HOW SALES INFLUENCES THE BUYING BEHAVIOUR OF AN INDIVIDUAL AND HELP IN BRAND BUILDING OF A PRODUCT IN CONTEXT TO FMCG\CONSUMER DURABLES

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ABSTRACT

This study aims to investigate how sales influences the buying behaviour of an individual and help in brand building of a product in context to FMCG\consumer durables !ow much consumers are prepared to pay for branded products" how important they consider price" brand or other factors during their purchasing decisions The study aims at comprehensive literature review on branding" #rand loyalty" brand awareness" brand e$uity and brand perceptions" price sensitivity and willingness to pay The study has been underta%en with special reference to Mother &airy 'ndia (imited

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Contents
*#+T,*CT Contents 'ntroduction (iterature review Characteristics of a FMCG from Consumers0 Perspective ,esearch Methodology Findings *nalysis &aily 3nce a wee% Fortnightly Mil% Products 1.2 4 4 5egetables /6 )1 )) Fro7en Products 16 -1 )1 8am" Pic%les" etc 4 4 66 ) . / 11 )1 -2 --------------------The purchase fre$uency of the respondents in shown in above graph it0s the highest for mil% products M&'( is %nown to be a mil% products company -,ecommendations - |Page 91

Maintaining #rand image re$uires efforts in maintaining high $uality products across the entire brand portfolio 'n this regard it is recommended that M&'( maintains the brand image through $uality" price" availability and finally pac%aging 91 M&'( has all the available resources in terms of outlets" distribution networ% and products but it needs to improve on its brand image through advertisements for its products that are not consumed on daily basis 91 M&'( should improve on its brand image for 'ce Creams in regards to increasing competition from :wality" 5adilal and others because the product has high potential in the mar%et because of its $uality and price 91 M&'( should target to use umbrella branding for increasing awareness about its complete product range most importantly for products li%e fro7en vegetable" ;uices" pic%les" etc 91 Conclusion ,eferences 9) 99

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Introdu t!on
Introdu t!on" #rand recognition and other reactions are created by the use of the product or service and through the influence of advertising" design" and media commentary * brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it developed to represent implicit values" ideas" and even personality Con #$t% Mar%eters engaged in branding see% to develop or align the expectations behind the brand experience" creating the impression that a brand associated with a product or service has certain $ualities or characteristics that ma%e it special or uni$ue * brand image may be developed by attributing a <personality< to or associating an <image< with a product or service" whereby the personality or image is <branded< into the consciousness of consumers * brand is therefore one of the most valuable elements in an advertising theme The art of creating and maintaining a brand is called brand management * brand which is widely %nown in the mar%etplace ac$uires brand recognition =hen brand recognition builds up to a point where a brand en;oys a critical mass of positive sentiment in the mar%etplace" it is said to have achieved brand franchise 3ne goal in brand recognition is the identification of a brand without the name of the company present For example" &isney has been successful at branding with their particular script font >originally created for =alt &isney?s <signature< logo@" which it used in the logo for go com <&A*< refers to the uni$ue attributes" essence" purpose" or profile of a brand and" therefore" a company The term is borrowed from the biological &A*" the molecular <blueprint< or genetic profile of an organism which determines its uni$ue characteristics #rand e$uity measures the total value of the brand to the brand owner" and reflects the extent of brand franchise The term brand name is often used interchangeably with <brand<" although it is more correctly used to specifically denote written or spo%en linguistic elements of a brand 'n this context a <brand name< constitutes a type of trademar%" if the brand name exclusively identifies the . |Page * brand often includes a logo" fonts" color schemes" symbols" and sound" which may be

brand owner as the commercial source of products or services * brand owner may see% to protect proprietary rights in relation to a brand name through trademar% registration #rand energy is a concept that lin%s together the ideas that the brand is experientialB that it is not ;ust about the experiences of customersCpotential customers but all sta%eholdersB and that businesses are essentially more about creating value through creating meaningful experiences than generating profit Dconomic value comes from businesses0 transactions between people whether they be customers" employees" suppliers or other sta%eholders For such value to be created people first have to have positive associations with the business andCor its products and services and be energised to behave positively towards them E hence brand energy 't has been defined as <The energy that flows throughout the system that lin%s businesses and all their sta%eholders and which is manifested in the way these sta%eholders thin%" feel and behave towards the business and its products or services <Fcitation neededG*ttitude branding is the choice to represent a feeling" which is not necessarily connected with the product or consumption of the product at all Mar%eting labeled as attitude branding includes that of Ai%e" +tarbuc%s" The #ody +hop" +afeway" and *pple 'nc <* great brand raises the bar 44 it adds a greater sense of purpose to the experience" whether it?s the challenge to do your best in sports and fitness" or the affirmation that the cup of coffee you?re drin%ing really matters < 4 !oward +chult7 >CD3" +tarbuc%s Corp @ The act of associating a product or service with a brand has become part of pop culture Most products have some %ind of brand identity" from common table salt to designer clothes 'n non4commercial contexts" the mar%eting of entities which supply ideas or promises rather than product and services >e g political parties or religious organi7ations@ may also be %nown as <branding<

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L!t#r&tur# r#'!#(

Introdu t!on *ccording to him Fast moving consumer goods >FMCG@ or Consumer Pac%aged Goods >CPG@ are products that are sold $uic%ly and at relatively low cost Dxamples include non4durable goods such as soft drin%s" toiletries" and grocery items Though the absolute profit made on FMCG products is relatively small" they generally sell in large $uantities" so the cumulative profit on such products can be substantial The term FMCG refers to those retail goods that are generally replaced or fully used up over a short period of days" wee%s" or months" and within one year This contrasts with durable goods or ma;or appliances such as %itchen appliances" which are generally replaced over a period of several years 't is found that the volatility of stoc% mar%et could affect consumersI purchasing mood" not tomention the growth or declines of retail sales =hile #lac%well" >)22)@ supported this argument by the fact that brand e$uity depends on the number of people with regular purchasing The intensive discussion in the literature so far has shade light on the values of brand e$uity for both consumers and the firm For the consumers" brand e$uity could provide them within formation about the brand which influences their confidence during the purchasing process *nd it be observed from such studies that there is a high propensity for consumers with good perceptions to buy from the same shop again than those with poor perceptions This $uantitative research targets consumer behaviors in purchasing fast moving consumers goods >FMCG@ in term of #rand of products For this purpose four / |Page

elements as brand e$uityIs components were identified that has potential affect purchasing FMCG" and they are #rand *wraeness" #rand consumer purchasing behavior refers to #rand (oyalty *ssociation" perceived Juality" and #rand (oyalty *t the end" results showed the highest impact on

