Professional Documents
Culture Documents
ON
“A STUDY ON SUPPLY CHAIN MANAGERMENT”
AT
FMCG GCPL.
(2022-23)
Submitted by
JYOTI SINGH
MBA, 4th semester
ROLL NO – 210810700036
UNDER THE GUIDENCE OF:
DR.KK BHARTIY
1
DECLARATION
I am JYOTI SINGH the undersigned, student of STEP HBTI; declare that this project
GCPL ” is submitted in partial fulfilment of the requirement for the summer internship
project during the course of Master in Business Administration. I also declare that this
is my original work and has not been previously submitted as part of any other degree,
diploma of another school or University. The findings and conclusions of the data in
JYOTI SINGH
ROLL NO - (2101810700085)
2
DEPARTMENT OF BUSINESS ADMINISTRATION
STEP-HBTI
CERTIFICATE
This is to certify that JYOTI SINGH, third semester student of Master of Business Administration,
of STEP-HBTI, Kanpur has completed the summer internship project report entitled “A study on
brand loyalty for Samsung phones ” in partial fulfillment of the requirements for the award of the
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ACKNOWLEDGEMENT
Through this acknowledgement I express my sincere gratitude towards all those people who helped
me in this project, which has been a learning experience. I would like to give special thanks to our
Principal sir DR. ASHEESH TRIVEDI for providing immense support. This space wouldn’t be
enough to extend my warm gratitude towards my project guide DR.KK BHARTIY for her efforts in
coordinating with my work and guiding in right direction. It would be injustice to proceed without
acknowledging those vital supports I received from my beloved classmates and friends, without
whom I would have been half done. I also use this space to offer my sincere love to my parents and
all others who had been there, me walk through this work.
JYOTI SINGH
ROLL NO - (2101810700085)
4
TABLE OF CONTENT
2 INTRODUCTION 8-51
5 SCOPE OF STUDY 54
9 FINDINGS 95
10 CONCLUSIONS 96
11 BIBLOGRAPHY 97
12 REFERENCES 98
13 ANNEXURE 99-102
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5
EXECUTIVE SUMMARY
FMCG CGPL (Fast Moving Consumer Goods Consumer Goods Private Limited) is a leading player
in the FMCG industry, specializing in the production and distribution of a wide range of fast-moving
consumer goods. With a strong focus on quality, innovation, and customer satisfaction, FMCG
Market Overview: The FMCG industry is highly competitive, characterized by rapid product
turnover, low profit margins, and intense customer demand. Despite these challenges, the FMCG
sector has witnessed steady growth over the years due to increasing consumer spending, changing
lifestyles, and urbanization. FMCG CGPL operates in a diverse market, catering to various consumer
Company Overview: FMCG CGPL operates a vertically integrated business model, encompassing
manufacturing, distribution, and marketing of its products. The company's product portfolio includes
food and beverages, personal care products, home cleaning solutions, and other essential consumer
goods. FMCG CGPL has a well-established supply chain network, enabling efficient production,
Key Strengths: Strong Brand Portfolio: FMCG CGPL boasts a robust brand portfolio with a mix of
established brands and innovative offerings that cater to diverse consumer needs.
Quality and Innovation: The company places a strong emphasis on product quality and continuous
Extensive Distribution Network: FMCG CGPL has an extensive distribution network comprising
distributors, wholesalers, and retailers, enabling widespread product availability and market reach.
adapting its product offerings accordingly, leading to high customer satisfaction and loyalty.
Operational Efficiency: The company has implemented efficient manufacturing processes, supply
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chain management systems, and cost optimization strategies to drive operational excellence and
Market Strategies: FMCG CGPL employs several key strategies to maintain and expand its market
presence: Product Development and Innovation: The company continually invests in research and
development to introduce new and improved products, keeping pace with evolving consumer trends
and preferences.
Branding and Marketing: FMCG CGPL utilizes various marketing channels, including traditional
advertising, digital marketing, and social media, to create brand awareness, promote its products, and
Distribution Expansion: The company focuses on expanding its distribution network, targeting both
urban and rural areas, to ensure wider product availability and accessibility.
Strategic Partnerships: FMCG CGPL actively seeks strategic partnerships and collaborations with
retailers, suppliers, and technology providers to enhance its market position and explore new growth
opportunities. Sustainability and Corporate Social Responsibility: FMCG CGPL recognizes the
importance of sustainability and actively incorporates environmentally friendly practices into its
operations. The company also engages in social initiatives to contribute to the communities it
operates in.
Financial Highlights: FMCG CGPL has demonstrated consistent financial performance over the
years, driven by its strong market position and effective business strategies. Key financial highlights
include:
Revenue growth: The company has achieved steady revenue growth through a combination of
Profitability: FMCG CGPL maintains a healthy profit margin through effective cost management
Investment in Growth: The company allocates a significant portion of its earnings towards research
Inventory Management
Definition:
Inventory management is an approach for keeping track of the flow of inventory. It starts
right from the procurement of goods and its warehousing and continues to the outflow of the
raw material or stock to reach the manufacturing units or to the market, respectively. The
When the goods arrive at the premises, inventory management ensures receiving, counting,
sorting, arrangement, storage and maintenance of these items, i.e. stock, raw material,
To see how this whole system functions, we should first understand the flow of inventory in
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Here, the goods which are stored in the warehouse can be utilized in the following two
ways:
customer.
choose from. Some of the most common ones are EOQ (economic order quantity),
ABC analysis, just-in-time management, EQR model, VED analysis, LIFO (last in last
Inventory management is performed to simplify the operational activities. Some of the primary
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Preventing Dead Stock or Perishability: With an optimal inventory level, the chances
Optimizing Storage Cost: It reduces the chances of maintaining excessive stock, even
the requirements are pre-determined, which ultimately cuts done the unnecessary
warehousing costs.
Maintaining Sufficient Stock: Now, the production department need not worry about
Enhancing Cash Flow: Inventory has a significant impact on the cash flow of the
company. With effective inventory management, the organization can ensure sufficient
Reducing the Inventories’ Cost Value: When there is a constant purchase of goods or
stock, the organization can ask for discounts and other benefits to decrease the
purchase price.
While installing an inventory management system, the organization has to consider the
various aspects like cost, budget, utility and accessibility. However, it can be classified into
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Bar-code Inventory Management
The barcode system is its automated and simplified version. The management can find out
the stock remaining with just one click on a computer device. The scanned barcodes enable
the software to maintain a track of all the purchases and the flow of inventory.
It links the barcode and radio frequency identification with the accounting inventory system,
inventory received, and point of sales systems along with the production system, to trace the
path of inventory movement. It is mostly beneficial for accounting purpose. This is also
It is a manual process, which is used for determining the closing inventory value, for putting
it up in the ledger at the end of a financial year. Depending on the organizational need, it can
also be analyzed quarterly. However, it is a time-consuming way, since the inventory has to
be physically counted.
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Step 1: Determining the Loopholes
The foremost step is to evaluate the inventory requirement and the actual stock of the goods.
Also, the reasons for this gap between the demand and inventory should be ascertained.
The market demand forecasting holds equal importance. This is because it helps the
organization to estimate the production quantity, which ultimately leads to the maintenance
of adequate inventory.
transport, bulk discounts and supply chain costs. Each of these should be well analysed.
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Step 4: Identifying the Extent of Process Automation
It is not possible for every organization to completely automate the inventory management
process. However, the management can recognize those particular areas where there are
possibilities of automation.
The next step is to find out the suppliers’ inventory management practices since this strategy
cannot be implemented solely. If the supplier is resistant to change and tends to proceed with
the traditional means, the organization needs to look for alternative vendors.
The goods have to be segregated into various categories depending upon the product type,
To efficiently manage and track the performance of the applied technique for each category,
it is essential to set individual goals. It not only provides a base for benchmarking but also
Now, that we are aware of the problems, the next step is about finding out the density of each
issue and its impact. The concerns which can be resolved immediately needs to be addressed
first. And then, the ones which are complex and requires restoration should be considered.
Designing an appropriate inventory management system is the task of the personnel who
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specialize in the field. Thus, at this stage, the organization needs to hire consultants or experts
for advice and opinion on current technology and problem fixation within the desired budget.
The last step is to implement a satisfactory inventory management strategy for the desired
deal with the changes in demand and add value to customer experience.
The evolving technology and changing consumer preference have significantly brought
forward the need for a robust inventory management system. Given below are some of the
most prominent reason for which it is considered beneficial for every business entity:
The ERP software accommodates and links the different business operations. These are
sales to one another. In this process, inventory management contributes its part of providing
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the necessary data.
The barcode system, LIFO and FIFO techniques provide a clear picture of the past and
present inventory available with the company to optimize the warehousing functions.
