This is the PPT where I have shared mainly marketing analysis along with it I have shared financial and human resources sections also

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Foridur Rahman
Class: PGDM 2
PRN no: DM18B17
Submitted by-

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Introduction
• FMCG is the 4th largest sector in the Indian economy
• Household and Personal Care is the leading segment, accounting for 50
per cent of the overall market. Hair care (23 per cent) and Food and
Beverages (19 per cent) comes next in terms of market share
• Growing awareness, easier access and changing lifestyles have been the
key growth drivers for the sector
• The number of online users in India is likely to cross 850 million by 2025

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Three Main Segment of FMCG
Food and Beverages
This segment includes health beverages,
staples/cereals, bakery products, snacks,
chocolates, ice cream, tea/coffee/soft
drinks, processed fruits and vegetables,
dairy products, and branded flour.
31%
19%
50%
Healthcare Food and Beverages Household and Personal Care
Household and Personal Care
This segment includes oral care, hair
care, skin care, cosmetics/deodorants,
perfumes, feminine hygiene and paper
products, Fabric wash, household
cleaners Health care
This segment includes OTC products and
ethicals.

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Porter’s Five Forces Analysis
•Large No. of Choices
•Information is freely available
•Availability
•Heavy R&D required
•Wide Distribution Network Required
•Government Rules and Policies
Barrier
•FDI and Food security bill
•Large number of players
•High price sensitivity
•Aggressive sales promotion
•Background Integration
•Large number of Suppliers
•Low Switching cost

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COMPANY INFORMATION
• Mother's Recipe, the market leader in Indian Pickles has a Product range
that now consists of Pickles, Condiments, Blended Spices, Papads,
Appalams, Curry Pastes, Curry Powders, Ready to Cook Spice Mixes,
Ready to Eat meals (Canned and Retort Packing), Mango Chutneys,
Ethnic Chutneys, Canned Vegetables, & Mango Pulp.
• The Distribution for our products reaches more than 150,000 retail outlets
covered by 500 distributors across the country.
• The Company also has strong presence in international markets covering
regions like Middle East, Far East, Africa, Australia, UK, Canada and US.
Its Indian Ethnic Foods are exported to more than 40 countries under the
Mother’s Recipe Brand.

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Products and Services
Pickle products

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Competitor Analysis

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SWOT analysis of Mother’s recipe
Strength-
-21 range of pickles
-State of art manufacturing plant
-Robust distribution channel
-Strong product length & SKU’s
-Brand acceptance in entire north
region
Weakness
-Over dependency on pickle for
revenue generation
-Frequently changing distributors
-Rising manufacturing cost
-1 recipe for all
-Low brand acceptance in other
region
Opportunities-
-Increasing population & demand of
market
-Brand extension &product extension
-A lot of untapped market
-Olive oil pickle segment
-Development of regional taste for
other regions
Threats-
-Competition from local pickle or
unorganized sector
-Different strategy adopted by competitors
like – fun top- less pricing strategy,Nilons-
regional taste
-Customer demand for less price product
-Increasing market share of competitors
-Aggressive advertisement of competitors
-New entrant

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BCG MATRIX
Pickle generated the highest revenue and has the highest market share.
Paste and Ready to cook has a wide no of products but less market share.
Chutney has a good market share, brings in high revenue
It has very small range of products, but has the potential to become a cash cow or star in future

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Comparison of sales of company for past 3 years
0
50
100
150
200
250
300
350
Year 2014-15 Year 2015-16 Year 2016-17
Revenue in crores

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MARKETING STRATEGY OF THE COMPANY
•To complete the take away, the company has 15-20 classic Indian heat
and eat dishes.
•The company is planning to introduce international cuisine as well in the
ready to cook category.
•They are also planning to enter into the frozen food segment that will
give them a boost in the revenue for the current year 2018-2019.
•They are also going online, by selling its products online and tying up
with all the modern outlets such as Future Group’s Big bazaar, Hyper-
City, Spencer’s and other malls.

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NET PROFIT MARGIN
NET PROFIT MARGIN IS THE RATIO OF NET PROFITS TO REVENUES IN A COMPANY. NET
PROFIT MARGIN SHOWS HOW MUCH EACH DOLLAR COLLECTED BY COMPANY AS
REVENUE TURNS INTO PROFIT.
NET PROFIT MARGIN = (NET PROFIT/TOTAL REVENUE) *100
YEAR NET PROFIT TOTAL REVENUE NET PROFIT
MARGIN
2018 4068.10 26910.51 15.12%
2017 3827.56 24310.00 15.75%

