FMCG Industry - An In-depth Study
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The presentation talks about the different elements of FMCG industries. From manufacturing and packaging to purchase trends and marketing, we have focused on all aspects of the FMCG industry
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FMCG Industry - An In-depth Study
- 1. FMCG Industry An In-depth Study Presentation by: Mintly
- 2. What is FMCG? ● FMCG: Fast-Moving Consumer Goods ● FMCG Sector: 4th largest sector in India, accounting to 50% of FMCG sales in India. ● Estimated retail market in India is US $ 1.1 trillion. ● FMCG: Products of everyday use. ● Conceptually, FMCG are relatively fast-moving and directly consumed by consumers. ● Low cost products with quick turnover ● Examples: Toiletries, soap, cosmetics, shaving products, glasswares, bilb, batteries, pharmaceuticals, consumer electronics, etc. ● FMCG Characteristics: ➢ Easily perishable ➢ Small value products ➢ Consumer purchase decisions happen quickly ➢ Frequently sold ➢ Brand switching is common among consumers ➢ Caters necessities, wants, comforta, and luxuries ● Some of the Top FMCG Companies in the world: Unilever, Nestle, Procter & Gamble, Johnson and Johnson.
- 3. Major Segments of FMCG
- 4. Components of FMCG Industry 01 FMCG Product Life 04 Nature of Competition 02 Low-Profit Margin 05 Target Market Sector 03 Purchase Trends
- 5. Components of FMCG Industry 06 Design and Manufacturing 09 Distribution 07 Packaging 10 Competitiveness 08 Marketing
- 6. How it plays role in the success of FMCG industry? COMPONENTS OF FMCG Industry
- 7. 1. FMCG Product Life ● Comparatively long product cycle. ● Low Shelf life because it is either perishable or in high demand. Credits: Slideshare ● 4 Stages: Introduction, Growth, Maturity, and Decline ➢ Introduction: Limited Distribution, Huge advertisement, High marketing and production cost, Low Profit Margin ➢ Growth: Reduction in product cost, Sales and profit increase, Competitors entrance ➢ Maturity: Lowest production cost, increased market share, Declination of sales and profits ➢ Decline: Falling sales and profits, change in purchase trends
- 8. 02. Low-Profit Margin ● From marketer’s angle: High volumes, Low contribution margins, Extensive distribution network, High stock turnover ● FMCG: High volume business with low profit margin ● Cumulative profit on bulk selling can be substantial
- 9. 03. Purchase Trends ● Varied purchase trends across the customer segment. ● Low-income households: Frequent purchases ● High-income households: Bulk purchases ● Millennials are opting for online purchasing trends
- 10. 04. Nature of Competition ● Old days: nature of competition among FMCG companies was measured by productive capacity and goods’ characteristics. ● Present days: Measurement of competition is firm’s ability to establish connection between the business idea and customer’s needs, desired, and values
- 11. 05. Target Market Sector ● Target Market Sectors: Retail sector and wholesale sector ● Reason: Consistent needs of the FMC Goods. ● Consistent supply can be provided by retail and wholesale sectors
- 12. 06. Design and Manufacturing ● Minor investments in planning, machinery, and other fixed assets. ● Basic manufacturing technologies are also stable for long time. ● Third-party manufacturing is fairly common
- 13. 07. Packaging ● Packaging in FMCG sector needs extra consideration. ● Secondary and tertiary packaging is needed to maximise the product efficiency. ● Proper packaging protects the products and shelf life efficiency. ● Packaging provides information of the product.
- 14. 08. Marketing ● Initial capital investment for manufacturing: Low ● Initial launch of new products: Huge front-end investments ● Launch investments = Advertisements + Free samples + Product promotion + … ● For new brand: Launch cost can be as high as 50-100% of first year revenue. ● For established brands: Launch cost varies between 5-12%, depending on the product category.
- 15. 09. Distribution ● Most common FMCG distribution model: ● Distribution network in India: around 6 million outlets in India.
- 16. 10. Competitiveness ● In India, FMCG companies are exempted or have lower rates of excise duty and other governmental charges. Hence, the sector is more competitive. ● Limitations for MNCs: ➢ Poor infrastructure ➢ Versatility of the market
- 17. CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik. Please keep this slide for attribution. Resources ● Mintly ● Shodhganga ● Corporate Finance Institute ● Report of McKinsey and Company ● “FMCG Industry in India” by India Brand Equity Funding