It provides for proper evaluation of the different types of inventory, i.e., stock in hand,
opening and closing stocks, raw material, finished goods, etc. This data is also used to
Being a segment of supply chain management, it is responsible for streamlining all the
Sales, as we know, is a continuous process which depends upon the production of goods or
Inventory management has become an inevitable part of significant business entities. Also,
many small organizations have adopted the concept to keep track of their stock and raw
material.
But while practically implementing it, the companies have to deal with the following
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limitations:
Lack of Knowledge: The personnel at the receiving and warehousing departments may
lack the required expertise and adequate knowledge of segregating the regular and
Expanding Product Portfolios: The customers’ demand and requirements for a wide
range of products have tremendously increased the inventory size, making it difficult to
manage, manually.
Supply Chain Complexity: The organization, at times, fail to track the stock or goods
during the supply chain process. Moreover, it is not necessary that the business partners
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INVENTORY MANAGEMENT TECHNIQUES
Definition:
Inventory management techniques can be seen as a useful tool in the hands of the
management. It ensures the availability of the right type of stock, at the right time, at the right
place and in the desired quantity. It also enables the managers to match the inventory shown
Example: A garment manufacturing industry found that in the financial year 2018-19, it has
increased its sales by 33%. However, the Cash Flow statement depicted a very low balance,
On analysing the books of accounts, it was found that the company has blocked its working
The stock was maintained in a vast quantity taking up the warehouse space, demanding high
FIFO
LIFO
EOQ
ABC Analysis
VED Classification
Drop shipping
Contingency Planning
Accurate Forecasting
Set PAR Levels
Inventory Kitting
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Just-In-Time
MRP
Perpetual Inventory Management
FSN Inventory
Batch Tracking
perishable goods. These include flowers, fruits, vegetables, fish and meat products, dairy
FIFO states that the goods which were received first (old stock) needs to be consumed
initially. Thus, reducing the spoilage of those goods which have a short shelf life.
For this purpose, the store in-charge must ensure proper arrangement of stock. It should be
such that the newest batches should be placed in the last shelves, whereas the oldest ones
One of the ways of organizing the goods is through their batch numbers or expiry dates.
In reselling businesses, this method also optimizes the inventory for non-perishable items that
When the same product is ready to be launched with new features look, packaging or design;
Last in last out is an inventory valuation technique used for the goods which are non-
perishable and homogeneous. Some of these are bricks, cement, stones, sand, etc.
Since this type of stock is usually arranged in piles, the newest lot is on the top. Therefore,
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the most recent goods have to be used first, followed by the oldest stock, which is at the
bottom.
Though, this technique shows a superior income statement; the balance sheet is poorly valued
Also, the International Financing Reporting Standards (IFRS) and the Accounting Standards
for Private Enterprises (ASPE) forbids the use of LIFO in accounting. In the US, Generally
Accepted Accounting Principles (GAAP) has not imposed any such restrictions.
This model is applied when objective is to minimize the total annual cost of inventory in the
organization. Economic order quantity is that size of the order which helps in attaining the
above set objective. EOQ model is applicable under the following conditions.
The total annual cost of the inventory (TC) is given by the following equation in EOQ model.
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A numeric illustration of the EOQ model is given in example 1.
ABC manufacturers produces 1,25,000 oil seals each year to satisfy the requirement of their
client. They order the metal for the bushing in lot of 30,000 units. It cost them $40 to place
the order. The unit cost of bushing is $0.12 and the estimated carrying cost is 25%-unit cost.
Find out the economic order quantity? What percentage of increases or decrease in order
ABC Analysis
Another inventory control method is ABC analysis that lists out the goods under three
classes as follows:
1- A, i.e., Highly Important: These are the goods which cost high and therefore,
3- C, i.e., Less Important: These goods are available in huge quantity due to their low
value or cost.
Thus, category A being quite expensive, requires constant monitoring through EOQ, periodic
The goods under category B should be ordered as per the market or production requirements.
Moreover, the ones that belong to category C does not require much control. Instead, only
It distinguishes the stock according to the significance of its usage into the following three
categories:
1- Vital: Items signifying the lifeline of the production process are termed as vital items.
3- Desirable: The desirable items does not immediately hamper the production and also
In the above classification, we can see that the essential items hold the highest significance
since its non-availability would pause the production process. These items usually comprise
Drop shipping
Drop shipping is that form of business which ensures inventory control for resellers. The
On receiving the order from a customer, the company forwards it to manufacturer, supplier or
wholesaler. Then, the vendor directly ships the product to the customer.
Contingency Planning
Contingency strategy can be seen as a backup plan. Thus, this type of inventory management
technique helps to deal with any of the following adverse business circumstances:
information;
The company runs out of sufficient working capital to acquire essential products.
In this method, the organization should foresee the inventory-related risk and its impact.
Accordingly, it should plan what actions are to be taken, if any of the above problems arise.
Along with this, a constant effort should be made to build strong public relations for long-
term existence.
Accurate Forecasting
In inventory management, market demand analysis and estimation of sales, play a significant
role. If the organization lacks proper information about a precise number of future sales units,
While accurate demand forecasting the organization must look into the following factors:
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Economic conditions;
Market trends;
Marketing cost;
establishing minimum stock criteria for each type of goods. If the inventory goes down the
set limit, it is an indication that the new minimum order needs to be placed.
For such decision making, the store manager needs to analyse the frequency of sales or
production and procurement period. With the changing market demand, production capacity,
warehousing capacity, maintenance cost and various other factors; the PAR levels can be
altered.
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Therefore, the organization must review the PAR levels considering these factors, from time
to time. In the absence of the manager, safety stock levels also aid the employees to take
Inventory Kitting
In the inventory management, on selling a bundle, the system automatically associates the
As the name suggests, it refers to maintaining only that much stock which is required at
Some organizations first receive the order from the clients, and then they proceed with the
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Following are the various advantages of JIT:
JIT benefits through ordering the new stock only when the old one is about to finish.
It ensures a positive cash flow, with less working capital engaged in inventory.
It also provides for optimizing the inventory cost by reducing the warehousing and
insurance expenses.
However, one of the most significant drawbacks of this technique is it may result in stock-
out. Since there is a possibility that the procurement team fails to order the goods on time or
Commonly known as MRP method, it is an analytical approach. The manager places the
order with the vendors, for new stock only after finding out the market demand and sales
since it provides for price risk optimization and also reduces the overstock uncertainties.
It is a continuous inventory system that helps in regular tracking of the real-time stock
movements.
In this method, the inventory is promptly updated in the books of accounts, as soon as the
Thus, this is a superior technique to the periodic inventory system which initiates only an
The critical function of the FSN inventory technique is understanding the frequency with
1. Fast-Moving Inventory: The goods which are readily saleable or consumed in bulk,
are termed as fast-moving inventory. The inventory turnover ratios of such stock are
quite high.
2. Slow-Moving Inventory: The stock which is not consumed that frequently resulting in
3. Non-Moving Inventory: Some goods in the warehouse, goes out of demand and
therefore, becomes obsolete. Many times, such non-moving inventory leads to dead
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stock.
The manager should take steps to use or eradicate the non-moving inventory for creating
space in the warehouse. Also, the slow-moving goods should be stored in a limited quantity
On the other hand, the fast-moving stock should be maintained in a sufficient quantity for
Batch Tracking
Throughout the supply chain management, goods are recorded and traced as per their batch
It is widely used to figure out where the inventory is, right from its receiving and
warehousing to production or sales. It even keeps track of the products’ expiration date (if
available).
suppliers.
It helps to make out defective products in a batch, and thus, reduces the chances of loss.
A robust quality control system can be established through a lot tracking system. Since
the expiry date of each product or batch is known, the chances of quality degradation
reduce.
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Supply Chain Management
Definition
Supply chain management refers to controlling the flow of raw material, product, inventory,
cash and information right from the place of origin to the final consumption of the product. A
supply chain involves all the activities which an organization performs for consumer
If an organization is merely planning to produce some goods without knowing how it would
procure the raw material, machinery and other resources, it may not be able to start even.
Supply chain management is a step by step process which remains as a standard for all the
business operations. Let us now learn about these steps in detail below:
Plan: The initial stage in the process of supply chain management is to develop a plan
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manufacturing of goods, distribution of products, inventory management and
Source: This step deals with the decisions regarding the suppliers of the raw material.
The supply chain manager is responsible for maintaining a cordial relationship with the
Make: In this stage, the whole concentration is on the manufacturing of the product. It
involves product design, the method of production, product testing and sampling,
packaging, etc.