'n a research impulse buying was defined as an unplanned purchase and this definition can also be found in the research of :ollat and =illett >11H/@ 'n another research reported that impulse buying usually ta%es place" when a consumer feels a forceful motivation that turns into a desire to purchase a commodity instantly #eatty and Ferrell >1116@ defined impulse buying as instantaneous purchase having no previous aim or ob;ective to purchase the commodity +tern >11H)@ found that products bought on impulse are usually cheap 't clearly indicate that there exists a wea% association between consumer lifestyle" fashion involvement and post4decision stage of consumer0s purchasing behavior with the impulse buying behavior including the attitudinal as well as behavioral aspects of the consumers buying behavior behavior of the consumers Pre4decision stage of consumer0s purchasing behavior established strong association with the impulse buying +o" it is established through this research that consumers purchasing products in the area of plan their purchases" having shopping lifestyle related to planned purchases and their post4decisions are also not guilty The pre4decision stage of the purchasing associate these buyers with unplanned or impulse buying because these days stores are full of variety of products and a buyer can easily get interested in purchasing a product which appeals him or her while shopping the planned list of products and here pleasure principle comes into play

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*ccording to him Things are changing fast now The increasing literacy level and media explosion" people are becoming conscious about their lifestyles and about their rights to live a better life #rand consciousness is on the rise This" clubbed with increasing disposable income of rural households" has made the rural consumer more demanding and choosier in his purchase behaviour than ever before *nd the dus%y village damsel has now learned to pine for a satin rose =ithout a doubt" FMCG companies must focus product availability in rural points P3+ >both in primary K secondary@ must be added prolifuratiously to foster visibility as there is a ready mar%et for branded products by the same in the same People are becoming more and more aware about different brands available They want to try new products They are becoming brand conscious ,ural 'ndia has a potential of N.224bn Companies should try to explore rural mar%et There is a huge growth opportunity out there 'n the study ma;ority of the respondents are male categories Male members of the family are alone going to buy consumer products =omen are not interested in shopping and do not come out from their houses fre$uently Most of the families come under the agriculture category Family income is very low Product planning is very important to mar%eter to enter into rural mar%et Aon4*vailability of brands is another reason which affects purchasing decision Pac%aging should be strong enough to stand rough handling because of poor infrastructure facilities and pac% should be small #rand names should be simple" small and easy to remember and pronounce Dffective 'MC is re$uired to reach remote villages CONSUMER BEHAVIOUR =hatever else is may be in our lives4child" Parent" student" wor%er" ;ogger" or stamp collector4 we are all consumers" all of our days =e buy and use goods and 3rganisations must focus on T5 ads %eeping the rural mar%ets in mind" since a big chun% of audience is influenced 3rganisations can no more be complacent about their rural positions and must wor% on brand retention" since maximum people have an Laverage lifeM

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services constantly" to eatB to wear" to read" to watch" to play" to travel in" to %eep us healthy" to ma%e us wealthy" and if not wise at least better educated" the act of consumption is therefore an integral and intimate part of our daily existence *nd that is there whether we have a lot of money to spend or little 'n every long country of the world" billions of purchase of goods and services are made every year 'n the O + for example" the activity now accounts for most of the economy4 some N9 trillion" or about two third of the annual gross national product BUYING BEHAVIOUR Consumer decision ma%ing varies with type of buying decision The decision to buy toothpaste" a tennis rac%et" a personal computer and a new car are all very different Complex and expensive purchases are li%ely to more buyer deliberation and more participants among brands COMPLEX BUYING BEHAVIOUR Consumers engage in complex buying behavior when they are highly involved in a purchase and aware of significant differences among brands This is usually the case when the product is expensive" bought infre$uently" ris%y and highly self4 expressive Typically the consumer does not %now much about the product category and has much to learn For example a person buying a personal computer may not %now what attributes to loo% for Many of the product features carry no meaning unless the buyer has done handsome researchP L1H: memoryM" Ldis% storageM" Lscreen resolutionM" and so on Complex buying behavior involves a three4step process First the buyer develops beliefs about the product +econd" he or she develops attitudes about the product Third" he or she ma%es a thoughtful purchase choice strategies BRAND BUILDING For the consumer0s information gathering and evaluation behavior the mar%et needs to develop *ssael distinguished four types of consumer buying behavior based on the degree of buyer involvement and the degree of differences

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#,*A&#O'(&'AG #Q T*:'AG *&5*AT*GD 3F =3,(& F*M3O+ D5DAT+ (':D =3,(& COP >C,'C:DT@ +urf Dxcel0s advertising during the world cup was tal%ed about The brief was to lin% +urf Dxcel with cric%et and at the same time bring out the brand0s functions and benefits li%e stain removing LThe advertisement highlighted the core benefit of the brand E removal of stainsM" says an !(( spo%esperson LThat is why the client bought the idea immediately" even though the idea was not typically lever M This ad Campaign is an example of how a company can build its brand image by %eeping a close watch on events ta%ing place all around the world

#,*A&#O'(&'AG T!3OG! +!'FT 'A *& +T,*TDGQ 3nida0s brand image was being threatened by umpteen brands 't wanted an advertising strategy" which could communicate its contemporary" youthful premium brand image with an aim of chee%y arrogance This arrogance stems from the fact that their T 5 is the best This time they changed their familiar and successful devil" as they believed that the core of the brand is more important than symbols li%e the devil +o the new ad =ith the airplane came up This is the case of changing the brand image through advertising

,D'AF3,C'AG T!D #,*A& 'M*GD :elvinator has reinforced its Rthe coolest one0 image with series of ads For example" in one of its advertisements a man sings attuned but gains appreciation when he feels cold and sings in his shivering voice once the refrigerator is opened &espite :elvinator0s ownership being shifted from whirlpool to Dlectrolux" the consumers still associate :elvinator with Rthe coolest one 0 The ads =ere basically meant to bring :elvinator bac% o top of mind consciousness The idea came from rustic reasoning and the ads are being aired on star sports and sony This case endorses the fact that advertising can play a vital role in fixing the brand0s image in people0s minds

