Fmcg Industry in India Essays

Fmcg Industry in India Essays Fmcg Industry in India Essay Fmcg Industry in India Essay Ghaziabad. According to my best knowledge the work is original and has not been submitted anywhere else for the award of any other degree or diploma. Ms. Deepti Mrs. Bani Dey (Faculty) (Executive Director) AIM Campus: NH-24, Delhi-Hapur Bye Pass Road, 26th/27th Km. , P. O. Adhyatmic Nagar, Ghaziabad Ph. 0120 2767341City Office : II A/16, Nehru Nagar, Ghaziabad-201001. Ph. 0120-2792341, Fax 2700316 E-mail: [emailprotected] com Visit us at: www. aimgzb. com DECLARATION DECLARATION I, Mohd Asif, student of ADVANCE INSTITUTE OF MANAGEMENT, GHAZIABAD, Batch 2009-11, Hereby declares that this project report work entitled â€Å"Impact of global branding on FMCG products in India† is the out come of my own research and prepared by me and the same has not been submitted to any other university or institute for the award of any degree or diploma. Date: (Mohd Asif) Roll no. :0911570052 ACKNOWLEDGEMENT ACKNOWLEDGEMENT : My debt to those who have helped me in one way or and I am heavily indebted. I take this opportunity to thank all of them. They are too numerous to mention individually. I wish to express my sincere regards to Ms. Deepti (Faculty, AIM), Prof. N. A. Khan (Principal,AIM) for their constant guidance support in completion formulation of this research project report. I am highly obliged to all whose persons who helped directly or indirectly in successful completion of this report. From the depth of my heart and soul I am thankful to almighty God, whose blessing are always with me. Mohd Asif Roll no. 0911570052 EXECUTIVE SUMMARY EXECUTIVE SUMMARY This research report is an integral part of management courses. The ability to develop solutions to practical through application of theoretical knowledge is acquired by management students in the course of their research report. It also helps the students to develop professional competence and related skills as also to imbibe certain ethical values and norms expected of professionals. FMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a consumer buys these goods at least once a month. The sector covers a wide gamut of products such as detergents, toilet soaps, toothpaste, shampoos, creams, powders, food products, confectioneries, beverages, chocolates and cigarettes . A BRAND is one that has the same name, design, and creative strategy everywhere in the world and is marketed in most of the major regional market blocks. Branding is a way to differentiate your company, product or service from competitors, and to provide it with a personality that is both unique and appealing to potential customers. Globalization has been the battle cry of the last decennium of the 20th century. This phenomenon is not new or unique to this period. The process has only been given an added impetus by the political, technological and economic developments that have been unique to the last ten years of the century. The demise of communism, the liberalization of trade are only few of the driving forces of this latest round of intensified globalization. The effect that this globalization has had on brands has been spectacular All marketing starts with consumers. So a consumer is very important person for marketers. Consumers decide what to purchase, for whom to purchase, why to purchase, from where to purchase, and how much to purchase. In order to become a successful marketer, he must know liking or disliking of the consumers. The project title is â€Å"Impact of global branding on FMCG products in india †. The objectives of this report is to know about the consumer satisfaction level associated with the product and the customer preference level. Descriptive research design is used to conduct the research . My sample area was many localities of Delhi , Noida and Ghaziabad . There are 100 customers are taken in sample size . Convenience sampling ,a non probability sampling technique has been used as per my resources and time constraints. Both primary and secondary data are take into consideration. primary data are collected through schedule method and secondary data are collected through internet, companies manual. There are nine questions have been asked to 100 customers. For analysis and interpretation of the data bar diagrams and pie charts are used. Each questions are analyzed with the help of bar graph and interpreted accordingly. While conducting the research various problems have been faced like biasness answers given by customers , there was reluctant behaviour of customers, the time period was very short, lack of financial resources . In suggestion it is said that If the company will start road shows that can give the company a competitive edge and a better promotion. Every company should be providing the special offer with the FMCG product. We should make the branded product according to the requirement of the consumer. By concluding the dissertation I would like to give my opinion that when a company is planning to make its brand global the above mentioned objectives which are Firstly, the global brand issues and how to build a global brand, Secondly, the global branding strategies, Thirdly, managing a global brand, Fourthly positioning of the global brand and last but not the least localization of global branding, should be studied thoroughly in order to make the