FMCG Companies Research Articles

Will Mobile Application Technology Help Retail Merchandising ? Breakthrough Innovation by FMCG Companies

For the retail business to run successfully and to improve sales, the critical component is to display its products and services in a visually appealing manner. Retail merchandising assists the retailers to attract shoppers and influence their purchase. Often, the merchandising updates are not escalated up the hierarchy ladder as they are much dynamic and spontaneous in nature. Top manufacturing FMCG companies like HUL, ITC, etc. took up this challenge of modern trade merchandising by maintaining manpower in organized retail stores to tap the cutting edge of competitive advantage. The key challenges of these merchandisers include – maintaining overall shelf health, frequency and consistency of restocking, tracking the competition actions in the store, eliminating the conflicting signages, remove broken displays, and display compliances. These FMCG companies have adopted a breakthrough innovation of mobile applications to overcome these challenges. This study is novel and investigated the sales performance improvement through mobile application technology. The research was conducted in two parts. Part 1 included structural interviews (one-on-one) with retail store managers and FMCG sales representatives. The results disclosed eight major attributes as store trend, competition update, personnel management, stock availability, demand creation, in-store visibility, new products launch and promo packs, and share of shelf to improve sales performance. Part 2 examined the significance of these eight factors through quantitative study by considering FMCG merchandisers as respondents. The study identified that competition update, stock availability, personnel management, in-store visibility, and share of shelf were significant factors that impacted sales performance in retail merchandising by utilizing mobile technology applications.

A simulated annealing approach to solve a multi traveling salesman problem in a FMCG company

FMCG Companies are fast spreading across the globe and there is a huge need for efficient delivery of goods to the consumers. In the normal context the regular vehicle routing problem was defined for various cities but within a city there is a need for multiple vehicular movements with different warehouse hubs to facilitate the delivery of goods. Often such problems are defined as hub and spoke mechanism. The hub may be defined as the central resource station from which the various goods will originate and spoke represents the various destination to reach out the customers. In this paper we have used simulated annealing approach to design a Multi traveling sales man problem.

Being Vocal for Local Brands: A New Mantra of Success for Indian FMCG Companies

On the call of our Prime Minister to be ‘Vocal for Local’, many Indian companies which are having strong consumer base and presence in Indian market have started incorporating ‘vocal for local’ themes across all advertising drives. They are proudly highlighting the Indian roots and promoting the products with a strong message of ‘Made in India’. As far as preference of consumers is concerned after suffering from economic loss during lockdown period, they are also demanding swadeshi products to boost the economy. This change in consumer perception has been observed due to increased awareness about strengthening the Indian economy and understanding of minimizing the dependency on foreign countries. We may easily observe the visible difference in economic slowdown due to nationwide lockdown induced by COVID-19 pandemic.All major manufacturers are focusing on establishing their brand into the consumers’ mind as an ‘Indian Product’ or product labelled as a ‘Made in India’ more specifically rather than ‘Made in China’. Since liberalization in 1990, Indian Government opened the doors for foreign companies to enter and invest in Indian market but this fact is more disturbing that now Indian market is filled with low cost Chinese products and people prefer those products without realizing that they are actually creating financial crunches for Indian producers. Now after getting the slogan of becoming ‘Atma-Nirbhar’ to mitigate the impact of COVID-19, it seems that in future ‘Made in India’ will be a significant factor to influence the consumer buying behaviour. This paper tried to explore the changes in advertising campaigns adopted by selected FMCG companies to boost the Indian economy and common themes to support the ‘Vocal for Local’ movement.

CSR: Sensational Tool of Brand Equity (Special Reference to FMCG Brands in India)

Corporate social responsibility (CSR) has been an integrated approach to business in recent years. FMCG companies in India have become active participants of CSR initiatives in India. Purpose/Aim: Current study aims to determine CSR as a sensational tool of Brand Equity (BE) for FMCG companies. Objective: This study focuses on measuring the impact of CSR on the Brand Equity of FMCG companies in India. Design/methodology/approach: Dimensions of CSR (DoCSR) and Dimensions of Brand Equity (DoBE) are selected based on the review of the literature to gauge the relationship between them. 10 random FMCG brands had been selected on the basis of their CSR activities in the past 5 years. The study is centered on primary data gathered from 400 customers of ten selected FMCG companies in India. Respondents are selected from the areas of Delhi/NCR region where these 10 companies are performing CSR activities DoCSR used are Integrity, Excellence, Responsibility, Innovation, Fairness, Care, Customers, People, Safety, Community, Environment. DoBE used are Brand awareness, perceived quality, brand loyalty, and brand association. Findings/Conclusion: The results reveal that the CSR activities of the FMCG companies in India have a positive and considerable impact on BE. The study indicated that the companies with higher involvement in CSR are having higher BE such as; TCL, ITC, HUL, Marico, and P&G, but Amul, Parle, Britannia, Nestle India, and Godrej India are the comparatively poor performer in the domains of CSR and having lower BE.