#O'(&'AG #,*A& 'M*GD :DDP'AG T!D C3MPDT'T3,+ 'A M'A& (G Dlectronics Fridge

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+ub branded PA system >preserve nutrition@" was positioned as nutrition preserver The ads said Lfrom today" all other refrigerators become historyB drawing attention to something that pushed their one benefit further towards the consumer The advertising aimed at both the head and the heart #,*A&'AG *A 'A&O+T,'*( !' E TDC! P,3&OCT 'ATD( >the third line@ it is the world0s tenth most valuable brand 't is targeting the main stream mar%et" with a special accent on home pc mar%et" along with office use 'ts global advertising sees the blue door opening4 the viewer is suc%ed down a flash whirl" virtual town The shear technical wi7ardry of the ad spots gelds the aura of a very hi4 tech product and in this case well becomes the message itself 't also lin%s it to the excitement of surfing the internet 't has positioned the brand as the internet dream machine . DM3T'3A+ 'A #,*A&#O'(&'AG =!DD( =heel detergent powder was advertised using the emotion anger *lthough it sounds negative" the tric% clic%ed as the angry lady was calmed when she used the detergent which brought award to her husband * successful campaign fixing the brand as a household middle class which the customer can identify M*GG' Maggi tomato %etchup is illustrated as" Rsauce %a big boss0 The tag line of Tomchi is Rnot too hot" not too sweet" tastes ;ust right 0 't appears to be a direct hit at Maggi0s Rits different0 hot and sweet sauce The communication is based on positioning of Rtomchi0 as a sauce" which has a perfect balance of tomatoes for sweetness and spice of chillies The maggi sauce campaign with its famous *;it ;o%es4R(illy don0t be silly0 or Rboss has gone for a toss0" was path brea%ing 't has made the brand memorable There is a new ad now" which explains the expansion advertising strategy Maggi is continuously following upon #ut whatever be the product" maggi has remained and will remain etched in the customer0s mind as a dependable and a $uality brand BUILDING BRAND THROUGH CORPORATE ADVERTISING

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'C'C' has been building its identity over the last couple of months and the impact is that now a common man %nows what 'C'C' stands for 'n the common parlance it denotes trust and confidence The new identity has given 'C'C' extra mileage in everything and advertisements have built trust in the group name thus helping leverage each product through cross4synergies" seamlessly This trust has been built at a lower cost The communication device used is very interesting as it educates the common man about his own money This is the financial brand in the offering >Currently their ad campaign has again undergone a change Aow they are focusing on Lhassle free ban%ingM @ &D#DD,+ The &ebeers has roc%eted this non4traditional brand fro 111. and its mar%et has grown stupendously by 11 9S in 111/ The ratio of advertising to incremental sales was 1 )P122 The &ebeers Consolidated Mines manages consumer demand using advertising" publicity and trade The brand plan% wasP diamonds are more modern and aspiring as compared to gold Communication had two optionsP the woman as a self4purchaser buying with and without her husband0s approval or the husband surprising the wife The second was preferred and thus the product was positioned as a highly emotionally charged surrogate for status 'n T5 there were two spotsP4 1 ) *rchitect R!otel spot0 costs with that of familiar ob;ects &iamond4testing

Print advertising focused on creating identification with women portrayed and directly compared information below the ad addressed the R%nowledge issue0 These efforts changed the attitudes of viewers against diamonds 'n 111/" diamonds were seen as more personal gifts Aevertheless" diamonds had an upper hand on gold only in terms of beauty and status 'n 111/ only" ma;or change was in media when recall leapt up The new wedding strategy was used and the new international Rshadows0 execution loo%ed stylish and elegant

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'nfomercials were run which addressed price" confidence and %nowledge issues" the channel thus enabled them to get a long" complex message into a medium one having greatest reach and impact Ao wonder &ebeers is a name in itself

ADVERTISING THE HARD WAY *fter five unsuccessful years of trying to sell 5icco Turmeric" it decided to use e fresh strategy 3ther than pac%aging" communication of the brand was an important aspect used Osing the traditional Rhaldi0 ceremony" it positioned the product in the minds of the 'ndian women category The core theme re%indled memories of tradition and happiness but also insisted upon daily application of the cream 't also came up with a vanishing cream formulation and after extensive advertising in over a thousand movie halls and the television" the brand began to gain acceptance Fair and (ovely0s introduction did not dent 5icco0s sales while +angeeta bi;lani endorsed the brand =ith continuous harping on the natural benefits of turmeric cream" 5icco went ahead unfaltered by fairness creams and came to be %nown as a nationally recogni7ed turmeric cream BRAND E)UITY The e$uity of a brand is measured by the awareness and the image which it evo%es This is a natural measurement" since the brand is the symbol #rand awareness relates to the number of persons who recogni7ed the brand significance and who are conscious of the promise which the symbol express The aim of advertising is to reveal the meaning of the brand and to spread it as far and as wide as possible to encourage people to try the product offered The decision as to which of these different levels of awareness should be pursued depends on the way in which customers are expected to ma%e their choice" and the degree of personal involvement BRANDING OF COMMODITIES 'n the past" in 'ndia" most commodities were sold in unbranded form Today we notice the reverse trend 't all started in early Aineties when foodgrains and spices were offered in branded form 5egetables followed this" and so did salt" sugar" etc

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Today" more mar%eters have ;umped into the bandwagon +ay" Tata salt has used corporate name" oranges are stamped with the growers levelB tea s sold in special pac%" design or names" common nuts and bolts are pac%aged in cellophane with the distributor0s symbol" and automobile components4 spar% plug" tyres" filter4bear separate brand names from the automa%ers This cra7e for branded commodities is also a result of the changed lifestyle of people" specially wor%ing couples who have high disposable incomes and for whom $uality and convenience now ta%e priority Mar%eters are floc%ing to the commodity mar%et because of huge si7e they offer For instance" the branded rice mar%et is at ,s 1122 crore which constituted ;ust about 12 S of the rice mar%et This goes to show the immense opportunity Generally spea%ing" mar%eters have added value to commodities through branding" be it fertili7er" salt" spices" flour" rice or sugar !industan (ever has achieved a thundering success when they differentiated its &*P fertili7er under the brand name of LparasM +imilarly" #roo%e #ond has branded fro7en vegetables with its Green 5alley #rand &C= !ome product had modest success when it first launched Captain Coo% +alt and followed it up with Captain Coo% *tta +iel is into sugar" ADPC has offered atta" maida" soo;i and spices Ad'&nt&*#% The brand name ma%es it easier for the mar%eter to process orders K trac% down problems associated with the brand The mar%eter0s brand name K trademar% provide legal protection> patent or copyrights@ of the uni$ue features" which would otherwise be copied by competitors #randing gives the mar%eter the opportunity to attract loyal and profitable segment of customers (oyalty created over time offers the uni$ue advantage of having assured customer base against competition K greater control in their mar%eting programme 't is wrong to assume that any commodity mar%et is a homogeneous mass 'nstead" the tas% lies in s%illfully identifying the different segments K understanding their specific needs #randing helps mar%eter to form suitable segmentation of the mar%et segments of customers 1. | P a g e &ifferent brands can be aimed at different

