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OBJECTIVE OF THE STUDY:-

1.To increase the sales of the Emami products in the market.

2.To check the sales of various emami retailers with in ranchi and timely delivery of the
products( items) to the respective retailer.

3.To look in to the demand and suggestion of the retailers and to take measure to help them be
satisfied.

4.To perform a through statistical analysis of the availability and sales of the Emami products
in the market and compare the respective values with those of the competitor products. Eg:-
Navratna oil vs Himgange.

5.To reach the customers in the adjacent areas of ranchi and to have a considerable share in
the rural market as well.

6.To gain experience and self awareness by working with a reputed multinational company
like Emami.
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Industry Overview

India’s FMCG sector is the fourth largest sector with a USD 25-billion size in 2008. It is a
key component of India’s GDP and is a significant (direct and indirect) employer employing
three million individuals in downstream activities across small towns and rural India. The
FMCG industry in India witnessed strong double digit growth over the last three years owing
to liberalisation,urbanisation, income increase, altered lifestyles and enhanced rural
awareness.

The sectoral growth has also been catalysed by a reduction in excise duty, de-reservation of
the small scale sector, enhanced marketing and innovative packaging. The personal care
segment accounts for 22% of the country’s FMCG sector. The global market for herbal
products (health supplements, herbal beauty and toiletry products) is estimated at around
US$62 billion. It could grow to US$5 trillion by 2050 (Source: WHO). Emami enjoys a
presence in personal and healthcare segments and reported a robust 29.1% growth in 2008-09
with a consolidated turnover of Rs. 747 cr. The Company is optimistic of aggressive growth
in 2009-10, based on the reality of robust product demand at popular price points.

The industry is marked by growing investments in distribution and brand building, a hedge
against intending competition. The FMCG sector addresses the needs of broad society; low-

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priced products account for over 60% of the sector’s sales, rural markets account for 56% of
domestic FMCG demand.

BusinessPhilos
Identifynichesegmentswh
 Mass market categories
 With high gross margin
 Where competition is not
Salient industry features

Cost dynamics: The FMCG industry warrants growing investments in manufacturing,

Continuouslyinvest andb
administration, marketing and advertising. The capital to- sales ratio is low on account of
outsourcing and relatively lower investments required in fixed assets. Supply chain and brand
management are key factors. Advertisement costs range from 5% to 25% of revenues,

andgrow it large
depending on product life cycle, brand value, competition and marketing strategy
.

Brand equity: 2000


1800
Strong brands are integral to FMCG success and achieving product differentiation. Brand
equities are reinforced through technological innovation, quality consistency and aggressive
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marketing. Brand building, positioning and extending drive product success.

1400
Demand slowdown and growing competition have forced players to reduce costs and market
1200
more aggressively. Occasionally products are re-launched by repositioning brands to extend
product life cycle and extract better value.

1000
800
600
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Distribution channels:

Product accessibility enhances success. Estimates show that there are around 700,000 FMCG
outlets in urban India and over 300,000 outlets in rural areas. Industry players derive their
strength from a high capital turnover, strong brand equity and effective logistics management.
A combination of distribution network, innovative packaging and right pricing ensure success.

Demand drivers:

A growing middleclass has enhanced awareness of health, hygiene and packaged foods
leading to FMCG industry growth. An increase in disposable incomes, innovation, advertising
and enhanced visibility have catalysed demand growth. Categories like skin care, shampoos,
deodorants, antiageing solutions, fairness products and men’s products are becoming popular.

Pricing:

An average Indian consumer is price-conscious. Most brands have introduced products with
massmarket pricing to build volumes. Stiff competition has restricted players from increasing
sticker prices. With a rise in disposable incomes, players in the premium-product categories
will be able to increase sales volume.

Growth drivers

Population: India’s population of 1.1 billion (growing annually at 1.5%) is expected to touch
1.33 billion by 2020-21. Concurrent economic growth is expected to reduce the country’s
population below the poverty line to 22% in urban areas and 29% in rural areas by 2025.
Around 291 million people are expected to move out of the BPL category, even as 322
million people are likely to be added to the population.

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Income:

India’s per capita income increased 12.2% to Rs. 37,490 in 2008-09. The country is expected
to gradually move from being the 12th largest consuming economy to the fifth largest
consuming economy. Discretionary spending is expected to rise and household savings are
expected to decline from 28% to 22% by 2025.Consequently, India’s consumer market will
touch USD 8.2 trillion.

Demographics:

Around two-thirds of the Indian population is under 35. The Company responded to this
reality through the launch of relevant products and endorsements by youth icons. By 2020,
882 million Indians will be in the age group of 15-64 years. High disposable ssincome, easy
credit availability of credit and a growing media-cum-brands exposure are major consumption
drivers. [Source: IBEF research]

Retail:

India’s retail sector is expected to grow 9% to touch USD 521 billion by 2012, catalysed by
the FMCG segment. The current retail market is around USD 350 billion, of which organised
retail constitutes around 4%. This is projected to increase to 9.52% in 2009-10. Modern retail
format is expected to grow faster at about 30-35% annually. Rural

Rural India:

Rural India is home to around two-thirds of its billion-plus population, which accounted for
34% off take of FMCG products. Since urban markets are mature, rural markets are expected
to drive the next phase of India’s growth, as they account for nearly half the domestic retail
market valued over USD 300 billion. It is experiencing an increase in income, consumption
and production. Thus the USD 112-billion (Rs. 500,000 cr) rural market, growing at around
10%, is expected to double in the next five years [Source: ASSOCHAM].

The rural markets account for 56% of the total Indian FMCG demand. The per capita income
in rural India has grown over 50% in 10 years due to improved productivity and rising
commodity prices.Rural consumers spend around 13% of their income on FMCG goods,
second highest after food (35%).

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Income-consumption cycle:

India’s FMCG sector is enjoying the positive impact of higher consumption due to rising
incomes. Consumption has played a bigger role in the Indian growth story than in the case of
any other developing country. The country has closely matched the proportion of
consumption when compared with developed economies like China, the US and Japan
(around 62% of GDP). With rising consumerism and changing lifestyles, the demand for
value-added products is increasing. The lower-middle-income group in rural areas is almost
double that in urban areas constituting 41% of the Indian middle class with 58% of the total
disposable income [Source: The Economic Times]. The spending pattern of Indian consumers
varies widely for FMCG products. An average Indian spends around 40% of his income on
groceries and 8% on personal care products.

