NATIONAL LAW UNIVERSITY ODISHA, CUTTACK

SUBJECT- PRINCIPLES AND PRACTICES OF MANAGEMENT

TOPIC- ANALYSIS ON RETAIL PRODUCTS OF FMCG COMPANIES

B.B.A.LL.B (2019-2024)

SEMESTER 1

Submitted to: Submitted by:

Dr. Arjyalopa Mishra Abhinav Singh Chauhan (19/BBALLB/001)

Gaurangi Tajne(19/BBALLB/011)

Helen Stanis Lepcha (19/BBALLB/012)

Soujanya Ramaswamy(19/BBALLB/014)

Pency Agarwal (19/BBALLB/030)

Tejas Geetey (19/BBALLB/051)

 TABLE OF CONTENTS

ACKNOWLEDGEMENT 3

INTRODUCTION 4

KEYWORDS 6

REVIEW OF LITERATURE 7

REVIEW OF LITERATURE 8

REVIEW OF LITERATURE 9

REVIEW OF LITERATURE 10

REVIEW OF LITERATURE 11

REVIEW OF LITERATURE 12

REVIEW OF LITERATURE 13

REVIEW OF LITERATURE 14

REVIEW OF LITERATURE 15

REVIEW OF LITERATURE 16

OBJECTIVES 17

LIMITATIONS 17

SAMPLE DATA 18

I. 21
II. 21
III. 22
IV. 22

EFFECT OF SUBSTITUTE PRODUCT ON SALE OF OTHER PRODUCT 20

EFFECT OF CHANGE OF SEASON ON FMCG MARKET 21

EFFECT IN SALES WITH CHANGE IN REGION 22

SUPPLY CHAIN MANAGEMENT AND RESERVE STOCKS IN FMCG 23

EFFECT OF STORE LAYOUT IN SALES 24

CONCLUSION
BIBLIOGRAPHY 25
 ACKNOWLEDGEMENT

“Project Work is a learning experience which aims to provide students with the opportunity to
synthesize knowledge from various areas of learning, and critically and creatively apply it to
real life situations. This is a process which enhances students’ knowledge and enables them to
acquire skills like collaboration, communication and independent learning, prepares them for
lifelong learning and the challenges ahead.” First of all, we would like to express our indelible
sense of gratitude to our subject teacher Dr. Arjyalopa Mishra for sharing her pearls of wisdom
throughout the time of the project work. It was only under her guidance and constant mentoring
that we were able to complete our research work triumphantly. Her inputs and knowledge were
the basis for understanding the fundamentals of the project.
 INTRODUCTION

Fast-moving consumer goods (FMCG) sector is the fourth largest sector in the Indian economy,
accounting for 50% of FMCG sales in India with household and personal care. The key growth
drivers for the sector are growing awareness, easier access and changing lifestyles. The urban
segment is the largest contributor to the overall revenue generated by FMCG sector in India.
However, the FMCG market has grown more rapidly in rural India than in urban India in recent
years. Semi-urban and rural segments are growing rapidly, with FMCG products representing
50% of total rural expenditure.

They are the fast-selling products at relatively low cost. Examples include non-sustainable
household goods such as packaged foods, drinks, toiletries, over-the-counter drugs, and other
consumer products.

Many fast-moving consumer g00ds have a short shelf-life due to either high consumer demand
or rapid deterioration. Some FMCGs are highly perishable, such as meats, fruits, vegetables,
dairy products, and baked g00ds. Other g00ds have high turnover rates, such as pre-packaged
f00ds, s0ft drinks, sweets and t0iletries. Sales are sometimes influenced by h0liday and
seas0nal peri0d and also by the discounts offered.

Packaging for fmcgs is critical. In 0rder t0 succeed I the highly dynamic and innovative FMCG
segments, a company must not 0nly be familiar with consumers, brands and logistics, but also
have a sound understanding of packaging and pr0duct promotion.

The Indian FMCG region is a low-margin c0mmercial enterprise where extent holds the key to
fulfillment. With domestic consumption near USD 17 billion, the FMCG sector nowadays is
one of the biggest in the USA and debts for approximately 14.5 per cent of the GDP. In present
day international slowdown, increasing uncertainty in call for and deliver, changing client
preferences, and shortening of product life cycle besides rigorous opposition from
multinational companies, this zone has been forced to reconfigure their deliver chain method
for their survival and growth. The present paper lines the improvement and traits of deliver
chain control practices accompanied by FMCG sector in India and advise the approaches to
ideal it a good way to stay aggressive.