brand successful on international levels TABLE OF CONTENTS CONTENTS TOPIC PAGE NO. INTRODUCTION OF BRANDING13 GLOBALISATION OF BRANDING23 WHAT IS FMCG 31 BRAND EQUITY AND BRAND POSITIONING 40 BRAND LOYALTY46 NEW MEANING OF A BRAND 49 BRAND GLOSSARY 54 CONSUMER INFLUENCE61 OBJECTIVE OF THE STUDY65 RESEARCH METHODOLOGY67 DATA ANALYSIS72 FINDINGS81 LIMITATION84 CONCLUSION86 SUGGESTIONS90 ANNEXURE94 BIBLIOGRAPHY REFERENCES98 INTRODUCTION INTRODUCTION Globalization has been the battle cry of the last decennium of the 20th century. This phenomenon is not new or unique to this period. The process has only been given an added impetus by the political, technological and economic developments that have been unique to the last ten years of the century. The demise of communism, the liberalization of trade are only few of the driving forces of this latest round of intensified globalization. The effect that this globalization has had on brands has been spectacular. New brands are seemingly born global, or at the very least experience a quick rollout from home or lead countries into other markets. Many traditionally local brands are sold, fazed-out or face transition to a new regional or global brand name and subsequent harmonization. Brand portfolios, which have been built-up through decennia of acquisitions, are rationalized in order to focus attention and resources on a limited number of strategic brands. Long established brands have enhanced their dominant positions across the globe, threatening less marketing-savvy local brands, but also encountering stern opposition from local brands that find ways to fight back. Some of the global brands manage to become local institutions by filling a local role in the societies where they operate, while others dominate their category as global monoliths. Debates have also flared over the supposed supremacy of global brands and the inadequacy of (multi-) local brands. This paper argues that this viewpoint is incorrect and that the each individual global or international brand has specific opportunities and limitations when it comes to standardization or localization. Only a thorough understanding of a variety of factors that influence brands in their global and local contexts helps determine the best course for them. Brand strategy is aimed at influencing people’s perception of a brand in such a way that they are persuaded to act in a certain manner, e. g. uy and use the products and services offered by the brand, purchase these at higher price points, donate to a cause. A global brand needs to provide relevant meaning and experience to people across multiple societies. To do so, the brand strategy needs to be devised. McDonalds, Microsoft, Nike, Starbucks, Coca-Cola, Sony. There is hardly a corner of the earth where their name s are not known. They are global brands, yet few people would have any difficulty identifying their countries of origin. There are several corporations with a global presence, but we have yet to see the emergence of the global corporation. Branding is a way to differentiate your company, product or service from competitors, and to provide it with a personality that is both unique and appealing to potential customers. It is a multifaceted, multilayered process and discipline. Its beneficial for smaller companies to have well-focused and consistent attention to branding, and to creating favorable, memorable positioning of their product/service in the minds of prospects and customers is the most effective way to compete, to rise above the static and become a factor in the competitive arena in which they’ve chosen to participate. As we cross into the next century, the issues facing brand and identity managers will become increasingly complex. Globalization, industry consolidation and market fragmentation are only a few of the challenges to be addressed. But no matter what new obstacles arise, and no matter which new audiences must be reached, success is impossible without an effective identity management strategy, a strong brand management organization and a workable plan for implementing ideas. The last two decades we have seen an ongoing globalization of markets, industries and competition. A still increasing number of firms pursue international market expansion in order to satisfy global customers and to capture economies of scale in, for example, production and advertising. First of all, this leads to an increase in a firm’s country portfolio. Moreover, nowadays products are not longer developed for the domestic market only. After the product is launched in the domestic market, sooner or later products will often be introduced in foreign markets. Consequently, product launch decisions are not longer constrained to one particular market, but involve multiple markets. We found that consumers perceive there to be three main types of global brand – Master brands, Prestige brands and Global brands, with two additional groupings of importance. Definitions of â€Å"Brand† Descartes said: â€Å"Refine the meaning of words, and you would save humanity from most of its delusions. † Physical â€Å"words† are refined so meticulously that any physicist will give you identical definitions of â€Å"voltage,† â€Å"force,† or â€Å"neutron capture cross-section. † (Marketers will give hundreds of definitions of â€Å"marketing. ) Now, let’s expose our Phys to the definition of â€Å"brand†: â€Å"A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. † Phys’ll be stunned – the definition does not stand the easiest test: suppose we give our cow some name, say, Cleopatra. It perfectly identif ies her as distinct from cows of other sellers, thus meeting the definition. Is our darling Cleopatra a brand? If Mercedes tomorrow becomes Dolores, will it stop to be a brand? Or, if Pentium were dubbed Intellect or ProChip, will it sell less? Phys’ll find that while many serious branding texts de facto ignore the dated definition, regarding names and symbols simply as identifiers, many companies are naive enough to believe (courtesy that definition) that branding is just about naming and designing. That’ll give Phys a clue to why most of new introductions fail in the market. BRANDING A BRAND is one that has the same name, design, and creative strategy everywhere in the world and is marketed in most of the major regional market blocks. A Brand gives a company a uniform worldwide image that enhances efficiency and cost savings when introducing other products associated with the brand name, but not all companies believe in a single Global approach is the best. In addition to companies like Kodak, Coca – Cola, Caterpillar and Levi’s that use the same brands worldwide. Other multinationals such as Nestle, Mars, Proctor Gamble, and Gillette1 have some brands that are promoted worldwide and others that are country specific. Among companies that have faced the question of whether or not to make all their brands global, not all have followed the same path. Building a brand is inherent in using a standardized product. It success depends on a growing convergence of consumers tastes and preferences and coordination of global advertising and promotion. Also important is the development of communication media with multinational reach, such as the simultaneous transmission around the world of the summer Olympics. In such cases, because the same transmission is received around the world, firms benefit if the brands featured in the transmission are familiar to the world audience. A successful brand is the most valuable resource a company has. The brand name encompasses the years of advertising, good will, and quality evaluation. Product experience, and the other beneficial attributes the market associates with the product. Brand image is at the very core of business identity and strategy. Customers everywhere respond to images, myths and metaphors that help them define their personal and national identities within a global context of world culture and product benefits. Global Brands play an important role in that process. The value of Kodak, Sony, Coca-Cola, McDonalds, Toyota and Marlboro is indisputable2. One estimate of the value of Coca-Cola, the world’s most valuable brand, places it at over $35 billion. Infact, one authority speculates that brands are so valuable that companies will soon include a statement â€Å" statement of value† addendum to their balance sheets to include intangibles such as the value of their brands. Naturally, companies with such strong bands strive to use those brands globally. Even for products that must be adapted to local markets conditions, a Global Brand can be successfully used. Benefits Attributed to Brands Efficiencies of Scale- Leveraging production, distribution and marketing expenditures over a greater number of markets can yield significant economies of scale. Global Event Sponsorship- Only globally consistent brands backed by strong marketing budgets can truly leverage (and afford) sponsorship of high-impact events such as the Olympics and the World Cup. Leveraged Agency Relationships- Firms awarding global advertising accounts can gain greater leverage with external agencies by commanding better service and talent. Responsiveness to Global Customers- Standardized products or services under a consistent brand improves the ability of firms to meet the needs of global business customers and increasingly sophisticated and information-rich consumers. Efficiencies in Scope- Global brands offer unique opportunities for extending product or service lines under an established brand across established channel relationships, boosting speed to market and product launch. Building a Great Brand Here’s a six-step process to building a great brand: 1. Target our message define our target customer group precisely. 2. Make each initial customer contact our absolute best. 3. Give our brand a dynamic personality people want to have fun while they explore. 4. Create an experience for our customer they won’t forget, for oftentimes customers forget the brand but come back for the experience (think Starbucks, big time! ). For â€Å"experience,† read â€Å"adventure† something that works to gain and sustain interest. A strong brand can boost stock value as well as sales. 