Deliver: In this step, the organization plans for the delivery of the manufactured goods
Return: Customer service is the essential step where the companies need to arrange for
the replacement or refunds in exchange for the products returned being either damage,
You must be wondering what all activities are performed under supply chain management?
Why are they so essential for the organization? To understand the impact of supply chain
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management on the various departments of an organization, we must go through the following
activities:
loyalty toward the brand through customer relationship management. It involves identifying
the customer’s need, designing the products accordingly and maintaining a customer
database.
service and satisfaction through proper flow of information, addressing customer issues and
working on feedbacks.
enhancing public relations is essential for the regular supply of raw material and
Manufacturing Flow Management: It includes all the operations which facilitate a transfer
of raw material into the factory and transfer of finished goods out of the factory. It ensures a
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flexible and systematic manufacturing process to produce products or services at the lowest
possible cost.
Demand Management: Demand forecasting and analysis are necessary to meet the needs of
the customers in the best possible way. It is also provided for the preparation of the sales
Order Fulfilment: Supply chain management includes activities related to order processing
and fulfilment like handling queries, taking up orders, order delivery, coordinating with the
Product Development and Commercialization: The company needs to be updated with the
ongoing trend, and the customer wants. This is essential to survive in the long run by making
the required changes in the product or develop a new product through innovation.
Returns Management: Reverse logistics is the flow of goods from the customers back to the
company due to specific issues like damage or defect. It is a must needed activity for the
The regulation and movement of information, goods and money in business are necessary
for the proper functioning of all the departments and achievement of organizational goals. It
Let us see why supply chain management has gained so much importance, for any business
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Enhances Customer Service
A business revolves around its customers, and consumer satisfaction is the critical factor of
all business activities. To ensure proper customer service, supply chain management is
needed.
The customer seeks for the right product, in the correct proposition and the right quantity, on-
time delivery of the products, availability of the product at the accessible location and prompt
after-sales service.
Cost Reduction
Supply chain management streamlines the business process by reducing the overall cost
Supply chain management ensures acquiring the raw material from the suppliers at the lowest
It provides for the regular supply of materials and tools to the manufacturing and assembling
Supply chain cost, i.e. the cost of maintaining a large inventory and obsolete products can be
supply chain management controls the expenses of the company to improve its financial
health. When the sales are in bulk, a slight cost-cutting in the supply chain can lead to a
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remarkable difference in the profitability.
Supply chain management is all about building up of networks taking the help of the tertiary
sector to reduce the cost of fixed assets. The faster the product reaches its customer; the
sooner is the payment made. This reduces the debtors and improves the cash flow of the
company.
Supply chain management is necessary to move the goods or services from its point of origin
to its end-user. In the direction of humanity and to protect human life, supply chain
management is required at the time of crisis to move the resources from one place to another.
It also acts as a saviour at the time of medical emergencies and rescues like the hospital’s
Usually developed countries have a better standard of living due to a well-structured supply
chain. It also improves the transportation system, communication system, infrastructure, etc.
It enhances profitability from the trading and business activities to ensure economic growth
Better supply chain means more business and more business means more employment
opportunities.
The third and last decision phase consists of the various functional decisions that are to be
made instantly within minutes, hours or days. The objective behind this decisional phase is
minimizing uncertainty and performance optimization. Starting from handling the customer
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order to supplying the customer with that product, everything is included in this phase.
Initially, the marketing department is responsible for taking the order and forwarding it to
production department and inventory department. The production department then responds
to the customer demand by sending the demanded item to the warehouse through a proper
medium and the distributor sends it to the customer within a time frame. All the departments
engaged in this process need to work with an aim of improving the performance and
minimizing uncertainty.
Supply chain performance measure can be defined as an approach to judge the performance
of supply chain system. Supply chain performance measures can broadly be classified into
two categories:
which addresses how the company needs to provide services to diverse customer demands.
Quantitative Measures
Mostly the measures taken for measuring the performance may be somewhat similar to
each other, but the objective behind each segment is very different from the other.
Quantitative measures are the assessments used to measure the performance, and compare
or track the performance or products. We can further divide the quantitative measures of
Non-financial measures
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Financial measures
Non-Financial Measures
The metrics of non-financial measures comprise cycle time, customer service level,
inventory levels, resource utilization ability to perform, flexibility, and quality. In this
Cycle Time
Cycle time is often called the lead time. It can be simply defined as the end-to-end delay in
a business process. For supply chains, cycle time can be defined as the business processes
of interest, supply chain process and the order-to-delivery process. In the cycle time, we
should learn about two types of lead times. They are as follows:
The order-to-delivery lead time can be defined as the time of delay in the middle of the
placement of order by a customer and the delivery of products to the customer. In case the
item is in stock, it would be similar to the distribution lead time and order management
time.
If the ordered item needs to be produced, it would be the summation of supplier lead time,
manufacturing lead time, distribution lead time and order management time.
The supply chain process lead time can be defined as the time taken by the supply chain to
transform the raw materials into final products along with the time required to reach the
Hence it comprises supplier lead time, manufacturing lead time, distribution lead time and
the logistics lead time for transport of raw materials from suppliers to plants and for
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shipment of semi-finished/finished products in and out of intermediate storage points.
Lead time in supply chains is governed by the halts in the interface because of the
interfaces between suppliers and manufacturing plants, between plants and warehouses,
Lead time compression is a crucial topic to discuss due to the time based competition and
the collaboration of lead time with inventory levels, costs, and customer service levels.
The customer service level in a supply chain is marked as an operation of multiple unique
performance indices. Here we have three measures to gauge performance. They are as
follows:
Order fill rate: The order fill rate is the portion of customer demands that can be
easily satisfied from the stock available. For this portion of customer demands,
there is no need to consider the supplier lead time and the manufacturing lead time.
The order fill rate could be with respect to a central warehouse or a field warehouse
Stock out rate: It is the reverse of order fill rate and marks the portion of orders
Backorder level: This is yet another measure, which is the gauge of total number
In order to maximize the customer service level, it is important to maximize order fill rate,
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Inventory Levels
As the inventory-carrying costs increase the total costs significantly, it is essential to carry
sufficient inventory to meet the customer demands. In a supply chain system, inventories
Raw materials
Spare parts
Every inventory is held for a different reason. It‘s a must to maintain optimal levels of
each type of inventory. Hence gauging the actual inventory levels will supply a better
Resource Utilization
In a supply chain network, huge variety of resources is used. These different types of
efficiently in order to maximize customer service levels, reduce lead times and optimize
inventory levels.
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Financial Measures
The measures taken for gauging different fixed and operational costs related to a supply
chain are considered the financial measures. Finally, the key objective to be achieved is to
technology, materials, and labor. Generally, the financial performance of a supply chain is
Activity-based costs like the material handling, manufacturing, assembling rates etc.
Transportation costs
In short, we can say that the financial performance indices can be merged as one by using
key modules such as activity-based costing, inventory costing, transportation costing, and
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As seen under the major objectives of supply chain, one of the basic objectives of SCM is to
make sure that all the activities and functions within as well as across the company are
managed efficiently.
There are instances where efficiency in supply chain can be ensured by efficiencies in
chain managers acknowledge the need of inventory. However, the unwritten rule is to keep
inventory at a bare minimum. Many strategies are developed with the objective of
streamlining inventories beyond the supply chain and holding the inventory investment as
low as possible. The supply chain managers tend to maintain the inventories as low as
possible because of inventory investment. The cost or investment related with owning
inventories can be high. These costs comprise the cash outlay that is necessary for
purchasing the inventory, the costs of acquiring the inventories (the cost of having invested
in inventories rather than investing in something else) and the costs related with managing
the inventory.
Role of Inventory
Before understanding the role of inventory in supply chain, we need to understand the cordial
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relationship between the manufacturer and the client. Handling clients, coping up with their
demands and creating relationships with manufacturer is a critical section of managing supply
chains.
There are many instances where we see the concept of collaborative relationship being
marked as the essence of supply chain management. However, a deeper analysis of supply
chain relationships, especially those including product flows, exposes that at the heart of
know, inventory plays a very important role in supply chains, being a salient feature.
The most fundamental functions that inventory has in supply chains are as follows:
To effectively cope with the forward and reverse flows in the supply chain.
Companies need to manage the upstream supplier exchanges and downstream customer demands.
In this situation, the company enters a state where it has to maintain a balance between fulfilling the
demands of customers, which is mostly very difficult to predict with precision or accuracy, and
maintaining adequate supply of materials and goods. This balance can be obtained through
inventory.
Optimization Models
Optimization models of supply chain are those models that codify the practical or real life
issues into mathematical model. The main objective to construct this mathematical model is
added to these issues for defining the feasible region. We try to generate an efficient
algorithm that will examine all possible solutions and return the best solution in the end.
