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• Household and Personal Care is the leading segment, accounting for 50% of the
overall market, Health Care (31%) and Food Beverages (19%) comes next in terms of
market share.
• Growing awareness, easier access and changing lifestyle have been key growth drivers
for the sector.
• The number of online users in India is likely to cross 850 million by 2025.
Three Main Segment of FMCG
HOUSEHOLD AND PERSONAL CARE
Sales
This segment includes oral care, hair care, skin care, cosmetics/ deodorants,
perfumes, feminine hygiene, fabric wash, household cleaners, etc.
31% HEALTHCARE
50% This segment includes OTC products and ethicals.
19%
70
68.38
60
50
52.75
47.3 49
40 46.1
30
20
10
0
2014 2015 2016 2017 2018
Totel Sales
Porter’s Five Forces Analysis
• The distribution of our product reaches more than 150,000 retail outlets covered by 500
distributors across the country.
• The company also has strong presence in international markets covering regions like
Middle East, Far East Africa, Australia, Canada and US. Its ethnic food are exported to
more than 40 countries under the Mother’s Recipe Brand.
Products and Services
PICKLES CHUTNEY
They have total of 36 They have total of 5
variances in this segment. variances in this segment.
Competitor Analysis
Market Share(%)
DESAI BROTHERS
Ltd.
17%
NILON’S
51%
Mother's Recipe
ENTERPRISES
32% Nilon's
Tops
GD FOODS Mfg.
SWOT Analysis of Mother’s Recipe
• High brand acceptance in norther • Over dependency on Pickles
& western region. on revenue generation
• It is well known and trusted for its
product.
• Low Brand acceptance in
• Robust distribution channel. southern region.
• High range of products in each
segment under one roof.
SWOT
• Development of products based on • Highly Competitive Environment.
regional taste. • A large number of domestic as well
• Brand diversification & product line as multinational players.
extension. • New Entrants.
• Increasing population & demand of • Customer demand for low price
market. product.
BCG MATRIX
Comparison of sales for past 3 years
1400
1200
TOTAL
1000
SALES IN
800
CRORES
600
400
200
0
2016 2017 2018
Total Sales Column1 Column2
MARKETING STRATEGY OF THE COMPANY
• To complete the take away, the company has 15-20 classic Indian heat and eat dishes.
• The company is planning to introduce international cuisine as well in the ready to cook
category.
• They are also planning to enter into the frozen food segment that will give them a boost in
the revenue for the current year 2018-19.
• They are also going online, by selling its product online and tying up with the modern
outlets such as future group’s Big bazar, Hyper-city, Spencer’s and other malls.
• They are also diversifying their products according to the regions.
• They are also going for promotional strategies like Tangles, Apron, Placement of product at
billing counter, Door stickers, Branding (Brand logo).
Chairman
Assistant HR
Plant Manager Cost Accountant Area Sales Manager
Manager
Quality
Export Purchase Manager R & D Department Vehicle Manager
Controller
Manager
JD
Evaluate & Establish pricing.
Gather customer feedback.
JOB OBJECTIVE To create and implement a long term profitable growth of brand – MOTHER’S RECIPE.
& EDUCATION / QUALIFICATION MBA or equivalent with a concentration in MARKETING.
JS SKILLS REQUIRED
Proficiency in research and analysis.
Excellent communication and soft skills.
Influencing & Negotiation.
Decision Making.
Building and managing teams.