A STUDY ON

SALES AND MARKETING

IN BIG FISH MARKETING PVT LTD
A PROJECT WORK SUBMITTED TO KRISHNA
UNIVERSITY,VIJAYAWADA

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

AWARD OF THE DEGREE OF
BACHELOR OF BUSINESS MANAGEMENT
SUBMITTED BY
S.LAVANYA
REGD NO.

UNDER THE GUIDANCE OF

WESTIN COLLEGE OF BUSINESS MANAGEMENT
(Affiliated to KRISHNA UNIVERSITY)
GVR Towers, opp:Vinayaka Theatre Vijayawda.
ACADEMIC YEAR: 2015-2018
 CERTIFICATION

This is to certify that the project entitled A STUDY ON MARKETING & SALES IN BIG
FISH MARKETING PVT LTD is bonafied work done by MS.S.LAVANYA, student of 2nd
year, belongs to department of Business management studies, Westin college of Business
Management, Vijayawada has been prepared by in a partial fulfillment of the requirement for the
award of the degree of bachelor of busiess management.

EXTERNAL EXAMINER MS. PRIYANKA RATH

(PROJECT GUIDE)

P.CHANDRA SHEKAR

(PRINCIPAL)
 DECLARATION

I LAVANYA, hereby declare that this dissertation project titled SALES &MARKETING AT
BIG FISH MARKETING PVT.LTD is an real time project work carried out by me , under the
guidance of MS.PRIYANKA RATH. And has been prepared by in a partial fulfillment of the
requirement for the award of the degree of bachelor of business management submitted at Westin
college of Business Management affiliated to Krishna university.

The report submitted by me is a bonafied work carried by me of my own efforts

and it has not been submitted to any other University or published any time before.

Signature Of the student

LAVANYA

Date:

Place: VIJAYAWADA
 Acknowledgement

I would like to convey my deep felt regards to all of my well-wishers, who have contributed their
share of cooperation and help me to complete this project work.

Firstly I would like to thank MR. Durga Prasad Director Westin college of Business
management and Mr. P. Chandrasekhar Principal Westin college of Business Management,
Vijayawada for their encouragement and guidance throughout my project work

I also express my heart full thanks to MS. Priyanka Rath and other faculty for their support
and encouragement in completion of project report in a elegant form. Last but not least, I
extended my gratitude and courtesy of my family members who helped me in completion of my
project work

S.LAVANYA

Signature of the student

(LAVANYA)

Date :

Place:VIJAYAWADA
 INDEX

Contents

CHAPTER-1

INTRODUCTION

CHAPTER-2

OBJECTIVES & METHODOLOGY OF RESEARCH

CHAPTER-3

INDUSTRY PROFILE

CHAPTER-4

COMPANYPROFILE

CHAPTER-5

CONCEPTUAL FRAME WORK

CHAPTER-6

DATA ANALYSIS & INTEPRETATION

CHAPTER-7

FINDINGS & SUGGESTIONS

CHAPTER-8

QUESTIONAAIRE

CHAPTER-9

BIBOLOGRAPHY
 CHAPTER-1

INTRODUCTION
MARKETING
Marketing is the communication between a company and the consumer audience that aims to
increase the value of the company or its merchandise, or to raise the profile of the company and
its products in the public mind. The purpose of marketing is to induce behavioral change in the
receptive audience. The American Marketing Association has defined marketing as "the activity,
set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large."

The techniques used in marketing include choosing target markets through market analysis
and market segmentation, as well as understanding methods of influence on the consumer
behavior.

From a societal point of view, marketing provides the link between a society's material
requirements and its economic patterns of response. This way marketing satisfies these needs and
wants through the development of exchange processes and the building of long-term
relationships.

In the case of nonprofit organization marketing, the aim is to deliver a message about the
organization's services to the applicable audience. Governments often employ marketing to
communicate messages with a social purpose, such as a public health or safety message, to
citizens.

DEFINATION
Marketing is a social and managerial process by which individuals and groups obtain what they
want, through creating offering and exchanging products of value with others.

-Philip Kotler

Marketing includes all those activities having to do with effecting changes in the owner ship and
possession of goods and services. It is that part of economics which deals with creation of time,
place and possession utilities and that phase of business activity through which human wants are
satisfied, by the exchange of goods and services for some valuable consideration.