'n the long run it helps to build a strong association with the consumers as well as the trade #y highlighting the same name" they could pro;ect their $uality and image of the company

(ast" but most important" to derive the first mover0s advantage and tap the huge mar%et potential

CUSTOMER+S BENEFITS #randing of commodity products not only benefits the organi7ation but it also helps the customer ,- )u&.!t/"0 Customer will get the $uality product from the wide variety of similar products a@ The ris% of getting adulterated product is minimi7ed For example unbranded masala etc may be adulterated which not only affects the taste of the food but also affects the health of the person b@ The manufacturing date is printed on the pac%et of branded commodity which helps him to %now how old the product is For example the local grocery shop can give the old *tta to the customer telling as fresh *tta but for branded customer can read the manufacturing as well as expiry date 1- )u&nt!t/"0 'n branded commodity products the customer is getting theright $uantityofproduct The grocery shop cannot give him less amount 2- Pr! #"0 The price of branded commodity product is fixed so a shop%eeper cannot change it K customer cannot be cheated customer 3- V&.u# For Mon#/"0 The branded commodity product saves time of a customer because the customer does not have to waste time in removing unwanted material from the commodity products Customer easily identifies the branded commodity Customer %nows the special attributes or benefits C4&..#n*#% !n Br&nd!n* Co55od!t!#% 1H | P a g e For branded commodity products the shop%eeper has to charge the same price from a child or an adult

The commodity mar%et is generally driven by price #esides" consumers" by and large" show n involvement in selection of a commodity Onder such conditions" to ma%e them insensitive to price itself is a very difficult tas% *nd" afterwards to create a preference for more sustained efforts on the part of any mar%eter 3f course" the challenges are slowly ta%ing place in cties and big towns where consumers are able to appreciate the benefits of buying a branded commodity #randed commodity is a mar%eting exercise at a very fundamental level Onli%e in consumer goods mar%et where the mar%eter can play around with consumer perception" brand differentiation etc" in a commodity" branding is about going to the basics or exploring at the grass4root level To $uote" &avid *a%er"M 't involves overturning the rules of the mar%et" establishing new selling propositions in the mar%et" establishing new selling propositions in the mar%et which so far has been driven largely by price *nd everything from positioning" pricing" brand value K pac%aging ta%es on a new sensitivityM #rand building involves cost" apart from additional cost incurred in pac%aging" labeling" advertising" legal protection K a ris% that if the brand should prove unsatisfactory to the user" the company0s image would suffer K it may even affect mar%et for other products of the company Thus the challenges involved are formidable advantages PAC6AGING AS A DIFFERENTIATING STRATEGY The pac%age provides the buyer0s first encounter with the product K is capable of turning him LonM or LoffM Many mar%eters have called pac%aging a . th P along with Price" Product" Place K Promotion Pac%aging is treated as an element of the product strategy =ell4designed pac%ages can create an image of convenience and $uality for the consumer and promotional value for the producer This could be a useful tool for ;ustifying the premium charged 'nertia 'ndustries (imited >''(@ launched their premium of +and Piper beer in111-" but the response was less than encouraging as the customer could not associate ubi$uitous brown bottle with a premium beer K hence the price charged struc% a discordant note with the customer 'n 111" to rectify the defect" the company went for the relaunch K the pac%aging was changed to green bottle with a golden +till any mar%eter prefers to brand it because of many uni$ue

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champagne foil top ''( now repositioned +and Pipers as the Lchampagne of beersM The effect was startling 't sold out -/"222 cases as compared to merely -222 cases a year before IMPORTANCE OF PAC6AGING IN COMMODITY PRODUCTS Pac%aging plays a very important role in commodity products For example" 7Un .# C4!$$%+ potato chips are based on its delivery of freshness" crispness K retention of flavor This is possible by use of pac%aging technology wherein the product is pac%ed in air4tight metal foil pac%ets filled with nitrogen atmosphere to prevent air from lea%ing in K spoiling the product Moreover" at a time when potato chips were available only in colorless" transparent" their $uality plastic pac%ages" ROncle Chipps0 was the first to use pac%ets made of air impermeable metal foil which was brightly colored for visual differentiation

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FMCG &epending on the tangibility and durability found in an offering" products are typically classified as service" durable and non4durable products *s the name suggests" service has more of intangibles" whereas durable products offer both tangibility and durability Aon4durable products are normally consumed fast and hence purchased regularly !ere" consumers tend to spend the minimum of effort in comparisons and buying the item Fst Moving Consumer Goods usually refer to non4durable product Dxample include soft drin%s" toiletrics" grocery items" etc * customer usually spends a minimum of effort of procure them !owever" much of astute mar%eting activities have evolved from this class of product" where consumers show low involvement" get wider choice and allured by a host of inducements #ased on the prime factor behind their buying" fast moving consumer goods >henceforth called FMCGs@ can be further subdivided into three classesB 1 +taples Goods that consumers purchase on a regular basis For example" a buyer purchases a toilet soap" detergent" sauce" toothpaste and biscuits ad and when stoc%s reach critical level ) 'mpulse Goods Good that are purchased without any planning are search effort These goods are usually procured due to external stimulus Thus chocolates soft drin%" and potato chips are displayed in the :irana store because shoppers may not have thought of buying them until spotting them Dmergency good Dmergency goods are purchased when that particular need arises The re$uirements for umbrellas arises during the rainy season or pullovers with the advent of winter Manufacturers of emergency goods will place them in many outlets so as to capture the sale when the customer needs these goods C4&r& t#r!%t! % o8 & FMCG 8ro5 Con%u5#r%+ P#r%$# t!'# *n FMCG is characteri7ed by a few distinct factors #y its very name on is able to ma%e out the fact that an FMCG has a low shelf life There are a host of other characterisitics which have considerable implications for any mar%eter These are now briefly described