Rapid transferring consumer items (FMCG) refers to consumer non-long lasting items required
for every day or common use. The sector covers a wide gamut of products which includes
detergents, lavatory soaps, toothpaste, shampoos, lotions, powders, food merchandise,
confectioneries, beverages, cigarettes. Commonly, a consumer buys those goods at least once
a month. Character objects are of small value however all FMCG products placed collectively
account for a sizeable component of the patron's finances. The patron continues limited
inventory of those merchandise, as lots of these merchandise are perishable and prefers to buy
them regularly, as and when required. The consumer spends little time on the acquisition choice
and infrequently does he/she search for technical specs (in contrast to industrial goods). As
most of there demand are due to requirement at their quit, buy selections may be encouraged
by way of the supply of product within the rakes.
 KEYWORDS

● Product distribution,
● Distribution mechanism,
● Advertisements
● Stagnant Market
● Marketing Strategies
● Increasing competition
● Brands
● Product display
● Supermarkets
● Aims
● Cost functions
● Visibility analysis
● Store layout
● Shopping behavior
● Challenges
● Fluctuation
● Operating cost
● New products
 REVIEW OF LITERATURE

Challenges from Unorganised Sector

Published by: Economic and Political Weekly February 16,2002

The Nusli Wadia group managed to get through sluggish market. However, the company could
not control rising raw material consumption cost and other expenses. FMCG companies faced
slow-down in their growth.Britania faced challenges from the unorganised sector. The buget
raised excise duty on biscuits.

Mahavir Spinning deals with yarns. It shows fall in net sales income. Later major cost items
went up. The company noted the factors that affected their performance. A sharp decline in
price of yarn and fabric due to fluctuation with world textile industry. It is looking upto the
government to take measures for protection. The textile industry needs to upgrade technology,
product and other features. Other Asian countries has started to enter in Indian market with
different strategies.
 REVIEW OF LITERATURE

Limited option by Smith Kline Beecham

Published by: Economic and Political Weekly August 24,2002

FMCG market has been badly hit by poor industrial and agricultural growth over last couple
of years. Moreover, the inactiveness also deterred the company from pushing price increase I
the market that could be done by taking advantages of its dominant position. To tide over tough
market conditions company brought down operational cost.it aims to grab market all over south
east Asia with its new products. In the long run margins are expected to improve through labour
and capital productivity.

When there is vulnerability to change in raw material price, mrfrubber has proved to be a boon.
However due to other factors such as increase in diesel price and decline in freight rates has
acted as major disincentives for major consumers of tyre. In order to maintain margin company
reduced price of raw materials. Working capital has prevented from increase in interest cost.
Company has tried out new ways to cut down manufacturing cost. The company is stepping up
marketing effort focusing on export market.

Bata after its decline entered the market with new ideas. The new ideas is expected to help the
company in reducing its labour related concerns. It changed its marketing strategy. Thus it is
planning to focus more on innovative products. The market has been divided into four tier
market structure. The four-tier system comprises of flagship store, city store, bata chain of
family store and bazar. Bata also took initiative for tapping high end of domestic market.
 REVIEW OF LITERATURE

Article- Developing visibility analysis for a retail store: A pilot study in a bookstore

(Environment and Planning B)

Studies have shown that shop layout has an effect on the customer’s movement, purchasing
behavior and preference. The role of layout is related to the visibility and exposure it provides
and this study proposes a systematic analysis of the same. An observation exercise in a
bookstore and revealed that a product with high visibility from major paths, where shoppers
tended to have more visual contact, had more product engagement. This research not only
confirmed the impact of store layout but also showed how the layout affected the shoppers’
behavior.
 REVIEW OF LITERATURE

Article- An analysis of Retail Display Space: Theory and Methods

Publisher: The Journal of Business

One of the most significant decisions of retail is to assemble a portfolio of product brands and
determine the shares of display area which should be assigned to each. This paper develops a
theoretical model of the relationship between brand market shares and share of product display
space, given a profile of consumer brand preferences. An empirical measure of market-share
elasticity, suggested by the theory, is statistically evaluated using experimental data. These
developments are used as part of an integrated theory of the profit-maximizing allocation of
product display space.
 REVIEW OF LITERATURE

