What you'll learn:
- Dynamics of Indian FMCG industry with real time data, examples and use cases
- FMCG Category Analysis
- FMCG Company Analysis
- Impact of Modern Retail on FMCG
- Data sources to access FMCG industry information
Course Overview
Fast Moving Consumer Goods (FMCG) is the 4th largest industry in India with annual revenue of over US $100 bn. FMCG companies one of the important recruiters in b-schools and hire for Sales, Marketing, Analytics, Operations, Supply Chain, Finance and HR roles. Many FMCG companies also offer PPOs based on the performance in Summer Internship projects. A good knowledge of FMCG industry will help b-school students and professionals who are interested in a career in FMCG industry, consultants working on projects related to FMCG industry and anyone interested in this industry.
Salient Features
This course will be taught based real life industry data collected through interactions with industry leaders, various company reports and experience of tracking the industry for several years.
Many interesting stories and use cases have been included.
The industry data will be updated periodically to reflect the latest trends.
COURSE CONTENTS
Indian FMCG Industry Overview
Characteristics of Indian FMCG Industry
Size and Growth
Industry Segments
Share of Rural and Urban Demand
Share of General and Modern Trade
Penetration and Per capita Consumption
Numeric and Weighted Distribution
Some Common Strategies adopted by FMCG Players
Category Analysis
Category Analysis is the core of the FMCG industry analysis. In this course you will learn an effective framework to analyze an FMCG category within a short period of time by understanding key qualitative and quantitative trends. The framework has been explained by taking real time data of 3 categories - Bath and Shower, Haircare and Deodorants.
The framework covers:
Category Size
Category break-up in terms of different products
Growth of different products within the category
Company Market shares and changes over the years
Brand shares and changes over the years
New launches and key category trends
The driving factors for changes in market shares, important brand wars etc will be discussed in each category.
Data related to several other categories will be added in due course.
Company Analysis
You will learn how to do the business analysis of an FMCG company and what important parameters to look for. Two companies have been analyzed in great detail. One is Hindustan Unilever Limited which is the largest FMCG company in India and the other is Patanjali which is a major disruptor in Indian FMCG industry in the last decade. Following are the key areas covered for both the companies
Hindustan Unilever Limited
Business Mix
Growth and Margins
Why HUL's profitability show a distinct trend after 2010?
Distribution strength in General Trade and Modern Trade
Analysis of Brands and their performance
Comparison of top brands of HUL and ITC
New Launches in the last few years and their performance
Focus categories of the Future
Analysis of HUL's acquisition of Indulekha
Analysis of HUL's acquisition of GSK
Project Shakti -What is it and it's impact on the company
Project Shikhar- What is it and it's impact on the company
Patanjali
Distinct growth trends between 2010 to 2017 and 2017 to 2022
How Patanjali grew very fast between 2017 and 2022?
Segmental mix of Patanjali
Why Patanjali's growth slowed after 2017?
Analysis of Ruchi Soya acquisition
Overview
Why Patanjali acquired Ruchi Soya?
Turnaround story of Ruchi Soya
Impact of Modern Retail on FMCG
Sources to access FMCG industry and company data.
