The document provides an overview of the consumer durable goods industry. It discusses key aspects of the industry including current status, growth drivers, challenges faced by companies, and listed companies. It also provides a summary of the report which was submitted to evaluate the consumer durable goods sector.

1. PROJECT REPORT
0N
“ CONSUMER DURABLE GOODS”
Submitted to: VN
Submitted by:Nirmal ,Rakesh, Novin, Divyash

2. Content
Summary
Introduction
Current Status
Key Growth Drivers
Challenges
Listed Companies
Conclusion

3. Industry Overview: Consumer Products
Overview
Consumer products is one of those elastic phrases that can
include any of the jars, boxes, cans, or tubes on your kitchen
and bathroom shelves-or it can expand to include pretty much
everything you charged on your Visa card last year. This
industry manufactures and, perhaps more importantly, markets
everything from food and beverages to toiletries and small
appliances. (We do not include industries sometimes put in this
category but covered in other profiles: autos, apparel,
entertainment products, and consumer durables, which are
large appliances and other products expected to last more than
three years).
The consumer products industry can be divided into four
groups: beverages, food, toiletries and cosmetics, and small
appliances. Most firms offer products that fit primarily into
only one of these groups, although a firm may have a
smattering of brands that cross the lines. Virtually all
companies are similar in organizational structure, emphasis on
brand management, and approach to business.
Consumer products are the foundation of the modern,
consumer economy. The industry itself not only generates an
enormous portion of the gross domestic product, it also pumps
huge amounts of money into other industries, notably
advertising and retail. Individual consumers make up the

4. majority of this industry's customers; sales are concentrated in
the United States, Japan, and Western Europe, though other
parts of the world are working hard for the privileges of
wearing clothing emblazoned with company logos, eating
processed food, and chopping vegetables with an electric motor
instead of a traditional utensil. Success in consumer products is
all about marketing an individual product, often by promoting a
brand name. The competition is ferocious for shelf space, so
package design, marketing, and customer satisfaction are key
elements.
The majority of companies that sell consumer packaged goods
are conglomerates consisting of many diverse subsidiaries
selling brands that consumers recognize. Sara Lee Corporation
produces products from Ball Park franks to Hanes underwear
and Endust furniture polish. Unilever, an industry giant based
in England, sells teas and soups, pasta and pizza sauces, ice
cream, bath soaps, shampoo, salad dressing, margarine, laundry
detergent, toothpaste, cosmetics, frozen foods, and perfumes.
Other big players in the industry include Nestle, Clorox, Kraft,
Procter & Gamble, S.C. Johnson, and ConAgra.
Alliances
Many of the more forward-thinking consumer packaged goods
(CPG) companies are trying to enhance growth via alliances
with other companies. One CPG brand management insider
says of her company's partnership on a product line with a big
industry competitor, "It seems amazing that we're partnering
with 'the enemy,' but it's true." CPG companies are doing this
for a number of reasons. Some are doing it to create and bring
to market new products with less risk than they'd have if they

5. were going it alone; for instance, PepsiCo and Starbucks
teamed up to create a line of bottled coffee drinks. Some are
doing it to reach new demographics; for example, Coca-Cola
teamed with Danone to distribute bottled-water products to
new customer segments. Others are doing it to expand
geographically into new markets; General Mills, for instance,
has joined forces with Nestlé to market breakfast cereals
outside North America. And some do it for other reasons, such
as to increase operating efficiencies, cut costs, or reduce capital
outlays.
RFID
In recent times, Wal-Mart, Albertson's, other retailers of CPGs,
and other organizations like the U.S. Department of Defense
have given their CPG suppliers mandates to begin tagging their
product shipments using RFID, or radio-frequency
identification, technology so that those retailers can improve
their supply chain efficiencies. This means that at most of the
big CPG companies, there's a major focus currently on getting
up to speed with RFID technology-which in many cases means
good news, in terms of job opportunities, for engineers and
other tech types.
Other Technologies
As in most industries these days, technology is becoming an
ever more significant factor in doing business in the CPG
industry. One of the biggest technology trends is the rise in
importance of customer relationship management (CRM)
applications. CRM software collects information about
customers, their behavior, and all aspects of their relationship
with a company, allowing the company to better understand the