-American marketing association

Sales
A sale is the exchange of a commodity or money as the price of a good or a service. Sales is
activity related to selling or the amount of goods or services sold in a given time period.

The seller or the provider of the goods or services completes a sale in response to
an acquisition, appropriation, requisition or a direct interaction with the buyer at the point of sale.
There is a passing of title (property or ownership) of the item, and the settlement of a price, in
which agreement is reached on a price for which transfer of ownership of the item will occur.
The seller, not the purchaser generally executes the sale and it may be completed prior to the
obligation of payment. In the case of indirect interaction, a person who sells goods or service on
behalf of the owner is known as salesman or saleswoman.

In common law countries, sales are governed generally by the common law and commercial
codes. In the United States, the laws governing sales of goods are somewhat uniform to the
extent that most jurisdictions have adopted Article 2 of the Uniform Commercial Code, albeit
with some non-uniform variations.

A person or organization expressing an interest in acquiring the offered item of value is referred
to as a potential buyer, prospective customer or prospect. Buying and selling are understood to
be two sides of the same "coin" or transaction. Both seller and buyer engage in a process of
negotiation to consummate the exchange of values. The exchange, or selling, process has implied
rules and identifiable stages. It is implied that the selling process will proceed fairly and ethically
so that the parties end up nearly equally rewarded. The stages of selling, and buying, involve
getting acquainted, assessing each partys need for the others item of value, and determining if
the values to be exchanged are equivalent or nearly so, or, in buyer's terms, "worth the price.
Sometimes, sellers have to use their own experiences when selling products with appropriate
discounts.

Selling is the profession-wide term, much like marketing defines a profession.

Relationship between sales and marketing
Marketing and sales differ greatly, but generally have the same goal. Selling is the final stage in
marketing, which also includes pricing, promotion, place and product (the 4 P's). A marketing
department in an organization has the goals of increasing the desirability and value to the
customer and increasing the number and engagement of interactions between potential customers
and the organization. Achieving this goal may involve the sales team using promotional
techniques such as advertising, promotion, publicity, and public relations, creating new sales
channels, or creating new products (new product development), among other things. It can also
include bringing the potential customer to visit the organization's website(s) for more
information, or to contact the organization for more information, or to interact with the
organization via social media such as Twitter, Facebook and blogs. Social values also play a
major role in consumer decision processes.

Sales and marketing alignment and integration

Another area of discussion involves the need for alignment and integration between corporate
sales and marketing functions. According to a report from the Chief Marketing Officer (CMO)
Council, only 40 percent of companies have formal programs, systems or processes in place to
align and integrate the two critical functions.

Traditionally, these two functions, as referenced above, have operated separately, left in siloed
areas of tactical responsibility. Glen Petersen's book The sees the changes in the competitive
landscape between the 1950s and the time of writing as so dramatic that the complexity of
choice, price and opportunities for the customer forced this seemingly simple and integrated
relationship between sales and marketing to change forever. Petersen goes on to highlight that
salespeople spend approximately 40 percent of their time preparing customer-facing deliverables
while leveraging less than 50 percent of the materials created by marketing, adding to
perceptions that marketing is out of touch with the customer and that sales is resistant
to messaging and strategy.
MARKETING MIX
The marketing mix is a business tool used in marketing and by marketers. The marketing mix,
originally coined by Neil Borden, can be valuable when determining a product or brand's offer,
and is often associated with the four Ps.[7] The four Ps was proposed by professor E. Jerome
McCarthy in the 1960s.[8] The "four P's". Product is the first P representing the actual
product. Price represents the process of determining the value of a product. Place represents the
variables of getting the product to the consumer such as distribution channels, market coverage,
and movement organization. The last P stands for Promotion which is the process of reaching the
target market and convincing them to buy the product. The four Ps determine how marketing
satisfies consumer needs. They are considered controllable marketing mix factors, meaning that
they can change or be altered as needed. Habits, lifestyle, and diet are all considered to be
controllable risk factors.

1) PRODUCT
2) PRICE
3) PLACE
4) PROMOTION

PRODUCT

Product stands for the firms tangible offer to the market, including the product quality, design,
features, branding and packing.