Outlook

The FMCG industry is showing early signs of growth. Volume of sales for products like
soaps, shampoos, detergents and toothpaste, among others, has increased following a
reasonable correction in prices. Clearly, the tables have turned in favour of branded products.
However, regional competition is fierce and rising costs represent a growing challenge.
India’s FMCG segment is set to reach USD 43 billion by 2013 and USD 95 billion by 2018.
The implementation of the Goods and Services Tax (GST) and FDI opening are expected to
further boost the industry. A billion-plus population makes India one of the world’s largest
markets for beauty, health and personal care products. The Indian ayurvedic and herbal
market is also expected to grow attractively. Emami is suitably positioned to capitalise on this
growing opportunity.

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INTRODUCTION OF EMAMI

Emami Limited is one of the major health and personal care FMCG companies
in India with its brand presence globally. Leveraged by celebrity endorsements, Emami
believes in building categories by meeting unfulfilled consumer needs. Emami Limited has
over 25 brands under its portfolio. The focus is on providing the consumers with innovative
products which are capable of meeting their multiple needs and add value by enhancing the
quality of life. Through innovative and power brands, Emami touches the lives of all
consumers, spanning across various income groups in both urban and rural India. Emami’s
success story is not only weaved around the holistic healing system of ayurveda, but also in its
product innovation, dynamic and focused leadership, a strong supply-chain management and
unwavering commitment to partners and stakeholders. The popular brands like Boroplus,
Navratna, Fast Relief and Fair and Handsome are an outcome of deeper understanding of
Indian consumers.

Emami Ltd. (EL) is the flagship company of the Kolkata based Emami Group, which is
engaged in the business of manufacturing personal care and health care products for over 3
decades. The company is currently exploring opportunities in the US and UK markets, and the
size of the deal could be up to Rs 600-800 crore.The company has scaled up its holding in
Rama Newsprint & Papers with interests in paper, paper boards and telecom cables, by
approximately 5%. Emami covers all the states with 29 depots across India and enjoys a
wide distribution network comprising 2500+ distributors and a direct coverage of 4.15 lacs
outlets. I Emami has tied up with ITC Ltd. to distribute products through the echoupal
outlets,thus ensuring greater rural reach .The top line and bottom –line of the company are
expected grow at a CAGR of 26.47% and 33.33% over FY 08 to FY 11E.

products for over 3 decades.

The company is currently exploring opportunities in the US and UK markets, and the size of
the deal could be up to Rs 600-800 crore.

 The company has scaled up its holding in Rama Newsprint & Papers with interests in paper,
paper boards and telecom cables, by approximately 5%.

Emami covers all the states with 29 depots across India and enjoys a wide distribution
network comprising 2500+ distributors and a direct coverage of 4.15 lacs outlets.

Emami has tied up with ITC Ltd. to distribute products through the echoupal outlets, thus
ensuring greater rural reach.

The
 top line and bottom-line of the company are expected to grow at a CAGR of 26.47 %
and 33.33 % over FY08 to FY11E.

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OBJECTIVE OF THE ORGANISATION

As we know that organization is a coordination of human and Non human resources to


accomplish predetermined objectives also have certain objectives which can be categorized
under two heads.

• MICRO LEVEL OBJECTIVES

1) Profit maximization

2) Maximum value to shareholders.

• MACRO LEVEL OBJECTIVE

1) Customer satisfaction by providing them quality product at regionable


price and delivery.

2) To supply cosmetic products to Public of India and abroad.

3) Provide better social life to employees and workers.

4) Strengthening the economy of India.

5) To achieve better industrial relation

6) To provide maximum opportunity for individual development. Other than


above,emami’S some prime objective include ; maintaining consistency in
the business and incremental growth ; adjusting and increasing pricing
relationally ; controlling the cost By inward integration ; satisfying the ego
of the people , within and out side the organization.

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COMPANY PROFILE

Our Ideology

Our Vision
Making people healthy and beautiful, naturally

Our Mission
• To contribute whole heartedly towards the environment and society integrating all our
stakeholders into the Emami family

• To make Emami synonymous with natural beauty and health in the consumers mind

• To effectively manage talents by building a learning organization

• To strengthen and foster in the employees, strong emotive feelings of oneness with the
company through commitment to their future

• To drive growth through quality and innovation in products and services

• To uphold the principles of corporate governance

• To encourage decision making ability at all levels of the organization

We would strive

• To be part of every household in the country

• To be a major player in every product category we venture into

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Commitment & Loyalty to institutional values and principles

A strong sense of ownership and commitment towards the organization and the business
whole is the basic premise of all actions. We believe every employee is a member of the
Emami family and as a family we shall work in the larger interest of the organization for the
benefit of all our stakeholders. The human dignity and worth of an individual is
acknowledged and maintained at all times. Nothing shall impose upon the dignity and stature
of the institution which has its roots in these articulated core values. We will not venture into
any activity which is at cross purpose to our values and principles.

Integrity

This is cherished above all within our organization and whatever we say, do, and the way we
do it, will emphasize our integrity and dependability. Our employees, products and services
will clearly communicate this strength to all our stakeholders. We will practice integrity in its
real sense in all our personal and business actions

Transparency and openness to protect stakeholder value

We are open and transparent in all that we do and say. This applies to all working
relationships and at every level. Involvement, trust and willingness to listen are the guiding
principles for decision making. We believe in open communication, offer freedom to speak
one’s mind & demonstrate openness & clarity in all our actions. We exercise transparency in
dealing with all our stakeholders and we believe this is the only way to build their trust and
value.

Customer Orientation

The underlying principle being that progress can be mapped only in terms of customer
orientation, both internal and external, in all its spheres of quality, service and reliability. Our
‘Customer Processes’ are proactive & relevant and are perceived as such by our customers.
Customer delight is the vital purpose of our business. This necessitates providing quality,
reliability & a high level of service in all our business dealings.

