Fast Moving Consumer Goods (FMCG) are consumer packaged goods that are sold quickly and at relatively low costs. Examples include packaged foods, beverages, toiletries, cleaning products, and electronics. Samsung, Colgate, Lux, Amul, Lifebuoy, and Horlicks are some of the most popular FMCG brands in India. These brands promise high quality products and value to consumers.

1. * Fast Moving Consumer Goods brands;
Popularity & Value promises
SRUTHI P G
S2 MBA
Mar Athanasios College for Advanced Studies Tiruvalla (MACFAST)
Kerala, India
www.macfast.org

3. *Fast Moving Consumer Goods
*Fast-moving consumer goods (FMCG) are products that sell
quickly at relatively low cost.
*These goods are also called consumer packaged goods.
*FMCGs have a short shelf life because of high consumer demand
(e.g., soft drinks and confections)
*Or because they are perishable (e.g., meat, dairy products, and
baked goods).
*These goods are purchased frequently, are consumed rapidly, are
priced low, and are sold in large quantities.
*They also have a high turnover when they're on the shelf at the
store.

4. *Contd…
Examples of Fast-Moving Consumer Goods
*Fast-moving consumer goods include packaged food,
toiletries, beverages, stationery, over-the-counter medicines,
cleaning and laundry products, plastic goods, personal care
goods, as well as consumer electronics, including mobile
phones and headphones.
*Some fast-moving consumer goods are highly perishable such
as meat, dairy products, baked goods, fruits, and vegetables.
Sales of FMCG are usually affected by discounts being offered
by the stores, holidays, and other seasonal periods.

6. *Top 10 Brands in FMCG Sector
* Samsung
* Colgate
* Lux
* Amul
* Lifebuoy
* Horlicks
* Dettol India
* Britannia
* Reliance Communications
* Clinic Plus

7. *Samsung
*Samsung is right now one of the market leaders when it comes
to mobile devices.
*It deals in a diverse array of mobile devices and incorporates
the following aspects in its products to make it a better
experience for its users:
• Music
• Imaging
• Navigation
• Games
• Video
• Business mobility
• Television

8. *Through Profile…
Type Private
Industry Conglomerate
Founded 1 March 1938
Founder Lee Byung-chul
Headquarters South Korea
Area Served Worldwide
Products Apparel, automotive, chemicals, consumer electronics, electronic
components, medical equipment, semiconductors, solid state drives,
DRAM, ships, telecommunications equipment, home appliances
Services Advertising, construction, entertainment, financial services, hospitality,
information and communications technology, medical and health care
services, retail, shipbuilding
Revenue US$208.5 billion (2018)

9. *Reasons for their Popularity
*PRODUCT:
The product portfolio of Samsung is quite rich and has different products which cater
to different target customers. The product portfolio of Samsung includes:
* Smartphones
Under smartphones, Samsung offers models like
• Galaxy Tab
• Galaxy pro
• Galaxy Note, Note 8, Note 7, Note Edge etc
• Samsung Galaxy S9, S9+, S8, S8+, A6, A6+, J6 and many more
* LEDs/Television
* Refrigerator
* Air conditioner
* Oven
* Washing Machine
* Personal Computers
* Laptops
* Hard disks
* Cameras

10. *PRICE:
• Skimming Price Strategy
• Competitive pricing strategy
* PLACE:
• Channel marketing
• Tie-ups with large as well as small retail giants like Chroma, Vijay Sales,
Reliance digital, etc that handle the sales of Samsung.
• Samsung also has their own sole distributors where they only sell Samsung
products.
• E-commerce channels like Facebook and Amazon are also be utilized to
their maximum potential by Samsung to sell their products.
*PROMOTION:
• Combination of Online and Offline promotional channels
• Product advertisements
• Paid digital promotion
• Different types of offers and schemes with trade partners to push their
products
• Awareness Campaigns

11. *Value promises
*Samsung is committed to complying with local laws and
regulations as well as applying a strict global code of conduct
to all employees.
*It believes that ethical management is not only a tool for
responding to the rapid changes in the global business
environment, but also a vehicle for building trust with its
various stakeholders including customers, shareholders,
employees, business partners and local communities.
*With an aim to become one of the most ethical companies In
the world, Samsung continues to train its employees and
operate monitoring systems, while practicing fair and
transparent corporate management.

12. *Colgate
*Colgate was established during 1937 and at that time hand carts
were employed to hand out the cream.
*Colgate-Palmolive (India) is at present equipped with one of the
best distribution networks in the country.
*It has 4.5 million retail outlets and 1.5 million of these are
serviced directly by the company itself.
*The company now deals in several verticals:
• Household products
• Health care and industrial supplies
• Personal care products
• Leisure and sports equipment
• Food products

13. *
Type Public
Industry Consumer Goods
Founded 1806; 214 years ago
Headquarters New York, United States
Founder William Colgate
Area Served Worldwide
Products Cleaning agents Personal care
products Pet food
Revenue US$15.5 billion (2018)

14. *Reasons for their Popularity
*PRODUCT:
• Colgate primarily deals in the oral hygiene care which serves customers
globally.
• Colgate is famous for its toothpaste, toothpowder, mouthwash and even
toothbrushes as a part of its marketing mix product portfolio.
• Colgate offers over 13 variants in the toothpaste segment with an
addition in the children’s segment as well.
• The toothpaste is offered in various sizes ranging from 20 gms to 300
gms.
• Colgate also provides toothpowder catering to the semi urban area and it
also has mouthwash which helps in keeping the mouth fresh.
• Various kinds of toothbrushes are available which are suited to children,
adults and old people.
• Colgate toothbrushes range from the small brittle brushes to the ones for
sensitive teeth to the zig zag brushes.
• Colgate’s main focus is on fighting bacteria and having strong teeth and
therefore it focuses on fluoride content.
• Its major competitors are Pepsodent, Closeup and Patanjali.