PRICE

Price is the monetary value of the product. Price deals with selecting the price objectives, setting
the price, discounts, allowances, payment policies and credit terms.

Place

This marketing tool stands for the various activities the company undertakes to make the product
accessible and available to the customers.
PROMOTION

Promotion stands for various activities the company undertakes to communicate and promotes its
product to the target market.

Sales promotion at Dealers Level

Advertising Materials

Store Demonstration

Special Display and Shows

(i) Advertising Materials

The advertising material prepared by the company such as store signs, banners, shelf signs, board
etc. are distributed to sub dealer for display purposes this is in fact a method of advertising.

(ii) Store Demonstration

In the promises of the whole seller or the retailer the products sales personnel will conduct
special demonstration for the companys product. A personal demonstration is good to introduce
a new product at its peculiar advantage can be high lightened and the consumers doubt clear. It
can be used to reticulate an old product. A good demonstration with a great dealer of action will
draw heavy crowds in to the store and will attract attention to the product.

(iii) Special Display and Shows

These are in seasonal in character but could be arranged in an elaborate manner and for all the
products of a company. Usually these are arranged along with trade fair and exhibition. Besides
effecting sales these shows impress the companys name generally on the public.
 Chapter-2
Industry profile
 Introduction to FMCG Industry
FMCG Concept and Definition:

The term FMCG (fast moving consumer goods), although popular and frequently used does not
have a standard definition and is generally used in India to refer to products of everyday use.
Conceptually, however, the term refers to relatively fast moving items that are used directly by
the consumer. Thus, a significant gap exists between the general use and the conceptual meaning
of the term FMCG.

Further, difficulties crop up when attempts to devise a definition for FMCG. The problem arises
because the concept has a retail orientation and distinguishes between consumer products on the
basis of how quickly they move at the retailers shelves. The moot question therefore, is what
industry turnaround threshold should be for the item to qualify as an FMCG. Should the
turnaround happen daily, weekly, or monthly?

One of the factors on which the turnaround depends is the purchase cycle. However, the
purchase cycle for the same product tend to vary across population segments. Many low-income
households are forced to buy certain products more frequently because of lack of liquidity and
storage space while relatively high-income households buy the same products more infrequently.
Similarly, the purchase cycle also tends to vary because of cultural factors. Most Indians,
typically, prefer fresh food articles and therefore to buy relatively small quantities more
frequently. This is in sharp contrast with what happens in most western countries, where the
practice of buying and socking foods for relatively longer period is more prevalent. Thus, should
the inventory turnaround threshold be universal, or should it allow for income, cultural and
behavioral nuances?
Characteristics of FMCG Products:

Individual items are of small value. But all FMCG products put together account for a significant
part of the consumer's budget.

The consumer keeps limited inventory of these products and prefers to purchase them frequently,
as and when required. Many of these products are perishable.

The consumer spends little time on the purchase decision. Rarely does he/she look for technical
specifications (in contrast to industrial goods). Brand loyalties or recommendations of reliable
retailer/dealer drive purchase decisions.

Trial of a new product i.e. brand switching is often induced by heavy advertisement,
recommendation of the retailer or neighbors/friends.

These products cater to necessities, comforts as well as luxuries. They meet the demands of the
entire cross section of population. Price and income elasticity of demand varies across products
and consumers.

ABOUT THE INDUSTRY IN INDIA

FMCG in India has a strong and competitive MNC presence across the entire value chain. It has
been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion
11.6 in 2003. The middle class and the rural segments of the Indian population are the most
promising market for FMCG, and give brand makers the opportunity to convert them to branded
products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India,
have low per capita consumption as well as low penetration level, but the potential for growth is
huge.

The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid
urbanization, increased literacy levels, and rising per capita income.