5. Deliver on our promises time and time again. Our customers come to us because we offer them a value that no one else can. Do what we say we are going to do, and more. . Be our customer’s soul mate stay in constant quality contact over the long haul. Major Issues Concerning Global Branding Everyone is talking about global branding these days, as a follow- up on globalization. We need to be careful how we use the word global. So often it is used to mean that a company can sell anywhere in the world. But th at is not what counts: sales count, and sales only occur when the market is aware of a companys product or service. There is a world of difference between using the words global and international in a company name and its marketing/communication ersus actually developing the markets in other countries, one by one. The only way to speak about global and really mean it is on the granular level country by country . The Branding Strategies This objective introduces four general brand strategies and examines the internal and external factors that influence these strategies for brands. Managers of global and international brands must understand these issues in order to assess the potential for standardizing their brands across diverse societies, the factors that necessitate specific brand adaptations, and the prospects for competitive advantages. Likewise, managers of local brands need to understand the particular strengths and weaknesses of the strategies of their global competitors and use this knowledge to devise their competitive responses. GENERAL BRAND STRATEGIES Brand strategy is aimed at influencing people’s perception of a brand in such a way that they are persuaded to act in a certain manner, e. g. buy and use the products and services offered by the brand, purchase these at higher price points, donate to a cause. In addition, most brand strategies aim to persuade people to buy, use, and donate again by offering them some form of gratifying experience. As branding is typically an activity that is undertaken in a competitive environment, the aim is also to persuade people to prefer the brand to competition. A global brand needs to provide relevant meaning and experience to people across multiple societies. To do so, the brandstrategy needs to be devised that takes account of the brandâ„ ¢s own capabilities and competencies, the strategies of competing brands, and the outlook of consumers (including business decision makers) which has been largely formed by experiences in their respective societies. There are four broad global brand strategy areas that can be employed:- Brand Domain. Brand domain specialists are experts in one or more of the brand domain aspects (products/services, media, distribution, solutions). A brand domain specialist tries to pre-empt or even dictate particular domain developments. This requires an intimate knowledge, not only of the technologies shaping the brand domain, but also of pertinent consumer behavior and needs. The lifeblood of a brand domain specialist is innovation and creative use of its resources. A brand domain specialist is like a cheetah in the Serengeti preying on impala and gazelle. The cheetah is a specialist hunter with superior speed to chase, and the claws and teeth to kill these animals. The cheetah is also very familiar with the habits of its prey. It finds ways of approaching, singling out and capturing its prey. The cheetah is one of the most accomplished of hunters within the wild cat species; it catches up to 70% of prey that it hunts. Brand Recognition. Brand recognition specialists distinguish themselves from competition by raising their profiles among consumers. The brand recognition specialist either convinces consumers that it is somehow different from competition, as is the case for niche brands, or rises above the melee by becoming more well- known among consumers than competition. The latter is particularly important in categories where brands have few distinguishing features in the minds of consumers. In some cases, a brand recognition specialist needs to be able to outspend competition to gain unbeatable levels of awareness. In other cases, a brand recognition specialist needs to convince a loyal following of consumers that it is unique. A recognition specialist is like a peacock. Most of us will know little about birds, but we can recognize a peacock from. Type of Branding There are different strategies global companies can follow with respect of branding. First, there is the choice between different brand types, described belows are Lion, After Eight, Pepsodent, and Club med. The vast majority of existing global brands were developed as single product brands that were built to position within national and international boundaries. Range brands or line Brandss are Schweppes (tonic,bitter,lemon,soda,water), Budweiser,Mercedes. Umbrella Brands or Corporate Brands: different products or brands are marketed under one name. The name can be the company name or an umbrella brand name of a company. The umbrella name can be used as an endorsement to indicate the source: Nestle name on the package of Nescafe, Maggi, or Dairy crunch means it endorses the quality. GM endorses Pontiac, Buick, Oldsmobile, and Chevrolet. Examples of corporate brands are: Benetton, Mitsubishi, Philips, Braun, Canon. Examples of Brand names are: Nivea, Cartier. Since the early 1990’s there have been two main trends in Global Branding Strategies. They are as follows- 1. From Monobrands to Endorsement Brandings are the change of the Marathon candy bar into the Snickers bar, and Treets and Bonitos being replaced by M. The Perception of Brands Many successful Brands have an international image, but this is not a necessity for success. A brand may be sold worldwide and show all the characteristics of a brand, but that does not necessarily make it a brand that is perceived as global by the consumers in all the countries. There