Comparative Analysis of Different Brands

14052 Words Jan 15th, 2013 57 Pages
PROJECT REPORT

COMPARTIVE ANALYSIS OF
DIFFERENT BRANDS OF FMCG
INDUSTRY

MASTER OF BUSINESS ADMINISTRATION (MBA)
OF
PUNJAB TECHNICAL UNIVERSITY (PTU) Submitted to Submitted by Mrs. Gitanjali Bhatnagar Vipan Kumar

DR. IT Group of Institutes
BANUR (PUNJAB)

PREFACE

Practical exposure imbibes an integral part of management studies. One cannot rely merely upon the theoretical knowledge. However class lectures make the functional concepts clear, but these must be correlated with practical projects.
I consider myself lucky to get the project on such a vast subject. It was a great learning experience. It helped me to get a
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Since they generally sell in large numbers, the overall profit on such products can be huge.
History
INDIAN FMCG JOURNEY SO FAR
FMCG sector in India has seen some ups and downs in the last half decade. The intension of this post is to give you a flavor of the journey after independence till I have split into five stages.
A .lackluster stage: (1950-1970)
Post independence (During 1950 's to 1970 's), there was not much happening in the FMCG sector in India. The business was limited to the upper segment of the society, as the purchasing power was low. Companies like HLL were purely focused on the urban areas and never bothered to enter the rural hinterland of India. The investment in the sector was low, with few FMCG companies selling their products. Also, the government’s emphasis was more on the small-scale sector.

B .Rural Sensitization Stage: (1970-1990)
Let me two examples, which changed the rules of the game, and brought focus to rural market.
NIRMA
In the early 1970s, when Nirma washing powder was introduced in the low-income market, Hindustan Lever Limited reacted in a way typical of many multinational companies. Senior executives were dismissive of the new product and never considered the potential and opportunity. But very soon, Nirma’s success in the detergents market convinced HLL that it really needed to take a closer look at the low-income market. AT the time, the focus of the organized players like HLL was