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Fre$uency purchase *s is obvious form the name itself" these goods leand themselves to fre$uent purchases by the consumers * product li%e salt is bought very fre$uently 't is an inexpensive product" costing anywhere between ,s ) 22 to ,s . 22 %g and is also available in almost all the corner shops which cater to their respective neighhourhoods 't is never stoc%ed at home beyond a level as it is easily available thus ma%ing it all the more attractive to buy at all times and even at odd hoursT

(ow involvement FMCGs are by their very nature low involvement goods =hen a consumer wal%s into a shops to purchase a pac%et of salt or a bottle of tomato %etchup" the consumer rarely ma%es an effort to choose the item Dven if the consumer is aware of the various brands of that particular product" should be brand he or she as% for not be available" the consumer will" in most cases" ta%e what ever is offered in its place *nother factor which wor%s in this direction is that there is offered in its place *nother factor which wor%s in this direction is that there is usually a very large variety of options available in these product classes +o if the brand as%ed for is not available the consumer still has a large choice

There are a few exceptions to this rule Products li%e cigarettes" personal hygiene products" although satisfying all the other criteria of FMCFs" are found to command a high level of brand loyalty 3nce a consumer gets used to a particular brand of shampoo" consumers do not easily accept any other brand 'n the case of personal hygiene products" li%e shampoos or sanitary towels" consumers do not li%e to change brands because it is a matter of prior habit or personal li%ing and as such those groups of form a very brand loyal mar%et They even go to different shops if the preferred brand is not found at the first shop (ow Price FMCGs are usally low priced !owever" a consumer may perceive an option to be high priced when tacitly compared to popular brands For example" the most expensive toilet soap may cost ,s .24 22 Good li%e soaps" detergents" tea" potato wafers etc " are high This is another volume products in the low involvement category

reason why consumers show a limited interest in selecting these

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Characteristics of the FMCG from Mar%eters *ngle 1 !igh volumes The mar%et for FMCGs is characteri7ed by high volumes * medium si7es family" for example" may use two the three ca%es of soap in a month 'f that number is multiplied by the number of such families throughout the country" one arrives at a very large number The phenomenon is noticed for toothpastes" fla%es" biscuits" soaps" chewing gums and so on These goods are" therefore" manufactured in millions of tones *s a result" if a mar%eters cannot ensure large volume sales" the operations may not be viable ) (ow margins #ecause of the high volume and as a conse$uence of intense competition" these products are usually sold at prices which are very close to their production costs and the margins offered to dealers C distributors on these products are rather low +o" ma mar%eters sets prices as low as possible and ensures turnover through large volumes +imilarly" distributors and dealers operate in low margins which they manage with high volume sales and $uic% disposal of stoc% Dxtensive distribution networ%s Consumer preference in the FMCG product are not rigid * consumer may as% for a brand whose advertisement he or she has seen recently" than%s to easy recall Osually a buyer will as% for a product and accept whatever brand is given by the shop%eeper Dven in the unli%ely even that the 'n other consumer does as% for a specific brand4name" in case the brand is not available" he or she will settle for some other one words" the notion of brand loyalty is not very prevalent among a large section of mar%et 'n the case of impulse good consumers will generally re$uire the product only on sight The consumer allows the shop%eeper to decide for him 'n view of such customer behaviour and low loyalty on the part of the dealersB it becomes necessary for companies to ma%e sure that their product is well distributed =ith this in mind" most FMCG companies have built up highly extensive distribution networ%s all over the country 't is because of this

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reason that a foreign company initially tries to ac$uire another 'ndian company to have access to its distribution networ% !(("'TC" #roo%e #ond" Colgate4Palmolive" #ritannia" Dveready" etc today have extremely extensive distribution networ%s in 'ndia" !(( has a very far reaching networ% in the rural mar%ets (ittle wonder then" that (ifebuoy is the largest selling soap in the worldT 9 !igh stoc% turnove * characteristic feature of FMCGs is that they have a very high stoc% turnover This is a conse$uence of the fact that these products are bought fre$uently and a t regular intervals 'n other words" thee goods have a short shelf life +hop%eepers" therefore" a willing to trade in these goods more readily because they find a high stoc% turnover" which conse$uently allows them to rotate his capital a number of times in a month or so * pouch retailer" for example" can turn his capital over almost daily !e buys his stoc%s in the morning and by the time he shuts at night" he has regained his investment and more The next day" the same money is reinvested Gro(t4 Str&t#*!#% 8or FMCG =e have already highlighted the fundamental characteristics of fast moving consumer goods and their mar%ets =e shall now consider the various growth strategies followed by FMCG companies Typically" the success of an FMCG depends greatly on its mar%eting strategy Typically" a mar%eter purses a wide combination of strategies For instance" when prices are competitive the company would use an extensive distribution networ%" design suitable advertising and sales promotion schemes from time to time !owever" what is it that can ma%e an FMCG brand sell more than its competitorU =hat ma%es some outstanding brandsU !ow does a mar%eter convert a customer from buying a generic washing powder to buying a particular brand" say +urfU 3r what ma%es (ifebuoy a symbol of health for over a centuryU (et us now discuss various methods employed by the companies in an FMCG mar%et