885 Retrieval Number: F9946038620/2020©BEIESP DOI:10.35940/ijrte.F9946.059120 Journal Website: www.ijrte.org Published By: Blue Eyes Intelligence Engineering & Sciences Publication GST in India – Deal Maker or Breaker for Distributers

When GST was implemented in India in the year 2017, there was a sea of change in the way in which tax was collected. In the Distribution process where there was different levels of partners involved there was collection of taxes in different stages which was followed till the implementation of GST. In this case study in order to familiarize the students with the evolution of the GST system and the impact of it on the channel partners we are looking at the case of Mr.Kumar , he had started his distribution agency Pitambar Distributors in 1986 the tax structure for a distributor in India had - value added tax, octroi and service tax .In 2006 the first step towards the implementation of GST - Goods and Services Tax was taken which became a reality and came into being by July 2017.The Post GST Scenario changed the playing field for FMCG companies which automatically reflected on their channel members namely distributers like Pitamber Industries. In this context with the data available from Pitambar agencies in the past year Mr.Kumar has to now rethink his strategies and decide whether to continue in the same business or not. This case can be used to identify the impact of GST on The FMCG Sector, Chart the progress of GST till date, to familiarize students regarding distribution processes and the implication of GST on the same, to identify impact on sales of different category of FMCG products after the implementation of GST

From the President and IFST News

From the President and IFST News

A Study on Rural Marketing Management of Indian FMCG Product

FMCG is the fourth biggest sector in the Indian economy, where the urban fragment contributes about 55% to the general revenue produced by the sector. Nonetheless, with web entrance, growing mindfulness, expanding income and evolving ways of life, the FMCG market has seen faster growth in rural India when contrasted with the urban partners. FMCG products are accounted for to represent half of the complete rural spending, which is a verification of the fast growth in the semi-urban and rural consumers in the industry. This enormous growth of the rural market in India has moved the marketable combat zones for the FMCG companies from urban to rural. The rural market today is offering boundless chances to the businesses to connect with almost 33% of the area’s populace. Web infiltration has made information available for the rural Indian consumers who are affecting their purchase choices. The focal point of these consumers is moving towards esteem based purchases rather than price-based buying. They are presently considering price in examination with utility, worth, and highlights of the products. Companies that prior treated the rural market as a freedom ground for their lower-end products are presently realizing the need to concentrate on the prerequisites of the rural customers. The core of India lies in its towns, and today it is practically difficult to prevail in business on the off chance that we leave the area’s rural populace behind. Companies, particularly in the FMCG sector, need to comprehend the elements of the blossoming rural market and think of creative systems to win the trust of these potential consumers and to remain important in the market. Hence, the present study has been focused on the study on Rural Marketing Management of Indian FMCG Product and study based on secondary sources of data collections.

Companies’ vision, mission, and core values focus on human resource management

Purpose: This study aimed to determine companies’ vision, mission, and core values focus on human resource management. Research methodology: This study used qualitative method and 14 companies’ website has been used to identify their mission, vision and core values. Results: From the total of 14 FMCG companies that had been used in this study only five (Akij group, Marco Bangladesh Reckitt Benckiser Group plc (RB), Eskayef Pharmaceuticals Ltd, and Danish) of them showed that they have no mention about the human resource management and nine of them showed their concern towards human capital in their vision, mission, and core values. Limitation: This study is only confined to identify the mission, vision, core values, not their impact. Besides that, it is only limited to the small number of FMCG companies in Bangladesh. Contribution: This study’s results contribute to understanding the importance of focusing on human resource management on the companies’ vision and mission and explaining the reason for modifying the existing statements. Keywords: Core values; FMCG; Human resource management; Mission; Vision

Striving to Implement Green Human Resource Management (GHRM) Policies and Practices: A Study from HR Managers Perspective (FMCG Sector)

The purpose of this research is to explore the implementation of Green Human Resource Management practices and policies by the FMCG manufacturing companies of Pakistan. The researchers have enlightened various Green HRM strategies, initiatives, and practices that HR managers have undertaken in their respective organizations. Also, this research highlights the significance of Green HR practices and policies in employee retention, organizational citizenship behavior, and overall organizational image. This research is exploring the perception of Green HR from the HR professionals associated with FMCG companies of Karachi. For this purpose, in-depth interviews were taken by the HR managers of targeted companies to explore the implementation of HR practices and policies in Pakistan. The interview was conducted with the help of an interview protocol, consisting of various open-ended questions based on research objectives and research questions. The findings of this research suggest that the concept of Green HR practices and its benefits that an organization can gain by implementing such practices is vague among the HR professionals of Pakistan. The research has identified the need to train the managers regarding the Green HR initiatives and develop awareness campaigns which guide the managers about the significance that green practices have on the overall organizational performance and its image in the industry.