are few brands that are perceived as global by the consumer. Successful global brands can be perceived as local in certain countries: for example Nivea, a brand of Beiersdorf in Germany. A number of studies have shown that consumers do not care whether brands are domestic or imported, local or global, as long as the brands offer good value for money. It may well be that part of the success of a global is its integration into the local culture. It is the consumer who makes a brand successful by buying it and being loyal to it. Most often the need for a brand is in the mind of the producer, not in the mind of the consumer. Most strong brands, even if they are distributed worldwide, still have a strong national base and a very unequal market position in other countries. Moreover, brands that are now classic examples of Brands did not become global overnight. Some brands globalize faster than others. Brands that have become strong Brands are usually very old. Consumers have good memories, even for brands that have not been advertised for some time. Once a brand is known to consumers, it cannot easily be erased from consumers mind4. An interesting example is the German cigarette brand Ernte 23, which had become very weak in West Germany over the past decades, after the Berlin Wall came down, the brad became very strong in Saxony in former East Germany. People remembered the â€Å"good old days† which were expected to return after reunification. Particularly in Europe, many brands have a very unequal status in countries other than their home country, for example Danone is a prominent leader in France, but a challenger in Germany and the United Kingdom. HOW DO YOU POSITION THE BRANDS GLOBALLY? STEP 1: DEVELOP A GLOBAL MINDSET The first barrier that the firm will face is making the decision to market the product or the brand globally. The global mindset should consist of the following: 1. A decision (and commitment) to sell the brands in international markets. 2. A choice of 1 or 2 product lines that have potential overseas. 3. A choice of â€Å"international championship† within the company. 4. A mental time frame for first sales. 5. A mental picture of how you will service the business. STEP2: DETERMINE WHETHER THE PRODUCT HAS A GLOBAL POTENTIAL Here there are two phases of market research- 1. Preliminary Market Research: ?Determine which regions and countries have the potential for the brands or the products. ?Identify the local competition-their products, prices and so forth ? Determine the distribution channels. ?Below are the following questions while taking the above points in consideration: What is the market potential for the products going global? What are the risk factors? Who and where are the customers? What are the competing products? . In-Depth Market Research Having determined that there is a strong possibility that there is significant market demand and potential for the product and services in a country, the next step is to conduct in depth research that will provide the following information: 1. Customer’s attitudes and preferences. 2. Pricing studies. 3. Accurate market sizing data. 4. Identification of distributors, joint ventures, strate gic alliances and so forth. STEP3: SELECT THE GLOBAL APPROACH Select the high potential markets for the products or the brands. Identify the competitors; develop a sound market entry strategy and establishing profitable operations in these countries. Essentially there are 2 main approaches: _ Approach 1: Ready, Aim, Shoot Based on the preliminary research, select one country and send a team or personnel to the country to initiate the following effort. Make customers contacts Develop distribution channels Select representatives This is a very targeted approach. The advantage of this approach are that on will concentrate ones efforts on one country and that one can use the country as a test market for similar countries in the same region. Approach 2: The â€Å"Shotgun† For this approach identification of an international general within your country and send him or her out to determine the products potential in various countries throughout the world. The advantages of this approach are the following:- It accelerates globalization effort. It enables to gain the perspective of the market opportunity in several countries on a global basis. It maximizes the resources on a regional basis. STEP4: SELECT AN INTERNATIONAL CHAMPION After selecting the approach to globalization, you have to identify someone to be the international champion. This person should be your champion for international growth. This person will standardize the sales presentation; yet adjust the sales pitch to the cultural nuances of each country. Some countries may require more time to digest the sales presentation of the brands. STEP 5: KEEP YOUR MARKET ENTRY COSTS LOW The initial expenses should consist of expenses such as travel, communications and promotions of the brands. Initial avoidances of expenses such as hiring staff, leasing an office should be kept to the minimum. STEP 6: MAINTAIN THE BRAND QUALITY, SERVICE In many respects, once established, international accounts are more loyal to the brands and have more long-term relationships with suppliers than the domestic market. It is very important to service the internatio9nal distributors, customers and affiliates. When competing a brand globally