15. * PRICE:
• Colgate is a market leader especially when it comes to India.
• Colgate has over 50% of the market share and has been able to establish itself as a
generic brand.
• The prices of Colgate are generally a little higher than its competitors. This is
primarily because of the perception of superior products offered by Colgate.
• The price is not a concern as the company maintains a watch with the help of
advisors who give a feedback and revise the prices accordingly.
• Its prices vary from 5 rupees for small sachets to 90 rupees for 300 gm packs.
*PLACE:
• Colgate is a company which has adopted the fats way of distributional channel.
• The manufacturers directly dispatch the products to the wholesalers who in turn
pass on to the retailers. These retailers provide the products to the
consumers/customers.
• Moreover, Colgate provides the option of online shopping as well where the
products are available and can be bought over the website. C
• olgate products are available everywhere be it rural, semi urban or urban areas.
All supermarkets, retail stores, grocery stores keep Colgate products.
• There is generally no sale offered on the product however Colgate does indulge
in combo offers.
• The strong distribution network strategy shows its marketing mix place strategy,
which ensures good product availability across the world.

16. *PROMOTION:
*Colgate has always had a strong focus towards marketing and advertising.
*Variety of media has been used for promotion by Colgate.
*It focuses primarily on television advertisements where the focus has been
towards humorous or qualitative/cognitive aspects.
*For instance, the “kya aapke toothpaste me namak” has been a
sensational ad which focused on the scientific aspects of the toothpaste.
*Colgate has also used radio, magazines, newspapers, billboards for
promotion.
*Colgate is quite active when it comes to digital marketing.
*It is actively involved over various social media sites like Facebook, Twitter
and also has an up to date website which offers discounts to products
bought online.
*Moreover, campaigns revolving around children have also been introduced
by Colgate to increase the brand awareness.
*The red packaging that Colgate has adopted has become a key identifier of
the brand.

17. *Value promises
*The Company cares about people: Colgate people, customers,
shareholders and business partners. Colgate is committed to act with
compassion, integrity and honesty in all situations, to listen with respect
to others and to value differences. The Company is also committed to
protect the global environment and to enhance the communities where
Colgate people live and work.
*All Colgate people are part of a global team, committed to working
together across countries and throughout the world. Only by sharing
ideas, technologies and talents can the Company achieve and sustain
profitable growth.
*Continues improvement, Colgate is committed to getting better every
day in all it does, as individuals and as teams. By better understanding
consumers' and customers' expectations and continuously working to
innovate and improve products, services and processes, Colgate will
"become the best."

18. *Lux
*In India, Lux soap was introduced during 1929 and in the very first
advertisement it featured Leela Chitnis.
*The organization has built up its brand value over the years by
having actresses like the following as their brand ambassadors:
Madhubala, Rani Mukerji, Mala Sinha, Aishwarya Rai, Hema Malini,
Amisha Patel, Sridevi, Kareena Kapoor, Madhuri Dixit, Tabu, Juhi
Chawla, Priyanka Chopra, Karisma Kapoor, Padukone, Katrina Kaif.
*In its initial years the company portrayed Lux as the choice of the
movie stars.
*In addition to India, Lux is also a market leader in several other
countries like:
• Pakistan
• Thailand
• Brazil
• South Africa

19. *Through Profile…
Product Type Soap
Industry Consumer Goods
Introduced 1929
Owner Hindustan Unilever
Markets Worldwide
Website houseoflux.com

20. *Reasons for their Popularity
*PRODUCT:
• Lux is a global brand that deals in manufacturing and marketing of soap and
related products.
• Its product range includes shower gels, beauty soaps, hair shampoos, bath
additives and hair conditioners.
• Lux soap comes in packages of 40gm, 80gm and 120gm, colours like white, pink,
blue, yellow and green and several fragrances.
• Some of its popular variants are as follows-
* Lux Almond Delight
* Lux Fruit
* Lux Power Me Up
* Lux Magic Spell
* Lux Wake Me Up
* Lux Golden Glow
*PRICE:
• It has adopted a competitive pricing policy as it faces stiff competition in the
market and hence has kept product prices reasonable and affordable.
• In order to create bulk sales it has adopted a promotional pricing plan and offers
incentives

21. *PLACE :
*Lux is an international brand with its headquarters base at Singapore.
*Its products are available in more than one hundred countries of the world and
occupy a huge market share in countries like South Africa, Thailand, Brazil,
Bangladesh, Pakistan and India.
*Its international market includes United Kingdom, Japan, China, United States and
Argentina.
*Its manufacturing plants are located in seventy-one places across the world.
*Lux has a widespread and strong distribution network in a global market that
includes distributors, warehouses, stockists and retailers.
*PROMOTIONS:
• Lux is a household name and has become a synonym for soap.
• Brand believes in aggressive and intensive marketing and has launched several ad
campaigns for its international market.
• During early years it used print media and advertised via magazines like Ladies
Home Journal to gain brand visibility.
• Currently Lux brand advertisers through several mediums like television,
newspapers, magazines, billboards and social media platforms including Facebook,
Twitter and Blogs.
• It also sponsors events and functions like Lux Zee Cine Awards and Lux Dance India
Dance.
• Lux believes in celebrity endorsements and has always used them to promote its
products in the consumer market for gaining maximum coverage.

