The presentation is a part of a research paper titled "Contemporary Advertising Trends in India with reference to FMCG Sector". It was co-authored by Dr. Bharat Bhushan Singh. The research is based on secondary data. The following presentation will give a glimpse of Location-based marketing around the world and the challenges associated with its development in India.

1. Nikhil Srinivas Gupta *
Dr. Bharat Bhushan Singh **
* Student PGDM 16-18 (Marketing) Vishwa Vishwani
Institute of Systems & Management Hyderabad-78
** Professor (Marketing & Strategy), Vishwa Vishwani
Institute of Systems and Management Hyderabad-78
“CONTEMPORARY ADVERTISING TRENDS IN
INDIA WITH REFERENCE TO FMCG SECTOR”
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2. INTRODUCTION
FMCG GOODS
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FMCG goods are popularly known as consumer
packaged goods. .
Items in this category include all consumables (other
than Groceries) which people buy at regular intervals.

3. The Fast Moving Consumer Goods (FMCG) segment is
the Fourth largest sector in the Indian economy.
In India, companies like ITC, H.U.L., Colgate, Cadbury
and Nestle have been dominant players in the FMCG
sector supported by relatively less competition. The
market size of FMCG in India is estimated to grow
from US$ 36 billion in 2012 to US$ 103 billion in 2020,
(FMCG January 2016, Report)
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INDIAN FMCG SECTOR

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Figure 1: Trends in FMCG revenue (USD Billion)
Source: http://www.india-opportunities.es/archivos/publicaciones/FMCG-January-
2016.pdf

5. LITERATURE REVIEW
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The 3 Biggest Advertising Trends in
FMCG,
Henry Jarlett(2014)
Interactive
Campaigns
Going Natural
Social Media
Moguls

6. OBJECTIVES
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1. To understand the FMCG and Advertising
Industry in India.
2.To understand the different contemporary
advertising trends in the FMCG Sector.
3.To study the growth of contemporary
advertising in India.
4.To study the advertising trends with
reference to FMCG sector in India.

7. METHODOLOGY
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• Period of the study - 2016-17.
• Type of the study - Conceptual & descriptive study.
• Type of the Data - Only secondary data

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Figure 2: Digital vs. Print Advertising Expenditure (in Rs Cr)
Source: GroupM estimates http://www.medianama.com/2016/01/223advertising-
in-india-2016/

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Figure 3: Digital Advertising vs. Radio Advertising (in Rs Cr)
Source: GroupM estimates
http://www.medianama.com/2016/01/223-advertising-in-india-2016/

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Figure 4: Growth of Digital Advertising
29.96%
35.00%
45.50%
47.47%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2013 2014 2015 2016
PercentageGrowth
Year
Digital ad Growth Year on Year

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Fig 5: TV Ad - spend in India
Source: GroupM estimates http://www.medianama.com/2016/01/223-advertising-in-india-2016/

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Figure 6: Growth of TV Advertising
Source: GroupM estimates
http://www.medianama.com/2016/01/223-advertising-in-india-2016/

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Figure 7: Year on year change in overall ad - spend
Source: GroupM estimates
http://www.medianama.com/2016/01/223-advertising-in-india-2016/

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Figure 8: Potential of Digital Advertising
Source: GroupM estimates
http://www.medianama.com/2016/01/223-advertising-in-india-2016/

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Figure 9: Percentage share of Internet ads on Mobile
Source: GroupM estimates
http://www.medianama.com/2016/01/223-advertising-in-india-2016/

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Figure 10: Sector wise spending on advertisements
Source: http://www.livemint.com/Consumer/LjI3ZO4nYkN8DNdyMIlJlJ/Ad-spending-to-grow-at-155-in-
2016-higher-than-2015s-14.html

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Figure 11: Digital to influence 40% of FMCG consumption by 2020
Source: Google-BCG report

18. •The Fast Moving Consumer Goods (FMCG) segment is the fourth largest
sector in the Indian economy.
•The market size of FMCG in India is estimated to grow from US$ 36 billion
in 2012 to US$ 103 billion in 2020, (FMCG January 2016, Report).
•Share of digital advertising in FMCG sector is 10 % in 2016.
•The share of digital advertising in FMCG sector is expected to grow from
10% to 25-30% by the 2020.
•FMCG remains the most dominant sector with a 28% of the advertisement
expenditure.
•Digital advertising accounts for 12.7% of all ads spending in 2016 and is up
from 9.9% in 2015. Print media’s share shrunk from 32.4% to 29.7%.
•TV remains the dominant medium with a 47.1% share, up from 46.3%.
•Digital advertising is said to be expanding at the fastest pace of 47.5% -
report by media agency GroupM.
Conclusions
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19. Web Articles
http://www.publishyourarticles.net/knowledge-hub/business-studies/advertising/1028/
http://blog.niaindia.org/advertising-and-communications/amul-advertising-campaign.html
http://www.livemint.com/Consumer/LjI3ZO4nYkN8DNdyMIlJlJ/Ad-spending-to-grow-at-155-in-
2016-higher-than-2015s-14.html
http://www.mapsofindia.com/my-india/movies/top-10-celebrities-and-the-brands-they-endorse
http://www.medianama.com/2016/01/223-advertising-in-india-2016/
http://www.ey.com/Publication/vwLUAssets/EY-social-media-marketing-india-trends-study-
2014/$FILE/EY-social-media-marketing-india-trends-study2014.pdf
REFERENCES
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20. Websites
https://www.scribd.com/doc/26695443/Advertising-and-Promotion-of-different-FMCG-brands-
in-India
http://info.shine.com/industry/fmcg/6.html
https://www.linkedin.com/pulse/20140612114640-32995382-the-3-biggest-marketing-trends-in-
fmcg
http://www.cii.in/PolicyAdvocacyDetails.aspx?enc=pqzPog/AMmn0DafD0ubldUurI8FvWta+ivtM
wx8Cej+PTz6WNRJ//qrYf8m6xXqtojhe2g+iu1236um8D4kQ==
https://www.socialsamosa.com/2014/01/social-media-campaign-review-britannia-good-days-
design-your-wish-initiative/
http://www.ciim.in/baba-ramdevs-patanjali-marketing-strategy-case-study
https://www.adgully.com/digital-to-influence-40-of-fmcg-consumption-by-2020-google-bcg-
report-74342.html
https://media-publications.bcg.com/india/Re-Imagining-FMCG-in-India.pdf
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21. News Reports
http://www.businesstoday.in/magazine/features/fmcg-companies-are-betting-on-digital-media-
for-advertising/story/207227.html
http://www.exchange4media.com/advertising/fmcg-ads-witness-4-increase-in-jan-aug16-
yoytam-adex-report-2016_66128.html
http://eprints.uni-mysore.ac.in/
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22. Thank you
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