Leadership and Innovation

This stands firmly on a foundation of commitment and leadership in all that we do or say.
Strong evidence is present in our actions, an emphasis laid on an opportunity to free fly and to
set standards of excellence in performance. We strongly encourage and reward innovation at
all levels. All these are manifested in an environment of innovation and leadership.

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Attention to detail

Utmost importance is given to attention for details in all that we do or say. It is the diligence
which provides us with the competitive edge and also ensures quality in all our activities.

Teamwork & Team-oriented Environment

Teamwork is the cornerstone of our business that helps deliver value to our customers. We
work together across titles, jobs and organization structure to share knowledge and expertise
for the growth of the individual and the organization. We provide an environment which
would foster teamwork, cooperation and an urge to utilize knowledge and information.

Simple living, High thinking

As an organization we will imbibe the principles of leanness and agility of a small


organization and discourage extravagant expenses in all our dealing and strive towards
becoming an organization worth emulating.

Social Responsibility

We shall continue to contribute to the communities in which we thrive and address all social
issues responsibly. We strive towards giving back to the society as a responsible institution
and aid in growing the resources around us for building a vibrant nation.

Environmental Safety

Environmental Safety makes the framework of all our activity. We strongly believe that safety
of an individual only will lead to a safer society for our forthcoming generations and we
earnestly vouch for that. All our processes, products and services aims at safeguarding our
environment.

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ABOUT Company

 Emami Limited, the flagship company of the Emami Group, is a leading FMCG player in
India.

 The Company is promoted by Kolkata-based industrialists, Mr. R.S. Agarwal and Mr.
R.S.Goenka.

 Emami has been in the health, beauty and personal care products space since the last 30
year and has sustained its prominent position in Ayurveda products With an extensive
research and development cell, it has developed strong brands like ‘Navratna’,‘BoroPlus’
and ‘Fair and Handsome’.

 Prudent and effective management has ensured that ~80% of its production is in tax
exempt zones.

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 Listed on BSE and NSE with a market capitalization of over Rs 40 bn ($904mn).

 Gross revenue of Rs 7.5 bn ($163mn) in FY 2009 with a revenue CAGR of 20% over last
5 years.

 Emami Ltd. (EL) is the flagship company of the Kolkata based Emami Group, which is
engaged in the business of manufacturing personal care and health care products for over
3 decades.

 The company is currently exploring opportunities in the US and UK markets, and the size
of the deal could be up to Rs 600-800 crore.

 The company has scaled up its holding in Rama Newsprint & Papers with interests in
paper, paper boards and telecom cables, by approximately 5%.

 Emami covers all the states with 29 depots across India and enjoys a wide distribution
network comprising 2500+ distributors and a direct coverage of 4.15 lacs outlets.

 Emami has tied up with ITC Ltd. to distribute products through the echoupal outlets, thus
ensuring greater rural reach.

 The top line and bottom-line of the company are expected to grow at a CAGR of 26.47 %
and 33.33 % over FY08 to FY11E.

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PRODUCTS OF THE COMPANY

1. Fair and Handsome Cream

o Launched in October 2005; first fairness cream for men in India

(Hi handsome, hi handsome )


o Market size estimated at Rs. mn ($ 88 mn)
o Contributing significantly to the topline
o Sales grew by 48% in FY09 and 28% in 9MFY10
o Launched Rs. au c ed s 6/- spout pack of 7ml and Rs. 12/- pack of 12ml.
Received very good response for the same.

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2. Boroplus Antiseptic Cream

(Twacha ka suraksha kawach )

o Market size of Rs. 2237 mn ($48.1mn)


o Leader in the antiseptic cream market
with a 73% share
o Largest selling antiseptic cream not
only in India but also in Ukraine, Russia
and Nepal.
o Sales grew by 10% in FY 09 and 15% in 9MFY10
o Growing at CAGR of 15% in last 3 years
o Small SKU of 7ml has shown significant growth of 31% over last year
o Boroplus Brand has been ranked 87th in the Brand Equity Survey
conducted by The Economic Times, India

3. Navratna Oil (Navratna tel lagaiye aur sirdard, tension)

o Sales of 3.5 ml SKU affected due to

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increase in MRP from Re 1 to Rs. 1.5.
Other SKUs, however, grew by 9% in
FY09. Now MRP of 3.5ml SKU rolled
back to Re. 1 with 3 ml pack.

o In 9MFY10, it grew by 30%.

O Grown at CAGR of 16% in last 5 years.

4. Mentho Plus Balm

(Dus siron ka dard bhagaye)


o Market size of Rs. 3507 mn ($75.4mn).

o Sales increased by 15% in FY09 and 17%


in 9MFY10 M k t h i d t 18%.

o Market share increased to o CAGR of 23% over the last three years.
Baby-Massage-Oil

 Boroplus-Anti-Septic-Cream

Boroplus-Prickly-Heat-Powder

Fair-&-Handsome

H
 air-life

H
 imani-Fast-Relief

M
 alai-Kesar-Cold-Cream

M
 entho-Plus

N
 avratna-Cool-Talc
N
 avratna-Extra-Thanda

N
 avratna-Lite

N
 avratna-Oil

Sonachandi-Amritprash

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Sonachandi-Chyawanprash

Board of Director's

 Mr R S Agarwal, Executive Chairman, is a Chartered Accountant, Company


Secretary, LLB and a Master Degree holder in Commerce. Co-founder of Emami
Group of Companies, he is endowed with a brilliant financial acumen. A doyen of
Indian industry, he is also a master in strategic planning and corporate affairs. Besides
Emami Ltd, he is also a Board member of several other companies including Emami
Paper Mills Limited, Emami Realty Limited, Advance Medicare and Research
Institute Limited, South City Projects (Kolkata) Limited Rupa & Company, among
others.

 Mr R S Goenka, Director, Co-founder of Emami Group of Companies, is an M Com


and LLB. A taxation expert, he is also a master in strategic planning, corporate affairs
and finance. Apart from Emami Ltd, he is also a Board member of Emami Paper Mills
Limited, Advance Medicare and Research Institute Limited, South City Projects
(Kolkata) Limited and many other companies.