all that is there is the brand reputation. STEP 7: GLOBAL BRAND ADVERTISING Once a product is developed to meet target market needs and is properly priced and distributed, the intended customers must be informed of the product’s availability and value. Advertising and promotion are basic activities in an international company’s mix. A well designed promotion mix includes advertising, sales promotion, personal selling, and public relations with are mutually reinforcing and focused on common objective. Of all the elements of the marketing mix, decisions involving advertising are the ones most often affected by cultural differences among country markets. Consumers reflect their culture styles, feelings, value systems, attitudes, beliefs and perceptions. Reconciling an international advertising and sales promotion effort with the cultural uniqueness of markets is the challenge confronting the international or global marketer. The basic framework and concepts of international promotion are essentially the same wherever employed. Five steps are involved: Determine the promotional mix Determine the extent of worldwide standardization Develop the most effective messages Select effective media Global brands generally are the result of a company that elects to be guided by a global marketing strategy. Global brands carry the same name, same design, and same creative strategy everywhere in the world. Example are Coca-Cola, Pepsi-Cola, McDonalds etc. Some global companies have successfully capitalized on the worldwide popularity of pop music stars in their global advertisements. Example Michael Jackson and Tina Turner are featured in Pepsi-Cola advertisements. WHAT IS FMCG? FMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a consumer buys these goods at least once a month. The sector covers a wide gamut of products such as detergents, toilet soaps, toothpaste, shampoos, creams, powders, food products, confectioneries, beverages, and cigarettes Typical characteristics of FMCG products ?Individual items are of small value. But all FMCG products put together account for a significant part of the consumers budget. ?The consumer keeps limited inventory of these products and prefers to purchase them frequently, as and when required. Many of these products are perishable. ?The consumer spends little time on the purchase decision. Rarely does he/she look for technical specifications (in contrast to industrial goods). Brand loyalties or recommendations of reliable retailer/ dealer drive purchase decisions. ?Trial of a new product i. e brand switching is often induced by heavy advertisement, recommendation of the retailer or neighbours/ friends. These products cater to necessities, comforts as well as luxuries. They meet the demands of the entire cross section of population. Price and income elasticity of demand varies across products and consumers The FMCG sector has been the cornerstone of the Indian economy. Though, the sector has been in existence for quite a long time, it began to take shape only during t he last fifty-odd years. To date, the Indian FMCG industry continues to suffer from a definitional dilemma. In fact, the industry is yet to crystallize in terms of definition and market size, among others. The sector touches every aspect of human life, from looks to hygiene to palate. Perhaps, defining an industry whose scope is so vast is not easy. After witnessing booming sales and flooding markets with innumerable products, FMCG companies have had to abruptly apply the brakes and look for various ways to save costs. The Rs. 43,000 crore (listed companies) FMCG industry in India, which has been on a roll for many years, faces tough times ahead, although many segments still shows good growth. Transformation of quantity into quality Inquisitive Phys’ll discover that decades ago it took guts to â€Å"brand† a roduct to distinguish it from a sea of commodities, thus inviting possible criticisms and rejections. To survive, branded products had to be superior; and, when proven to be superior, they sold better and made more money. That’ll explain to Phys the â€Å"name-and-design† definition – there was no need to stress the implicit financial aspects! Phy s’ll also discover that things have changed radically ever since. Now, with nearly all products â€Å"branded† in the old sense, simply naming a product would NOT automatically generate extra cash any more – a case of quantity transforming into quality. The scenario of a big fish in a small pond was replaced by that of thousands of sharks in an ocean. To Phys that’s like a leap from Newton to Einstein in physics. With products in any category being almost equal, Phys will perhaps think of Orwell’s words: â€Å"All animals are created equal, but some animals are more equal than others. † And so the task of branding now is to create and maintain products that are â€Å"more equal than others. † . A good FMCG brand Technically, a good FMCG brand is a good PRODUCT per se, with good IDENTIFIERS, good ASSOCIATIONS, and good AVAILABILITY. Generally, a brand needs good advertising, but there are some brands that fare perfectly all right without any advertising of note. Phys will find it amazing that the literature generally overlooks availability. However, any practitioner knows that an excellent FMCG brand that is only available at 20% of marketing outlets, will hardly outsell a poorer