22. *Value promises
*Every person is a co-creator- Lux believe the arts to be a viable
end necessary part of the local community. Therefore, they
adhere to the belief that every individual has the ability to
envision and bring to reality various forms of artistic production.
*Every person deserves- The opportunity to be educated and
express themselves in the area of the performing arts for the
purposes of expansion and awareness.
*Every person is supported - They believe in the encouragement of
all of our artists through mutual support and gratitude for their
contribution to the world of performing arts and they celebrate
the success of each artist both corporately and individually.
*Every person counts- At Lux Royale Productions they do not
discriminate based upon age, race, religious affiliation or gender.

23. *Amul
*Amul, a leading brand in the milk and milk products segment, is
owned and operated by Gujarat Co-operative Milk Marketing
Federation (GCMMF).
*In addition to butter, and loose and packaged milk the company
also deals in the following:
•Cheese
•Yogurt
•Ice cream
•Desserts such as shrikhand

24. *Through Profile…
Type Cooperative society
Industry Dairy/fast-moving consumer
good (FMCG)
Founded 1946; 74 years ago
Founder Tribhuvandas Patel
Headquarters Anand, Gujarat, India
Area Served ₹38,000 crore (US$5.3 billion)
(2018-19)
Revenue

25. *Reasons for their Popularity
*PRODUCT:
• Amul has a very very strong product portfolio.
• Amul product portfolio is comprised mainly of Dairy products.
• Amul butter, Amul cheese and Amul ice cream are cash cows for Amul as they have
the major market share in their product category.
• Amul ice cream is amongst the top 10 ice cream brands of India.
• Amul milk, Amul Paneer and Amul Dahi consumption is on the rise. In fact Amul
milk has 26% of market share in the packaged milk sector.
*PRICE:
• Amul has a strategy of low cost pricing. Some may call it penetrative pricing. But
penetrative pricing strategy is used when the market has a high level of
competition and a player wants to establish itself in the market by giving low
prices.
• However, in the case of Amul, when Amul started, there were no national players
and the dairy market was unorganized. During the introduction stage itself, Amul
had a vision to provide their products to end customers at the best affordable
rates. And the same vision is in place even today.
• Today also, Amul butter, milk and cheese are available at affordable prices keeping
in mind the end customers.

26. *PLACE :
• Amul has a massive distribution network because its ice creams, milk, butter and cheese
is found practically everywhere.
• There are two different channels through which Distribution happens in Amul. One is the
procurement channel which is responsible for collection of Milk through dairy co
operatives. The other is the distribution channel which is responsible for distributing the
finalized product to the end customers.
• In the procurement channel, the milk is individually delivered from farmers to the co
operatives.
• In the distribution channel, there are carrying and forwarding agents, distributors,
dealers and retailers involved.
* PROMOTIONS:
• Amul is responsible for one of the most unique and longest running outdoor campaign as
well as one of the most known outdoor advertising characters – The Amul girl.
• The promotions of Amul are mainly for butter but for all the other products there is
hardly any promotions.
• The main advertisement is BTL through outdoor, trade promotions, discount schemes and
sales promotions.
• The major reason for Amul’s absence in hardcore advertising is that Amul does not want
to give away margins in advertising its products.

27. *Value promises
*Milk is one product that is served daily in every other household in
one or the other form. A child’s day does not start without a glass
of milk. A day for elderly people starts with a cup of tea. Various
Indian sweet delicacies are incomplete without milk. In India a
mother’s love is measured in the dollops of ghee she pours for her
kids. In real terms also, milk is one product that is necessary for
nutritional values.
*Amul is one brand in milk category that provides trust to its
customers as its major value. Besides trust amul is the one brand
which knows its customers well.
*It has varied options for it’s different target customers. Amul is a
way too far in positioning its milk to different customers in the
market.

28. *Lifebuoy
*Lifebuoy has been one of the most popular brands in India as
well as the US where it has been in operation for at least 100
years.
*The soaps hold a penetration level of 98 percent in the urban
areas whereas in rural areas the figure stands at 70 percent.
*In the soap category its overall penetration rate is 91 percent.
*In the personal wash sector it enjoys a market share between
18 and 21 percent.
*The talcum powder enjoys a market share of 2 percent.