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Various supply chain optimization models are as follows:
The Mixed integer linear programming (MILP) is a mathematical modeling approach used to
get the best outcome of a system with some restrictions. This model is broadly used in many
MILP comprises a linear objective function along with some limitation constraints
constructed by continuous and integer variables. The main objective of this model is to get an
optimal solution of the objective function. This may be the maximum or minimum value but
We can say that MILP is a special case of linear programming that uses binary variables.
When compared with normal linear programming models, they are slightly tough to solve.
Basically the MILP models are solved by commercial and noncommercial solvers, for
Stochastic Modelling
For example, in a production unit, the manufacturing process generally has some unknown
parameters like quality of the input materials, reliability of the machines and competence
within the employees. These parameters have an impact on the outcome of the manufacturing
In these types of cases, where we need to find absolute value for unknown parameters, which
cannot be measured exactly, we use Stochastic modeling approach. This modeling strategy
helps in predicting the result of this process with some defined error rate by considering the
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unpredictability of these factors.
Uncertainty Modelling
While using a realistic modelling approach, the system has to take uncertainties into account.
The uncertainty is evaluated to a level where the uncertain characteristics of the system are
We use uncertainty modelling for characterizing the uncertain parameters with probability
distributions. It takes dependencies into account easily as input just like Markov chain or may
use the queuing theory for modelling the systems where waiting has an essential role. These
Bi-level Optimization
A bi-level issue arises in real life situations whenever a decentralized or hierarchical decision
needs to be made. In these types of situations, multiple parties make decisions one after the
Till now, the only solution to solve bi-level problems is through heuristic methods for
realistic sizes. However, attempts are being made for improving these optimal methods to
In the concept of revenue management, we need to take care of two fundamental issues. The
first one is how to distinguish between two segments and design their pricing to make one
segment pay more than the other. Secondly, how to control the demand so that the lower
price segment does not use the complete asset that is available.
To gain completely from revenue management, the manufacturer needs to minimize the
volume of capacity devoted to lower price segment even if enough demand is available from
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the lower price segment to utilize the complete volume. Here, the general trade-off is in
between placing an order from a lower price or waiting for a high price to arrive later on.
These types of situations invite risks like spoilage and spill. Spoilage appears when volumes
of goods are wasted due to demand from high rate that does not materialize. Similarly, spill
appears if higher rate segments need to be rejected due to the commitment of volume goods
To reduce the cost of spoilage and spill, the manufacturer can apply the formula given below
to segments. Let us assume that the anticipated demand for the higher price segment is
An important point to note here is the application of differential pricing that increments the
level of asset availability for the high price segment. A different approach that is applicable
for differential pricing is to build multiple versions of product that focus on different
segments. We can understand this concept with the help of a real-life application of managing
44
INDUSTRY OVERVIEW
The Indian FMCG sector is the fourth largest sector in the economy with an estimated size
of Rs. 1,300 billion. The sector has shown an average annual growth of about 11% per
annum over the last decade. Unlike the developed markets, which are prominently
dominated by few large players, India ‘s FMCG market is highly fragmented and a
considerable part of the market comprises of unorganized players selling unbranded and
unpackaged products. There are approximately 12-13 million retail stores in India, out of
stores.
India FMCG sectors ‘significant characteristics can be listed as strong MNC presence,
well established distribution network, intense competition between the organised and
unorganized players and low operational cost. Easy availability of important raw materials,
cheaper labor costs and presence across the entire value chain gives India a competitive
advantage.
Products which have a swift turnover and relatively low cost are known as Fast Moving
Consumer Goods (FMCG). FMCG items are those which generally get replaced within a
consumer products such as toiletries, soap, cosmetics, oral care products, shaving products
and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper
products, and plastic goods. Penetration level and per capita consumption in many product
categories is very low compared to world average standards representing the unexploited
market potential. Mushrooming Indian population, particularly the middle class and the
rural segments, presents the huge untapped opportunity to FMCG players. A distinct
45
feature of
46
the FMCG industry is the presence of international players through their subsidiaries
(HLL, P&G, Nestle), which ensures innovative product launches in the market from their
parent's portfolio.
Our country has a varied ago-climatic condition that enables to offer extended raw material
base suitable for many FMCG sub sections like food processing industries etc. India is the
one of the major producer of livestock, milk, sugarcane, coconut, spices and cashew and is
the second largest producer of rice, wheat and fruits & vegetables. Similarly, India has an
abundant supply of caustic soda and soda ash, the chief raw materials required in the
production of soaps and detergents, which enables the household section of the industry to
excel and grow. The accessibility of these raw materials gives India the location
advantage.
The market size of personal wash is estimated to be around Rs. 8,300Cr. The personal
wash can be segregated into three segments: Premium, Economy and Popular. The
penetration level of soaps is ~92 per cent. It is available in 5 million retail stores, out of
which, 75 per cent are in the rural areas. HUL is the leader with market share of ~53 per
cent; Godrej occupies second position with market share of ~10 per cent. With increase in
disposable incomes, growth in rural demand is expected to increase because consumers are
moving up towards premium products. However, in the recent past there has not been
much change in the volume of premium soaps in proportion to economy soaps, because
increase in prices has led some consumers to look for cheaper substitutes.
Detergents
The size of the detergent market is estimated to be Rs. 12,000 Cr. Household care
47
segment is characterized by high degree of competition and high level of penetration. With
rapid urbanization, emergence of small pack size and sachets, the demand for the
household care products is flourishing. The demand for detergents has been growing but
the regional and small unorganized players account for a major share of the total volume of
the detergent market. In washing powder HUL is the leader with ~38 per cent of market
share. Other major players are Niram, Henkel and Proctor & Gamble.
The total skin care market is estimated to be around Rs. 3,400 Cr. The skin care
market is at a primary stage in India. The penetration level of this segment in India is
around 20 per cent. With changing life styles, increase in disposable incomes, greater
product choice and availability, people are becoming aware about personal grooming. The
major players in this segment are Hindustan Unilever with a market share of ~54 per cent,
followed by Cavin Kare with a market share of ~12 per cent and Godrej with a market
The Skin Care segment is expected to register a growth rate of mare that 16 %.
Hair Care
The hair care market in India is estimated at around Rs. 3,800 Cr. The hair care
market can be segmented into hair oils, shampoos, hair colorants & conditioners, and hair
gels. Marico is the leader in Hair Oil segment with market share of ~ 33 per cent; Dabur
Shampoos
The Indian shampoo market is estimated to be around Rs. 2,700 Cr. It has the
penetration level of only 13 per cent in India. Sachet makes up to 40 per cent of the total
shampoo sale. It has low penetration level even in metros. Again the market is dominated
by HUL with around ~47 per cent market share; P&G occupies second position with
48
market share of around ~23 per cent. Godrej do not have the presence in this segment.
Antidandruff segment constitutes around 15 per cent of the total shampoo market. The
Oral Care
The oral care market can be segmented into toothpaste - 60 per cent; toothpowder -
23 per cent; toothbrushes - 17 per cent. The total toothpaste market is estimated to be
around Rs. 3,500 Cr. The penetration level of toothpowder/toothpaste in urban areas is
three times that of rural areas. This segment is dominated by Colgate-Palmolive with
market share of
~49 per cent, while HUL occupies second position with market share of ~30 per cent. In
toothpowders market, Colgate and Dabur are the major players. The oral care market,
especially toothpastes, remains under penetrated in India with penetration level ~50 per
cent.
The foods category in FMCG is gaining popularity with a swing of launches by HUL,
ITC, Godrej, and others. This category has 18 major brands aggregating Rs. 4,600 Cr.
Nestle and Amul slug it out in the powders segment. The food category has also seen
innovations like softies in ice creams, ready to eat rice by HUL and pizzas by both
Tea
The major share of tea market is dominated by unorganized players. More than 50
per cent of the market share is capture by unorganized players. Leading branded tea
49
Coffee
The Indian beverage industry faces over supply in segments like coffee and tea.
However, more than 50 per cent of the market share is in unpacked or loose form. The
major players in this segment are Nestlé, HUL and Tata Tea.
Some of the merits of FMCG industry, which made this industry as a potential one are
4. Market research
5. Public relations
6. Internet strategies
Strengths,
50
• Presence of established distribution networks in both urban and rural areas •
Weaknesses,
• "Me-too products, which illegally mimic the labels of the established brands. These
products narrow the scope of FMCG products in rural and semi-urban market.