Striving to Implement Green Human Resource Management (GHRM) Policies and Practices: A Study from HR Managers Perspective (FMCG Sector)

The purpose of this research is to explore the implementation of Green Human Resource Management practices and policies by the FMCG manufacturing companies of Pakistan. The researchers have enlightened various Green HRM strategies, initiatives, and practices that HR managers have undertaken in their respective organizations. Also, this research highlights the significance of Green HR practices and policies in employee retention, organizational citizenship behavior, and overall organizational image. This research is exploring the perception of Green HR from the HR professionals associated with FMCG companies of Karachi. For this purpose, in-depth interviews were taken by the HR managers of targeted companies to explore the implementation of HR practices and policies in Pakistan. The interview was conducted with the help of an interview protocol, consisting of various open-ended questions based on research objectives and research questions. The findings of this research suggest that the concept of Green HR practices and its benefits that an organization can gain by implementing such practices is vague among the HR professionals of Pakistan. The research has identified the need to train the managers regarding the Green HR initiatives and develop awareness campaigns which guide the managers about the significance that green practices have on the overall organizational performance and its image in the industry.

Prácticas de gestión del conocimiento y rasgos de liderazgo transformacional: predicción de la innovación de procesos en la industria de bienes de consumo

Organizations in the current competitive and challenging situation considered organizational process innovation to sustain themselves with competitive advantage and provisioning of high value products to consumers. The current study investigates the role of transformational leadership traits and knowledge management practices on predicting the process innovation in FMCG companies. Data has been collected from the 10 FMCG companies located in major two cities i.e. Lahore and Karachi, Pakistan. Sample of 200 top line managers have been selected by convenience sampling method and adapted itemized questionnaire has been presented to the top management after a brief session of face to face interviews. Response of 170 top line employees has been registered and statistical testing has been done on SPSS 22. Results indicated that the transformational leadership traits has significantly positive impact on process innovation which effectively expedites the production efficiency of manufacturing units. The knowledge management practices such as acquisition, transfer and application has strong and positively significant association with process innovation. The knowledge management practices positively mediates with transformational leadership traits and resultantly lays foundation for continuous process improvement to survive in market. This conceptual model practically helps the production and manufacturing companies to nurture positive change management attitudes, decreasing production time, expanding products range, development of skills needed to advocate and adopt change, employee involvement, commitment and benefits of large scale economy. This study is limited to FMCGs in major cities and can be expanded to services industry and test the conceptual model.

Will the Indian herbal toothpaste marketers survive against multinational FMCG companies

Numerous researches compare the multinational enterprises to domestic firms on several dimensions such as performance, efficiency and marketing practices. However, there is dearth of research focused on how the domestic and multinationals firms competes each other in the marketing context. In the current scenario, there is an emergence of nationalism, spiritual entrepreneurs entering FMCG business position through the herbal-based traditional Indian Ayurvedic concepts. Though local firms are generally considered as weak players in front of multinational giants, the present positioning as being Indian origin and herbal-based products gathers quick acceptance from the consumers poses a major threat to multinationals enterprises. This study employed a case analysis method that explores the marketing practices of both Indian and multinational FMCG companies in the toothpaste market. The main objective of the research is to compare the STP and marketing mix strategies that MNCs and Indian herbal product FMCGs with toothpaste in their product portfolio. The study reveals that multinationals FMCG companies countering Indian herbal toothpaste marketers with their own version. The study also reveals that Indian toothpaste marketer's first mover advantage may not last long. The strong distribution network of MNCs is placing them in advantageous position is another key observation.

