The company has a long history of acquisitions.
Coca-Cola acquired Minute Maid in 1960,the Indian cola brand
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India
Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network.
Coke acquired local popular Indian brands including Thumbs Up, Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference
The company has a long history of acquisitions.
Coca-Cola acquired Minute Maid in 1960,the Indian cola brand
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India
Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network.
Coke acquired local popular Indian brands including Thumbs Up, Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference
This project was carried out to understand Segmentation, Targeting, Positioning Framework. This project is on Spark Private Limited, a figment of imagination, involving New Product Development / Conceptualization.
IMC, Media Planning, Media Budget, Marketing plan, ATL and BTL, Above the line and below the line, Media selection, Communication Strategy and Plan, IMC program
This project was carried out to understand Segmentation, Targeting, Positioning Framework. This project is on Spark Private Limited, a figment of imagination, involving New Product Development / Conceptualization.
IMC, Media Planning, Media Budget, Marketing plan, ATL and BTL, Above the line and below the line, Media selection, Communication Strategy and Plan, IMC program
Second appointment with the LUISS MBA Part-Time students, to talk about Fast Moving Consumer Goods Industry, one of the most dynamic and biggest in the world: an enormous global market made up of very famous brands that we use every day, distribute everywhere in the world. A safety bet, even in recession times, such these last years, because the demand for this kind of brands doesn’t fall...!
A world where also career is fast: where you immediately start to think bigger and better, to manage a big amount of money, to cover heavy responsibility and work on big project. that can influence the consumer’s habits and choice.
At the end of the lessons some important top managers of FMCG, joint us in a very impactful and insight roundtable to share their experiences and to answer to student’s questions and curiosities.
6. DISTRIBUTION PROCESS
MANUFACTURER C & F AGENTS DISTRIBUTOR RETAILERS CUSTOMERS
RBIL distributes all its products through its common distribution channel, which
has a wide and deep reach in the markets and is a key strength of the
company.
The channel is managed by a well structured sales force, responsible for
achieving sales for the entire product portfolio of more than 150 stock keeping
units.
Antiseptic Liquid is well penetrated market and is sold in over 16 lakh outlets in
the country.
Over the years, the product has been extended for other disinfection uses and
at present secondary usage contributes more volumes of Dettol Antiseptic
liquid than the primary first aid usage.
7. SUCCESS FACTOR
First to enter the market.
Product Diversification.
Customer Loyalty.
Continuous innovation.
Advertising Techniques.
8. Positioning
I. Tag Line – “BE 100% SURE”.
II. Dettol covers whole market segments in terms of age,
gender & geographical area.
III. The packaging of Dettol is associated with Hospitals &
Clinics.
IV. It has a market Share of 83%.
9. Future Prospects . . .
Dettol overall share from 6.7% in FY 07-08 to 15% in FY 14-15.
Making Dettol from ₹452 Cr. To ₹1095 in FY2011.
Identifying the thrust areas for covering the ₹360 Cr in
Projected growth for Dettol.
Optimising market spends.