 Mr S K Goenka, Managing Director, joined Emami after completing graduation in


commerce. With rich industry experience, he drives production, operation, distribution
and human resource management in Emami.

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 Mr Viren J Shah, Director, is an AMP from the Harvard Business School, USA. He
served as the Governor of West Bengal and was also a Parliamentarian as a Rajya
Sabha member.

 Mr K N Memani, Director, is a Chartered Accountant and former chairman and


country managing partner of Ernst & Young, India. He has expertise in business and
corporate advisory, foreign taxation, financial consultancy and has consulted several
domestic and foreign companies on corporate affairs.

 Mr S K Todi - Independent Director, is an M Com. He is the Chairman of the Shrachi


Group of Companies and Board member of Advance Medicare and Research Institute
Limited, South City Projects (Kolkata) Limited, Khaitan (India) Limited among
others.

 Mr Vaidya S Chaturvedi, Independent Director, is a kaviraj, ayurvedacharya and held


key positions in the Rashtriya Ayurveda Mandal.

 Mr Mohan Goenka,Wholetime Director, the elder son of Mr R S Goenka, Jt. Chairman


of Emami Group of Companies, holds and looks after the marketing aspects of the Rs
3000-crore Emami Group. His role as Director of Emami Ltd is aimed at developing
the market share of the company both in India and abroad. An MBA from Cardiff in
the UK, Mohan is currently the Vice Chairman of Marketing Committee, CII –
Eastern Region, Committee Member, Merchants’ Chamber of Commerce, Kolkata and
Finance Chair of Young Entrepreneurs Organization (YEO) – Kolkata Chapter. He is
also the Honorary Consul of Poland in Kolkata. Determined to stay ahead in
competition, the biggest feather in his cap is the launch of Fair and Handsome, the first
men’s fairness cream in India and making it as the undisputed market leader. Mohan is
spearheading Emami Group’s cement in setting up a three-million-tonne cement plant
in Chattisgarh and was also instrumental in bagging the sole distributorship rights for
Disney School Bags. .

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 Mr Aditya V Agarwal, Wholetime Director ,the elder son of Mr R S Agarwal, Jt


Chairman of the Emami Group of Companies, is a man who always sees life in a
positive light and believes in confronting challenges head-on. Today, he is a Director
on the board of Emami Ltd, and other group companies like Emami Biotech Ltd,
Emami Paper Mills Ltd, AMRI Hospitals Ltd and others. At a young age he has made
an indelible imprint in running a corporate conglomerate and can be a fountain of
inspiration to any aspiring businessman. He is also the Honorary Consul of the
Republic of Ethiopia in Kolkata and Executive Committee member of Assocham.

 Mr Harsh V Agarwal, Wholetime Director, son of Mr R S Agarwal, Jt Chairman of


Emami Group of Companies, is among those select young band of business leaders
who are born to build. He has already made a ceaseless impression in running a
business behemoth, which to any aspiring businessman can be a fountain of
inspiration. Today, as the youngest Director of Emami Group of Companies, he
nurtures two flagship brands of Emami Ltd – Navratna and Boroplus – that hold pole
position in their respective segments. He also looks after the Retail business of the
Emami Group and has been instrumental for expanding the pharmacy chain Frank
Ross Ltd and the book cum gift store Starmark.

 Ms. Priti Sureka, Wholetime Director, daughter of Mr R S Agarwal, Jt Chairman of


the Emami Group of Companies, is one of India’s upcoming business scions who is
making her strong presence felt in the fast moving consumer goods segment. Being
the only lady Director on the board of Emami Ltd, she symbolizes women
empowerment in the company. Priti at present looks after a slew of Emami brands in
the hair care and personal care segment. A key member of the think tank that drives
the Emami Group forward, Priti heads the marketing division of Emami, the mainstay
of the FMCG outfit. She is also among the core members of the strategic team for
research and development (R&D) in Emami Ltd.

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 Mr Amit Kiran Deb, Independent Director, is the Ex- Chief Secretary, Government of
West Bengal and presently a Chairman of Gujarat Ambuja Housing Development
Limited, a Joint Sector Company.

 Mr S. B. Ganguly, Independent Director, is the Chairman Emeritus of Exide


Industries Ltd and also director of ING Vysya Life Insurance Co P Ltd, WBIDC,
Sundarban Infrastructure Development Corporation, Bengal Chamber of Commerce
and Industry among others.He is also the Chairman of Associated Battery
Manufacturers (Ceylon) Ltd, Sri Lanka ; Century Plyboards (I) P Ltd and Peerless
Trust Management Co Ltd.

 Mr Y. P. Trivedi, Independent Director, eminent tax expert and advocate, Supreme


Court, is also a Rajya Sabha member of the Parliament. A member of various
Government Committees like the Standing Committee on Finance, Consultative
Committee for the Ministry on Commerce among others, Sri Trivedi is also on the
board of Reliance Industries Ltd, Reliance Petroleum Ltd, Birla Power Solutions Ltd,
Birla Cotsyn (India) Ltd and The Zandu Pharmaceutical Works Ltd (now Zandu
Realty Ltd) of the Emami Group as well as in other companies.

Management Team

 Mr Manish Goenka, Director

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 Mr Prashant Goenka, Director

 Mr N.Venkat, CEO and MD

 Mr N.H.Bhansali, CFO and President

 Mr Shyam Sutaria, CEO-IMD

 Mr Saroj Chakraborty, CEO-Foods Division

 Mr R.K.Surana, President - Operations and Commercial

 Mr Krishna Mohan, President-Sales

 Dr S.K.Mitra, CEO-Technical

 Mr Gaurav Roy Chowdhury, VP - Sales and Marketing

 Mr Kushal Banerjee, VP- Human Resources

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ORGNISATION STRUCTURE

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Corporate Social Responsibility

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 Emami's mission of a contributing whole heartedly towards the environment and
society' attains a more humane form with its approach of addressing various social
issues. As a responsible corporate citizen, Emami continues to invest in socially
meaningful projects in West Bengal and adjoining states. As a part of company's
Corporate Social Responsibility Emami has devised various Self Employment
schemes like Emami Mobile Traders and Small Village Shops schemesfor the rural
unemployment youth:

Highlights of "Self Employment"scheme


Emami Mobile Traders

 This scheme covers small to large villages with population ranging from1500

To 5000.

