims to understand India's FMCG sector and marketing promotion strategies used by leading companies, and analyze the impact of different marketing mix elements on sales performance.

1. SYNOPSIS
For
A comparative study on Marketing Mix of FMCG
(With special reference to SCA Hygiene Product India Pvt. Ltd.)
An outline of research work to be submitted for project report in partial fulfillment for the award
of the Master’s Degree in Business Administration of
Gondwana University, Gadchiroli.
In
Marketing Management As Specialization.
Submitted By
Mr. Chetansingh I Bais
Under Guidance of
Prof. Sushil Mishra
Ballarpur Institute of Technology,
Bamni, Ballarpur, District – Chandrapur-442701(M.S.)
(2014 - 2015)

2. Table of contents
1 Introduction
2 Rational for the study
3 Objectives of the study
4 Research methodology
5 Expected contribution from the study
6 Limitations
7 Direction for future research
8 Bibliography

3. 1.Introduction:
Indian industry is a fast developing industry. Fast Moving Consumer Goods (FMCG) are more in
demand and frequently purchased by customers. These goods include all consumable goods
(other than pulses and grains) and consumers buy at regular intervals in small quantities. Main
items in this category are detergents, soaps, shaving products, shampoos, toothpastes and
brushes, packed food stuffs, household accessories, creams, oils, tea, coffee etc. Every family
spends a large portion of monthly budget on FMCG products. Contribution of FMCG sector in
every economy is significant. Now, due to globalization, every economy is facing tough
competition. Entries of MNCs and cheaper import have made the situation more difficult. To
carry out the business in this sector, it has become very difficult. Every company has to spend a
large portion of their budget on promotional efforts.
Every business organization reaches to the customers through their goods or services. To sell the
products to the customers a number of activities are being performed. This is called marketing
and it is an important function. Marketing is the performance of business activities that directs
the flow of goods and services from producer to the customer. It is the activity that directs to
satisfy the human needs through exchange process. Marketing starts with the identification of a
specific need of customers and ends with satisfaction of that need. The customer is found in the
beginning and end of marketing process. In marketing a large number of activities are performed.
For easy understanding these activities are divided in 4 groups for products and 7 groups for
services. These elements are product, price, promotion, placement for products and three
additional elements for services are process, people and physical evidence. These are called
elements of marketing mix.

4. The product is a combination of tangible and intangible aspects of the products offered by the
manufacturer to the customers. It can be defined as a bundle of satisfaction and dissatisfactions
offered by company to the customers at a point of time. Their physical attributes what they do,
how they differ from your competitors and what benefits they provide. The products can be
classified as durable and non durable, consumers and industrial goods, perishable and non
perishable, finished and semi-finished etc
Price means the monetary value of the product has been fixed for exchange purpose. The price is
the amount a customer pays for the product. It is fixed after considering various factors such as
market share, competition, material costs, product identity and the customer's perceived value of
the product. The business may increase or decrease the price of product if other stores have the
same product. It is through price the company gets its money back in business. It should be fixed
in such a way the company is in position to recover the costs and earn profits also. If it is fixed
very low then it may be difficult to come to the breakeven point and if fixed very high then it
may have deterrent effect on the sale. The prix decision is very sensitive and for that special care
is to be taken so that you may get the competitive edge due to price decision. Place (Also
referred to as Distribution) – Where your business sells its products or services and how it gets
those products or services to your customers.
The promotion concept is applied for products or services and to the business. The promotion
include all communications a marketer used in the market for his products of services to create
awareness, persuade the customers to buy and retain in future also. For improvement in the
position of sales or progress of business this method is used. The message is given to target
group regarding the features and benefits of the products or services to the target customers.
Without communication the features, benefits and schemes would not be known to the customers

5. and objectives of in launching of products or services and increasing sates would not be
completed. When communication creates awareness then only the interest would be created and
customers would take the decision for buying. For promotion different methods of
communication can be used.
Place represents the point or location where the product is made available to purchase. It is
required that the products and customer should be available at a point then only the sales would
be possible. If not then the sale does not taken place. This term is used for distribution channel. It
can include any physical store as well as virtual stores on the Internet. Place is not exactly a
physical store where it is available Place is nothing but how the product takes place or create
image in the mind of customers. It depends upon the perception of customers.