6. marketplace for its products and how to increase sales and
market presence. If you go into brand management in a CPG
company, expect to use data collected by CRM applications to
tailor your efforts to sell into the marketplace.
The Internet is another area of technology that's had a big
impact on CPG marketing. In the Internet arena, the most
successful companies are using the interactivity of the Web to
strengthen the relationship between consumers and their
brands. Campbell Soup, Coca-Cola, and Hershey's all offer
online gift shops where Internet surfers can buy branded
collectibles such as decorative tins, T-shirts, and plush toys.
Following are the product categories found in the CPG
industry. Many companies operate in only one category-
especially smaller companies. Others, including many of the
big dogs of the industry, are diversified CPG companies: They
make and sell products in multiple categories. Nestlé's brands,
for instance, include products in the food (e.g., Toll House
cookies), beverage (Nestea), and pet care (Alpo) categories. In
many cases, diversified CPG companies started out by making
products in just one category, but diversified over time via
mergers and acquisitions.
Beverages
Intensely competitive and hugely reliant on advertising, this is
a mature industry. Different segments of the beverage world
include beer (Adolph Coors, Anheuser-Busch, Miller, Stroh's),
soft drinks (Coca-Cola, PepsiCo), and juices (Tropicana is
owned by PepsiCo, Minute Maid by Coca-Cola).

7. Foods
There may be a little less consolidation in the food industry
than in beverages, but this is also a mature and competitive
industry with single-digit growth. Most of the packaged goods
that fill our pantries, cupboards, and refrigerators come from a
handful of big-league corporate players. Some are household
names; Campbell Soup, General Mills, H.J. Heinz, and Kellogg
have spent enormous sums of money to tattoo their names onto
your brain. Other big players, such as ConAgra (Hunt's,
Healthy Choice, and Wesson) are better known for brands they
own.
Toiletries, Cosmetics, and Cleaning Products
Baby Boomers aren't getting any younger, and vanity will
outlast us all. So will household dirt. So this is a solid category
for the foreseeable future. At three-and-one-half times the size
of its nearest competitor, Procter & Gamble is the Godzilla of
this group-and indeed the consumer products world in general.
Other players include Clorox, Colgate-Palmolive, Revlon,
Gillette, Kimberly-Clark (Huggies, Kotex, and Kleenex),
Unilever, and S.C. Johnson (Pledge, Glade, and Windex).
Small Appliances
This is an amalgam of companies in various industries. More
people are building and buying homes, and forecasters don't
expect the trend to slow. So tools, kitchen gadgets, air-
conditioners, chain saws, and anything else Saturday shoppers
enjoy pausing over in the hardware store are selling well, and
the future looks rosy for this segment of the industry.
Nevertheless, this is also a relatively mature industry, and the
brand system is not as strong as it is in the other categories

8. mentioned above. Players here include Black & Decker, Sears,
and Snap-On.
The big consumer products companies employ people in a
range of fairly standard corporate functions-everything from
accounting and finance, human resources, and IT to research
and development, operations, and sales. You can find yourself
a good career in these and other functional areas in the
industry. However, none of these will ever get the focus that
one functional area gets in CPG companies: marketing and
brand management.
According to the Bureau of Labor Statistics (BLS) 2004
Occupational Outlook Handbook, employment in the field of
marketing overall is expected to increase faster than average-at
a 21 to 35 percent clip-through 2012. The BLS says that this
sustained job growth will be supported by increasingly intense
domestic and global competition in consumer products and
services but cautions that budding marketers should expect
increased competition for full-time corporate marketing
positions as marketing projects (including brand management)
are increasingly outsourced to ad agencies and contract
specialists.
The hiring outlook at CPG companies, whether in brand
management or in other departments and functions, depends
primarily on the financial performance of those companies. If a
company is growing, it will be hiring. These days, after a few
years in the doldrums due to the recession in the early 2000s,
CPG companies are starting to enjoy growth again. As a result,
some companies are hiring. But by most accounts, in late 2004,