 The selected persons are involved in door to door selling of Emami

Products in interior villages.

 Depending on the effort and motivation of the individual, the monthly earning varies

between Rs 500 to Rs 2000 per month.

 On an average they can earn 18% on the sale value of the products.

 Emami does not take any deposit from the selected individuals and takes

back unsold stocks if required.

 Emami guarantees a minimum income of Rs 1000 per month provided a total sale of

Rs 4000 is achieved per month

 Proper training of sales and marketing skills

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 Free product samples were supplied for personal use to give prospective consumers a

first-hand experience.

 Uniform, raincoats and pullovers and personal accident insurance cover is provided

 Cycles at 50% rates on installment payment can be purchased


Emami Small VillageShops

 This scheme is being promoted mostly for women in villages where there are no

Permanent shops.

 The housewives put up the Small Village Shops at their own village
residence

 They market the Emami products from their home to the other villagers

 The housewives are encouraged to take up this challenge with the help Of

NGOs and voluntary workers working in villages

 Emami does not take any deposit from the women and takes back the unsold

products

 Emami do not take any deposit from the selected individuals and take back unsold
stocks if required.

 The marketing training given by Emami helps the person to find selling

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opportunities for other items manufactured by micro enterprises as well

The Roll Out

An initial trial in West Bengal showed encouraging results leading to financial independence
of women and unemployed youth. We have rolled out the schemes to Andhra Pradesh,
Madhya Pradesh, Orissa and Chattisgarh over last one year. We also plan to consolidate the
activities in more states like Orissa, Madhya Pradesh, Andhra Pradesh and Chattisgarh.

Community Medical Support

The Company sponsors subsidized treatment of the needy in best-in-class hospitals like
AMRI and Shree Vishudhanand Hospital and Research Institute in Kolkata. Donations are
made in the form of free supplies of medicines, assistance for surgeries and hospital charges
for the poor through trust. Emami established the 'Emami National Institute for Bone Marrow
Transplantation' in the Narayana Hrudayalaya Institute, Bangalore, under the supervision of
Dr Devi Shetty, the well-known cardiac surgeon. This institute provides treatment for bone
marrow transplantation at free or affordable costs to the needy

COVER MARKET AREA

 Strong foothold in rural India Nation-wide domestic distribution network.

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 2800+ distributors,400,000+ retail outlets,Brand reach 2.6mn outlets.

 Domestic Sales on Cash Sales channels are divided into rural and urban sales
territories.

 Strategic tie-ups with IOC Petrol Pumps ITC E - Choupal With the acquisition of
Zandu the network has further strengthened in western India

Selling Restrictions

Global Market

International business contributes to 14% of the total business

• Europe

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• 2%Others,

• 6% AFRICA GULF, AMERICA ,ASIA CIS,

• 19% Africa ,AUSTRALIA

Marketing initiatives

 Cross promotions started

 Zandu Balm introduced in new rejuvenated packaging to counterfeit duplicates

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 An aggressive electronic media campaign launched recently

 Hired Evolve Creations, UK to enhance anddevelop new packaging for Zandu brands

 Marketing experts like Mr. Alyque Padamsee are being consulted

 Initiated Active Marketing Research through ORG

Peer Group Comparison

Name of CMP(R.s Market EPS P/E (x) P/BV Dividend*


the ) Cap. (Rs.) (x) (%)
Company (As on Feb (Rs.
23.2010)

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Mn.)

Emami 550.00 41607.5 14.33 38.38 11.57 225.00


0

HUL 243.85 531944. 9.24 26.39 25.80 750.00


60

Dabur India 165.50 143286. 4.67 35.44 19.40 175.00


60

Marico 100.00 60928.1 2.97 33.67 16.6 65.50


0

Financial Highlights

 Results Update (Q3 FY10) For the quarter ended on December 31, 2009 (Consolidated) the
company has registered a 24.57% (YOY) growth in the net sales and stood at Rs.3495.80 mn
from Rs.2806.30 mn of the corresponding period of the previous year. The operating profit

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for the quarter stood at Rs.1118.00 mn from Rs.556.10 mn, for the same quarter of last year.
EBITDA margins for the quarter stood at 31.98 %. The company has reported a net profit of
Rs 780.50 mn for the quarter ended December 31, 2009 as compared to Rs336.50 mn for the
quarter ended December 31,2008, registering a growth of 131.95% .EPS for the quarter stood
at Rs.10.32 per equity share ofRs.200.

FINANCIAL HIGHLIGH
Consistent growth ….

Se

5
Quartarly Results:- Consolidated (Rs in mn)erly Results –
Consolidated (Rs in m
As at Q3FY09 Q3FY10 %Change

Net Sales 2806.30 43495.80 24.57%


$111
Net Profit 336.50 780.50 131.95%
$9
Basic EPS(Rs) 5.41
3 10.32 90.76%

Quarterly Results –
Quarterly Results – Consolidated (Rs in mn)

2 $67
Emami scales up its stake in Rama Newsprint to 5%
1

0
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The company has silently scaled up its holding in SK Bangur group company, Rama
Newsprint &Papers (RNPL) with interests in paper, paper boards and telecom cables, by
approximately 5%. As per the details of the deal, Emami group company Emami Paper Mills
bought around 8 lakh shares of Rama Newsprint & Papers from the open market on February
9.

 Scouting for acquisitions in domestic and foreign markets

Emami, which acquired Zandu Pharmaceuticals, last year for around Rs 700 crore, It is in a
better position for acquisitions. Soon it will be a debt-free company. Their balance sheet is
strong and they will try to acquire some brands and companies now.The company is currently
exploring opportunities in the US and UK markets, and the size of the deal could be up to Rs
600-800 crore.Besides, Emami is looking at strengthening its presence in the international
markets like the US,UK and CIS (former Soviet republics) countries, as it aims to achieve 50
per cent of its overall sales to come from exports in the next five years.