The big firms are growing bigger and small-time companies are catching up as well. According
to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the
balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned
by Hindustan Lever. Pepsi is at number three followed by Thums Up. Britannia takes the fifth
place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft
drink and cigarette companies have always shied away from revealing. Personal care, cigarettes,
and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of
the top 100 brands

According to a report by the Federation of Indian Chambers of Commerce and Industry (FICCI),
several FMCG registered double-digit growth in value terms, for example, shaving cream (20%),
deodorant (40%), branded coconut oil (10%), anti-dandruff shampoos (15%), hair dyes (25%)
and cleaners and repellents (20%). On the contrary, negative growth of up to 8% was registered
in products such as personal healthcare, laundry soaps, dish wash, toilet soap, toothpaste and
toothpowder.

Industry Category and Products

Household Care

Personal Wash:-

The market size of personal wash is estimated to be around Rs. 8,300 Cr. The personal wash can
be segregated into three segments: Premium, Economy and Popular. The penetration level of
soaps is ~92 per cent. It is available in 5 million retail stores, out of which, 75 per cent are in the
rural areas. HUL is the leader with market share of ~53 per cent; Godrej occupies second
position with market share of ~10 per cent.

Detergents:-

The size of the detergent market is estimated to be Rs. 12,000 Cr. Household care segment is
characterized by high degree of competition and high level of penetration. In washing powder
HUL is the leader with ~38 per cent of mar-ket share. Other major players are Nirma, Henkel
and Proctor & Gamble.
Personal Care

Skin Care:-

The total skin care market is estimated to be around Rs. 3,400 Cr. The skin care market is at a
primary stage in India. The penetration level of this segment in India is around 20 per cent.. The
major players in this segment are Hindustan Unilever with a market share of ~54 per cent, fol-
lowed by CavinKare with a market share of ~12 per cent and Godrej with a market share of ~3
per cent.

Hair Care:-

The hair care market in India is estimated at around Rs. 3,800 Cr. The hair care market can be
segmented into hair oils, shampoos, hair colorants & conditioners, and hair gels. Marico is the
leader in Hair Oil segment with market share of ~ 33 per cent; Dabur occu-pies second position
at ~17 per cent.

Shampoos:-

The Indian shampoo market is estimated to be around Rs. 2,700 Cr. It has the penetration level of
only 13 per cent in India. Sachet makes up to 40 per cent of the total shampoo sale. It has low
penetration level even in metros. Again the market is dominated by HUL with around ~47 per
cent market share; P&G occupies second position with market share of around ~23 per cent.
Antidandruff segment constitutes around 15 per cent of the total shampoo market. The market is
further expected to increase due to increased marketing by players and availability of shampoos
in affordable sachets.

Oral Care:-

The oral care market can be segmented into toothpaste - 60 per cent; toothpowder - 23 per cent;
toothbrushes - 17 per cent. The total toothpaste market is estimated to be around Rs. 3,500 Cr.
The penetration level of toothpowder/toothpaste in urban areas is three times that of rural areas.
This segment is dominated by Colgate-Palmolive with market share of ~49 per cent,
while HUL occupies second position with market share of ~30 per cent. In toothpowders market,
Colgate and Dabur are the major players. The oral care market, es-pecially toothpastes, remains
under penetrated in India with penetration level ~50 per cent.

Food & Beverages

Food Segment :-

The foods category in FMCG is gaining popularity with a swing of launches by HUL, ITC,
Godrej, and others. This category has 18 major brands aggregating Rs. 4,600 Cr. Nestle and
Amul slug it out in the powders segment. The food category has also seen innovations like
softies in ice creams, ready to eat rice by HUL and pizzas by both GCMMF and Godrej
Pillsbury.

Tea :-

The major share of tea market is dominated by unorganized players. More than 50 per cent of the
market share is capture by unorganized players. Leading branded tea players are HUL and Tata
Tea.

Coffee :-

The Indian beverage industry faces over supply in segments like coffee and tea. However, more
than 50 per cent of the market share is in unpacked or loose form. The major players in this
segment are Nestl, HUL and Tata Tea.

