Fast moving consumer goods are the products that sell quickly and are in high

demand. FMCG goods are sell at low price and are also called packaged consumer
goods. FMCG products have short life. In FMCG sector the manufacturer sell the
products to the wholesaler, then the wholesalers sell it to retailers and later on
retailer give them to consumers. This is called two seller channel. FMCG sector is
one of the most important sector in the market and one of the most exciting
industries to work with.

ITC, HUL NESTLE, COLGATE and P&G, these are the five most important
company which comes under FMCG sector.

About ITC Company

“ITC stands for India Tobacco Company limited established in 1910,

headquartered at Kolkata. It is Indian multinational conglomerate company.
ITC has launched several products such as Cigarettes, Hotels, Paperboards &
Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery,
Information Technology, Branded Apparel, Personal Care, Stationery, Safety
Matches and other FMCG products.” ITC has launched new products in 2020:-

1. Disinfectant sprays,
2. Fabric disinfectant sprays
3. Germ protection wipes

Interpretation of Excel file

Value of p= 0.0075

Value of q= 0.2321

Hence we can say that the value of innovation is less than imitation. The sales of
the company is increased due to the product quality , not by word of mouth.

About P&G

“P&G stands for Procter & Gamble Company. It is an American multinational

consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837
by William Procter and James Gamble. The Procter & Gamble Company,
incorporated on May 5, 1905, is focused on providing branded consumer packaged
goods to consumers around the world. The Company operates through five
segments: Beauty; Grooming; Health Care; Fabric & Home Care, and Baby,
Feminine & Family Care.”

Interpretation of Excel file

Value of p=0.0043

Value of q= 0.515

Hence we can say that the value of innovation is less than imitation. The sales of
the company is increased due to the product quality , not by word of mouth.

About NESTLE

“Nestlé S.A. is a Swiss multinational food and drink processing conglomerate

corporation headquartered in Vevey, Vaud, Switzerland. It is the largest food
company in the world. Nestle products include baby food, bottled water, breakfast
cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet
foods, and snacks.”

Interpretation of Excel file

Value of p=0.0086

Value of q= 0.2005

Hence we can say that the value of innovation is less than imitation. The sales of
the company is increased due to the product quality , not by word of mouth.

About COLGATE

“Colgate-Palmolive Company is an American multinational consumer Products

Company headquartered on Park Avenue in Midtown Manhattan, New York City.
It specializes in the production, distribution and provision of household, health
care, personal care and veterinary products. Colgate-Palmolive Limited
is India's leading provider of scientifically proven oral care products. In the year
1983, the company introduced their successful product Colgate Plus toothbrush in
the market.”
Interpretation of Excel file

Value of p=582.4

Value of q= 0.267

Hence we can say that the value of innovation is more than imitation. The sales of
the company is increased due word of mouth. The brand is popular among the
crowd.

About HUL

“Hindustan Unilever Limited is an Indian consumer goods company headquartered

in Mumbai, India. It is a subsidiary of Unilever, a British company. Its products
include foods, beverages, cleaning agents, personal care products, water purifiers
and other fast-moving consumer goods.”

Interpretation of Excel file

Value of p=0.0075

Value of q= 0.2321

Hence we can say that the value of innovation is less than imitation. The sales of
the company are increased due to the product quality, not by word of mouth.