29. *Through Profile…
Product Type Soap
Industry Consumer Goods
Introduced 1895
Owner Uniliver
Markets Worldwide

30. *Reasons for their Popularity
*PRODUCT:
* Lifebuoy is the leading brand of soap from Unilever and is available in several variants with
better effectiveness, fragrance, and feel. It takes care of family’s health and hygiene needs
by offering protection against germs and infection. Lifebuoy product portfolio includes –
• Lifebuoy Bars
• Lifebuoy Shower Gel
• Lifebuoy Sanitizer Pump
• Lifebuoy Clini-care 10
• Lifebuoy Activfresh Hand wash..etc
*PRICE:
• Lifebuoy caters to a worldwide market and in places like India is one of the most popular and
used soap brands.
• It has successfully penetrated both urban and rural market because of its penetration policies.
• It also faces competition from several brands and has taken care of it by implementing
competitive pricing policy.
• Lifebuoy has kept product prices marginally lower than the prices of its rival brands.
• Its reasonable and inexpensive pricing policy has been a great factor in making it one of the
most popular choices to be used by common masses.
• This has led to bulk sales and greater profit margins.

31. * PLACE:
• Lifebuoy was first launched in the consumer market of England
• It was completely pulled out of US markets in the year 2003 and is now produced on a large
scale by its owner company Unilever for Caribbean markets in Tobago and Trinidad, for Brazil,
EU and UK market in Cyprus and for the Asian market in India and Indonesia.
• Currently, Lifebuoy occupies a great market share in countries like India where it is actively
used by many.
• It has sales offices in Kolkata, Mumbai, and Chennai in India. Lifebuoy has a strong and
widespread distribution network that includes retailer, wholesaler, distributor, warehouses and
transportation services to reach customers via discount stores, convenience stores, corner
shops and supermarkets.
* PROMOTIONS:
• Lifebuoy has gained international acceptance as germ protection soap and has been projected
by its company as a safe and secure product. The brand has adopted intensive marketing plans
to promote its products in global market.
• It has launched ad campaigns on television, radio, magazines, newspapers, billboards and sides
and backs of several vehicles.
• They started an important project Global Handwash Day on October 15th to bring awareness
about the benefits of regular hand washing, especially in rural areas.
• Lifebuoy has been involved in several CSR activities and supplies bars during natural calamities
and crisis.
• It has also launched a creative campaign “Help a Child Reach 5” and promotes hand washing to
safeguard against several diseases.

32. *Value promises
* Hindustan Unilever intends adopting the village of Thesgora in
Madhya Pradesh, attempting to track the co-relation between hand
washing and a decline in the deaths of young children from
pneumonia and diarrhoea.
*It's kicked off with a three minute long film on YouTube - probably
the first commercial on the brand in over a decade to not feature a
ubiquitous doctor.
*Both commercial and the brand positioning were holdovers from the
time men made most shopping decisions.
*By 2002, even in rural areas women had begun to play an increasing
role in purchases and couldn't relate to a platform of masculine
hygiene. The wellbeing of the family had become a key concern
area.
*From a low priced carbolic soap, Lifebuoy transformed into a
vegetable soap with far better aesthetics and smell, at a higher
asking price.

33. *Horlicks
*Horlicks is one of the top health drinks in India and holds
approximately 50 percent share of the market.
*Its owner is GlaxoSmithKline.
*Apart from India, Horlicks also enjoys leadership positions in
markets across Malaysia and the UK.

34. *Through Profile…
Type Private
Industry Nutritional supplement
Company GlaxoSmithKline Consumer
Health Limited
Founders James and William Horlick
Headquarter Gurgaon (Haryana)
Area Served Worldwide
Revenue ₹20,251.2(Millions)

35. *Reasons for their Popularity
*PRODUCT:
* Horlicks is one of the leading malt based drink in the world.
* Product assortment of Horlicks is very diverse in terms of product lines and product depth.
* In terms of the width of the product mix, Horlick has health drink, oats, biscuits and instant noodles. In the
health drink category, it has different variants for different age groups and needs. There is Mother’s
Horlicks, Junior Horlicks, Horlicks Promind, Women’s Horlicks, Lite Horlicks, Growth+ Horlicks and Cardia+
Horlicks.
* The products are based not only around the age groups but also around the lifestyles of people. Lite Horlicks
is specially made to counter damage caused by oxidative stress. It has no added sugar and zero cholesterol
catering to a working adult’s need. Horlicks Lite is made for the elderly who have diabetes.
* By launching the healthy food products Horlicks is strengthening its position as a nutritious and health
conscious brand.
*PRICE:
* Horlicks is seen as a premium product as it gives nutritional value to every segment in the market be it a kid
or an adult.
* Despite that it is priced very competitively.
* It gives the consumers the value for the money they spend as the product gives lot of health benefits.
* The discounts given on Horlicks products depends upon the place of sale as bulk buying and volume influence
such decisions.
* Horlicks’ 500-gram jar costs Rs.230 whereas Boost costs Rs.255.
* In this industry, pediasure chocolate drink is the most expensive product in this category. Junior Horlicks is a
little expensive than standards Horlicks as it is high on nutrients required for growth and development.
* Mother’s Horlicks is a little expensive and costs around Rs.475. It caters to the specific needs of a mother in
every stage of her pregnancy.
* All the variants have refill packs in very flavor with price range of Rs.119 to Rs.395.