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GROSS PROFIT MARGIN
GROSS PROFIT MARGIN IS USED TO COMPARE BUSINESS MODELS WITH COMPETITORS.
MORE EFFICIENT OR HIGHER PREMIUM COMPANIES SEE HIGHER PROFIT MARGINS.
WITHOUT AN ADEQUATE GROSS MARGIN, A COMPANY IS UNABLE TO PAY FOR ITS
OPERATING EXPENSES. IN GENERAL, A COMPANY'S GROSS PROFIT MARGIN SHOULD BE
STABLE UNLESS THERE HAVE BEEN CHANGES TO THE COMPANY'S BUSINESS MODEL.
GROSS PROFIT MARGIN = (TOTAL REVENUE - COGS)/ TOTAL REVENUE
YEAR TOTAL REVENUE COGS GROSS PROFIT
MARGIN
2018 26910.51 21095.94 0.22%
2017 24310.00 18974.37 0.22%

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DIRECT & INDIRECT COSTS
ITEMS YEAR 2017-18 YEAR 2016-17 CHANGE
COST OF
MATERIALS
CONSUMED
15999.16 13285.36 2713.80
PURCHASE OF
STOCK IN TRADE
1401.25 1382.47 18.78
CHANGES IN
INVENTORIES OF
FINISHED GOODS,
WORK-IN-
PROGRESS AND
TRADED GOODS
9.68 (43.68) (34)
EMPLOYEE
BENEFITS
EXPENSES
1069.09 997.07 72.02
FINANCE COSTS 1.31 1.40 (0.09)
DEPRECIATION &
AMORTIZATION
EXPENSES
314.80 307.29 7.51
OTHER EXPENSES 1926.38 1745.38 181

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FIXED ASSETS ADDED DURING THE YEAR
ASSETS 2018 2017 CHANGE
TANGIBLE ASSETS 1821.22 1898.61 (77.39)
INTANGIBLE
ASSETS
- 44.65 (44.65)
CAPITAL WORK-IN-
PROGRESS
11.15 10.64 0.51
INTANGIBLE
ASSETS UNDER
DEVELOPMENT
45.32 31.53 13.79
OTHER ASSETS 57.11 58.53 (1.42)
TOTAL FIXED
ASSETS
1934.80 2043.96 (109.16)

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WORKING CAPITAL
WORKING CAPITAL IS MONEY AVAILABLE TO A COMPANY FOR DAY-TO-DAY OPERATIONS.
IT IS A COMMON MEASURE TO A
COMPANY’S LIQUIDITY, EFFICIENCY AND OVERALL HEALTH. BECAUSE IT INCLUDES CASH,
INVENTORY, ACCOUNTS RECEIVABLE, ACCOUNTS PAYABLE, THE PORTION OF DEBT DUE
WITHIN ONE YEAR, AND OTHER SHORT-TERM ACCOUNTS, A COMPANY'S WORKING
CAPITAL REFLECTS THE RESULTS OF A HOST OF COMPANY ACTIVITIES, INCLUDING
INVENTORY MANAGEMENT, DEBT MANAGEMENT, REVENUE COLLECTION, AND PAYMENTS
TO SUPPLIERS.
WORKING CAPITAL = (CURRENTS ASSETS – CURRENT LIABILITIES)
YEARS CURRENT ASSETS CURRENT
LIABILITIES
WORKING
CAPITAL
2018 9235.63 4111.29 5124.34
2017 9391.37 3212.58 6178.79

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DEBT/EQUITY RATIO
THE DEBT/EQUITY RATIO IS A FINANCIAL LIQUIDITY RATIO THAT COMPARES A COMPANY’S TOTAL DEBT
TO TOTAL EQUITY. THE
DEBT/EQUITY RATIO SHOWS THE PERCENTAGE OF COMPANY FINANCING THAT COMES FROM CREDITORS
AND INVESTORS. A HIGHER DEBT/EQUITY RATIO INDICATES THAT MORE CREDITOR FINANCING (BANK
LOANS) IS USED THAN INVESTOR FINANCING (SHAREHOLDERS).
DEBT/EQUITY RATIO = (TOTAL LIABILITIES) / (SHAREHOLDERSFUNDS)
YEAR TOTAL LIABILITIES SHAREHOLDERS’
FUNDS
DEBT/EQUITY
RATIO
2018 23819.49 19103.86 1.25
2017 20814.89 17034.13 1.22

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Organization Structure

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TRAINING NEEDS OF THE COMPANY
 Organizational need: This step requires the overall training need in the
business. This is where you analyse future needs due to change in product,
equipment, technology, teams or in response to change in economic and
political factors. Upcoming changes in law or industrial standard.
 Task Analysis: At this stage you compare the job requirements of your
business with existing employee skills and knowledge. This will help to
identify the potential gaps. Level of skill and knowledge required to perform a
specific task and where these skills are acquired.
 Individual Needs: At this stage you examine the training need of each
employee. This information is often gathered from performance review and
appraisal systems. You may seek feedback from employees on their
recommendations on how to solve a problem that may be hampering their day
to day work.

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Thank You….