Opportunities,
• Export potential
Threats,
51
PEST ANALYSIS ON FMCG SECTOR
protection
Tax policies Interest rates & Demographics, Industry focus on
monetary policies Population growth rates, technological effort
Age distribution
International trade Government Labor / social mobility New inventions and
regulations spending development
and restrictions
Contract Unemployment Lifestyle changes Rate of technology
enforcement law transfer
policy
Consumer
protection
Employment laws Taxation Work/career and leisure Life cycle and speed of
technological
attitudes Entrepreneurial obsolescence
spirit
attitude
Competition Inflation rates Fashion, hypes (Changes in)
regulation Information
Technology
Political Stability Stage of the Health consciousness & (Changes in) Internet
business cycle
welfare, feelings on
safety
52
Safety regulations Consumer Living conditions (Changes in) Mobile
confidence Technology
53
FMCG SECTOR IN INDIA
India ‘s FMCG sector is the fourth largest sector in the economy and creates employment
for more than three million people in downstream activities. Its principal constituents are
Household
Care, Personal Care and Food & Beverages. The total FMCG market is in excess of Rs.
85,000 Crores. It is currently growing at double digit growth rate and is expected to
distribution network, low penetration levels, low operating cost, lower per capita
consumption and intense competition between the organized and unorganized segments.
The Rs 85,000-crore Indian FMCG industry is expected to register a healthy growth in the
third quarter of 2008-09 despite the economic downturn. The industry is expected to
register
a 15% growth in Q3 2008-09 as compared to the corresponding period last year. Unlike
other sectors, the FMCG industry did not slow down since Q2 2008. The industry is doing
pretty well, bucking the trend. As it is meeting the every-day demands of consumers, it
will continue to grow. In the last two months, input costs have come down and this will
reflect in Q3 and Q4 results. Market share movements indicate that companies, with
domination in their key categories, have improved their market shares and outperformed
peers in the FMCG sector. This has been also aided by the lack of competition in the
respective categories. Single product leaders have also witnessed strength in their
Strong players in the economy segment like Godrej Consumer Products Ltd in soaps and
Dabur in toothpastes have also posted market share improvement, with revived growth in
54
semi-urban and rural markets.
Items in this category include all consumables (other than groceries/pulses) people buy at
regular intervals. The most common in the list are toilet soaps, detergents, toothpaste,
shaving products, shoe polish, packaged foodstuff, and household accessories and extends
to certain electronic goods. These items are meant for daily of frequent consumption and
have a high return. A major portion of the monthly budget of each household is reserved
for FMCG products. The volume of money circulated in the economy against FMCG
products is very high, as the number of products the consumer use is very high.
Competition in the FMCG sector is very high resulting in high pressure on margins.
• Branding: Creating strong brands is important for FMCG companies and they
urban and rural markets. Once they are able to create a strong distribution network,
product development and creating distribution networks, they are at the same time
with several items reserved for the small scale industry and with these SSI units
enjoying tax incentives, the contract manufacturing route has grown in importance
55
and popularity.
product categories of the FMCG sector. Small companies from this sector have
used their location advantages and regional presence to reach out to remote areas
where large consumer products have only limited presence. Their low cost
56
OBJECTIVE OF THE STUDY
The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector
in the economy. FMCG Sector is expected to grow by over 60% by 2010. That will
translate into an annual growth of 10% over a 5-year period. It has been estimated that
FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010.
A well- established distribution network, intense competition between the organized and
unorganized segments characterizes the sector. Hair care, household care, male grooming,
female hygiene, and the chocolates and confectionery categories are estimated to be the
fastest growing segments, says an HSBC report. Though the sector witnessed a slower
growth in 2002-2004, it has been able to make a fine recovery since then.
57
GROWTH PROSPECTS
Spending Pattern
An increase is spending pattern has been witnessed in Indian FMCG market. There is an
upward trend in urban as well as rural market and also an increase in spending in
in-crease in nuclear family where both the husband and wife are earning, has leads to
Large Market
India has a population of more than 1.150 Billion which is just behind China. According to
the estimates, by 2030 India population will be around 1.450 Billion and will surpass
China to become the World largest in terms of population. FMCG Industry which is
directly related to the population is expected to maintain a robust growth rate. In hair
colour category there was a marginal increase of 10.5%. The company launched Cinthol
Regular soap was launched in small SKUs (stock keeping units). In the hair care category,
GCPL introduced a free shampoo offer for Godrej Expert. The company’s rural market
share in the hair care category has also increased from 41.1% in Mar 2009 to 42.0% in Mar
2010.
58
Source: UN Population Division: Medium variant
Graph 4.5.1
People are becoming conscious about health and hygienic. There is a change in the mind
set of the Consumer and now looking at ―Money for Value‖ rather than ―Value for
because of changing lifestyles, rising disposable income etc. Consumers are switching
from economy to premium product even we have witnessed a sharp increase in the sales of
packaged water and water purifier. Findings according to a recent survey by A. C. Nielsen
shows about 71 per cent of Indian take notice of packaged goods labels containing
nutritional information compared to two years ago which was only 59 per cent.
59
POLICY
India has enacted policies aimed at attaining international competitiveness through lifting
of the quantitative restrictions, reduced excise duties, automatic foreign investment and
food laws resulting in an environment that fosters growth. 100 per cent export oriented
units can be set up by government approval and use of foreign brand names is now freely
permitted.
Governmental Policy
through lifting of the quantitative restrictions, reducing excise duties, and automatic
foreign in-vestment and food laws resulting in an environment that fosters growth. 100 per
cent ex- port oriented units can be set up by government approval and use of foreign brand
names is now freely permitted. India is second largest Country in terms of Population
growth and increase in population has a direct relation to FMCG Products. Survey by A.
C. Nielsen shows about 71 per cent of Indian take notice of packaged goods' labels
containing nutritional information compared to two years ago which was only 59 per cent.
The Indian government has abolished licensing for almost all food and agro-processing
industries except for some items like alcohol, cane sugar, hydrogenated animal fats and
oils etc., and items reserved for the exclusive manufacture in the small scale industry (SSI)
sector. Further identified 85 items that would be taken out of the reserved list. This has
resulted in a boom in the FMCG market through market expansion and greater product
opportunities.
60
Foreign Direct Investment (FDI)
norms), up to 100 per cent foreign equity or 100 per cent for NRI and Overseas Corporate
Bodies (OCBs) investment, is allowed for most of the food processing sector except
malted food, alcoholic beverages and those reserved for small scale industries (SSI). There
is a continuous growth in net FDI Inflow. There is an increase of about150 per cent in Net
Inflow for Vegetable Oils & Vanaspati for the year 2008.
Graph 4.5.2
MARKET OPPORTUNITIES
Rural India accounts for more than 700 Million consumers, or ~70 per cent of the Indian
population and accounts for ~50 per cent of the total FMCG market. The working rural
population is approximately 400 Million. And an average citizen in rural India has less
than
half of the purchasing power as compare to his urban counterpart. Still there is an untapped
61
market and most of the FMCG Companies are taking different steps to capture rural
market share. The market for FMCG products in rural India is esti-mated ~ 52 per cent and
is projected to touch ~ 60 per cent within a year. Hindustan Unilever Ltd is the largest
Food laws
Consumer protection against adulterated food has been brought to the fore by "The
Prevention of Food Adulteration Act (PFA), 1954", which applies to domestic and
Cheap labour and quality product & services have helped India to represent as a cost
advantage over other Countries. Even the Government has offered zero import duty on
capital goods and raw material for 100% export oriented units. Multi National Companies
out-source its product requirements from its Indian company to have a cost advantage.
India is the largest producer of livestock, milk, sugarcane, coconut, spices and cashew
apart from being the second largest producer of rice, wheat, fruits & vegetables. It adds a
Sectoral Opportunities
Major Key Sectoral opportunities for Indian FMCG Sector are mentioned below:
processed. The organized liquid milk business is in its infancy and also has large long-term
62
growth potential. Even investment opportunities exist in value-added products like
o Packaged Food
Only about 10-12 per cent of output is processed and consumed in packaged form, thus
o Oral Care
The oral care industry, especially toothpastes, remains under penetrated in India with
penetration rates around 50 per cent. With rise in per capita incomes and awareness of oral
hygiene, the growth potential is huge. Lower price and smaller packs are also likely to
o Beverages
Indian tea market is dominated by unorganized players. More than 50% of the market
share is capture by unorganized players highlighting high potential for organized players.