36. * PLACE:
• Horlicks products are available widely across groceries, supermarkets etc.
• GSK has made sure that Horlicks is available at every corner of the country.
• The company has manufacturing facilities in Punjab, Andhra Pradesh and Haryana. It also has zonal
head offices in four metros which handles that particular region’s sales and marketing.
• Horlicks is especially prevalent in eastern and southern parts of India and has been trying to gain
market in northern and western parts of India.
• The distribution channel followed by Horlicks starts with the factory and then the products gets
distributed to different channels and from the distributors to wholesalers and then finally to the
retailers. Retailers want to stock more and more of Horlicks as it is widely purchased by the public.
• GSK consumer health has over 700 distributors and a coverage of 8 lakh retail outlets.
* PROMOTION:
• Horlicks’ promotion and advertising money is spent on television, print, online ads etc.
• They don’t feel the need to have big celebrities as their brand ambassadors as the value proposition
they offer for their product is their hero.
• Most of the communication done by Horlicks aims at mothers as they are the buyer of the product for
their kids and family.
• Also Horlicks have also used their scientists and other healthcare professionals in their
advertisements to gain the trust of the consumers.
• Radio is also an effective channel used by Horlicks to reach mothers and consumers in remote parts
of the country.
• In some urban outlets, Horlicks have even created a play area for children to attract consumers and
create awareness and buzz around the products.
• Horlicks has also spent a lot on market research to constantly know about what consumer needs.
• Over the years Horlicks have also used the pestering power of children and used it to their benefit.
Design firm Ray+Keshavan were behind the success of Horlicks’ new look when they entered the food
and beverages with plethora of offerings. Horlicks revamped its logo and packaging.

37. *
*Horlicks in association with Network18 aims to build mass
awareness about the importance of providing proper nutrition to
children and crowdsourcing necessary funds to help promote
nutritional diets for millions of children across India through
Mission Poshan.
*To focus on first 1000 days of a child’s life with an objective to
address the issue of malnutrition, stunting & infant mortality
*Pledges to touch the lives of millions of children & mothers in the
next 4 years

38. *Dettol India
*Dettol India is the moving force behind Dettol which is one
of the top products when it comes to killing germs and is
highly recommended by healthcare professionals and
medical experts for its success in that area.
*It is one of the leading names in the liquid soap segment
with an 80 percent market share.
*In the health segment it owns 8 percent of the market.
*On an average the brand experiences a growth of 25
percent on a yearly basis.

39. *Through Profile…
Product Type Antiseptic Products
Industry Consumer Goods
Introduced 1840
Owner Reckitt Benckiser Group
Markets Worldwide

40. *Reasons for their Popularity* PRODUCT:
* Dettol satisfies the basic need of the customers by helping them to protect their families from germs, anywhere.
* Dettol products have targeted mainly the women and children group.
* Their promise of providing products free from bacteria, dirt and germs is appreciated by everyone. The trust that Dettol
commands is proof enough that the customers have accepted their products with alacrity. In order to satisfy their customers
the company has provided a wide range of products.
* Their main products are as following
• Dettol liquid hand wash – It has been categorized as Skincare, Original and Sensitive and is available in three sized pouches
and refills of 250 ml, 200ml and 150ml.
• No Touch Liquid Hand wash
• Dettol Soapis available in sizes of 125 and 75 gm. It is a perfect, protective balance between beauty and health.
• Dettol Antiseptic Liquid- It is used as disinfectant for the whole family and as an antiseptic against cuts, wounds and even
laundry. It is available in sizes of 50ml to 500 ml.
• Dettol Hand Sanitizer
• Body Wash for both males and females
• Shaving Cream in cool and fresh fragrances
• Medical Plasters that are 100% germ free
• Dettol 4 in 1 disinfectant floor and all-purpose cleaner
* PRICE:
* Dettol has been able to maintain a firm grip on the market by evaluating the price of its products periodically. The company
has also shrewdly kept a watch on all its competitors to maintain the base price level at either par or a little less.
* The pricing used is value pricing because the customer gets optimum value for the product bought. Neither is the pricing too
high, neither too competitive. The cost price of some of the products of its competitors is less than the price of Dettol but still
the main market belongs to Dettol.
* Products of this brand are preferred over other similar products not because it is cheaper but because it has earned the trust
of a common man by maintaining the quality of its product.
* It has kept a flexible pricing policy where the demands and the usage determine its prices. In order to attract the customers it
brings out periodic offers and schemes. This helps in maintaining the balance between producers and consumers. Most of the
online shopping websites give discounts and attractive offers on every buy.

41. • PLACE:
• Dettol has been successfully targeting markets in Eastern and South Asian
Countries.
• India has been its faithful and constant market. In almost every part of the
country, one can buy a Dettol product.
• Dettol has captured nearly 60% of the Indian market and its strength is
continuously growing. Be it a Metropolitan city or a small village one can
usually find a Dettol product. They are sold in variety of places like Medicine
shops, Super markets and Local markets.
• There are many plants in India for the manufacturing of Dettol products. One of
them is located in Marwa road in Mumbai.
*PROMOTIONS:
• The main target of the company Dettol is the middle class group. They have
also set their target on the rural market as its products have already captivated
most of the urban market. Special emphasis has been laid on wooing the female
section because in a middle class family woman takes all the household
decisions and hence the women are the decision makers.
• Advertising for the Dettol products started from the year 1960 and has
successfully being carried out until date. Dettol has been using a marketing
communication strategy, which involves ATL and BTL strategies. ATL strategies
like print media, social media, newspapers, radio all are used. Attractive
packaging has also increased its popularity. All the products have a sword on
their green cover to indicate its fighting spirit. This packaging has become
synonymous with Dettol.