Article: Hindustan Lever: Tough Times

Publisher: Economic and Political Weekly

Though the Hindustan Lever(HLL) product growth is stagnant except for home and personal
care segment, company's perception is that the growth decline is indication of discontinuance
of non-FMCG activities and disinvestment in the sector. HLL has implemented inventory
management system linking it's suppliers with distributors and stockists. HLL is pursuing three
fold strategy of focusing on its power brands, improving its profitability of food segment and
securing future of its long term business. HLL is emphasizing on innovation of products and
marketing strategies to back it's business by customers.
 REVIEW OF LITERATURE

Article: HLL Toughing it out

Publisher: Economic and Political Weekly

The current scenario of FMCG in Indian market its not growing rather is stagnant. The stagnant
demand and price wars between companies have eroded the bottom lines of companies. The
old market players drivers no longer suffice as the local unbranded goods are giving big
industry players a tough competition. Rapidly evolving market trends with array of established
product and the pervasive reach of media and advertisements make it difficult to reach masses.
Hindustan Lever (HLL)’s reinvented distribution mechanism by introducing a three-way
approach of product availability, brand communication and brand communication with a goal
to build direct link with final customers and holding the for long.

With probabilities of stagnation of FMCG sector in medium term and the need for innovation
in products, pricing, and markets is acknowledged. In spite of the vast size and reach of FMCG
Market the difficulties would entail in distribution, a recent survey points to the need for more
active inventory management at dealer level itself. However majority of companies don’t pay
heed to realtime data from customers for their product distribution, and HLL’s step seems that
HLL has find the gap and is trying to fill that gap.
 REVIEW OF LITERATURE

Article: A Framework For Improving Sales And Operational Planning

Author: Rakesh Kumar and Samir K. Shrivastava

Published by: SAGE Journals

This article deals with S&OP, about it, its process and importance and how to improve it. Sales
and operational planning refers to a process that helps the firm to keep demand and supply
aligned. S & OP helps to match the highlevel strategy with day to day operational planning in
the business. S&OP came into existence in late 1980s. A good S&OP gives a clear and
complete picture of forecasted demand, supply capacity and corresponding financial
information and provides the base data for budgeting and strategic planning.

This article also talks about how in practical sense S&OP are ensuring that demand and supply
are kept in balance and customer service targets are maintained. The article also talks about
that many firms in current has adopted the S&OP process are enhancing their visibility to
improve product management and reduce unnecessary built ups of inventory like Philips,
Exxon mobile chemicals and whirlpool. Like in case of whirlpool rolling out a new s&op was
the key driver in its successful supply chain turnaround.

Although easy to understand, S&OP process is very difficult to implement. it starts with two
things demand planning and supply planning. Then demand planners create new scientific
forecast over a rolling 12-36 period to form production plans. The demand plans are then passed
to supply planners to generate supply plan. The demand supply balance is formally reviewed
in periodic pre S&OP meetings whose results are reviewed and understand in different scenario
in actual S&OP meeting. This article also talks about importance of how it helps in decision
making. At tactical level it can increase demand when supply exceeds demands and at strategic
level they can use this process to expand their markets. It also talks about that important is role
of people and technology in this and for better business management.
 REVIEW OF LITERATURE

Article: Growing Competition Is A Worry

Published by: Economic and Political weekly

This article basically talks about how the growing competitions among the products which
have affected companies. The article says that although FMCG has grown by 6% but
corresponding effect on growth of products has not happened especially personal care. Like
the net sales of Colgate was only a meager 2.7% in 2004(964cr. From 939cr.) And is
constrained by discounts.

In the case of Indian oil corporation net profit declined by 33.6% as A cap on fuel prices since
November 2004 that failed to cover a continuous rise in crude oil prices made a huge dent of
79.3 per cent in net profit at Rs 414 crore (Rs 1,991 crore) in the quarter to March 2005 on a
year-on- year (y-o-y) basis. It also talks about godrej whose food division account for 26.1%
but is in losses. Severe competition in the FMCG segment is no less a challenge either. The
company has little leverage in ensuring against volatility in edible oils production, supplies and
prices. Perhaps, its emphasis on exports and an upturn in the fortunes of FMCG segment lately
may help GI better its showing in the near future. This article crux is the effect of competition
on companies.
 REVIEW OF LITERATURE

Article: A Comparative Study of Growth, Challenges and Opportunities in FMCG of Rural

Marketing

Author: Kavita T.C.