Materials availability
India has a diverse ago-climatic condition due to which there exists a wide-ranging and
large raw material base suitable for food processing industries. India is the largest
producer of livestock, milk, sugarcane, coconut, spices and cashew and is the second
largest producer
of rice, wheat and fruits & vegetables. India also has an ample supply of caustic soda and
soda ash, the raw materials in the production of soaps and detergents – India produced 1.6
63
million tons of caustic soda in 2003-04. Tata Chemicals, one of the largest producers of
synthetic soda ash in the world is located in India. The availability of these raw materials
Cost competitiveness
Apart from the advantage in terms of ample raw material availability, existence of low-
cost labor force also works in favors of India. Laboure cost in India is amongst the lowest
in Asian countries. Easy raw material availability and low labor costs have resulted in a
lower cost of production. Many multi-nationals have set up large low-cost production
Indian firms also have a presence across the entire value chain of the FMCG industry from
supply of raw material to final processed and packaged goods, both in the personal care
products and in the food processing sector. For instance, Indian firm Amul's product
portfolio includes supply of milk as well as the supply of processed dairy products like
cheese and butter. This makes the firms located in India more cost competitive.
64
COMPANY‟s PROSPECTS
brands as part of a wider cost-cutting drive. HUL has pared down the colour palette
used for printing across many products. The system has been used to reduce
reduces waste in the printing process. HUL is taking different steps to reduce the
• Hindustan Unilever‘s product - Pureit (a water purifier) has received the UNESCO
Water Digest Water Award 2008-2009 in the category of best domestic non-
electric water purifier. Pureit received the award for outstanding contribution in the
field of water in India. The product is available across 21 Indian states and has
Pureit‘s performance has been tested by leading international & national medical,
scientific & public health institutions and meets the germ-kill criteria of the
Environmental Protection Agency, the drinking water regulatory agency in the USA.
65
Godrej Consumer Products Limited (Godrej)
Figure 4.6.2
approved the acquisition of 50 per cent stake of its joint venture partner SCA Hygiene
Products‘ stake in
Godrej SCA Hygiene Limited. After the transaction, the Joint Venture which owns the
‗Snuggy‘ brand of baby diapers will become a 100 per cent subsidiary of GCPL.
• Godrej Consumer Products Limited has acquired 100 per cent stake in the Kinky
Group Limited, South Africa. Kinky is among one of the largest brand into hair segment
Figure 4.6.3
• The Company has 21 product categories out of which only 8 product have presence
in India. The company is planning to launch the rest 13 product in India. The company
• The company has an aggressive plan to set up 20 new factories across the World
out of which 19 is expected to come in emerging markets and most of them would be
seen in
66
Brazil, Russia, India, and China (BRIC) nations.
67
• Whisper which is one of the company‘s power brands has recorded 50 per cent
• Colgate Palmolive (India) Ltd, which is currently holding 75 per cent of the share capital
of SS Oral Hygiene Products Private Ltd, Hyderabad, has acquired the remaining 25 per
cent share capital from the local shareholders at an aggregate price of Rs 77.70 lakh.
Consequently, SS Oral Hygiene Products has become a wholly owned subsidiary of the
company.
• Dabur has entered into the malted food drink market with the launch of a new health drink
―Dabur Chyawan Junior‖. According to the company, they expect to capture a market share
of 10 per cent of the Rs. 1,900 Crores malted food drink market over the next two years.
68
• Dabur has acquired 72.15 per cent of Fem Care Pharma Ltd (FCPL), a leading player in
the women‘s skin care products market, for Rs 203.7 Crores in an all-cash deal. The
• Dabur got approval from Government of Himachal Pradesh to set up another medicine
manufacturing unit. The project has an expected investment of Rs. 130 Crores.
business in the country. The company which has allotted an investment of Rs 3 billion in
the Indian market in 2008, would be doubling the investment in 2009 as part of its
business strategy. Nestle International is reinvesting and expanding in India and Nestle
India will have all the financial resources to expand and grow from the parent company.
• Nestle India reported a good increase in its standalone net profit for the second
quarter. During the quarter, the profit of the company rose 26.54% to Rs 1,210.90 million
from Rs 956.90 million in the same quarter, last year. The company posted earnings of Rs
12.56 a share during the quarter, registering 26.61% growth over prior year period. Net
sales for the quarter rose 23.45% to Rs 10,356.30 million, while total income for the
quarter rose 23.78% to Rs 10,423.40 million, when compared with the prior year period.
69
COMPANY PROFILE
Godrej Group is one of the largest conglomerates based in Mumbai, India, involved in
various industries that include appliances, precision equipment, machine tools, furniture,
handling and industrial storage solutions, construction and information technology. Its
products include Locks, access control systems, security systems and safes, typewriters
and word processors, rocket launchers, refrigerators and furniture, outsourcing services,
machine tools and process equipment, cosmetics and detergents, engineering workstations,
medical diagnostics and aerospace equipment, edible oils and chemical, mosquito
repellents, car perfumes, chicken and agriproducts, material handling equipment like
Godrej.
venture.
multi-business company. The company was incorporated with limited liability in 1932,
70
under the Indian Companies Act, 1913. By 2003, the Godrej group had emerged as one of
As godrej continued its operations it expanded its areas to consumer goods by setting up
Godrej Soaps Ltd, which later got changed to Godrej consumer products ltd.
This Project deals with Godrej Consumer Products Ltd. as a part of FMCG sector.
Godrej Consumer Products Ltd is one of the leading Fast Moving Consumer Goods
(FMCG) companies in India. The company is the market leader in personal, hair,
household and fabric care products. The company operates in two segments namely soaps
and personal care. The soap segment includes the Godrej brand and other brand toilet
soaps and personal care segment includes hair color, shaving cream and gel, talcum
powder, deodorant, fairness cream, liquid detergent and other toiletries. They also
GCPL has five manufacturing facilities in India at Malanpur (Madhya Pradesh), Guwahati
(Assam), Baddi- Thana (Himachal Pradesh), Baddi- Katha (Himachal Pradesh) and
Sikkim.
GCPL operates in the domestic and international markets and currently is looking at
71
HISTORY
Godrej Consumer Products Ltd was incorporated on November 29, 2000 as a public
company and was promoted by Godrej & Boyce Manufacturing Company. The Consumer
Products business was part of the erstwhile Godrej Soaps Limited (GSL). The liabilities
and assets pertaining to the consumer products business of Godrej Soaps Ltd together with
the factories situated at Malanpur and Silvassa along with the marketing, selling,
distribution and related facilities have been transferred to the company with effect from
April 1, 2001. Also, the company set up a new factory at Guwahati in Assam for
manufacture of hair colour and toiletries during its first year of operations.
The origin of GPCL can be linked down to 1897 when Godrej group (holding company)
PRODUCT DETAILS
• Home care
• Personal wash
• Hair care
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HOME CARE
• Goodnight- A mosquito repellent -Good Knight is the only fully entrenched brand in
HI with significant presence in all the formats. Good Knight grew from strength to
strength launching Mats followed by Liquid Vaporisers, coils, lotions and aerosols.
• Jet-JET Brand is the regional jewel for Godrej Household Products, with more than
• Godrej Dish wash- It‘s a special dish washing formula that works wonders with
grease removal.
• Ezee- It is a fabric softner that works well with woolleens(lauchned in 1983 and a
• Genteel- Liquid detergent brand that specializes in wolleen fabric care washing.
• Hit- With increasing knowledge of pests, hit is becoming ppopular amongst consumers
in urban households.
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PERSONAL WASH
SOAPS
GODREJ PROTEKT-SANITISER
The company is among the largest marketer of toilet soaps in the country with leading
brands such as Cinthol, Fairglow. Godrej No 1. Fairglow, India's first fairness soap created
74
During the year 2002-03, the company launched Godrej No. 1 Ayurvedic soap and Godrej
They re-launched their flagship brand Cinthol in a new range of soaps, talc and deo sprays.
Cinthol Regular and Fresh soaps were also launched in an attractive new packaging.
During the year 2007-08, the company launched Godrej No 1 soap in Papaya and Lotus
variant
HAIR CARE
HAIR COLOUR
– Godrej expert
– Colour Soft
– Renew
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NATURAL HAIR COLOUR
– Keshkala
– Kali mehendi
– Nupur mehendi
The company is the leader in the hair colour category in India. They have a vast product
range from Godrej Renew Colours soft Liquid Hair Colours, Godrej Liquid & Powder
Hair Dyes to Godrej Kesh Kala Oil, Nupur based Hair Dyes.
During the year 2007-08, the company launched Godrej Renew Powder Hair Colour. Also,
they entered the unbranded mehendi powder market by launching 100 per cent natural
OTHERS
In May 2003, the company acquired the trademark and copyright relating to the brand
Snuggy for a total consideration of Rs. 5.9 crore and re-launched as Godrej Snuggy baby
76
RECENTLY LAUNCHED
Godrej has come out with home and car fragranced spray refreshers called Godrej Aer which
A whole Range of Godrej Consumer Products sold in the National and International
Market
77
MISSION, OBJECTIVE AND VISION
“Brighter Living”-the tagline of the company itself suggests its motive of business
That is to provide those mass of the consumers, those products and services where a
difference in quality at the same price could enhance the living of all.