product available at 100% outlets. Introducing the availability gives: FMCG productId en ti fi ers ¦  ¦>Associations + Availability ¦  ¦>Superbenefits On careful consideration, Phys might suggest to replace the misleading term â€Å"product brand† by something like â€Å"winning† or â€Å"best-selling† product SOFT DRINK MARKET IN INDIA Today India is one of the most potential markets, with population of around 900 million people, the Indian soft drinks market was only of 200 cases per year. This was very low even compared to Pakistan and Philippines. Population and potential market are two major reasons for major multinational companies of entering India. They feel that a huge population coupled with low consumption can only lead to an increase in the soft drink market. Another increase in the sale of soft drinks in the scorching heat and the climate of India, which is suitable for high sale of soft drinks. All these factors together have contributed to a 30% growth in the soft drinks industry. If the demand continues growing at the same rate, within two years the volume could touch 1 billion cases. All these factors are the reasons for the entry two giant of the soft drink industry of the world to enter the Indian market. These two giants Pepsi and Coca-Cola, Themselves share 96% of the soft drink market share. Rest is shared by Cadbury’s Schweppes, Campa Cola and other soft drink brands. But was the scene same 20 years ago? The answer is No. 1970 was the year of pure soft drinks Campa cola and Parle people (Thums up and Limca). SOFT DRINK CONSISTS OF A FLAVOR BASE, SWEETENER AND CARBONATED WATER. IN GENERAL TERMS NON-ALCOHOLIC DRINKS ARE CONSIDERED AS SOFT DRINKS THIS NAME SOFT DRINK WAS GIVEN BY AMERICANS AS AGAINST HARD WHICH IS MAINLY ALCOHOLIC. THE MAJOR PARTICIPANTS INVOLVED IN THE PRODUCTION AND DISTRIBUTION OF SOFT DRINK ARE CONCENTRATE AND SYRUP PRODUCERS, BOTTLERS AND RETAIL CHANNEL. CONCENTRATE PRODUCERS MANUFACTURE BASIC SOFT DRINK FLAVOURS AND RETAIL CHANNEL REFERS TO BUSINESS LOCATION THAT TELLS OR SERVES THE PRODUCTS DIRECTLY TO CONSUMERS. Soft drink is not a product, which a person plans to buy before hand, but is an impulse purchase. Lots of sale depends upon the strength of merchandizing done at the point of sale. It all begin in 1977, a change in government at the center led the exit of coca-cola which preferred to quit rather to dilute its equity to 40% in compliance with the Foreign Exchange Regulation Act (FERA). The first national cola drink to pop up was double seven. In the meantime, Pure Drinks, Delhi on coke’s exit, switched over to Campa Cola. The beginning of 1980’s saw the birth of another cola drink, Thums up, Parle the Gold spot people, launched it in 1978-79, as â€Å"Refreshing Cola†. By the mid-eighties Mc Dowells launched Thrill, and by the late eighties there was Double Cola, which entered in India market, as a NRO-run out fit with its plant in Nasik { Maharastra }, in 1978 Parle, Indian soft drink’s market (share 33%) with its gold spot and Limca brands. Later Thums Up also started Thums Up. At the same time the threat to the Indian soft drinks was that of fruit drinks. In 1988, fruit drinks market was valued at Rs. 40 crores and grew at the rate 20%. Coca-Cola entered Indian by buying up to 69% of the 1,800 crore soft drink market { i. e. 5 Parle Export brands of Thums Up’s Limca Gold spot, Citra Maaza }. Today the scene has changed making it a direct battle between two giant Coca-Cola and Pepsi. The picture will become clearer by looking at the India market shares in the beverage industry. One of the strongest weapons in Coke armory is the flexibility it has empowered its people with. In Coke every employee, may he be a manager or salesman, have an authority to take whatever steps he or she feels will make the consumers aware of the brand and increase its consumption. Thus Coke believes in establishing and nurturing creditability of the salesman and making commitment to grow business in accounts. All these factors together led to a high growth in the Indian market and constantly increasing market share. PRODUCT Brand portfolio NamePicture Coca-Cola Caffeine-Free Coca-Cola Coca-Cola Cherry New Coke/Coca-Cola II Coca-Cola with Lemon Coca-Cola Vanilla Coca-Cola C2 Coca-Cola with Lime Coca-Cola Raspberry Coca-Cola Zero Coca-Cola M5 Coca-Cola Black Cherry Vanilla Coca-Cola Blak Coca-Cola Citra Coca-Cola Light Sango Coca-Cola Orange COKE’S MARKETING STRATEGIES Coke decides on its marketing strategies at a national level and lends them a local flavor. For example, while festival mood plays a strong role in marketing, it is activated for Durga Puja in Calcutta, Dandiya in Gujarat, etc. , Coke has its focus on the youth market in India. As a first step toward catching the attention of the youth, coke signed on cricket heroes Saurav Ganguly and Javagal Srinath. It slowly started talking about youth passions like cricket, films, festivals and food. Soon the advertisements started giving the message, â€Å"Eat Cricket, Sleep Cricket, Drink only Coca-Cola† And now it has started modifying film hits to frame catch lines that appeal to the youth. This particular strategy has worked well for coke. COKE IS FOCUSED ON DISTRIBUTION TO ENSURE THAT ITS PRODUCTS ARE WITHIN CUSTOMER’S REACH. AND IT SAVES ITS FOCUS HAS BEGUN TO PAY IT DIVIDENDS. AS PER MID-1998 FIGURES COKE IS SELLING AS MANY BOTTLES