Publisher: SAGE Journals

FMCG has now become the third most important sector that contributes to the GDP of the
country. There are variety of products that comes under this category with a wide range of
brands both national and international competing for it. In general the urban area there is
demand for both national and international brand. But rural area is generally dominated by the
local brands and they are usually unorganised as seen in urban areas. Almost 50% of the
distribution is done to the rural area. In these areas there are generally people with low income
trying to achieve a better life style. So the companies try to make strategy accordingly like
company such as surf excel has made at Rs.10 packet so that people can afford it. The sale in
these areas hugely depends on the seasonal change. As the income of the people differ from
season to season. But apart from this there are lots of problem associated to sale of goods in
rural area. There is many a time problem of transportation of goods due to the destruction of
roads during rainy season. There is problem of marketing as there are less facilities of television
and many people are illiterate, so advertisement in newspapers are also ineffective. With that
the sale in these areas depends on the income of the people. But there is more increase in the
sale of FMCG in rural area as compared to urban area because there are many people who want
to shift to income through non-farming activities. There is constant effort by government to
improve infrastructure of the rural area and make better roads for the transfer of goods.
 REVIEW OF LITERATURE

Article: A Study on Marketing Fast Moving Consumer Goods

Author: Shilpy Malhotra

Publisher: SAGE Journals

As FMCG has very low profit margin it, so becomes necessary for it to increase its sale to
increase its profit. The increasing of sale is one of the most difficult task are there are many
substitutes provided by variety of brands. So the company needs to have better marketing
strategy to do so. Basically that can be done through two ways one of it is by decreasing the
price of the goods which is only possible by decreasing the cost of production which is usually
very difficult. The other way is by making the customer believe that there products are more
valuable than others so they might pat higher charges for it.

One such company is Dove which is a beauty product. It did its advertisement n such a way
that enhanced its profit to a large margin. When the company needed to face a competitor it
made a very different strategy. In its advertisement it showed different women showing there
reports of improvement of there skin and it used healthy women as compared to other beauty
brand that used slim women. This increased the popularity of the brand.
 REVIEW OF LITERATURE

Article: Rise And Fall Of FMCG: A Marketing Story by S.L Rao

Published by: Economic and Political weekly on November 24, 2001

The Indian GDP in the 1950’s and 60’s was a stagnant 3.3 percent ‘Hindu’ rate. In the 80’s it
averaged to 5.6 and to 5.8 in the 90’s. There was a slowdown in agriculture and industry.
Decline in agriculture was of a higher magnitude. Services sector on the contrary shot through
the roof. The ‘slowdown’ in the Indian economy was because of the problems in the industry.
Registered enterprises were major contributors to the growth. Consumer goods were at the peak
of its growth in 1995-96 at a rate of 12.8% but then soon declined due to durable goods. At a
macroeconomic level, very little information is available on consumer goods. National Sample
Surveys include non durable goods or FMCG under miscellaneous goods. The consumer goods
were initially a failure due to its resemblance to the western products, but after several redesigns
and price changes, the products grew rapidly. Edible oils were at their peak in 1992-93, but
have declined since. Shampoos and nail polishes have shown an accelerating growth in
sales. FMCG in India face certain issues like trademark violations, false goods being passed
off as original, etc. imports from China created frenzy. They were cheap and a threat to
indigenous goods. The slow sale of goods was a direct consequence of the economic slowdown.
Companies now need to recognize the nature and demographics of the Indian market and devise
strategies to match the same. The FMGC market requires thought and spirit. The consumers
are no longer easy, they require persuasion.
 REVIEW OF LITERATURE

Article: Advertisement Claims Grow Taller! a study of ethics in advertising by FMCG

companies in India by Dr. Sudhir Agarwal and Dr. Asha Nagendra

Published by: IPEDR

Advertising is a means of communication attempting to persuade potential customers to

consume more of a particular brand. Also it is widely acknowledged that making untrue claims
is unethical when it comes to advertising. Several FMCG companies like Hindustan Unilever,
Nestle and Parle Argo were made to withdraw their commercials from T.V between April to
June. This was because of HULs’ Dove shampoo made false claims and Nestlé’s ketchup
advertisement was misleading. Also, the ASCI claimed that Parle’s LMN Lemon brand had
ridiculous advertisements. Advertising mirrors the attitudes and morals of the surrounding
culture. It is the mirror that helps in shaping the reality it was meant to reflect. There are several
benefits of advertising:

a. Economic benefits- it is necessary for the functioning of modern market economics. It

helps upholding ethical competition. “It is the most efficient tool in utilizing resources”.

b. Cultural benefits- it works towards the betterment of the society by inspiring people to
work in ways beneficial for others.

c. Moral and Religious benefits- it promotes messages of faith, patriotism and tolerance.
Imparts values of compassion and charity towards the needy.