9. the economy is not out of the woods yet. Because of this, even
companies that are hiring are doing so cautiously.
Still, these are big companies, and as people leave jobs at CPG
companies, they must be replaced. And, while there are never
many brand management positions available, each year many
CPG companies bring at least a few brand management
trainees on board. At the biggest companies, these are typically
MBAs from top schools.
Training Opportunities
Most consumer products companies offer their employees top-
flight training opportunities. In most of the big players, college
and MBA recruits go through intensive management training
programs. And some companies offer management trainees
rotations through various functional areas, so trainees can get a
thorough understanding of how the business works.
See the Results
Several insiders tell us that while many of their friends spend
their days giving advice (as is true of consultants) or buying
and selling securities (brokers, traders), one of the things they
really like about working in CPG is that you work with
tangible products. Says one, "We actually make a product, a
real, physical thing, and I like that."
Contributing to the Culture
Sometimes, you'll even be able to get the jolt of satisfaction
that comes from working on a product that becomes somehow
iconic, part of the popular culture. For instance, imagine if
you'd worked on bringing Reece's Pieces to market before they

10. were featured in Spielberg's E.T.-that would've felt pretty cool,
huh?
Bureaucracy
These are big companies we're talking about. Which can mean
having to deal with layers and layers of bureaucracy. Many
insiders say they spend too much time selling ideas to various
levels of management, and not enough time implementing new
ideas that will help their companies compete in the CPG
marketplace. One brand management insider says, "It can take
a while for a great idea to get to the shelf." Another insider
says, "As our consumer base changes, we obviously need to
change, but change can come slowly in CPG."
The Old School Still Rules
Similar to the effects of big bureaucracy, many CPG
companies contain lots of long-time employees, which can
mean resistance to new ways of doing things at all levels. As
one insider puts it, "There can sometimes be an old-school
mentality."
Follow the Leader
Some of the consumer products companies and divisions
within the companies are known as "fast followers"-companies
that imitate rather than innovate. These companies grow by
acquisition rather than by invention. Other than a few line
extensions here and there, they rarely introduce revolutionary
new products. This isn't an industry-wide phenomenon, of
course, but again, it is true that the CPG industry as a whole is
slow moving and risk-averse.

11. Most of the jobs described below require an undergraduate
degree or an MBA. Senior management positions in marketing,
operations, R&D, and other departments tend to be filled from
within the company (or at least, from within the industry). This
is a hierarchical business and though merit and hard work
count for a lot, even the wunderkinds have to do time before
they're promoted.
Customer Service
This is as entry level as you can get at any major consumer
products company; customer service representatives are on the
front lines with the consumer all day, everyday. Tasks can
include everything from registering complaints to hearing
praise, entering orders to solving a crisis with a distributor or
shipping company. Many CS folks use this position as a launch
pad for a career in marketing-arguably, there are few better
ways to really get to know the product and the customer. To
thrive in this job, you have to be a people person with a lot of
energy. Salary range: $20,000 to $40,000.
Marketing Assistant or Analyst
If you've just graduated from college, these are the trenches
that prepare you for product management and brand
management. Some of the work here is administrative, but your
ideas are welcome and the brand management team will
depend on your organizational ability as much as your
knowledge of the target customer. An MBA will typically start
as an assistant brand manager for a few years before taking
charge of shepherding all the product pieces to market. In
either case, you can expect a lot of poring over sales and
merchandising figures, Nielsen ratings, and premiums.

12. Compensation varies widely depending on the company and its
location, as well as where you went to school and your relevant
experience. Salary range: $25,000 to $70,000.
Product or Brand Manager
Conjure up your gloomiest images of what shopping was like
in the Soviet Union. This is the fate product managers work to
save us from. They create the catchy new names and novel
packaging. They ask prospective customers how to make
products even more irresistible. Then they scramble like mad
for prominent display space, ad dollars, and their marketing
director's active support. You either work your way up the
ladder to these jobs or start at this rung with an MBA. Very
important factoid: Headhunters really love successful product
managers. Salary range: $70,000 to $120,000.
Market Researcher
To do this job, you don't really have to wear glasses and ask
silly questions-you do have to have a strong interest in the
psychology of customer behavior and an ability to coax this
information out of prospective purchasers. Tools of the trade
include focus groups, one-on-one interviews, Nielsen data, and
quantitative surveys. People can enter these positions from
undergraduate, MBA, or industry backgrounds. Salary range:
$30,000 to $100,000.
Research Scientist
Academic appointments for chemists and biologists are hard to
come by these days and often don't pay enough to support a
family. Formulating and developing new products-whether
shampoo or frozen dinners-is a compromise many scientists
find less difficult and more interesting than they had imagined.