PROBLEM OF FMCG COMPANIES

The fast-moving consumer goods (FMCG) companies are faced with a peculiar challenge of
maintaining profitable growths in the backdrop of a low inflation rate. As against the high
inflation of the early 90s the peak growth season for all FMCG companies the ensuing
period of a lower inflation rate dares companies to now play the volume game. As against a
growth in profitability, which came with price increase in line with the rising inflation, the
FMCG industry will now have to do without this critical factor which has been contributing to
almost half of the industrys growth. Volumes will play a critical role now. The number of units
sold will be an important metric, as there is very little avenue to drive price growth, said MS
Banga, chairman, Hindustan Lever Ltd (HLL), in his keynote address at the 2nd National FMCG
Conclave organized by the Confederation of Indian Industry (CII). Since volume will be the key
determinant of growth, the industry will be forced to push volume growth. Hence, for those
companies which hitherto relied on price increase as an easy way to enhance profitability, there
could be a pressure on margins. To tackle the problem there needs to be a relentless focus on
cost-cutting. Many companies, which have understood that volumes will be critical, will
benefit, added Mr. Banga. According to Mahesh Vyas, executive director, the Centre for
Monitoring Indian Economy (CMIE), the year holds a lot of promise, if growth is good and
inflation is lower.

TOP 10 FMCG COMPANIES IN INDIA

1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)

3. Nestl India

4. GCMMF (AMUL)

5. Dabur India

6. Asian Paints (India)

7. Cadbury India

8. Britannia Industries

9. Procter & Gamble Hygiene and Health Care

10. Marico Industries .

 CHAPTER-3

COMPANY PROFILE
Introduction;

One client Vimal and a 500 sq ft office that was Mudra in the year 1980 They were a
small agency tucked away in Ahmadabad with one clearly Articulated goal to be a top 5 agency
.there ambition with an almost manic obsession by creating the best contemporary advertising
that had our client and other people taking notice.

As a young agency operating out of Ahmadabad its growth was driven helping small business
with big ambition explode their brands to the country at large.

With in 9 years they were the largest Indian advertising agency.

HISTORY POINTS :-

Mr. A. G. Krishnamurthy founded Mudra communication on 25th march 1980

Mr. Krishnamurthy started his advertising career with Shilpi advertising in 1976
He moved to Reliance Industry as advertising manager 4years later he founded Mudra
communication
Mr. Krishnamurthy started Mudra with one brand Vimal .today Mudra has 125 client this
multifold increase is a testy many to his passion and zeal
In 1991 he created the Mudra institute of communication Ahmadabad (MICA) the only
advertising school of it s kind in Asia
In 1995 Mr. Krishnamurthy was nominated as advertising person of the year
PROFILE OF MUDRA COMMUNICATION LTD

Head quarter Mumbai

Industry Marketing and advertising
Type Privately held
Status Operating
founded 1980
Sanjay Sharma New president(North & East)
Company size 501-1000 employees
Web site www.Mudra.com

Members in the management of the Mudra communication ltd

Name
Sebastian Joseph
Mohit Bhagchandani
Joy Deep Dasgupta
Sonal Jheej
Designation
Executive, vice-president and head technology
Country head, Mudra sport
Vice president and national strategic, planning head
Account planner

Present situation of Mudra communication;

It was started in 1980 Mudra rose to become the 3rd largest agency in the country. In a
short span of nine years, today the Mudra group is one of the India s leading marketing
communication networks

The group utilizes it s deep understanding of consumers brands and media to deliver creative
business solution A customized and collaborative approach helps it s client build enduring and
profitable brands
The group offers integrated communication services through its platform

(1) Mudra and DDB

(2) Mudra (advertising)

(3) Mudra max (integrate communication planning and implementation) (4) Mudra health and
life style (health and life style advertising)

(5) Water (brand strategy and design consulting)

In the present year Mudra is poised to exceed a turnover in excess of 15 billion at it

continues to maintain it s aggressive growth rate.
Mudra is one of the management admired marketing communication network in the
country a highly rated agency both by client and industry.
Mudra south won the agency of the year at the ad club Cochins paper awards 2009
10.4.09

Achievements of the Mudra communication ltd

It was a Mudra that first gave India double spread colors ads
it was Mudra that first sponsored commercial telecast of a major sporting event with the
India and west Indies series of 1983
it was Mudra that first branded a public issue Reliance Khazana
it was Mudra that made India s first telefilm Janam
it was Mudra that gave Doordarshan Rajani .The serial that heralded a new consumer
awareness in India
it was Mudra that gave India s it s first academy for advertising.
 THE Mudra Institute of Communication (MICA)

it is a Mudra that gave India s advertising community its first advertising archives
marketing and Advertising Gallery(MAG)