The disadvantages of advertisements include:

a. Economic harm- advertising is a tool for “phenomenal consumerism”. It creates need

and craving for products in people.

b. Cultural harm- it is a tarnishing influence on culture and values. They convince people
to chuck moral standards and delve into superficiality.

c. Moral and Religious harm- sometimes advertisements can be outright vulgar and
morally degrading. It appeals to envy and greed.

Finally it is upto the marketers themselves to advertise morally and ethically. Till such time
advertisements should always be taken with a pinch of salt.
 OBJECTIVES

● To study the of impact of store layout on customer behaviour.

● To study the changes in the sales with season change.
● To study the changes in sales with the change of price.
● To study the changes in sales of products with change in region.
● To study the supply chain management.
● To study change in sales and customer behaviour after release of a product specific
advertisement.

LIMITATIONS

This project will be strictly limited to only 3 areas of FMCG viz., Detergents, Insect repellents,
and Personal care.
 SAMPLE DATA

I. Sale figures of detergent during the months of April, May and June

II. Sale figures of shampoo during the months of April, May and June
 III. Sale figures of body Soaps during the months of April, May and June*

*Sale figures are for sale of combo pack of 4 units.

IV. Sale figures of Mosquito repellants during the months of April, May and June
 EFFECT OF SUBSTITUTE PRODUCT ON SALE OF OTHER PRODUCT

Substitute products offer customers range whilst making purchase decisions by offering
equally exact alternatives, as a consequence increasing utility. but, from a company’s angle,
substitute products create a rivalry. As a result, businesses may also incur high advertising and
promotional costs while competing for market percentage, which, in flip, reduces running
income. a few companies are even placed out of business because of substitute merchandise
significantly outperforming their very own services. every commercial enterprise face some
shape of competition, even monopoly industries. most of the opposition comes from alternative
merchandise. A substitute product is one which serves the equal motive as any other product
in the market. Getting greater of one commodity permits a consumer to call for much less of
the alternative product.1 But in FMCG market the effect of substitute good on the other good
in minimal as customers prefer good of a particular brand rather than changing brands, that can
be termed as brand loyalty as they prefer the same brand even if prices are increased. Though
in FMCG market the price increase curve is not that steep nevertheless the subtle price change
does not create any significant impact on sale of good.

Though the sale of substitute good sometimes increase due to shortage or unavailability of the
other good but that sale of substitute good is short live and goes back to earlier level once the
main product come back in the market.

From the above graphs it is quite evident that the sale of products remains same and presence
of other product does not impact the sale of other product and they vary in their own segment.

1
 EFFECT OF CHANGE OF SEASON ON FMCG MARKET

Seasonality of products is broadly speaking inspired by way of collection, charges, and

promotional sports. That is growing a enterprise scope for seasonality so that it will develop
sales. Globally, Q2 is considered because the heaviest time for advertising and marketing
activities. the general public of suppliers possess the identical or relatively less capability to
provide elements yr round, developing possibilities for brand new providers to provoke
enterprise. furthermore, new flavors of existing merchandise for recurring occasions have the
capability to offer the best go back on investment for FMCG manufacturers and suppliers.

Most of the corporations decide on Q2 because the heaviest time to invest in advertising and
advertising and marketing sports. Moreover, in Asia-Pacific, this autumn is most appropriate
for mild and high marketing and marketing activities. Globally, Q1 and Q3 are taken into
consideration the essential time frames for seasonal product launch activity. however, in Asia-
Pacific, Q2 and Q3 are moderately heavy for seasonal product release pastime.

In India too Q2 and Q3 are big sales period because of various big fat festivals this period have
and the dominance of monsoon during this period.

The sales of Insect repellents and body care products shot up during the Q2 and Q3 in India
which tempts companies to invest in during this period. Though the market of FMCG does not
remain that low during the Q1 and Q4 periods but the change in Q20and Q3 is significant
enough to be studied.
 EFFECT IN SALES WITH CHANGE IN REGION

The rural consumers are recognised to earn low income, have low degree of literacy, low level
of emblem awareness, asymmetric facts, insufficient communique and transportation facilities.
The rural markets urban markets are now increasing with ever extra penetration index, because
the boom seems stunted within the city markets. This look intends to identify the extent of have
an impact on of various factors on the purchase of FMCG products-soaps & detergents some
of the rural and urban consumers. The take a look at emphasised that rural consumers gave
extra significance to the ‘excellent’ of the FMCG-non-public care brands they bought rather
than the normative impacts or social attraction vide celebrity endorsements in the mass media.