13. You don't need a head for numbers, but you do need a better
sense of consumers and markets than most lab technicians
have. "Just because you think purple cereal with pink speckles
would be really fun to develop doesn't mean people will buy
it," says one scientist. Salary range: $45,000 to $100,000.
Sales
You still see them from time to time, personable young people
trundling from small retailer to small retailer promoting their
wares. Sales is generally the easiest place to enter a company
without experience. Those who become successful at this work
are usually stronger on personality and gumption than on
higher education. Generally, the bigger the accounts you work
on, the more money you can make. At the senior level, the
earning potential far surpasses that of a brand manager-and you
won't have the MBA debt to worry about either. Salary range:
$25,000 to $100,000.
Logistics or Manufacturing Engineer
And now for something completely different. Logistics
engineers are the folks who figure out the popular but complex
just-in-time manufacturing-the approach to scheduling which
allows retailers to receive factory orders when they need them,
not weeks or months in advance. If you have strong
organizational and computer skills-plus patience and
diplomacy-you'd be good at this work. But no matter how
carefully you think you've calibrated just-in-time, every now
and again human fallibility will intrude, and according to one
insider, "just-in-time becomes just-in-time-to-catch-hell-and-
worse." Salary range: $60,000 to $100,000.

14. Finance Manager
CPG companies need MBAs with creative financing skills to
help solve problems, assess profitability, and acquire new
businesses. In some companies, these finance analysts and
managers actually have equal and occasionally even greater
authority than marketers. They aren't responsible for
developing marketing plans or working with the advertising
agency, but they make many of the important
recommendations and decisions that direct the course of
business strategy and new product development. Salary range:
$60,000 to $120,000.
The recruiting process in consumer products varies by
company, job function, and career stage. Smaller CPG
companies-for example, the mom-and-pop pickle company
whose products are only available regionally-don't really do
much in terms of recruiting, other than placing help-wanted ads
when they need new bodies, or maybe employing an executive
search firm if they need high-level help. It's the bigger
consumer products companies that employ the bulk of the
people in this industry.
Most big consumer products companies recruit on campus for
new hires. Almost invariably, they're looking for
marketing/brand management candidates. In many cases,
they're also looking for candidates to fill other corporate
functions such as finance, sales, research & development, IT,
or operations. This means that big companies can have a
presence on a variety of campuses, and an interest in a variety
of students. For instance, CPG companies often turn to campus
recruiting to fill out their corps of sales people. Companies

15. looking for operations folks may recruit at business schools or
engineering schools. And companies that want to make R&D
hires may recruit students from PhD programs in science fields
like chemistry or biology. The way to know for sure how the
companies you're interested in do their student recruiting is to
check out their websites and contact their recruiters, and check
with your campus career center.
Almost all big consumer products companies offer internships
for MBA students looking to get into brand management
careers, and often they have internships for other MBA types.
Many companies also offer internships for undergrads. These
are a fantastic way to learn more about the career you're
interested in, to learn more about what it's like to work at a
specific company you're targeting, and to give yourself a major
advantage over the competition when it comes time to
interview for a full-time position at the company where you
interned.
The competition to land a spot at a top company is intense. The
biggest players are well known, they offer great training
programs, and they hire a relatively small number of talented
candidates. If you're set on landing a job at a consumer
products company, keep these things in mind:
• Because turnover in the industry is low, growth is stable,
and most firms hire a relatively small number of
candidates each year, the competition for positions is very
strong. To get a job, you'll need to have a solid
educational background, good people skills, and evidence
of your leadership capabilities.