BIG FISH MARKETING SOLUTION

BIG FISH MARKETING SOLUTION is the subsidiary of the mudra agencies. In todays
market, brands need to serve people. They should be built on simple truths and a powerful,
relatable intention. At Big Fish, we reveal those truths and help our clients tell their greatest
story. As strategists for the worlds most valuable brands, we work side-by-side with CEOs and
their internal marketing teams creating and evolving media brands.
Our expertise lies in reinventing brands and making them relevant to their target audiences. In
addition to consumer marketing, we are sales specialists able to unearth your brands value
proposition, craft key sales messages and infuse them into your sales culture. We also conceive
and execute campaigns and presentations that motivate your target audience to embrace your
brand and adopt your products and services.
As the only career reinvention experts on the front lines of business, Big Fish provides tools to
help executives market themselves for success, so they can connect faster, easier and more
meaningfully with their target audience, advance their career, and make more money. From
books and online programs to coaching and workshops, we help them to find true purpose and
fearlessly embrace change.
Specialties
Build Brands From Scratch
Reinvent Existing Brands
Conceive Advertising Campaigns
Unearth Value Proposition/Key Messages
Produce Multimedia Presentations
Lead Sales and Presentation Trainings
Mudra communication ltd. has got national and international awards:

1. International awards- Number of award-230 like Connes, D&AD, Clio, One show, Ad
fest, communication arts, New York festivals and others.
2. Number of awards-825 like Abby, CAG, Ad clubs, AAAI show case of India
advertising and others.
3. Agency of the year 8 times Mudra founder A.G. Krishna Murty has been honored
multi times including
Calcutta Ad club Hall of fame
A&M Ad person of the year
Media international one of the international Ad industry 1998
AAAI premnrayon award recognition of pioneering spirit and entrepreneurial
vision
Mudra south agency of the year at paper award and the Ad club Cochin.

SWOT Analysis of Mudra communication

Strength
Satisfying the need of the customers
Meeting up the client requirements in time
Innovative & creative in advertisement segment
Quality in advertisement
Global exposure with higher rewards & appreciation
Efficient team working environment

Weakness
Pricing strategy
Lack in promotion strategies towards increasing the brand name.

Opportunities
Entering in global market to attract global clients
Being the oldest advertising agency in India, it brand among its clients- they have lot of
client coming back with new product for getting advertised.
 In its successful journey, they lot of wonderful memorbal advertisement done by them-
this has increased there brand image in the Indian market.

Threats
Challenging stiff competition from its competitors from both domestic & international
levels.
Changes in the taste & preferences of clients.
Lack of creative minds & also too expensive in overall management.

Competitors of the Mudra communication;

AGENCY PLACE
Adbur Pvt Ltd Ghaziabad
Akshara Advertising New Delhi
Ambience DArcy Mumbai

Chaitra Leo Burnett Pvt Mumbai -

Ltd

Conclusion:

In todays world which is fast moving & dynamic, peoples wants, need and desires are
changing; its very important to know them and give them what they want. This is the main
objective of advertising where ad agency plays major role in market research, making of
creative, launching it in the market, taking the feedback of consumer and making any product
famous and acceptable among consumers. Ad agencies are playing an important role in shaping
present and future of not just selected brand but of entire company.

There is no one -- sure-fire -- best way to advertise your product or service. It is important to
explore the various advertising media and select those which will most effectively convey your
message to your customers in a cost-efficient manner. Always to be remember, advertising is an
investment in the future of your business.

Ad agency is service industry it is growing very fast .talented people are hired and they are
showing there creativity ability. the ad agency are providing services to the branded company
carrying there advertisement campaign most effectively.
They know how to attract the consumers .from one side agency are very costly they are charging
more money for the advertisement campaign. On other side it is useful to the company .the ad
agency can launch the company product in better way.

I think ad agencies are playing key role in-increasing the brand & performance of a product or
services of a company. Thank to ad agencies contribution for changing our world of dreams &
desire.
CHAPTER-4
OBJECTIVIES
&
SCOPE
Objectives of the study

In order to understand the market segmentations past experiences and future challenges that the
FMCG companies are going to face, the researcher has identified the following key objectives:

To understand market segmentation and its implementation in the FMCG companies.