GPCL‟s Vision -―To deliver superior value for our stakeholders by providing leading
quality, affordable home and personal care products that enhance the quality of life of
consumers in high growth emerging markets. We will achieve this through enduring trust,
relentless innovation, passion for our consumers and a strong entrepreneurial spirit.‖
Godrej strongly believes that their brand is not what they say it is but its what the customer
believes it to be.
satisfaction.
be a
star.
• Expression: To give the customers products and services and allow them to
express themselves.
78
• Empathy: To dig deep into the heart of India to know the customer very well.
On a long-term perspective, GPCL aims at a 10 x 10 objective which means that they wish
79
REVIEW OF LITERATURE
consuming the first three goods are more sensitive to changes in the underlying economic and
demographic factors, while the probabilities of consuming the latter two goods are more sensitive to
Lokhande (2003)
analyzed that rural consumer has become enough aware about his needs and up gradation of his
standard of living. IT, government policies, corporate strategies and satellite communication have
led to the development of rural marketing. Although income is one of the major influencing factors,
caste, religion, education, occupation and gender also influence the buyer behavior in rural areas.
identified the major factors in making a brand choice decision namely quality, price, availability,
packaging and advertisement. The brand loyalty is a function of behavioral and cognitive patterns of
a customer. The age and demographic variables affect significantly the behavior and cognitive
patterns of the customers while other demographic characteristics such as gender and marital status
are not significantly associated with these behavior and cognitive patterns of the consumers.
examining individual tolerance for unethical consumer behavior, provides a key insight in to how
people behave as consumers worldwide. In this study, consumer reactions to 11 unethical consumer
behavior scenarios were investigated using sample data from Austria, Brunei, France, Hong Kong,
the UK, and the USA. Nationality is found to be a significant predictor of how consumers view
various questionable behaviors. Gender is not a significant predictor, while age and religious
affiliation are found to be significant predictors of consumer ethical perception. The study identifies
distinct consumer
clusters based on their perceptions of consumer unethical behavior. Implications of the findings are
80
2.3 PART II PRODUCT INFORMATION Rajeev Batra (2000).
This study tested whether the brand has perceived nonlocal country of origin especially from the
West, and the consumers are attitudinally preferred to brands seen as local, for reasons not only of
perceived quality but also of social status. The results, thus, suggest that in developing countries, a
brand's country of
(cf. Han, 1989), but also possesses a dimension of nonlocal Ness that, among some consumers and
for some product categories, contributes to attitudinal liking for status-enhancing reasons.
differences between major brands in most product and service categories. As a result, more people
argues that customer values get influenced by product attributes and consumption behavior and they
consider customer values as an output of culture. Advertisement can influence customer perception.
Due to cultural differences, the perception may differ. Little attention has been focused on the Indian
culture and their perception to global advertisement. Therefore, this can be helpful to global brands,
In their amido analyze the brand loyalty of the products and the influence of mass media in rural
significant role in the sales promotion of the select products. In mass media it adds that consumers
wanted to buy good quality products, that too at a reasonable price; consumers give more preference
to quality. The next preference was given to factors such as price and availability.
and what companies should do to enhance their sales of toilet soaps and at the same time satisfy the
consumers
‘, various ingredients of consumer behavior like motivation, learning, perception, personality, social
and psychological factors have been analyzed in depth. Changing pattern of demand and supply and
also the reasons for stagnation of toilet soap market were analyzed. It was not lack of awareness but
Jain and Rathod (2005)
found that customers were not happy with product quality and variety available in the rural market.
Promotional offers also never reached rural consumers and retailers were found selling promotional
items separately. Proper marketing strategies are needed to prevent product imitation.
In their study pointed out that most of the rural consumers are influenced by quality of the product.
So the FMCG Companies should strictly adhere to the quality standards. Price is the second factor
that influences the purchase of the product in most cases and hence the product should be reasonably
priced. They concluded that companies could significantly increase the market share by extending
attention of rural areas. More generic product with different advertisement campaigns surely attracts
non-users.
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SWOT ANALYSIS
Godrej has been holding a strong position in the market where it comes to fast moving
consumer goods, however as a company one must understand the wholesome aspect of the
STRENGTHS
Godrej has a firm foothold in the fast moving consumer goods segment being in
Godrej is known for its quality being the best at that affordable price. Most of the
Indian Masses would go for products from Godrej because of the customer
satisfaction and trust built by this company over decades (reference to Godrej
Group)
Godrej has not only captured the Indian market but also since a while is looking into
international business. Capturing the 3 continents of Asia, Africa & Latin America.
GCPL‘s key international businesses include Rapidol, Kinky, Darling Group, Tura
in the African continent, Godrej Global Mideast FZE in UAE, Megasari Makmur
Group in Indonesia, Issue Group and Argencos in Argentina and Keyline Brands in
the United
Kingdom.
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Such a huge employee base adds to the strength of the organisation.
GCPL has a widespread distribution network across India. It has a presence in both
the urban and rural markets, enabling it to benefit from the opportunities in both
segments. It has a sales team which comprise of over 250 staff spread across the
country. It has a network of 33 C&F agents and as on February 29, 2008. It had
1,273 distributors, 142 super stockists and 3,175 sub stockists to support the sales
team in India. Its distributors and sub stockists cover around 650,000 retailers in
India. GCPL has linked its major distributors in India through a system called
The research and development activities broadly comprise of various processes for
substitutes for key raw materials. Through this research and development centre,
GCPL continuously interact with consumers to obtain feedback on its products and
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WEAKNESSES
Godrej has a strong foothold in the market but the % of market share is lesser in
comparison to the level of operations and this is basically due to the monopolistic
competition.
Godrej products has stiff competition from big domestic players and
international brands
India which make the position of godrej weaker in the market facing more competition in
terms of sales. Since the mentality of the consumer is moving from LOCAL-
Household care
Godrej caters to the masses but unlike its competitors doesn’t not have any premium
OPPORTUNITIES
distribution network enabling the rural people to get their products at a fair price.
Inorder to capture the personal and home care segment at an international level,
mergers will be most helpful in not only spreading godrej‘s products but also
THREATS
Vegetable oil is a key ingredient for soaps and other related washing products which
is currently being exposed to price fluctuations that can cause losses to the company
Due to the number of acquisitions made by the company the difference in the
agreement amount and the payment date amount due to currency conversion can pose
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COMPETITION
– In the soaps category, GCPL brands compete with ‗Lux ‘and ‗Lifebuoy ‘- Hindustan
– In the hair colours category, its products compete for market share with ‗Black Rose‘
– Competitors in shaving cream category are ‗Gillette‘, ‗Palmolive‘ and ‗Old Spice‘.
– In the liquid detergent category GCPL brands ‗Ezee‘ and ‗Genteel‘, compete with
International Business has contributed to the growth of Godrej Consumer Products Ltd. All
this could not have been achieved without the mergers and acquisitions that the company
• In October 2005, the company acquired 100% ownership in Keyline Brands Ltd, a
international strong brands and trademarks including Cuticura, Erasmic and Apart
in many countries.
• In September 2006, the company acquired the South African business of Rapidol,
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• In March 2007, they formed a 50:50 joint venture company known as Godrej SCA
Hygiene Ltd along with SCA Hygiene Products AB, Sweden which will
sanitary napkins and baby diapers, in India, Nepal and Bhutan. Their joint venture
company, Godrej SCA Hygiene Ltd launched Libero baby diapers, Tena and
Libresse and also they re-launched Snuggy brand as 'Snuggy Dry' in the states of
• In October 2007, the company acquired Global Mid East FZE which was 100%
• In April 2008, the company acquired 100% stake in Kinky Group Properties Ltd,
South Africa that is one of the leaders in South African Hair Category. This
acquisition gives the company an opportunity to enter into a new line of business
• In 2009 GPCL bought 49% stake in Godrej Sara lee and the rest 51% before the
• With effect from 1st April 2010, Godrej group merged Godrej Consumer Products
Ltd and Godrej Household Products Ltd. Into Godrej Consumer Products Ltd. No
new share were issued since it all belonged to the same Holding Company.
• In 2010, GCPL had bought out Latin America‘s Issue Group, a market leader in
haircolour in Argentina, Peru, Uruguay and Paraguay. In less than two weeks time,
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• In march 2010 the company spent Rs100 crore-Rs125 crore to acquire Tura, a
Africa.
in Indonesia, which has notched up revenues of $120 million in the past fiscal with
insecticides market (with a total size of $150 million, growing at 20%). It also has
45% market share (of a total $68 million market, growing at 45%) in the air-care
segment and 80% market share of the $21-million wipes market (growing at 45%).