Emami
 acquires Bengal’s once-popular brand

Emami has taken over Bengal’s once-popular brands -- Lakshmi Bilas.Lakshmi Bilas was a
popular hair oil brand based in the city and was owned by M.L. Bose and Company. The
company has stopped production over two decades back owing to family issues and issues in
the management.Lakshmi Bilas also had large footprint in Bangladesh. No announcement yet
regarding the acquisition has been made as the group is waiting to get the brand registered
under Emami. The financial terms of the deal remain unrevealed.

 Recommends
 dividend

The company has recommended a dividend of Rs. 4.50 per share (i.e. 225%) subject to the
approval of members. The dividend, if approved, will be paid to the members of the Company
and the shareholders of The Zandu Pharmaceutical Works Ltd whom equity shares of Emami
Ltd will be allotted on demerger of Zandu FMCG undertaking in terms of clause 6.5 of Part
III of the Scheme of Arrangement under Sections 391 to 394 of the Companies' Act, 1956.

Financials
Results updates

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12 months ended Profit&loss Account (Consolidated)
Value(Rs. in FY08A FY09A FY10E FY11E
million)
Description
12m 12m 12m 12m

Net Sales 6180.30 7490.10 10686.13 12502.78

Other income 33.80 78.10 60.41 72.49

Total income 6214.10 7568.20 10746.54 12575.27

Expenditure -5202.10 -6215.90 -7838.49 -9314.57

Operating 1012.00 1352.30 2908.05 3260.70


profit
Interest 101.20 -210.10 -342.71 -365.16

Gross profit 1113.20 1142.20 2565.34 2895.54

Depreciation -74.00 -83.50 -302.36 -320.12

PBT&E.I 1039.20 1058.70 2262.98 2575.42

Exceptional - - 28.00 -
Items
PBT 1039.20 1058.70 2234.98 2575.42

Tax -126.60 -141.20 -378.65 -437.82

PAT Before 912.60 917.50 1856.33 2137.60


M.I+Share of
P&L
M.I+Share of -10.70 1.10 -91.60 -
P&L
Net profit 901.90 918.60 1764.73 2137.60

Equity capital 124.30 124.30 151.30 151.30

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Reserves 2739.30 2829.00 4593.73 6731.33

EPS(Rs) 14.51 14.78 23.33 28.26

Face Value(Rs) 2.00 2.00 2.00 2.00

Total No. of 62.15 62.15 75.65 75.65


Shares

Quarterly ended Profit & Loss Account (Consolidated)


Value(Rs. in 30-Jun-09 30-Sep-09 31-Dec-09 31-Mar-10E
million)
Description
3m 3m 3m 3m

Net Sales 1870.90 2117.30 3495.8 3202.13

Other income 33.2 10.00 8.2 9.01

Total income 1904.10 2 2127.30 3504.00 3211.14

Expenditure -1566.00 -1,645.00 -2386 -2241.49

Operating 338.10 482.30 1118.00 969.65


profit
Interest -120.6 -66.5 -74.1 -81.51

Gross profit 217.50 415.80 1043.90 888.14

Depreciation -29.9 -44.7 -111.1 -116.66

PBT&E.T 187.60 371.10 932.80 771.48

Exceptional - -25.9 -2.10 -


Items
PBT 187.60 345.20 930.70 771.48

Tax -38.7 -58.6 -150.2 -131.15

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PAT 148.90 286.60 780.50 640.33

Net profit Before 148.90 286.60 780.50 640.33


Mi.I
Minority Interest -34.6 -57 0.00 -

Net profit 114.30 229.60 780.50 640.33

Equity capital 124.3 144.3 151.3 151.30

EPS(Rs) 1.8 3.18 10.32 8.46

Face Value(Rs) 2.00 2.00 2.00 2.00

Total No. of 62.15 72.15 75.65 75.65


Shares

Limitations

During the period of my training, it was not possible for me to go through entire topic very
well. The most restriction what I felt is on my topic, due to this I had to concentrate in my

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topic and the other things had to side lined. Beside this, the following limitations I have come
across in course of doing the training.

 The study is largely dependent on the facts and figures obtained from the
Secondary data.

 Time factor was the most important limitation on preparing this report. The
time period for training as too short to collect the required information.

 The top executives could not be able to give exact position of the concern due
to their own work.

 Another limitation was that while interviewing with the market personnel they
were always been in hurry because they had lot of workload on their shoulders
the main reason what I realized that the customers orders were more.

 It is not possible to get every minute details as the company has its own
limitations regarding revealing of internal facts and figures.

Due to the above fact it has not been possible for me to prepare this report
according to my desire. However, I have tried my best to prepare this report
from available data and information.

Information Technology

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Emami is investing in its future by further building integrity into its information systems. It
has implemented SAP. With the implementation, the following benefits are in the process of
being accrued:

Standardized Work Processes

Emami is a global company, offering a diverse portfolio of products to markets in more than
58 countries. With the SAP implementation, we-ll be able to manage our entire global supply
chain more efficiently, enabling us to make the best possible business decisions ranging from
capacity planning to production scheduling.

Imagine a scenario in which we can analyze and evaluate our global inventory with a few
strokes of the keyboard. That scenario is now within reach because our new applications and
processes allow us to apply a simplified and standardized approach to doing business.

The SAP implementation is helping to reduce the amount of time and effort it takes to fulfill
customer requests and transactions. Having a robust, online transactional system with a single
data base is making that happen.

Improved Timeliness

Operational efficiency to respond quickly to fast changing market realities is a strength we


built in our IT department.

Strengthen Relationships
Companywide access to accurate information about customers, production and distribution
will form the backbone of our customer care concept—ultimately integrating disparate touch
points, raising the quality of customer interactions, and focusing business processes across the
enterprise around customer needs. Business process will streamline and automation across all
locations.

Accuracy of Information
Our new system will serve as a repository of information and allow us to build accurate
customer profiles based on the products we sell and the services we offer.

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But it-s not only about having the right data. It-s about having that data presented in the right
format, at the right time and in the right place. And it-s about carrying that customer
information all the way through the product cycle, from order commitment to production
scheduling to delivery to invoicing.

