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Published on March 19, 2014

Author: sukumarperneti



This presentation will gives a brief idea of FMCG Industry (especially tooth-paste market, detergent industry). It will gives you a deep description about industry.

FMCG: Fast moving consumable goods are all consumable items (other than groceries/pulses) that one needs to buy at regular intervals. These are items which are uses daily, and so have a quick rate of consumption, and a high return. . FMCG can broadly be categorized into 3 segments which are:  Household items as soaps, detergents, household accessories etc.  Personal care items as shampoos, toothpaste, shaving products etc.  Food and beverages as snacks, processed foods, tea, coffee, edible oils, soft drinks etc. FMCG

The tooth paste history in India started from 1975. oral hygiene was the main domain of local home made powders and Ayurvedic practitioners. But with the entry of Colgate in Indian market place the awareness about oral care has been increased a lot. TOOTHPASTE MARKET SCENARIO

The toothpaste market in India increased at a compound annual growth rate of 6.6% between 2004 and 2009. The standard category led the toothpaste market in India in 2009, with a share of 91.5%. Leading player in toothpaste market in India is Colgate-Palmolive Company.

Major Players in the Market Colgate Palmolive: It Entered in Indian Market in the year 1937. Colgate-Palmolive is Rs1,300 Crore company started in year 1937.In Rs2,400 Crore domestic market it enjoys 55.9% of market share. It spread across 4.5 million retails outlets out of which 1.5 million are direct outlets. Hindustan Unilever Limited: it is an Indian consumer goods company established in the year 1956. It distribution covers 2 million outlets directly and available in over 6.4 million outlets in the country

• Presently Colgate dental Cream holds 55.9% of market share. • HUL’s Close up lies far behind with 23% of the existing market share. • The third player in the marketplace in terms of market share is Colgate Gel with 10.5% of the market share. • That leaves 14.5% market share for other Brands like Pepsodent Babool, Vicco etc. PRESENT MATKETING SCENARIO

Colgate Palmolive India 56% Hindustan Unilever 23% Dabur 13% GSK Healthcare 2% Others 6% SALES

• Total penetration in the market • Long durable products • All-round protection • Strong distribution all over the country • Low operational cost • Strong R&D STRENGTHS • High competition • Volume oriented • Low customer loyalty WEAKNESS SWOT ANALYSIS OF TOOTHPASTE MARKET

• More penetration in the rural market • Targeting kids segment • Product diversification • Growing global and hygiene market OPPURTUNITIES THREATS • Threats from new entrants • Increase of manufacturing prices • Threat of substitutes

INDUSTRY ANALYSIS 45% 10% 8% 7% 4% 3% 13% MARKET SHARE HUL Godrej Wipro R&B Nirma ITC Others  HUL is the largest player. Operates in all segments.

INDUSTRY TRENDS Toilet soaps market is estimated at 530,000 tpa including small imports. Premium soaps are estimated to have a market volume of about 80,000 tons. Interestingly, 60% of the market is now sourced from the rural sector. The penetration is around 90% for overall India.

Key Players

SWOT ANALYSIS • Strength: High Penetration, Delicensed Industry • Weakness: import of vegetable oil and high excise duty • Opportunities: use of internet as distribution channel, export of specialty soaps i.e. herbal, Ayurvedic etc. • Threats: High cost due to high excise duty.


INDUSTRY TRENDS • Detergent market has a good penetration but slow growth • Saturation hits Urban areas • Bar form of detergents are losing out • Premium quality synthetic detergents are experiencing growth due to drop in unit price • Price competition among major manufactures getting more intense • Compact detergents meant for washing machines are getting slow entry

MAJOR PLAYERS • Surf Excel • Tide • Ariel

SWOT ANALYSIS STRENGHTS • Low price good quality • Fragrances • Good brand visibility WEAKNESS • Tough Competition • Substitute products at the same price • Product awareness not high among rural markets OPPORTUNITIES • Adapts to changing customer needs • Rapid market growth with rural market penetration THREATS • Counterfeit products in rural markets • Threat from existing and new players

Surf Excel Parent Company HUL Category Home Care – Detergents Sector FMCG Tagline/ Slogan Dirt is Good; Surf Excel Hai Na USP Surf Excel offers outstanding stain removal ability on a wide range of stains STP Segment Home Care – Premium Detergent – Bar, Powder, Matic Target Group Every Indian Household – for washing purposes Positioning Surf Excel has constantly upgraded itself over the years, to answer the constantly changing washing needs of the Indian homemaker

TYPES OF SURF Surf Excel Blue Detergent Powder- Removes stains in white cloths made with a mixer of soap noodles. Surf Excel Detergent Bar- Need no hard wash as it removes stains with two wipes with this bar. Surf Excel Gentle Wash- Special liquid made for woolen cloths with no extra hard surf. Surf Excel Matic Top Load Powder- Made for machine wash to clean your cloths without harming your washing machine

SWOT Analysis of SURF EXCEL Strength 1.Premium Detergent Brand for HUL introduced in 1959 2. Surf Excel quick wash is powered with a path-breaking technology- it reduces water consumption and time taken for rinsing by 50% 3. Strong distribution network by HUL, which is beneficial for the product 4. Good brand visibility and advertising with new ad campaigns to keep brand top-of-the-mind Weakness 1. Slightly Higher price prevents it from reaching to the mass of customers 2. Product awareness not high among rural markets 3. Legal issues due to brand wars Opportunity 1. Rapid market growth with further rural penetration 2. Adapting to changing customer needs & improving life styles Threats 1. Low profit margins in detergent sector 2. Threat from existing and new players in the market


This sector will continue to see growth as it depends on an ever increase market in internal market for consumption, and demand for these goods remains more/less constant, irrespective of recession or inflation. Hence the sector will grow, though it may not be a smooth growth path due to present world-wide economic slowdown, rising inflation and fall of rupee. This sector 4will see good growth in the long run and hiring will remain robust. CONCLUSION

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