There is a huge sale of GHADI DETERGENT in Western Odisha but negligible sale in coastal
parts of Odisha as there is no advertisement and lack of supply. This lack of supply doesn't it
happen out of a sudden it happened as people don't usually buy ghadi detergent in coastal areas
because they are being influenced by the advertisement or the social attraction and because of
the general public review of the product.

.
 SUPPLY CHAIN MANAGEMENT AND RESERVE STOCKS IN FMCG

The whole cost structure varies notably throughout the sectors. For example, in the FMCG
quarter, which has higher volume and huge network traits ranks the best in cost of material and
logistics sports. undoubtedly, this is more often than not the result of using exceedingly vital
and technology in depth components used by the industry

On an average, the transportation prices (inbound, outbound and secondary/tertiary) account

for 6-7% of the entire deliver chain cost. garage & Warehousing value, which account for
3.86% of the gross income, follows intently in the back of the transportation costs. The desk 1
offers a clear photograph of the diverse additives of supply chain costs and their total proportion
within the gross sales of the Indian FMCG enterprise.

The supply chain management is also necessary to meet any demand that may arise out of any
calamity, which has also been made mandatory as per government regulations. In the year 2019
the demands for candles and Mosquito repellants shot up in a very steep manner in Odisha due
to cyclone Fani. Government regulations also demand a months stock of instant food,
beverages and some other basic requirements for any natural disaster. Previously during search
natural disasters these things were sold at a price high then their MRP but now the strict
government norms has made that impossible. this supply chain management also helps to keep
check on prices as if the supply chainbreaks then the price of goods are bound to shot up
because of the less supply and limited quantity.

Thus, supply chain management forms an integral and important part of FMCG market.
 EFFECT OF STORE LAYOUT IN SALES

Store layout or product placement has a significant impact on the sales of a particular product.
usually followed the policy of first in first out which means that the product which has been
stocked earlier will be sold first in case the goods are not sold some damages are been provided
by the manufacturer but the main goal of retailer is to sell all the products and to sell the
products they use some tactics in their Stores which also influence the sale of a particular
product. it is practically observed that if product is placed at good position than the other the
rival product the the ratio of sale of a particular product to that of the ratio of sale of the product
not believe that a good position is around 4 is to 1 that is the 80% of the product sale from that
particular area is of the product that is placed at a good position rather than the products that
are not been placed at good positions. the good position here generally are the places of eye-
level.
Product of large sizes are usually placed at the left end of the rack, the size of product decreases
as we move from left to right. This placement is done without considering the popularity of a
particular product. if the popularity of a particular product is being considered the product
which is more popular is placed at the rack on eye-level this popularity decreases as we move
down from top to bottom. Sometimes there is a shelf above the shelf at eye-level, this shelf
above is used to to put goods which are popular but generally not been sold or this place is used
to place large products which require attention of the customers.
the effect of store layout on the sales a product is significant important aspect of the sale of any
product as many companies are the manufacturer retailers to keep their product at good places,
this sometimes create a situation where the rival product has to pay more to get a place which
is more noticeable to customers.
 CONCLUSION

The project has given a comprehensive analysis on how FMCG affects the retail trade and the
analysis of its products namely detergents, insect repellant and personal care. After analyzing
various articles related to FMCG and thereby providing ROLs, we get to know FMCG plays a
crucial role in these changing consumer needs of people.

The data analyzed by telephonic conversation with both wholesaler and retailer putting that in
both quantitative and qualitative form it is clearly understood that the FMCG is very dynamic
and not just fixed to a particular price. This happens because these are durable goods and within
this short time business environment changes drastically. Our research points just that and
concludes how FMCG is affected by price fluctuations, season change, substitute goods, etc.
 BIBLIOGRAPHY

Sahay, B. S., & Gupta, A. K. (n.d.). Managing Supply chain management in Indian FMCG sector
Retrieved September 25, 2019, from
https://www.researchgate.net/publication/287813236_Supply_Chain_Management_in_Indian_FMCG
_Sector.

Substitute Products - Understanding the Impact of Substitute Products. (n.d.). Retrieved September 25,
2019, from https://corporatefinanceinstitute.com/resources/knowledge/economics/substitute-products/.