Our business information system enables us to gather, store, analyze, and provide easy access
to the most up-to-date information we have—all updated in real-time. Enhanced management
control and online user-friendly management reporting.

Operations
Emami Limited is one of the fastest growing ayurveda-focused, health, beauty and personal
care product companies in India today.

We are in the field of manufacturing of health, beauty and personal care products for over 35
years. Through the efforts of a team of committed and competent personnel, we strive for
continualimprovement in our quality performances.

Headquarter:Kolkata
Manufacturing plants: Kolkata, Guwahati , Pondicherry , Vapi,Pantnagar,Talasari
and Silvassa,Manufacturing facilities with CGMP and ISO 9001:2000 certifications

Total Area: 1,36,800 sq.ft.

Built up Area: 102174 sq.ft.

Important Product Categories Manufactured

We have a portfolio of over 30 products derived from select and effective


ayurvedic, natural and herbal ingredients. Our main product categories consist of
the following:

• Hair Care
• Skin Creams , soaps and lotions
• Talcum Powder
• Ayurvedic Health Care Products

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Sales and Distribution

Emami covers all the states with 29 depots across India and enjoys a wide distribution
network comprising 2500+ distributors and a direct coverage of 4.15 lacs outlets. To felicitate
this distribution strength, Emami has 1200+ strong and motivated Sales Force including both
direct & indirect manpower operating in the market.

Modern Trade:

With the change of scenario in retail market the Company has drawn an extensive coverage
plan for targeting customers in modern format outlets effectively selling in the market directly
or through exclusive distributors. A specialized Sales Force has also been developed to
service these ever growing Modern Retail outlets. Currently, the Company is covering over
4000+ key accounts and is expected to double the sales in 2008–09.In order to bring in
complete retail focus to the business through direct reach and distribution, the Company has
also undertaken an aggressive plan to identify Focus Sates in the country. The objective
behind this is to increase strong numeric distribution, reduce dependency on wholesale,
initiate extensive BTL activities, strengthen rural coverage and introduce smart sales force to
counter any competition

Various strategic initiatives undertaken to enhance value

 Effective April 2009, production commenced at Pantnagar unit in the tax free zone of
Uttaranchal.

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 Increase in Sales relaisations at Zandu for reduction in trade margins by around 10%.

 More focus on the core business, residual non core investments including Zandu
Chemicals business was hived off.

 SAP initiative - streamlining Zandu operations and support systems.

 Hired global consulting firm E&Y to recommend synergetic benefits in Supply


Chain, Logistics and CFA arrangements.

 Post acquisition integration process underway

• Streamlining of sales channels

• New marketing strategies to drive penetration and consumption

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Major Kinds of Strategies

GROWTH:-

Growth strategies should give answer to such questions: How much growth should occur?
How fast growth should be? Where and when it should occur?

FINANCE:-

Every business has a clear strategy for financing its operations.

ORGANIZATION: -

Organizational strategy has to do with the type of organization pattern on enterprise


will use.

PERSONAL:-

They can be many major strategies in the area of human resource and
relationship.

PUBLIC RELATION:-

Strategies in their area hardly be independent, they must support other


strategies and efforts.

PRODUCT & SERVICES:-


A Business exits for its product and services. In a very real sense, profits are merely a
measure although in important one of how well a company serves its customers.

MARKETING:-

These strategies are designed to guide managers in getting product or services to customer
and encouraging them to buy their product.

Selecting the Target Market

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TARGETING:-

For any business, determination of Target Market is very essential. Unless and until they are
clearly going to identify who is its customer, they are not able to sell the product in the
Market. emami's main target is its old customer where emami has already commissioned its
project. It also concentrates on those companies who are having a plan for commissioning a
project. Target Market is fixed basing on Govt. planning, looking in the competition, the
possibility of getting the projects.

SEGMENTATION:-

It also did segmentation for selling its products and projects. Here the segmentation is based
upon the geographical location of the customer. The company has set up its five regional
offices. The offices are regularly communicating with its administrative office situated at
Jamshedpur. It gets the order from its regional officers and forwards it to its registered office
where the execution works being done. Hence, all the five regional offices working as if it is
webbing over the entire country of its existing customer by taking more and more orders.

PROMOTIONS:-

About promotional activity, it does not concentrate that much on promotional activities. Since
this is not a consumer product here customer product here customers as well as competitors
are very limited and they have to take different strategies in different situations. That's why it
does not plays significant role. Though it tries to establish personal contact and builds up the
company's image in the mind of the customer. It also does some activities like participating in
trade fairs and also arranges some seminars in selected areas where company is expect to get
an order.

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Developing the Marketing Mix.

For a marketing Strategy it is very essential to do a correct marketing mix. i.e. the
combination of 4.P's Viz. Product, Price, Place, Promotion.

PRODUCT:

Product part is a vital part of its Strategy. Quality is the catchword of Emami for its
competition against the foreign giants. It emphasizes on the quality and durability aspects. For
its future it should concentrate on the new product development at less price.

PRICING:

Pricing is very important for this concern. As I mentioned earlier the future of the company
depends upon the pricing strategies of the organization.

PLACE:

Coming to place, the company is ready to do any job, which is feasible for the company in
other aspects.

PROMOTIONS:

About promotional activity, it does not concentrate that much on promotional activities. Since
this, is not a consumer product here customers as well as competitors are very limited and
they have to take different strategies in different situations. That's why it does not play a
significant role. Though it tries to established personal contact and builds up the company
image in the wind of the customer. It also does some activities like participating in trade fair
and also arranges some seminars in selected areas where company is expect to get an order.

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ANALYSIS

I have done market analysis of Emami Products.

I have visited each week 150 outlet in 45 days.

I have learned how to communicate and how to deal with Retailer.

I have learned how to sales and distribute products to Retailers.

I have also learned how to target middle urban and rural market.

I have analyzed market situation.

(A) Speed of Response:

GOOD
AVERAGE
POOR

(B) Availability of spare parts:

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EASY
NOT EASY

(C) Product range:

HIGH
MEDIUM
LOW

(D) Rating of Product in terms of price:

COMPETITIVE
HIGH
LOW

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(E) Are you satisfied with the after sales services?