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Multibrand +trategy * company often nurtures a number of brand in There are various motives for doing this The main

the same category

rationale behind this strategy is to capture as much of the mar%et share as possible by trying to cover as many segments as possible" as it is not possible for one brand to cater to the entire mar%et This also enables the company to loc% up more distributor shelf space Ta%e" for example" the strategy adopted by !industan (ever They have introduced many brands in the soaps and detergents mar%et so that no segment is left untouched 't has &ove in the Oltra4premium segment" (ifebuoy for the economy segment and brands li%e ,exona" (iril" (ux and (e +ancy for the intervening segments 'n the detergents mar%ets also" +urf itself is available in different forms4 +urf Oltra" +urf Dasywash" apart from the generic product 't has the +urf range in the premium segment" and =heel for the economy segment 't has thus covered itself against any form of attac% and captured mar%et shares in every possible segment Cadbury0s has also done something similar to their range of chocolates 't has Dclairs" which is positioned in the economy segment" #rea% and Five +tar" which cost less than ,s 12 each for popular categories and then it has chocolates with fruits and nuts" crispies and other exotic combinations which are slightly more expensive than the plain mil% chocolates *t the premium end" Cadbury offers bigger si7es of its Ldry fruit filledM range and it also manufacturers gift boxed containing big si7ed chocolates covering many positions or usages of chocolates *nother reason to adopt multiple brand strategy is to protect its ma;or brand by setting up flan%ed brands +ometimes the company inherits different brand names in the process of ac$uiring other companies and each brand name has a loyal following *n example of this strategy in the 'ndian context would be that of Coca Cola which ac$uired Thums Op" prior to its entry into the mar%et Today they have a portfolio of soft drin%s" each with a substantial mar%et share ) Product flan%ing Product flan%ing refers to the introduction of different combinations of products at different prices" to cover as many mar%et 'n its recent launch Per% was positioned as a snac%4food 'n this way" they are

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segments as possible 't is basically offering the same product in different si7es and process combinations to tap diverse mar%et opportunities The introduction of shampoos in small sachet has" for example" made them affordable to the lower segment of consumers who previously could not afford to spend anywhere between ,s -2 and ,s 92 for a standards bottle of a good shampoo *lthough the sachets were initially launched to guard the main brand surprisingly they have now become a big success among new and small $uantity users The idea behind this concept is to flan% the core product by offering different variations of si7e and price so that the consumer finds some brand to choose from +tayfree has introduced so many variations of its product where consumers can now buy stayfree singles" doubles" compacts" +tayfree ,egular" pac%ets of 12 or )2 sanitary towels 5ic%s" the cough and cold relieving medicine is now available in small containers and also as inhalers" cough drops and cough syrups They have offered a whole range of the same product in many si7es and prices to flan% their main brand" 5ic%s 5aporub #rand extensions Mar%ets li%e to have a loyal consumer base so that those particular brands en;oy high brand e$uity in the mar%et 'n such cases" companies ma%e brand extensions in the hope that the extensions will be able to ride on the e$uity of the successful brands" and that the new brand will stand in its own right in the course of time *t times" the idea does not wor% and the result is that the strong preference for the original brand itself gets diluted in the bargain !owever" if this strategy wor%s" it has been of tremendous value leading to the formation of a number of umbrella brands in a variety of products #rand extension strategy offers a number of advantages * well respected brand name gives the new product instant recdognition and easier acceptance 't enables the company to enter new product categories more easily * classic example of this is (ifebuoy and its brand extensions Today this brand has a number of extensions li%e (ifebuoy Plus" (ifebuoy (i$uid and lifebuoy Gold apart from the regular (ifebuoy *ll these brands have been positioned at different segments

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*nother example is that of *mul =ith the success of its first product" *mul mil% powder" the company came out with *mul ghee" *mul butter" *mul cheese" cheese spread" etc portfolio *n example of the extreme success of brand extensions is that of Classic Milds" a brand extension of the premium cigarette of 'TC (td *t the time when Classic Milds was launched" Classic was fully entrenched in the premium cigarettes range and en;oyed tremendous brand e$uity =ithin a few months of the launch" the mar%et share held by Classic began to slide down Classic Milds became such a favourite that it cannibali7ed the sales of its own mother brandT Today Classic Milds en;oys a much higher mar%et share than Classic which has been relegated to the number two slot 9 #uilding product line +ome companies add related new product lines to give the consumer all the products he C she would li%e to buy under one umbrella ,evlon and #ritannia have done precisely this The former company added related products in the cosmetics range so as to offer their customers a one stop shop for all the cosmetic they could possibly need" ranging form moisturi7ing creams to face scrubs and delicately shaded eye colours ,evlon today is associated not ;ust with nail colours and lipstic%s" but also with the entire range of ma%e4up and hair4care #ritannia has adopted a similar strategy 't has introduced different %inds of biscuits and ba%ed foods in the past few years #y adding a number of flavours in each product line the company grew in the industry #uilding related product lines is today the mar%et leader in the biscuits and related ba%ed food products industry . Aew product development Given the intense competition in most products today" companies that fail to develop new products are exposing themselves to great ris% Their existing products are vulnerable to changing consumer needs and tastes" new technologies" shortened product life cycles and increased domestic and foreign competition * company can add new products through the ac$uisitions of other companies or by devoting one0s own efforts on new product development and finally added *mul chocolates to its

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=ith the help of new products a company can enter a growing mar%et for the first time" and supplement its existing product lines Aew products could also mean offering improved performance li%e blac% K white T5s to colour sets or greater perceived value and replacing existing products or relaunching old products which are targeted at new mar%et segments For instance" transistor sets may be relaunched with a view to attract the rural mar%et or customers who wish to catch FM programes &ove by !(( is an example of creating an entirely new premium segment For the first time in 'ndia" a soap with L3ne4fourth moisturi7erM was offered to the consumer 't has been positioned for the super premium segment as a s%in care product and not as a soap &abur" on the other hand" identified an existing consumer need and developed &abur 5ati%a !air 3il Consumer research revealed that 'ndian ladies mixed a variety of herbs with their hair oil before application #y adding" henna" lime" and other such ingredients to coconut oil &abur created 5ati%a as a solution to the above need H 'nnovations in core products 'n the FMCG mar%et" the life of a product is short" Mar%eters" therefore" continually try to introduce new brands to offer some thing new and meet the changing re$uirements of the customer * consumer is also open to try out new options and" on the other hand" brand loyal segment is persuaded to upgrade their choice !ence it is prudent for a mar%eter to innovate from time to time both by technological expertise as well as from the consumer0s or dealers feedbac% +uch innovations are tried out around the core products of a company / (ong term outloo% Many companies adopt a long term outloo% towards growth in an FMCG mar%et 'n the process" short term gains which might adversely affect the long term prospects of the company are sacrificed The historic example of this was the strategy adopted by :elloggs0 in Mexico The concept of cornfla%es for brea%fast promoted by :elloggs0 is entirely *merican in nature * country li%e Mexico" which is culturally and ideologically so different from *merica" could not accept the :elloggs0 offer !owever" :elloggs0 with its long term outloo% too% )6 years before finally brea%ing even Today it is the mar%et leader in the brea%fast cereals mar%ets" en;oying an unparalleled monopoly