Materials Management and Productivity of Fast Moving Consumer Goods Companies in Nigeria: A canonical Correlation Approach

In this paper, the effect of material management on productivity level of fast moving consumer products enterprises in Nigeria was assessed. The survey design was employed and questionnaire was the major instrument of data collection designed via two material management dimensions (raw materials and work-in- progress) and productivity dimensions (material efficiency and yield). Questionnaire were administered to three hundred and seven (307) respondents and data obtained were analyzed using Canonical correlation. Results of canonical correlation analysis revealed that the combination of material efficiency and yield (productivity proxies) had a statistically significant relationship on sets of material management being measured by raw material and work-in-progress. The study concludes that improvement in material management will increase the productivity of FMCG companies in Nigeria. Given the results of the study, improvements in material management is needed such that material requisition and conversion units should ensure that required materials for production of goods are those put into the production process in order to realize efficiency of production and superior yield of finished goods by fast moving consumer products organizations. In addition, fast moving products companies should ensure maintenance of optimum level of material resources in its store room and reduce unhealthy practice in material usage that are pivotal to reducing productivity.

Will the Indian herbal toothpaste marketers survive against multinational FMCG companies

Numerous researches compare the multinational enterprises to domestic firms on several dimensions such as performance, efficiency and marketing practices. However, there is dearth of research focused on how the domestic and multinationals firms competes each other in the marketing context. In the current scenario, there is an emergence of nationalism, spiritual entrepreneurs entering FMCG business position through the herbal-based traditional Indian Ayurvedic concepts. Though local firms are generally considered as weak players in front of multinational giants, the present positioning as being Indian origin and herbal-based products gathers quick acceptance from the consumers poses a major threat to multinationals enterprises. This study employed a case analysis method that explores the marketing practices of both Indian and multinational FMCG companies in the toothpaste market. The main objective of the research is to compare the STP and marketing mix strategies that MNCs and Indian herbal product FMCGs with toothpaste in their product portfolio. The study reveals that multinationals FMCG companies countering Indian herbal toothpaste marketers with their own version. The study also reveals that Indian toothpaste marketer's first mover advantage may not last long. The strong distribution network of MNCs is placing them in advantageous position is another key observation.

Study on Factors Influencing Waste Disposal Cost and Optimize in FMCG Industry in Sri Lanka

Waste is one of the greatest difficulties confronted by people in any country where waste contaminates indigenous habitat with devastating results if the authorities fail to take care accurately. In any case, it appears to be practically unavoidable that our general public, manufactures, industrial businesses etc. produces waste whereas only can be minimized hence the point of this rationale thesis has been to explore how to recover the material assets by rethinking waste as an asset. The study primarily focuses on two stakeholders, mainly FMCG companies in Sri Lanka who produces numerous waste per month and secondly the study focuses on professional recyclers who have ability to recycle under proper long-term agreements with unwavering trust. This paper investigates a way of sustainably disposing product wastes of FMCG companies and also the determinants of waste disposal cost and ways of optimizing in fast moving goods industry in Sri Lanka. Thus, two questionnaires were distributed focusing on FMCG players and professional recyclers within Sri Lanka to measure determinants of waste disposal cost as well as to identify a strategy to aid generating profits instead of previously used cost generative process of direct disposing the FMCG wastage. Thus, factor analysis was conducted using two hundred and ten responses and the analysis extracts seven major factors as determinants to the waste disposal cost. This study concluded a successful waste disposal strategy as sorting and recycling where can change the current game play of the FMCG companies to a new direction.

Emergence of New Marketing Distribution Strategies: A Call for A Paradigm Shift

The purpose of this research is to empirically formulate new distribution strategies that can service the fast moving consumer goods industry and the service industry as a whole. Inspiration was drawn from the orthodox distribution strategies (intensive, selective, and exclusive) currently used in the service industry. To approve its empirical efficacy the study is set also to determine the impact of these new strategies on sales performance. The study is implemented through a two-stage process of literature review and empirical survey. Evidence was drawn from Ghanaian fast moving consumer goods industry. Sstructured questionnaire was used to gather data from 415 randomly sampled members in the target population. The data obtained were processed using SPSS version 24. Multiple regression analysis was also used to assess its impact on sales performance. The study revealed that inten-electro aggressive strategy with an average mean of 4.02 is the most adopted strategy by the Fast-Moving Consumer Goods Companies followed by selec-electro aggressive distribution strategy(average mean of 3.81) and exclu-electro aggressive distribution strategy(average mean of 3.74) in that order. The study again revealed that there is a positive significant relationship between inten-electro aggressive strategy and sales performance ( = .490, p< 0.05). This newly propounded strategy (inten-electro aggressive strategy) is proven to have a significant impact on sales performance in the fast moving consumer goods industry understudy. Thus, inten-electro aggressive strategy has a moderate positive relationship with sales performance. The statistical implication is that, holding all other variables constant, inten-electro aggressive strategy induces 49.0 % change in sales performance of the fast moving consumer goods firms understudy. Thus, this result proves that a unit change in the effective execution of this strategy will induce 49.1% change in sales performance. In other words when inten-electro aggressive strategy is improved by 1%, sales will be improved by 49.0 percentage change. The significance level of this outcome according to the study results was 0.00 which is less than 0.05 indicating that the variance between the two variables in question was significant. The result again proves that exclu -electro aggressive distribution strategy, impact positively on sales performance. It poses as a reasonable positive inclination to sales performance; thus ( = .595, p<0.05), Thus, holding all other variables (InEADS & SeEADS) constant, Exclu -electro aggressive distribution strategy causes 59.5 % change in sales performance. This result proves that a unit change in the efficacy of exclu -electro aggressive distribution strategy in will induce 59.5% change in the company’s sales. The significance level of this outcome in reference to the study results was 0.000 which is less than the standard value of 0.05 indicating that the variance between the two variables in question was significant. Selec-electro aggressive distribution strategy has a positive significant impact on sales performance thus ( =.532, p< 0.01). It can be said therefore that any improvement made in selec-electro aggressive distribution strategy, will cause sales performance of FMCG companies to increase by 53.2 %.