42. • Many schemes are launched to increase the awareness of the products and to provide
detailed information about each item. New and innovative ideas be introduced to boost
up the sales. During the rainy seasons from June to August, the company gives a 2%
discount to the retailers and 4% discount to the wholesalers in order to push up the sales.
A special offer of one soap free on purchase of three soaps is also open during these
months. The company’s innovative schemes have helped in the continuous loyalty of the
customers.
• In order to endorse their products Dettol has been using famous and well-known
personalities. They have hired Saad Imran for the Dettol soap add and famous TV
personality Sakshi Talwar for their advertising campaigns. Place in the Marketing mix of
Dettol
• Dettol has been successfully targeting markets in Eastern and South Asian Countries. The
products of Dettol are available in many cities of China, Australia, Germany and U K.
India has been its faithful and constant market. In almost every part of the country, one
can buy a Dettol product. Dettol has captured nearly 60% of the Indian market and its
strength is continuously growing. Be it a Metropolitan city or a small village one can
usually find a Dettol product. They are sold in variety of places like Medicine shops,
Super markets and Local markets.
• There are many plants in India for the manufacturing of Dettol products. One of them is
located in Marwa road in Mumbai. After the manufacturing and packaging, the products
are sent all over India to C & F agents. These agents act as the mediator between the
manufacturer and the distributor. Dettol Company also has its personal warehouses where
the products are kept safely. The S. K. U agents then distribute the products to the
retailers in the markets. It is up to them to keep a watch over the happenings of the
market and inform the distributor of the necessary demands.

43. *Value promises
*The clear and unique brand identity supports and helps the Detol to
stand out from its competitors in terms of anti-bacterial power.
*The brand image also helps enhancing customer confidence.
*People generally perceive that household cleansing products strong in
germ-killing will be irritating to skin.
*Fortunately, Dettol has been developing personal health care products
like soaps and handwashing liquid for more than 30 years, and rank
between three and four in the market (Pinto, 2015).
*The public perceived Dettol as balancing personal care products with
strong germ-killing products.
*This helps the detergent to be more easily accepted by the market.

44. *Britannia
*Britannia is presently looking to increase its footprints in the
snacks segment with the introduction of Snackuits.
*The 50:50 biscuits have already reached the INR 480 crore
mark.
*Its Saffola Oats product already enjoys a market share of 12%.

45. *Through Profile…
Type Public
Industry Food processing
Founded 1892; 128 years ago
Headquarter Kolkata, West Bengal, India
Area Served Worldwide
Products Bakery products, including biscuits,
bread, cakes and rusk, and dairy
products, including milk, butter,
cheese, ghee and dahi
Revenue ₹8,684.39 crore (US$1.2 billion) (2017)

46. *Reasons for their Popularity
* PRODUCT:
* Britannia manufactures wide variety of biscuits and dairy products.
* Britannia’s products primarily consists of biscuits, bread, dairy, cakes and rusk.
* The product line depth is highest for biscuits consisting of several products, followed by cakes and
breads.
* Britannia manufactures biscuits for various segments of consumers, types include sugar free
biscuits, cream biscuits and jam biscuits.
* Some of its popular brands are Britannia Nutrichoice, Britannia Marie Gold, Britannia Pure Magic,
Britannia Little Hearts etc.
* Britannia Tiger biscuits is the most famous of all products. Tiger biscuits also cater to the
international markets like Australia, Malaysia and Indonesia. With their joint ventures with dairy
companies, Britannia are now able to manufacture and sell cheese, dahi, ghee and butter.
* Its products are primarily intended for middle class people India, which forms the bulk of the
population.
* PRICE:
* The base of Britannia’s pricing strategy is competition.
* Also the primary segment for being middle class people, who are highly price sensitive, forces
Britannia to play price war with its competitors.
* Britannia tries to bundle its products, which in turn reduces the price of their products, specially
this can be seen in their products which are designed for the family packs.
* Their strategy of discrimination of prices help them earn larger profits from consumers who are
willing to pay for healthier products and greater benefits.
* The price of Britannia products is very much comparable with its competitors, especially with that
of Parle products, and they are almost the same.

47. *PLACE:
* Britannia distributes its products primarily via retail chain.
* The online segment, which contributes to less purchases, has been possible by having tie ups
with large ecommerce organizations. Britannia products can be purchased from online portals.
* With extensive and strong distribution network Britannia products, can be found in all large
and small urban areas across India.
* But the rural distribution network is not as good as that of the urban market.
* As a large FMCG player in India, Britannia primarily depends on distributors who then decide
on dealers and retailers for distribution.
*PROMOTION:
* Since the brand, Britannia is present for more than 100 years, perception about Britannia is
always good and enjoys high brand recall among consumers, this tends to be a great advantage
for Britannia.
* Advertisements for Television, print media and billboards are few of the many techniques used
by Britannia in their promotional marketing mix.
* Britannia has signed agreements with famous personalities to promote their brand, but this has
been different for different products.
* A bigger part of their promotional activities is done in the sports sector. Britannia logo tagged
cricket bats endorsed by international players plays an important promotional activity.
Britannia also promotes their product as “essential for good health”, this captures the mind of
consumers as nowadays people tend to be more conscious about the nutrient value of what
they consume.