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=ide distribution networ%

* very simple way of increasing an FMCG

company0s mar%et share is by developing a strong distribution networ%" preferably in term of more locations 3ne of reach of the product has been extended" it is li%ely to gain in mar%et share became of its deep penetration *s extensive distribution system can be developed over time" or the company may ac$uire another company which has an extensive distribution networ% *s stated earlier" #roo%e #ond" *sian Paints" !industan (ever" Onion Carbide have developed a good distribution networ% This stands as the prime reason behind their mar%et leadership in respective businesses 1 Monitoring the pulse of the consumers Companies spend considerable effort to find out the whats" wheres" hows and whens of their consumers They figure out all sorts of things about them that at latter are not even awave of =ell4%nown companies fre$uently underta%e mar%eting research to find out more about their consumers and how to satisfy their needs and wants in a better manner 't helps them to monitor the pulse of their buyers so that they are able to identify and C or anticipate the needs of the consumers and be able to satisfy them in a better manner than the competitors =e may cite here the famous M, study about instant coffee users =hen instant coffee was first introduced" housewives complained that it did not taste li%e real coffee Qet in blindfold tests" many housewives could not distinguish between cups of instant and decoction coffee This indicated that much of their resistance was psychological ,esearchers decided to design two almost identical shopping lists" the only difference being that regular coffee was on one list and instant coffee on the other The instant coffee list was given to a different but comparable group #oth groups were as%ed to guess the social and personal pretty much the same with one significant differenceP a higher proportion of the housewives whose list contained instant coffee described the sub;ect as Lla7y" a spendthrift and failing to plan well for her family < These women obviously were imputing the fictional housewife in to their own anxieties and negative images about

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the use of instant coffee The instant coffee company now %new the nature of the resistance and could develop a campaign to change the image of the housewife who serves instant coffee The lesson seems to be that an FMCG mar%eter must examine the buyers mind regularly 12 *dvertising and media coverage *dvertising is re$uired to build awareness about an FMCG or brand which is available in the mar%et but not many people might %now about it 'nformation advertising figures heavily in the pioneering state of a product category" where the ob;ective is to build primary demand Persuasive advertising become important in the competitive stage" where the company0s ob;ective is to build a selective demand for a particular brand Most advertising falls into this category For example" Pantene shampoo attempts to persuade consumers that it delivers more benefits than any other brand of shampoo brands in the product class ,eminder advertising is $uite common with mature products informing or persuading buyers purchase Coca4Cola * related Dxpensive four colour Coco4Cola ads in maga7ines do not have the ob;ectives of Perhaps it tires to remind people to form of advertising is reinforcement Mar%eters try to established the superiority of its brand through specific comparisons with one or more

advertising" which see%s to reassure current purchasers that they have made the right choice The basic idea about growth through adverting by a company is to increase mar%et share through more share of mind as more information about the company and its products will induce the viewer at the time of actual demand 11 +ales promotion +ales promotions offer a direct incentive to buy more in the short term They are designed to stimulate $uic%er and C or greater purchase of particular products by consumers or the trade !owever" a few points have to be %ept in mind They yield faster and more measurable responses in sales than advertising does They mainly attract the deal (oyal prone consumers who switch brands as deals become available

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buyers normally do not change their brand as a result of competitive promotion * classic example of sales promotion is that of the Maruti car filled with Aescafe coffee pac%ets The consumers were given forms to fill in and among other things were as%ed to guess the number of pac%ets of coffee stuffed in the car The care was finally awarded to the person whose guess was closet to the actual Pepsi has been doing a large amount of promotions since the time it entered 'ndia country Pepsi cassettes and T4+hirts have been offered to young people of over the country The Pepcard was the first of its %ind in the Promotins li%e L*ishawarya is coming to you homeM and LQou could be the 1- th manM with +achin Tendul%ar have all been a part of the many innovative campaigns carried out by this company

R#%#&r 4 M#t4odo.o*/
&escriptive ,esearch was done which included surveys and fact4finding en$uiries of different %inds +econdary data was collected from different sources such as brand e$uity" brand reporter" web sites" etc +tructured $uestionnaire was prepared so as to %now consumer buying behavior Graphs and diagrams were drawn out of the data analysis

S&5$.# S!9#" ,:; R#%$ond#nt%

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F!nd!n*% An&./%!%
1 =hich of the following Mother &airy brandsCproducts are you aware ofU

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*wareness about daily products is higher than other products #ut as all the products are sold through company franchised outlets most of the respondents were aware of the products of M&'(

) !ow often do you consume Mother &airy ProductsU &aily 1.2 3ccasionally 2 -1 | P a g e Aever 2

Never

0
*ll the

Occasionally

0 0 5 1
0 20 40
Daily

Daily

60

80
Occasionally

100
Never

120

140

160

products of M&'( are consumed on daily basis by respondents that includes mil%" curd" butter etc

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- !ow often do you purchase the Mother &airy productsU &aily Mil% Products 5egetables Fro7en Products 8am" Pic%les" etc 1.2 /6 16 4 3nce a wee% 4 )1 -1 4 Fortnightly 4 )) )1 66

The purchase fre$uency of the respondents in shown in above graph it0s the highest for mil% products M&'( is %nown to be a mil% products company

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9 Factors you consider while purchasing a Mother dairy products ,*A: T!DM *CC3,&'AG Q3O, P,'3,'TQP

Pac%aging 16

Juality 19-

#rand 19.

+helf (ife 11)

Price 61

*vailability 11/

The above bar graphs list the factors that matter the most in affecting the purchase decision of respondents

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. (isted below are statements about shopping behavior for Mother &airy Products Please chec% one box for each statement to indicate the extent to which you agree or disagree with each statement *gre e ' buy the products ' li%e" regardless of other available brands ' buy new products only when they are well accepted ' am not as concerned about other products as ' am about price and $uality ' prefer to buy %nown brands rather than ta%e a chance on something new ' am confident that ' have good choice for consumer products 1)1 )6 191 1.2 1.2 Aeither *gree Aor &isagree )1 1/ 1 ). &isagre e

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H =ho influence you to purchase the brandU Family Friends *dvertiseme nt 19. 11 /6 16 +elf 3ther

*s evident from above the influence of the family members is the highest

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/ 'n which media you have seen the advertisement of Mother &airy productsU T5 Maga7ine #illboard and hoardings 6H 1) 1Aewspape r )1 2 16 'nternet 3ther