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RESEARCH METHODOLOGY
The research conducted in inventory control techniques in Godrej Consumer Products Ltd.
for the purpose of gaining knowledge”. Research can be generally defined as systematic
involves gathering data, use of statistical techniques, interpretation and drawing conclusion
about the research data. Research methodology is a methodology for collecting all sorts of
information and data pertaining to the subject in questions. The objective is to examine all
Types of research design used in this research of inventory control techniques are
identify and classify the elements or characteristics of the subject. Quantitative techniques
are used to collect, analyses and summarize the data. In Godrej, data and information are
Here analytical research is also used as descriptive approach is extended to suggest and
explain the causes of changes in inventory and factors effecting inventory and inventory
control techniques.
Applied research is also followed i.e. problem solving research is applied in this project.
The already known theories and knowledge of inventory control techniques are studied
and applied to practical situation like of GCPL ‘s inventory and understand the variation in
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inventory level and finding out alternative methods and models for better inventory
control.
Sample Size
Sampling is the process of selecting units (e.g., people, organizations) from a population of interest
so that by studying the sample we may fairly generalize our results back to the population from
which they were chosen. For the study 50 samples were selected randomly.
Various data and information are collected to fulfil the research objectives of the research.
Data collection techniques used for collection of primary data is interviews conducted with
Data collection techniques used for collection of secondary data are from stores record,
annual reports news report, news articles, journals, various web sites and professional books
as well as interview conducted with executives and staff of finance and stores department.
DATA COLLECTION
Primary data: It is primary data collection method. Data is collected through questionnaires and
factors influencing the customers to purchase Samsung mobiles. Analysis interpretations and
findings are done on the basis of the basis of the surveyed data.
Secondary data: collected from various sources like websites, books, journals, research projects etc.
DATA ANALYSIS
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Statistical tools like percentages, graphs are used for data analysis. Tools of Analysis:
Questionnaire
Percentage Analysis
Bar charts
Tables
Pie diagram
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DATA ANALYSIS & INTERPRETATION OF DATA
1. Orders are placed on a timely basis how would you rate the overall quality of this
process?
Result Respondents
Very Good 15
Good 20
Average 5
Poor 8
Very Poor 2
Respondents
Very Good Good Average Poor Very Poor
4%
16%
30%
10%
40%
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2.All purchase order transactions are completely prepared and recorded on a
timely basis
Result Respondents
YES 20
NO 15
Respondents
YES NO
43%
57%
Interpretation:- The majority of respondents (20) confirm that all purchase order transactions
are promptly and accurately prepared and recorded. However, a portion of respondents (15)
indicate that purchase order transactions are not consistently prepared and recorded in a
timely manner.
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3.Who receives the invoices for purchased inventory
Result Respondents
Operational manger 20
Production manager 10
Marketing manager 20
Respondents
Operational manger Production manager Marketing manager
40% 40%
20%
Interpretation: - The invoices for purchased inventory are received by the operational manager,
production manager, and marketing manager, with the operational manager and marketing manager
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4.Rate the working strategies of supply chain management department on the basis of
Result Respondents
Outstanding 28
Excellent 12
Good 5
Average 5
Respondents
Outstanding Excellent Good Average
10%
10%
56%
24%
Interpretation:- The majority of respondents rated the working strategies of the supply chain
management department positively, with 28 considering them outstanding and 12 rating them as
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5.Is the supply chain management department is having sufficient transportation?
Result Respondent
Yes 37
Not sufficient 13
Respondent
Yes Not sufficient
26%
74%
Interpretation:- The majority of respondents (37) indicated that the supply chain management
department has sufficient transportation, while a minority (13) expressed that it is not sufficient.
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6.According to the current growth process of the organization, which of the
Result Responses
Operational activities 26
Tactical activities 14
Chart Title
Operational activities Tactical activities
Current programming strategies
20%
52%
28%
Interpretation:- Based on the given results, the operational activities of the organization require the
most attention, as they received the highest number of responses (26). Tactical activities and current
programming strategies received fewer responses (14 and 10 respectively), suggesting they may not
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7.Choose the right option, where the supply chain department is facing problem in taking
Result Interpretation
During storage 20
Packaging 5
Testing of packaging 12
Interpretation
During storage Packaging
Testing of packaging Evaluation of defective raw material
26%
40%
24%
10%
Interpretation: - The supply chain department is primarily encountering issues related to the storage
of raw materials, as indicated by the highest count of 20. Additionally, the department is also facing
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8. How do you rate the delivery activity of the department?
Result Respondent
Excellent 14
Very effective 16
Good 10
Average 10
Respondent
Excellent Very effective Good Average
20%
28%
20%
32%
Interpretation: - The majority of respondents rated the department's delivery activity positively, with
14 considering it excellent and 16 stating it was very effective. However, there were also 10
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9.Is there any case recorded by the supply chain department in which the
Result Responses
Yes 18
No 32
RESPONSES
Yes No
36%
64%
Interpretation:- In 18 cases, the supply chain department recorded instances where the production
department complained late, while in 32 cases, no such complaints were recorded by the supply
chain department.
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10.The process should include how purchases are started (inventory levels), who is involved, and
how it is made
Result Respondent
Strongly Agree 10
Agree 30
Neutral 0
Disagree 5
Strongly Disagree 0
Chart Title
RESULT Strongly Agree Agree Neutral
Disagree Strongly Disagree
11%
22%
67%
Interpretation:- The majority (40 out of 45 respondents) agree that the purchasing process
should include considerations such as inventory levels, involvement of relevant stakeholders, and
the specific methods employed. There is a small minority (5 respondents) who disagree with this
statement.
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FINDINGS
• Generally, youth and women ‘s are the main customers at Godrej Consumer
Products.
• Electronic media has a great impact on customers they are getting aware about
• Due to availability of all products under one roof and nearby their house helps
• Groceries are the main items purchased by the customers and they are aware about
Godrej Consumer Products brands and mostly are satisfied with them.
• All the customers want that their time should not waste after shopping, number of
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CONCLUSIONS
1) Stock in market
Company has already available data/ information, that, how much brand pack wise crate
available to its distributors, but they don‘t has information or data available to its outlets
i.e., in actual market. Through this project work company get idea about how much brand
Whenever company wants data about brand pack wise crate to its outlets
i.e. in actual market, company get easily available data by this ―Glass Bottle Management‖
project
Through this project work company easily available data or information of how much
brand pack wise crate to its outlets i.e., in actual market, this helps company to invest more
in market. Investment means more crate in market, its naturally means that more profits
generation to company.
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BIBLIOGRAPHY
BOOKS:
JAIN, S.P. & NARANG, K.L(2004), Cost & Management Accounting, Material Control,
chapter-3, p - 50-75.
WEBSITES:
596422D3F614/Inventory_FactSheet.pdf
http://www.azinventorymanagement.com/inflation eoq.htm
Vhttp://www.azinventorymanagement.com/safety stock.htm
http://www.azinventorymanagement.com/costs associated.htm
http://www.azinventorymanagement.com/cost to carry.htm
0ABECF73576B/Global_Energy_Forum_.pdf
105
http://business.mapsofindia.com/aluminium/
http://www.equitymaster.com/detail.asp?date=3/26/2009&story=2
http://www.indiabiznews.com/biznews/categoryNewsDesc.jsp?catId=160
29 http://www.metalworld.co.in/grabglo.asp
http://www.hinduonnet.com/businessline/iw/2001/04/29/stories/0529e051.
htm http://www.metalworld.co.in/report0108.pdf
http://www.hindalco.com/about_us/
http://www.hindalco.com/about_us/business_index.htm#aluminium
http://economictimes.indiatimes.com/dirreport.cms?companyID=13416&year=0http://ww
w.ener gymanagertraining.com/aluminium/Aluminium.htm
http://www.economypoint.org/a/abcxyz analysis.html
http://www.managementparadise.com/projects/material/selectivecontrol.html
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QUESTIONNAIRE
1. Orders are placed on a timely basis how would you rate the overall quality of this
process?
Very Good
Good
Average
Poor
Very Poor
2. All purchase order transactions are completely prepared and recorded on a timely
basis
Yes
No
Operational manger
Production manager
Marketing manager
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4. Rate the working strategies of supply chain management department on the basis of
Outstanding
Excellent
Good
Average
Yes
Not sufficient
Operational activities
Tactical activities
Current programming
strategies
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7. Choose the right option, where the supply chain department is facing problem in
During storage
Packaging
Testing of packaging
Excellent
Very effective
Good
Average
9. Is there any case recorded by the supply chain department in which the production
Yes
No
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10. The process should include how purchases are started (inventory levels), who is
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
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