To explore how FMCG companies segment markets. 3. To explore different targeting
strategies used by leading FMCG companies in India.
To study the role of the past segmentation techniques and analysing their role, in the
process of making modern marketing strategies for the competition oriented dynamic
market.
To study the future challenges in the business environment for FMCG, while segmenting
the market.
To study how marketing segmentation can help in achieving the organizational
objectives.

Scope of the study

FMCG Sector in India is one of the four largest sectors in Indian economy. The FMCG (Fast
Moving Consumer Goods) companies have faced tough competition among themselves over the
years which is continuously increasing. This is due to the increase in per capita income among
individuals and also various developments in rural economy. The FMCG sector has changed its
strategies and has opted for a more well-planned marketing of the products to penetrate both the
rural and urban markets. To execute these tasks, the FMCG companies are hiring more and more
people which has led to an increase in the job prospects in this sector. Thus, FMCG sector is
creating massive employment with good career prospects. Marketing, retail, sales, services and
supply are the key areas which generates maximum career scopes in FMCG Industry in India.

Problem of the study

Fast Moving Consumer Goods (FMCG), are products that are sold quickly at relatively low cost.
Though the absolute profit made from FMCG products is relatively small, they generally sell in
large quantities, so the cumulative profit on such products can be large. Examples of FMCG
generally include a wide range of frequently purchased consumer products such as toiletries,
soap, cosmetics, teeth cleaning products, shaving products and detergents, as well as other non
durables such as glassware, light bulbs, batteries, paper products and plastic goods.
 Chapter 5

RESEARCH METHODOLOGY
Research Methodology:

In this project descriptive type of research design has been used. The research was conducted by
approaching the customers.

DATA COLLETION
1. Primary Data

Data, which is collected for this specific purpose at hand, is called Primary Data. It is customize
according to the need of the researcher and focuses exclusively on the current research problem.
The collection of Primary Data is costly and time consuming

In situations where it is impossible to use the secondary data keeping in the view the
requirements of the study or in case where there is no secondary data available, the only way is
to collect Primary Data.

This study is based on the primary data that was collected from 30 existing customers by the
researcher through:

Drafting Questionnaire

Primary data collection: Primary data was collected by conducting a survey

2. Secondary Data:

Secondary Data may be defined as data that has been collected earlier for some purpose of the
present study. Any data that is available prior to the commencement of the research project is
Secondary Data and therefore Secondary Data is called Historical Data. Source of Secondary
data is classified into two categories that are published statistics and unpublished statistics.

The secondary data was gathered from company manuals and brochures, company files and
records, reference books mentioned in the Bibliography. Group of elements is referred as sample
and the process is of selection is called Sampling.

Secondary data collection: Sources of secondary data was books on Marketing, broacher, and
company website and data base provided by the company.
 CHAPTER 6
DATA ANALYSIS
&
INTERPRETATION
1) While Buying a product which factor influences the most

Particular Response

Brand 21

Price 29

Response

35
29
30
25 21
20
Response
15
10
5
0
Brand Price

Interpretation:

The objective behind this question is to know the effect of influencing factors in
the purchase decision of the soaps and detergent powders. It mainly contains the
factors like, quality which players an important role in the purchase decision of the
soaps and detergents both.

If we look at the graph it shows price as the most influencing factors in the
purchase decision while quality is also an important for purchase decision.
2) Do you consider promotional scheme while purchasing any product?

Particular Response

Yes 39

No 11

Response

50
39
40
30
Response
20
11
10
0
Yes No

Interpretation:
Answer of this question will give idea about the effect of promotional schemes in
the purchase decisions. Such types of schemes always attract more and more
consumers towards particular brand. Simultaneously it gives idea about the factors
which consumers look most in the product before they make final decision.

Here as the graph shows that 39 out of 50 consumers are looking for such

schemes before they make purchase.

3) What is the frequency to buy Ready to Eat products:-

Particular Response

regularly 12

Irregularly 38

Response

38
40

30

20
12
10

0
regularly Irregularly

Interpretation:

Although the number of respondent having ready to eat product is low, but,
Becasue of changing lifestyles, busy jobs etc marketers are coming up with
Jet Age consumer products.
 4) Does product packaging influence your buying behavior?