48. *Value promises
*Britannia have the highest respect for others.
*Encourage people to work in cross functional teams with a
concerted aim of sharing knowledge.
*Accountable for delivery to consumers.
*Deliver continuous and sustainable financial performance for the
company and all its stakeholders.
*Creativity & sound business judgment to meet aggressive goals &
continually invest in people, products & processes.
* Value all stakeholders, communities & the environment

49. * Reliance Communications
*Reliance Communications is one of the leading providers of mobile
services in India and is also a flagship organization of its parent body,
the Reliance Group.
*It has been listed on the Bombay Stock Exchange and National Stock
Exchange.
*It enjoys a customer base of at least 150 million people which makes it
one of the leading telecommunications companies in the country.
*The organization deals with various services such as the following:
• Broadband
• International long distance services
• National long distance services
• Data services

50. *Through Profile…
Type Public
Industry Telecommunication
Founded 15 July 2004
Founder Anil Ambani
Headquarters Navi Mumbai, Maharashtra, India
Area Served Worldwide
Products Mobile Telephony,Wireless Internet, Digital Television
Services, Internet Services, Network Services, Cloud
Networking, Data Center Services, Enterprise Voice,
Cloud Telephony, Collaboration Services, Wholesale
Voice, Value Added Services (VAS)
Revenue ₹40.15 billion (US$560 million) (2019)

51. *Reasons for their Popularity
*PRODUCT:
• Reliance Communications is one the well-established telecom players in India.
• Reliance Communications offers consumer services which include 4g, 3g products and services like
mobile internet, video calling, video portal, mobile TV, etc. for both prepaid and post-paid mobile
services.
• Home phone services which includes landline phone, wireless phone, calling cards, and other home
phone plans. Apps and services including games, music, devotional, astro, spottr, RWorld, chat, misc,
MoviNet, sports, entertainment, ShortCode and spl characters, etc.
• Global calling features which involves international calls for consumers, international calls for
enterprise, audio conference for enterprise and international travel are also offered by Reliance
Communications.
• Wireline features which involve wireline internet and ultra-band. Reliance digital TV is also catered
by RCom.
• It is also upgrading to the Next Generation IP network and also there are plans to launch new towers.
It has a well-designed website which enables services for bill payments, online recharge, post-paid
connection, e billing options, etc.
*PRICE:
• Reliance Communications has always maintained a competitive pricing strategy and also believes in
catering the maximum crowd of the Indian market.
• It always changes and moderates its prices as per the bandwidth cost, based on the duration in which
maximum price can be recovered.
• The pricing makes sure that the Reliance Communications’ main motto of reaching out to maximum
crowd is fulfilled without compromising with the prices and profits of the organisation.

52. *PLACE:
• Reliance Communications has provided a wide and well defined distribution
channel to outreach maximum number of people.
• It has many circles in all the major cities of India namely Mumbai, Delhi,
Kolkata, Rajasthan, MP, Punjab, W. Bengal, Himachal Pradesh, Assam,
Odisha, Bihar, J&K and North East.
• In Mumbai, Bangalore, Hyderabad and Chennai it has Internet data services,
and underground optical cable network.
*PROMOTION:
• Reliance Communications has a well-designed and maintained website and
it promotes the brand name through face book, twitter, you tube and linked
in.
• Reliance Communications has always made its presence feel through media,
newspapers, hoarding, online and offline advertising, sponsorships,
celebrity endorsements, roadside stalls, press releases, TV commercials,
etc.
• Through all these options RCom is always there in everyone’s mind and
makes sure the quality and values are maintained throughout with a
consistent performance.

53. *PHYSICAL EVIDENCE:
*Reliance Communications’ physical evidence it is network strength, recharge
vouchers at retailers, sim cards etc. Through the various rental plans and
services offered at a nominal price the organisation offers its value and quality
services at a subsidised price. In India an abroad, the company always make
sure to maintain its visibility through various promotional and programs for the
society. Reliance Communications’ stores and offices also are its physical
presence.
*PROCESS:
*Reliance Communications follows a very simple process where it is giving back
to the society to the most. Reliance Communications is a subsidiary of Reliance
Industries which had a simple motto of making its services available in each and
every corner of India and RCom also follows the same. Various business
processes related to telecom services and customer relationship management
are also followed by the company.
*PEOPLE:
*Currently, Anil Ambani is the chairman of the industry and he is an alumnus of
University of Pennsylvania. Reliance Communications employees 8500 people
worldwide and with the best qualification. This makes sure that the learnings
and qualification of every individual is rightly utilized to solve industry
problems. Hence, this concludes the marketing mix of Reliance
Communications.