Mother &airy ads are mostly visible on T5 followed by Aewsppaer

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6 =hich of the following would affect you choice of Mother &airy ProductsU Ao effective at all Juality Price Promotional campaigns 91 H1 *ffecting the most 1.2 121 61

The most important factor affecting the buying decision for M&' products is $uality

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,D+P3A&DAT P,3F'(D Marital status +ingle 11 Married 1-1

Dducational 'nformationP >tic% one@ +chool 6 ++CC!+C 9/ Graduate /H Post4graduate 11

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3ccupationP >tic% one@

Monthly !ousehold 'ncomeP

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R# o55#nd&t!on%
Maintaining #rand image re$uires efforts in maintaining high $uality products across the entire brand portfolio 'n this regard it is recommended that M&'( maintains the brand image through $uality" price" availability and finally pac%aging M&'( has all the available resources in terms of outlets" distribution networ% and products but it needs to improve on its brand image through advertisements for its products that are not consumed on daily basis M&'( should improve on its brand image for 'ce Creams in regards to increasing competition from :wality" 5adilal and others because the product has high potential in the mar%et because of its $uality and price M&'( should target to use umbrella branding for increasing awareness about its complete product range most importantly for products li%e fro7en vegetable" ;uices" pic%les" etc

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Con .u%!on
The most common reason for failure is that the mar%eters launch products" which are" simply clones of brands already in the mar%et These new products failed to stand out in crowd 'n fact" often lac% of imagination prevents mar%eters to create a significant difference with the existing options For example Airma #ath was launched a few years ago in competition of lifebuoy The brand was ;ust me4too offering K had nothing new to offer to consumer K attempted to cash in on run4 away success of Airma washingPowder which had stormed the 'ndian detergent mar%et Price E convenience e$uationP Many new pac%aged food products come into mar%et on convenience platform That is" the consumer can get rid of some tedious chores simply by paying little more price for the product The point to calculate here is" ;ust how much will a customer pay for the product The point to calculate here is" ;ust how much will a customer pay for the convenience 'f the convenience4price ratio is not right" the new product has little chance to succeed *ll +easons Foods0 Pac%age chatni K sambarsfailed as a result of getting this convenience4price ratio wrong The basic idea behind the chatni K sambhars was right *ll +easons calculated that housewives would be only too glad to snap up pac%aged sambars K chatnis if a company with good credentials sold them The company bought a state4of4the4art plant from O+ to produce the proper $uality K taste #ut the product failed to ta%e off The reasonB the products were prohibitively priced * chatni bottle half the si7e of a %etch4up bottle cost twice as much For most housewives" that did not ma%e any sense * tomato %etch4up too% hours to prepare" K most housewives were only too glad to get it in pac%aged form * sambar or chatni re$uired far less effort to coo%" K paying a premium for a bottled version was really worth the effort PositioningP 'mproper positioning sometimes brings disasters For example Mil% food Qogurt Mil%food was a successful icecream in Aorth 'ndia !owever when the company decided to ma%e this line extension through Mil%food Qogurt" it did not succeed The problem was that it was never clearly communicated what the yogurt was all about The advertising pro;ected it as a

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superior form of curd" but consumers mistoo% it as a novel form of ice cream The Mil%food name >associated with icecream@ was there on pac%aging as large as life The yogurt cost ,s . .2 K ,s H .2 for different variants >against a 5anilla cup of same si7e which came for ,s 9@ The end result was that the consumer refused to pay the premium Prices were slashed to ,s ." but it did not help &istribution Channel *nother ma;or reason why new productP 3ften fail in the mar%et is improper understanding of the distribution channel * manufacturer often chooses distribution channel which he is familiar with4not one which is suited for the product For example ,uffles Chips distribution support mangled 'mproper PricingP +uccess of a new brand depends to a large extent on initial price setting The popular saying that one must get value for one0s money" because when the consumer has inclination to buy new offering" there should be a clear benefits Pepsi0s ,uffles chips also failed due to lac% of Pepsi could not convenience to distributors to carry this

product through =hile their soft drin%s could hold out" their chips got crushed K

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R#8#r#n #%
V Grice" ! P >)221@M(ogic and ConversationM" Cole" P " Morgan" 8 ( >eds@ +yntax and +emantics '''P +peech acts" Aew Qor%P *cademic Press" pp 914 .6 V Tana%a" : >)212@ *dvertising language * Pragmatic *pproach to

*dvertisements in #ritain and 8apan" (ondonP ,outledge V +perber" & " =ilson" & >)221@ ,elevanceP Communication and Cognition" >revised edition" 111.@" 3xfordP #lac%well V Carston" , >)212@M,elevance Theory and the +ayingC'mplicating

&istinctionM" (anguage and Communication" )2" 6/412V Carston" , >)21)@M(inguistic Meaning" Communicated Meaning and Cognitive PragmaticsM" Mind and (anguage" 1/C14)" pp 1)/4196 V &ia7 Pere7 F 8 >)221@ L+perber and =ilson0s ,elevance Theory and 'ts *pplicability to *dvertising &iscourseP Dvidence from #ritish Press *dvertisementsM *tlantis" vol WW''C)C&ec" pp -/4.2 V &ie7 *rroyo" Marisa >)211@ L(exical *mbiguity in *dsM" Dstudios 'ngleses de la Oniversidad Complutense" -" pp16/4)22 V &ie7 *rroyo" Marisa >)212@ M'nterpretation and Garden4Path DffectM"

Pragmalinguistica" .4H" pp 1.411/ V Geis" M ( " >)211@ The (anguage of Television *dvertising" Aew Qor%P *cademic V Mey" 8 ( >)212@ Pragmatics *n 'ntroduction" 3xfordP #lac%well 99 | P a g e

*rgan" M B 5elioglu" M A

K *rgan" M T

>)22/@

*udience *ttitudes

Towards Product Placement in MoviesP * Case from Tur%ey 8ournal of *merican *cademy of #usiness" Cambridge" 11>1@" March" 1H141H6 V #alasubramanian" + : >1119@ #eyond *dvertising and PublicityP !ybrid Messages and Public Policy 'ssues 8ournal of *dvertising" )->9@" )149H V *ngeli$ue" C >)22)@ XTourism on standby for #ollywood boom I The Guardian FonlineG H May *vailable fromP httpPCCwww nytimes comChighbeam html

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