YES
NO
CAN'NT SAY

(F) At the time of finalizing the order of product, what is the most important
Factor?

Q UALITY

BR AND NAME

PR ICE

BRAND NAM E

(H) Why Emami’s products or equipment? EXPERIENC E

GOODW ILL

AFTER SALE S
SERVICE
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(a)

(I) Technology used by Emami, is:

EXC ELLENT
VER Y GOOD
GO OD
FAI R
POO R

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QUESTIONNAIRE

1.Do you have Emami Navratna oil ?


(A) Yes (B) No
2.Is Distributor Comes ?

(A) Yes (B) No

3. When distributor Comes ?


(A) Weekly (B) Half Monthly

4.WHICH IS THE MOST SELLEBLE BRAND OF Cool OIL OF YOUR


SHOP ?
(A) NAVRATNA (B) HIMGANGE
(C)BANFUL (D)OTHERS

5.How much quantity you usually keep ?


(A) 3 Pieces (B) 6 Pieces (C) 12 Pieces (D) 24 Pieces (E) Petty

6. Which one company’s oil is demanding high?


(A) Navratna (B) Himgange (C) Banful (D) Other Brand

7.Graphical View as per as per 1000 outlets.

8.Your Suggestion ?

FINDINGS

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• The first and the major problem is that the company does not have direct and permanent

contract with retailers. It is general complain that there is a big communication gap between

the company and the retailers and no one is to solve their problem.

• The second problem of retailers is non availability of quick response of distributors.

• Distributors do not send the ready stock and thus the delivery man suffers the problems when

the retailer demands in emergency.

• One of the major problems is i.e. they are the price difference. They are getting same product

in different price from others suppliers (the other suppliers are giving on less price and

schemes) thus this problem is very big for distributors and suppliers both.

• Second problem is wholesale market; the wholesale market is creating problem entering in

distributors areas.

• The problem faced by the distributors is lack of stands in market. This problem disturbs the

distributors and retailers both. Retailers demand stands to distributors because executive of

others company does not allow to use their stands to put our product.

This part explains the major observation that came across during the study. Here some of the
important analysis is been done so as to know how and where the company needs to put dint so as
improve its images in marketing.

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OBSERVATION OF THE STUDY

1 The demand of the products is observed to be grater than


competitior products.

2 As the profit margin with emami products is grater, the retailer want a weekly
delivery to them by the distributior.

3 Due to the improper and untimely distribution of the products to the retailers ,other
brands are goining rise in their respective sales.

4 It was observed that salesmen don’t take orders properlyfrom the retailers and are
also unable to convience the properly.

5 The retailers are not getting any special discount or benefit for their extraordinary
sale.

6 There is unavailabilty of products in the outsides of ranchi as the the distributiors


don’t deliver to these place.

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Demandof

OTHER
BRAND

AS PER 100
BANFULOIL

HIMGANGE
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Comments & suggestion

After spending 45 DAYS in the product marketing division of Emami company Ltd; I have
noticed some points.

Comments:-

 Marketing intelligence is extremely good and the area is limited.


 Future plans not passed on to concerned department properly.
 Pro-active marketing activities are not up to the mark.
 Price of some products are very high as compared to competitors.
 New product development is moving with slow pace.

Suggestions:-

 The distribution to the retailer outlets should be timely and it would


be better if it is done on a weekly basis.

 .The salesman should be trained properly so that they are able to


convience the retailers.

 The orders must be taken timely from the respective retailers.

 Benefits and discount schemes should be launched for the


extraordinary retailers for the better advertisement of the brand.

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 The product must be made reachable to the customers in the


adjacent areas of ranchi and in the outskirts as well

 Should enhance its Pro-active Marketing.

 Should increase the communication between the supplier and marketing, procurement
department.

 Should concentrate on implementation of technological advancement for getting


competitive advantage.

 Should concentrate more on self- value added product, less depend upon the supplier.

 More integration is needed among departmental activities.

 Should enhance it’s distribution channels.

 Should promote it’s brand like other competitors.

 More emphasis on after sales service will also promote the business.

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Conclusion

 At the current market price of the stock Rs.550.00, the stock trades at a P/E of 23.58
x and 19.46 x for FY10E and FY11E respectively.

 The EPS of the stock is expected to be at Rs.23.33 and Rs.28.26 for the earnings of
FY10E and FY11E respectively.

 The top line and bottom-line of the company are expected to grow at a CAGR of
26.47 % and 33.33 % over FY08 to FY11E.

 Price to Book Value of the stock is expected to be at 8.77x for FY10E and 6.05 x for
FY11E

 Emami’s brands are promoted by eminent celebrities like M S Dhoni, Amitabh


Bachchan, Shah Rukh Khan, Madhuri Dixit, Kareena Kapoor, Sunny Deol, Preety
Zinta etc, who help the company to gain mass appeal through its brands.

 Emami’s core business continues to do well, with both power brands and new
launches doing well. The shifting of production of Zandu Balm to excise-exempt
locations and higher realizations are helping widen margins.

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 The company only focuses on products offering high margins, thus maintaining
superior profitability.

 After the acquisition of Zandu, Emami now has the strength of century old Zandu
Ayurveda products like Zandu Balm, Zandu Chawanprash, Kesri Jeeven, Panchristha,
Nityam Churna, etc,which help the company in bolstering the brand image

 The company is currently exploring opportunities in the US and UK markets, and the
size of the deal could be up to Rs 600-800 crore.

 The Indian middle class population is poised to grow from 300 million people in 2008
to 583 million people by 2025. This segment is expected to generate maximum
demand for FMCG and consumer goods.

 Emami has tied up with ITC Ltd. to distribute products through the echoupal outlets,
thus ensuring greater rural reach.

 We recommend ‘BUY’ in this particular scrip with a target price of Rs.675.00 for
Medium to Long term investment.

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Bibliography

 Principle of Marketing Management- Philip Kotler

 EMAMI’s Annual Report

 EMAMI’s Monthly Magazine

 EMAMI’s product Catalogue

 Website: www.emami group.com


www.google.com

 Newspapers: Economics Times


Business Standards
Financial Express
 Personal interview with the employ

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