54. *Value promises
*People Care: Possess no greater asset than the quality of our human capital
and no greater priority than the retention, growth and well-being of vast
pool of human talent
*Consumer Focus: every business process, product and service from the
standpoint of the consumer – so as to exceed expectations at every touch
point
*Excellence in Execution: in large, complex projects as much as small
everyday tasks. If something is worth doing, it is worth doing well.
*Team Work: The whole is greater than the sum of its parts; in our rapidly-
changing knowledge economy, organizations can prosper only by mobilizing
diverse competencies, skill sets and expertise; by imbibing the spirit of
"thinking together" -- integration is the rule, escalation is an exception
*Proactive Innovation
*Leadership by Empowerment
*Social Responsibility
*Respect for Competition

55. *Clinic Plus
*Clinic Plus is one of the top names in the hair care brands in
India.
*It was introduced in India during 1971 and since then has been the
biggest seller among shampoos.
*It also enjoys the maximum amount of distribution among the
various shampoos available in the country.
*It has also been able to construct a positive image for itself with
its celebrity associations and advertising campaigns.

56. *Through Profile…
Product Type Hair Care Products
Industry Consumer Goods
Introduced 1971
Owner Hindustan Unilever
Markets Worldwide

57. *Reasons for their Popularity
*PRODUCT :
* Clinic Plus is a personal care brand that offers its customers some vital hair-care benefits like
strengthening weak hair, softening rough hair, preventing hair breakage and acting as an anti-
dandruff shampoo.
* Besides shampoo, the brand has launched hair oil and conditioner to give a complete hair-care
package to its customers. It is available in bottles of 650 ml, 175 ml, 80 ml, 340 ml and
sachets of 6 ml, 6.5 ml and 5.5 ml.
* The product portfolio if Clinic Plus includes-
* Clinic Plus Strong and Long Naturals Shampoo –
* Clinic Plus Strong and Long Anti-dandruff Shampoo
* Clinic Plus Strong and Long Health Shampoo
* Clinic Plus Shampoo Ayurveda Care
* Clinic Plus Cream
* Clinic Plus Daily care Hair Oil
* Clinic Plus Almond Gold hair Oil
*PLACE :
* Clinic Plus has a Pan-India presence and is available in both rural and urban parts of India.
* The company has spread its product presence in sixty-nine countries like United Kingdom,
Vietnam, Indonesia, Sri Lanka, Philippines and Pakistan.
* Clinic Plus has the strongest presence in Middle-East, Latin America and Asia and has become
number one hair-care brand in places like Bolivia, Thailand, Argentina and Brazil.

58. • Clinic Plus has a strong distribution policy as it wanted to capture every nook and corner of a
place. It has taken help of its parent company to distribute its products successfully in the
consumer market.
• Hindustan Unilever, the owner company of Clinic Plus has a vast distribution channel that
includes more than two million direct outlets.
• The company has thousands of stockists who work exclusively for it. Warehouses have been
set up at strategic and convenient places. The stockists order the carrying and forwarding
agents, who are responsible for dispatching the products from warehouses to retailers.
• Clinic Plus products are easily available in grocery shops, corner shops, kirana stores,
hypermarket, convenience stores, supermarket and shopping malls. The products can also be
ordered online from several e-shopping sites.
*PRICE:
• Clinic Plus has targeted families as its target customers and it has positioned itself as a brand
that offers do-good ingredients that are necessary for hair-care.
• The company is a billion-dollar brand and by keeping its product prices reasonable and
affordable has been able to hold its position successfully in the market.
• Clinic Plus was interested in penetrating rural markets and hence has adopted a penetration
pricing policy and launched sachets of minimum prices so as to tap the consumer base.
• Hair-care sector is very competitive with several brands working neck-to-neck to increase
their share of the consumer market.
• Clinic Plus faces competition from several rival brands and has adopted competitive pricing
policy.
• It has kept product prices at par with the prices set up by competitors so as to retain its
consumer loyalty.
• The company has also adopted a promotional pricing policy and offers several incentives and
discounts to increase its sales figures.
• It has resulted in bulk sales and larger revenues.

59. *PROMOTIONS:
• Clinic plus believes in good and aggressive advertising to increase its brand presence.
• It has created some very good advertisements that have been launched in electronic,
digital and print media via newspapers, magazines, television channels, radio,
billboards, leaflets, hoardings and sides and backs of vehicles.
• The brand has adopted a promotional marketing strategy and offers several incentives to
increase its customer base.
• It gives coupons and discounts during the festive season and off-season to increase its
brand awareness.
• The company shares information about product, hair- caring and product ingredients via
its website.
• Packaging is an important part of a product and the company gives detailed and full
information about the ingredients and other vital information in at least three languages
on product packages.
• Under btl marketing clinic plus encourages the customers to take part in its events held
at large gatherings to increase brand visibility.
• At such events, free samples are distributed so that the customers become more aware
of the brand.
• Clinic plus recognises the power of celebrity campaigns and has roped in famous
personalities to take part in its promotions.
• India television actor sakshi tanwar, shweta tiwari along with aashika bhatia has worked
in its ad campaigns.
• It offers scholarships of one lakh rupees and an individual has to fill up the promo pack
and send it to the company which later announces the list of winners.

60. *Value promises
*Brand Promise: Clinic plus provides hair strength
through the power of nurturance
*Clinic plus historically considered to contain “Milk
Protein” Which strengthens hair
*Brand Personality: Progressive nurture, Discerning,
caring, Trustworthy & Unpretentious.
*Always in control of situation.