16. • No one in consumer products is interested in hearing why
you might deign to work for them for a brief period while
en route to something far more glamorous and well paid.
Many of the top people in the industry have been with the
same company since graduating.
• Be prepared to demonstrate your interest in the consumer
products world. For marketing positions, you'll likely be
asked to explain a favorite product promotion strategy;
even for other positions, you'll probably be expected to
know what products the company produces, who the
competition is, and why it's not as good.
White Goods Brown Goods
Consumer
India Consumer Durables Stocks – Consumer
Discretionary Companies a Good Play on Rising
Indian Middle Class
India’s Economy is expected to grow by around 8% in the next decade
making it one of the fastest growing major economies in the world.India’s
per capita has been rising constantly since the last 2 decades and is
expected to continue this rising trend as well.Despite growing inequality
in incomes,India’s massive population ensures that even by 15% of India’s
poor enter the middle class it adds a Brazil to the addressable market for
Indian consumer companies.Indian Consumer Companies especially the
well managed ones with good corporate governance has given spectacular
growth to investors.Companies like Titan Industries have become a
multibagger stock in the last few years driven by excellent growth and
decent margins.Note many of the bigger consumer durable companies in
India are not listed here but have a major presence.In Electronics
particularly companies like Samsung,LG,Sony,Philips have a big
marketshare but are not listed on the markets.However a number of
Indian Consumer Discretionary Stocks are listed and have given huge
returns to investors.

17. Many of these consumer durable stocks like VIP Industries,Titan,Gitanjali
Gems are still considered an excellent long term investment .Strong
growth of the Indian economy,rising rural incomes,expanding middle
class are all contributing to consumer durable stocks becoming a great
investment category.Here are some of the top consumer durable stocks
listed on the Indian markets.
Titan Industries - The biggest consumer durables company in India
with a market capitalisation of Rs. 16,000 crores. The revenues earned in
Dec’10 was around 1,900 crores & the net profit margin was 7%. Titan
dominates the Watch Market, with a 60% share of the organised sector
market. Titan Industries is the world’s fifth largest and India’s leading
manufacturer of watches. The company has manufactured more than a
100 million watches till date. The World of Titan, is one of the most
prestigious and visible retail brands in the country Lately, Titan has
diversified its business into eye ware & jewellery. Tanishq, the prominent
Indian jewellery brand is a division of Titan Industries Limited.
Blue Star – BlueStar is India’s largest central airconditioning
company. With a market cap of Rs. 3,000 crores, it fulfils the
airconditioning needs of a large number of corporate and commercial
customers and has also established leadership in the field of commercial
refrigeration. The Company has also started offering Electrical
Contracting and Plumbing & Fire Fighting Services. It earned revenue of
Rs. 600 crores & a net profit margin of 3% in December 2010.
Videocon Industries - This is an India-based electronics goods
manufacturing company established in 1979. The market capitalisation of
the company is Rs. 6,000 crores. It acquired the Electrolux brand in
India. The main business activity of Videocon Industries Ltd. involves
manufacture of consumer electronics, home appliances, and office
automation equipment. The company earned revenues of around Rs.
3,000 crores with a net profit margin of 5%.
Rajesh Exports Ltd. – Headquartered in Bangalore, India the company
has a market cap of Rs. 3,000 crores. Rajesh Exports established the first
organized gold jewellery manufacturing facility in India. It covers the
entire jewellery cycle beginning from refining of Gold to retailing
jewellery. It has a chain of retail jewellery showrooms known as Shubh
Jewellers across India. World’s largest manufacturer of gold Jewellery &

18. India’s largest exporter of gold jewellery, the revenue earned by the
company was Rs. 5,000 crores with a net profit margin of 1% in Dec 2010.
V.I.P Industries - One of the biggest companies manufacturing Travel
products in India with market capitalization is Rs.1,800 crores. I It
acquired Carlton brand in 2004 & merged with Aristocrat Luggage
Limited in 2008. Lately the company has launched specialized products
like water and stain resistant bags with Teflon & VIP Superlite
(lightweight luggage). It was ranked amongst Top 100 most trusted
brands in a survey by Brand Equity.It earned revenues of Rs.190 crores
with a net profit margin of 1%.
Gitanjali Gems - The company initially started with cutting and
polishing diamonds for the jewelery trade at Surat, Gujarat, in 1966. With
a market capitalization of Rs. 1,900 crores, the Gitanjali Group became a
pioneer among major diamond and jewelery houses. The business model
integrates all operations, from rough diamond sourcing, cutting, polishing
and distribution, and jewelery manufacture, to jewelery branding and
retail, as well as global lifestyle brands, in India and abroad. Gitanjali
recently raised capital from PE to expand its operations.The company
earned revenues of Rs. 1,200 crores with a net profit margin of 3% in Dec
2010.
Bajaj Electricals Ltd.- With a market capitalization of Rs. 2,000 crores,
it is an India-based consumer electrical products manufacturing
company. The concern has also sister business concerns like Bajaj Auto
ranked as the world’s fourth largest two and three wheeler manufacturer.
It has six strategic business units – Engineering and Projects, Appliances,
Fans, Luminaires, Lighting and Morphy Richards. The company has
earned revenues of Rs.600 crores with a net profit margin of 5% in Dec
2010.
Whirlpool India Ltd. – With a market cap of Rs. 3,000 crores,
Whirlpool is the most recognized brand in home appliances in India and
holds a market share of over 25%. In 1996 Whirlpool Washing Machines
Ltd. and Kelvinator India Ltd. merged together to form Whirlpool of India
Ltd and marked its entry into Indian refrigerator market as well. World’s
number one manufacturer and marketer of major home appliances, with
11 major brand names such as Whirlpool, KitchenAid, Roper, Estate,
Bauknecht, Laden and Ignis.The company earned revenues of Rs. 600
crores & a net profit margin of 4%.