Health and Hygiene Promotion by Advertisement is a Source to Make Consumer More Health Paranoid

Purpose: This paper evaluates the perspective and willingness of a customer behavior approach by using television advertisements for safe health, hygiene and sanitation by incessant advertising and promotion to create a brand and keeping regularly in the memory of consumers in order to be as the preference which arouses the consumer desires. Methodology: The method of the study was descriptive the Primary data was collected by using tools interviews, surveys questionnaires, online surveys, well-structured interview schedules, and schedule questionnaires. Findings: Television commercials look for making use of extremely interactive content and visualization where possible to show. Consumer preferences are highly sophisticated about their Product priorities .Promotion of Health factors by television Advertisements are used to persuade changes in consumer behavior. Implications: It is to be found that most of consumers preferred their products due to How Health and Hygiene promotion through TV advertisement which sways consumer intentions and that factors researcher wants to investigate through this research. Value: People are taking a deep interest in their health, hygiene, and wellness. And television is work as a valuable communication instrument of the product placement at top of the mind of the consumer Does it affect consumer mind? Does it truly make the consumer to take the firm decision for purchase? To know these facts researcher has uncovered with this research study to take corrective actions by FMCG Companies.

An Ant Colony and Simulated Annealing Algorithm with Excess Load VRP in a FMCG Company

Fast moving consumer goods pose a major research problem as the objective is to reach the customers in an efficient manner. The delivery of goods to consumers must reach quickly without any hurdles. We assume that the FMCG companies have multiple number of warehouse hubs to reach its vast majority of consumers. Sometimes a single vehicle may not be enough to complete the tour, hence we may require another small vehicle to reach the small set of customers. The above problem has been modelled as a supply chain vehicle routing model. In our paper we have used ant colony and simulated annealing algorithm to discuss the above problem and compare their efficiencies.

Do Learning and Development Interventions Motivate Employees at PT Danone Indonesia? Applying McClelland’s Theory of Motivation to FMCG Industries

<p>This research aimed to determine whether there is a relationship between employee motivation and learning and development programs at one of Indonesia’s biggest FMCG companies, PT Danone Indonesia. Guided by McClelland’s Theory of Motivation, three independent variables were analyzed relative to learning and development: the need for achievement, the need for power, and the need for affiliation. The research used quantitative method through a survey to gather data from 105 participants working at PT Danone Indonesia who, at the time of the study, had recently joined a series of learning and development programs. Data was analyzed using multiple regressions analysis. Findings show that employees are motivated to undergo learning and development because they want to fulfill two motivational needs: the need for power, and the need for achievement, the former being the highest motivator. On the other hand, the need for affiliation was not a strong motivator to encourage them to learn and develop. Results also show that the interest for learning and development could be explained by 42% of the variables. Implications for research and practice are discussed.</p>

Generation Y Consumer Perception of Patanjali Products in Kerala

FMCG is one of the sectors which are rapidly rising all over the world. There are many FMCG companies in India including Hindustan Unilever (HUL), Procter & Gamble (P&G), India tobacco company (ITC), Patanjali, etc.The objective of the study is to understand the consumer perception of Patanjali products in Kerala, India. The primary data was collected from a structured questionnaire with 100 respondents. The major finding in the study says that Quality and Natural product are the two main things that influences customer to buy Patanjali products in Kerala. Further analysis brought out the whether the Patanjali will sustain in the market or not, majority of the people told that they will buy the product again and they will recommend the product to their friends and relatives. So with this we can say that the Patanjali products will sustain in Kerala market.