6. 2. Rationale for the study :
In present situation not only in one industry but also all sectors are facing tough competition. It
has become very difficult to grow, stabilize and excel in business performance. It is required to
influence the attitude and behavior of buyers. A lot of activities are needed. The leading
companies are using difference techniques for marketing mix. These are product, price, place,
and promotion. These are serving the difference objectives. Marketing mix is giving a great
impact on customer buying behavior to increase sales in short term. It contributes to neutralize
the competition effect. To achieve the objective, a strategy is needed for effective application of
marketing mix. The contribution of marketing mix strategy is significant in present time to stay
in business in competitive market. The importance of it attracted my attention to select this topic
for research study.

7. 3.Objectives of the study :
The study of this topic has been undertaken with a number of objectives. Following are the
objectives of this study.
1. To understand Indian FMCG sector with related to baby care product and find out the
practices adopted by the leading companies regarding marketing promotion strategy, their
effects and difficulties faced in it by the selected companies.
2. To study the tools or techniques of marketing mix, impact on sales, parties involved in
marketing mix.
3. Its importance, role and strategy of marketing mix in progress of number of customers,
sales volume, profits and progress of the business as a whole.
4. On the basis of study, to summaries the findings and give suggestions for further
improvement in marketing promotion strategy practices and its contribution in achieving
objectives of marketing activity.

8. 4.Research Methodology :
Research Methodology:
The data are collected from sales records, retailers , dealers, customers and companies
performing in FMCG sector with related to baby care product. The descriptive research has met
the requirement of research study.
Research Instrument:
 Personal meeting
 Questionnaire
 Data Sampling – for the said study the sample size of 100 is decided. The data of 100
retailers of Chandrapur city will be collected by means of questionnaire and personal
meeting.
 Data collection method :-
1. Primary data: It will be collected by personal visit and questionnaire from various
retailers’ in Chandrapur City.
2. Secondary data: Data collected from internet and books.
 Data analysis
 Data interpretation

9. 5.Expected contribution from the study
It is expected the study of this topic would contribute in clarifying the all concepts relating to
marketing communication, promotion mix, sales promotion, strategy relating to marketing mix,
impact of marketing strategy on sales, profit and profitability of companies, market share and
goodwill of the companies. The beneficiary from the study of this topic would be first of all self-
researcher, academicians, practicing managers, prospects researchers. If these parties refer this
research study in future may take advantage of the finding and suggestions. Academician,
practicing managers and research
Students may take benefits for academic purpose and on the jobs. The FMCG companies may
implement the suggestions for improvement of sales for achieving sales targets. It can be said the
benefits would be multidimensional for above mentioned parties.
6. Limitations :
Following limitations are set for this study.
 Salesmen, customers, dealers and retailers were reluctant or hesitant to share data
 The study is restricted to Chandrapur City only

10. 7. Direction for future research :
The said research project is divided in the following contents –
1. Introduction
2. Objective
3. Research methodology
4. Review of literature
5. Data analysis
6. Findings
7. Conclusions
8. Suggestions
9. Limitations
10.Bibliography
11.Annexure

11. 8. Bibliography :
1) Business Research Methods - Donald Cooper & Pamela Schindler, TMGH, 9thedition
2) Marketing Research, G C Beri third edition (McGraw Hill)
3) Principles of Marketing – Kotler, Armstrong, Agnihotri, Haque

12. Approval of Project Synopsis
Name of Student : Mr. Chetansingh I Bais
Department & College : School of Business,
Ballarpur Institute of Technology,
Bamni, Ballarpur, Dist. Chandrapur
Title of Project : A comparative study on marketing mix
(With special reference to SCA Hygiene Product India Pvt. Ltd.)
Subject Area : Marketing Management
Project Guide : Prof. Sushil Mishra
Mr.Chetansingh I Bais Prof.Sushil Mishra Prof.A.S.Gachake Dr.M.Basavaraj
Student Project Guide HOD Principal