19. Focus on consumer durables retail -
current performance and outlook
In many countries, the retail industry - especially that part of the
sector dealing in consumer durables like kitchen white goods,
furniture, electronic entertainment and communications - is in
trouble. As this edition of Market Monitor shows, across Europe
the consumer durables retail sector is grappling with the toxic
combination of higher costs, lower margins, and ferocious
competition for dwindling consumer demand. There is now also
a real danger of rising inflation adding to the pressure on
consumers and retailers alike. Our report on Ireland sums up the
core problems succinctly: ?Unemployment remains high? and
the government?s austerity measures are limiting disposable
incomes? putting pressure on retailers and consumers alike?. It?
s the same story in Spain, with high unemployment, falling
disposable income, austerity measures and a reluctance of
banks to grant loans. As our report on the Netherlands notes,
the fate of some facets of the industry is linked closely to that of
the housing market, while our report on France makes the point
that even success stories, like that of the tablet computer, erode
market share for PCs and thus for those retailers focused on that
segment. Competition from online sales also challenges the
traditional high street ? a signal for retailers to adapt their
strategies. There are some exceptions to the gloomy trend.
Unsurprisingly, of all the European markets that we review,
demand for consumer durables in Germany is showing healthy
growth. And, in the US, a rebound of existing home sales could
stimulate the sale of household appliances and furniture.
However, in both markets persistently higher inflation driven by
rising energy prices could dissuade consumers from purchasing
durable goods. Brazil is confirming its status as a leading
emerging market, as all its consumer durables indicators register
robust growth, reflecting the country?s overall economic

20. performance and rising household incomes ? and that could also
spell good news for foreign exporters targeting Brazil.
Summary
• Consumer Durables Industry in India to post ~15% CAGR growth over
next five years.

21. • We believe that the consumer durables industry’s growth has been two
pronged : (a) driven by lower
penetration in rural markets and (b) new innovations and replacement
demand in urban markets.
• Key growth drivers include:
1. Continued economic growth demonstrated through 8.4% CAGR growth
in GDP over last 5
years
2. Favorable demographics; 64% of the population in working age
category
3. Increasing Urbanization, nuclear families
4. Increase in disposable incomes; which drives consumption
5. Increasing affordability coupled with declining prices of products
6. Lower consumer product penetration
7. Availability of new products and technologies,
8. Easy financing schemes and
9. Increase in organized retail
• However, increasing raw material prices, intense competition and
increased cost of service and
distribution are major challenges being faced by industry.
• Valuation and view: In a scenario of shorter product life cycles and
increasing competition, we
believe that the companies with strong R&D, wide distribution network,
strong brand would dominate
the segment. Indian consumer durables sector has limited stock
selection available for value
investors. We have positive outlook on Bajaj Electricals.
Segmentation of consumer durables industry
TVs, Refrigerators and air conditioners constitute
more than 60% of the market
Most of the major Consumer Durables Companies are not listed on the
Indian Stock Exchanges.Even in cases they are listed the corporate
governance issues make those stocks a bad investment even as major
MNCs like Honda,Siemens,Suzuki generally short change minority Indian
investors using legal loopholes.However a number of Indian domestic
consumer durable manufactures form an excellent investment play on
India’s rising middle class.