FINAL SUBMITTED BY- NITESH KUMAR

SEMESTER UID 2019-2406-0001-0009

PGDM 6
PROJECT
Introduction
• FMCG is the 4th largest sector in the Indian Economy.

• Household and Personal Care is the leading segment, accounting for 50% of the
overall market, Health Care (31%) and Food Beverages (19%) comes next in terms of
market share.

• Growing awareness, easier access and changing lifestyle have been key growth drivers
for the sector.

• The industry size expected to grow by US$ 103.7 billion by 2020.

• The number of online users in India is likely to cross 850 million by 2025.
 Three Main Segment of FMCG
HOUSEHOLD AND PERSONAL CARE
Sales
This segment includes oral care, hair care, skin care, cosmetics/ deodorants,
perfumes, feminine hygiene, fabric wash, household cleaners, etc.

31% HEALTHCARE
50% This segment includes OTC products and ethicals.
19%

FOOD AND BEVERAGES

This segment includes health beverages, cereals, bakery products, snacks,
chocolates, ice-cream, tea-coffee, soft drinks, processed fruits and vegetables,
dairy products and branded flour.

HOUSEHOLD FOOD & BEVERAGES

HEALTH CARE
Five Year Growth of FMCG

FMCG MARKET IN INDIA

(US$ BILLION)
80

70
68.38
60

50
52.75
47.3 49
40 46.1

30

20

10

0
2014 2015 2016 2017 2018

Totel Sales
 Porter’s Five Forces Analysis

•High cost investment

•Brand identity
•Access to industry distribution
channel
•Resistance is low

•Switching cost is low

•Supplier’s power is low
•Substitute raw material
is easily available
•No monopoly situation
among supplier’s
•Price competition
•Number of competitors
•Product differentiation
•Contribution to cost
•Bargaining power of
customers are high
•Switching cost

•Availability of substitute is very

high
•Switching cost is low
•The relative price and performance
of substitute
 COMPANY INFORMATION
• Mother’s Recipe, the market leader in Indian Pickles has a Product range that now
consists of Pickles, Condiments, Blended Spices, Papads, Appalams, Curry Paste, Ready
to Cook Spices Mixes, Ready to Fry , Chutney and Mango Pulp.

• The distribution of our product reaches more than 150,000 retail outlets covered by 500
distributors across the country.

• The company also has strong presence in international markets covering regions like
Middle East, Far East Africa, Australia, Canada and US. Its ethnic food are exported to
more than 40 countries under the Mother’s Recipe Brand.
 Products and Services

PICKLES CHUTNEY
They have total of 36 They have total of 5
variances in this segment. variances in this segment.
Competitor Analysis
Market Share(%)
DESAI BROTHERS
Ltd.

17%

NILON’S
51%
Mother's Recipe
ENTERPRISES
32% Nilon's
Tops

GD FOODS Mfg.
SWOT Analysis of Mother’s Recipe
• High brand acceptance in norther
& western region.
• It is well known and trusted for its
product.
• Robust distribution channel.
• High range of products in each
segment under one roof.
SWOT
• Development of products based on
regional taste.
• Brand diversification & product line
extension.
• Increasing population & demand of
market.
• Over dependency on Pickles
on revenue generation
• Low Brand acceptance in
southern region.
• Highly Competitive Environment.
• A large number of domestic as well
as multinational players.
• New Entrants.
• Customer demand for low price
product.
BCG MATRIX
Comparison of sales for past 3 years
1400

1200
TOTAL
1000
SALES IN
800
CRORES
600

400

200

0
2016 2017 2018
Total Sales Column1 Column2
MARKETING STRATEGY OF THE COMPANY
• To complete the take away, the company has 15-20 classic Indian heat and eat dishes.
• The company is planning to introduce international cuisine as well in the ready to cook
category.
• They are also planning to enter into the frozen food segment that will give them a boost in
the revenue for the current year 2018-19.
• They are also going online, by selling its product online and tying up with the modern
outlets such as future group’s Big bazar, Hyper-city, Spencer’s and other malls.
• They are also diversifying their products according to the regions.
• They are also going for promotional strategies like Tangles, Apron, Placement of product at
billing counter, Door stickers, Branding (Brand logo).
 Chairman

ORGANISATIONAL Vice Chairman STRUCTURE

General Manager

Production HR Manager Finance Manager Marketing

Manager Manager

Assistant HR
Plant Manager Cost Accountant Area Sales Manager
Manager

Supervisors HR Executive Cashier Sales Executives

Quality
Export Purchase Manager R & D Department Vehicle Manager
Controller
Manager

Purchase Assistant Drivers

Store Keeper Helpers

 TRAINING NEEDS OF THE COMPANY
• Organizational need: This step requires the overall training need in the business. This
is when you analyze future needs due to change in product, equipment, technology,
teams or in response to change in economic and political factors. Upcoming changes
in law or industrial standard.
• Task Analysis: At this stage you compare the job requirements of your business with
existing employees skill and knowledge. This will help to identify the potential gaps.
Level of skill and knowledge required to perform a specific task and where this skills
are acquired.
• Individual needs: At thus stage you examine the training need of each employee. This
information is often gathered from performance review and appraisal systems. You
may seek feedback from employees on their recommendation on how to solve a
problem that may be hampering their day to day work.
 BUSINESS UNIT MOTHER’S RECIPE
JOB TITLE PRODUCT MANAGER
JOB LOCATION PUNE, INDIA
JOB STATUS PERMANENT
SUPERVISION RECEVIED GENERAL MANAGER (MARKETING)
SUPERVISSION EXERCISD Area Sales Manager, Sales Manager, Line Manger
ROLES & RESPONSIBILITIES  Develops product by identifying products.
 Conducting market research.
 Maintains awareness of competitive products and market needs & trends.
 Develop product promotional plan.
 Communicate product plan & strategy with management and team members.
 Product portfolio planning

JD 

Evaluate & Establish pricing.
Gather customer feedback.
JOB OBJECTIVE To create and implement a long term profitable growth of brand – MOTHER’S RECIPE.
& EDUCATION / QUALIFICATION MBA or equivalent with a concentration in MARKETING.

JS SKILLS REQUIRED


Proficiency in research and analysis.
Excellent communication and soft skills.
Influencing & Negotiation.
 Decision Making.
 Building and managing teams.

EXPERIENCE 6 – 9 Years of experience (2 - 4 years in sales + 4 – 6 years in marketing) in FMCG/

Consumer Goods – Foods, company.
CTC 12 – 15 lakhs.
NOTICE PERIOD 2 Months
RECRUITER NAME SANJANA DESAI
RECRUITER POSITION HR EXECUTIVE
CONTACT DETAILS 019839384789848
THANK YOU