Particular Response

Yes 16

No 34

Response

40 34
30

20 16

10

0
Yes No

Interpretation:

Packaging is the not influencing factors in the purchase decision. Consumer is more oriented
towards quality
 5) Do you prefer to buy a product which is more eco friendly?

Response

47
50
40
30
20
10 3
0
Yes No

Interpretation:

It shows the level of aware of awareness among consumer toward environment.As more
consumer are oriented towards green products, carbon free products. Companies are also
moving towards carbon blueprint.
 Chapter 7
findings and suggestions
 Findings of the report:

FMCG are such a market where the level of loyalty remains low and this is because of
many reasons.

Quality as the most influencing factors in the purchase decision while price is also an
important for purchase decision.
Schemes always attract more and more consumers towards particular brand.
Simultaneously it gives idea about the factors which consumers look most in the product
before they make final decision

Price off and extra quantity is the two main offers/schemes which consumers have came
across at the time of purchase

People are not much aware of the schemes which continue in the market it may be
because of the present stock of the product at their place.

1+1 or 2+1 or other free schemes are more demanded and more aware schemes in the
market.
People are ready to switch over to another brand if they find better promotional schemes
which suits their budget means more qyt + less cost + quality.

Extra quantity with less or same price, more satisfaction, quality and other factors
influence consumers to switch over too other brands.

People are more quality and price oriented.

Consumer remember that name of the product by the company name and also from the
past performance of that company

Consumer remembers that name of the product by the company name and also from the
past performance of that company

Customers are looking for any type of the promotions on the product before them going
to purchase.
 Price off, product bundling and extra quantity are more demanded by the consumers over
others schemes

Limitations of the study

I considered only Preet Vihar region only because of limited time duration.

Due to this, my sample size is only 50, which is not very large.

All the respondents could not fill their questionnaire on their own due to language
problem and also problem of time and lack of positive behavior.

Respondent may give biased answer due to some lack of information about other brands.

Findings of the study are based on the assumption that the respondents have given correct
information.
 CHAPTER-8
QUESTIONNAIRE
Q1) Advertising affects the sales figures of the company?
Strongly Agree
Agree
Neutral
Strongly Disagree
Disagree

Q2) Sales promotion activities in rural areas are totally different than urban areas?
Strongly Agree
Agree
Neutral
Strongly Disagree
Disagree

Q3) Considering the fact that no digital form of marketing can be used in rural
marketing, does this pose as a phenomenon which restricts the profit?
Strongly Agree
Agree
Neutral
Strongly Disagree
Disagree

Q4) Rural consumers are more price sensitive, the image of the brand doesnt get
affected by low quality products?
Strongly Agree
Agree
Neutral
Strongly Disagree
Disagree

Q5) Heavy investment on packaging affects the sales of the product?

Strongly Agree
Agree
Neutral
Strongly Disagree
Disagree

Q6) Which form of advertising is more suitable for rural areas?

Media & Print Media
Radio
Melas/fairs
Wall Painting
Any Other
Q7) Distributors and Retailers play an important role in the success of the
organization in terms of sales of the products and profits?
Strongly Agree
Agree
Neutral
Strongly Disagree
Disagree

Q8) The most effective strategy for the promotion of the product?
Wall paintings
Customer contact
Van campaigns
Event management
Radio

Q9) Attractive packaging enables customers to buy a product?

Strongly Agree
Agree
Neutral
Strongly Disagree
Disagree

Q10) Similar discount policy as urban counterparts affects the sale of FMCG products
in rural areas.
Strongly Agree
Agree
Neutral
Disagree
 CHAPTER-9

BIBILOGRAPHY
BOOKS

Philip Kotler, Marketing Management, 11th edition, Pearson education Asia Publication.
C.R.Kothari, Research Methodology methods & techniques,New Age
International(p)ltd.publishers,2nd edition.

Websites

http://info.shine.com/industry/fmcg/6.html
https://en.wikipedia.org/wiki/Fast-moving_consumer_goods
http://www.economywatch.com/world-industries/fmcg.html