IN THE HINTERLAND OF PUNJAB AS IT DOES THE FOUR METROS. COCA COLA GLOBALIZATION STRATEGIES THE COCA-COLA COMPANY IS GLOBAL PLAYER AND APPROXIMATELY 70 % OF ITS VOLUME AND 80 % OF ITS PROFIT COME FROM OUTSIDE THE UNITED STATES OF AMERICA. ALTHOUGH IT WAS PERCEIVED AS A STANDARDIZED BRAND ACROSS THE WORLD, COCA-COLA HAD BEEN QUIETLY FINE TURNING ITS INTERNATIONAL MARKETING STRATEGIES TO SUIT THE NEEDS OF INDIVIDUAL NATIONAL MARKETS. ONLY THE BRAND COCA-COLA, SPRITE AND FANTA WERE MARKETED GLOBALLY. IN LATIN AMERICA AND EUROPE, WHERE A HEAVY CONSUMER PREFERENCE EXISTED FOR LEMON LIME AND ORANGE SODAS. COKE HAD DEVELOPED A WIDE RANGE OF FORMULATIONS AND FLAVORS TO CATER THE NEEDS OF DIFFERENT COUNTRIES. IN EI SALVADOR AND VENEZUELA, A VERSION OF FANTA CALLED FANTA KOLITA A CREAM SODA TYPE OF DRINK BECAME EXTREMELY POPULAR. SIMILARLY, IN INDONESIA COKE HAD BEEN SELLING PINEAPPLE AND BANANA LIMCA, MAAZA AND THUMS UP IN 1993. PROMOTION : THE COCA-COLA WAY Consumer activity clusters :- Grocery shopping Other shopping services Eating and drinking Entertainment / Recreation / Leisure Travel / Transportation / Hospitality Educational At Work The 3A’s :- The strategy for reaching increasing numbers of consumers in India is based on the belief that consumers will buy our products it they are Available, Affordable and Acceptable. Strategies for the 3A’s Focus on the consumer and customer. To provide quality c ustomer services, and caring about the quality of performance in respective jobs. Caring enough about what we do, to it the best we know how. The 3A’s is Coca-Cola underlying strategy for meeting its goal to reach increasing numbers of consumer’s. How does coke position its limited resources to help meet its good. Let us explore the specific ways in which the Coca-Cola system addresses each of the 3A’s :- Availability Some of the ways in which the Coca-Cola Company hopes to increase availability of its product include improved or innovative packaging, dispensing systems, distributions system, marketing. Affordability The ways to address affordability include pricing decisions, as well as resource management. To make its product available at a price affordable to the consumer. Continually processes more efficient and therefore more cost-effective. Acceptability Making coca-cola brand products the beverage choice for any occasion’s depends on a variety of strategies to reach the target audience. The common strategies adopted to effect acceptability were though sponsorships, promotion youth market activities, community programs, and other activates. CHANNEL OF DISTRIBUTION OUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA Company Manufacturing goods Distributors Dealer Company Vehicle RetailerRetailer Consumer Consumer DISTRIBUTION CHANNEL Distribution means supply of goods from company to its ultimate user. After manufacturing the product the important work for the is to provide its goods to its ultimate user at the right time and when manufacturing process has been over. Than marketing work will be start by the marketing Department adopt the policy for providing goods to the consumer at the right time and place. Distribution means the way be which the product reach to the hand of consumer these all process comes under the Distribution of Network. Good distribution network is essential for more sailing and customer satisfaction. If customer or retailer is not satisfy of your distribution net work. It reflect that company’s Distribution is not good and some thing is wrong any when. THE DISTRIBUTION OF COCA COLA OF BEST. COMPANY DON’T WANT TO TAKE ANY TYPE OF RISK SO THEY HAVE MADE THE DISTRIBUTOR IN DIFFERENT 2 AREAS. DISTRIBUTOR TAKE THE FLAVORS FROM THE COMPANY AND DEPOSIT ALL THE PAYMENT IN ADVANCE BY THIS PROCESS COMPANY GET ALL THE MONEY AT THE RIGHT TIME. DISTRIBUTOR ESTABLISH ALL THE GOODS IN BARE HOUSE COMPANY IS APPOINTED 2 OR 3 EXECUTIVE FOR MARKETING. EXECUTIVES ARE GETTING THE SALARY FROM COMPANY. BUT SALES MAN HELPER, LOADER, APPOINTED BY THE DISTRIBUTOR. DISTRIBUTOR IS LIABLE TO GIVE THE SALARY TO THE SALES MAN HELPER, LOADER AND CLERK THE SALES MAN DO THE WORK UNDER THE PRESSURE OF EXECUTIVE. From the bare house company launch the flavors in the market. The flavor reach in the market to the retailer by two medium. 1)By the company vehicle 2)Dealer Company vehicle and dealers both provided the flavors to the Retailer. Retailer sales the flavor to the consumer. This is the good marketing strategy. Impact of global branding on fmcg Analysis how the brand effect the customer purchasing decision in fmcg durable. Understand the choice of the customer is branded or non branded. THE NEW MEANING OF A BRAND How do you go beyond the brand? You have to really dig in to emotional connections with consumers. The rational side of life isnt enough. Weve got too much information. We do not live in the information age anymore, nor do we live in the age of knowledge. Weve gone hurtling past that. Once everybody has information and knowledge, its no longer a competitive advantage. We live now in the age of the idea. What consumers want now is an emotional connection. They want to be able to connect with whats behind the brand, whats behind the promise. Theyre not going to buy simply rational. You feel the world through your senses, the five senses, and thats whats next. The brands that can move to that emotional level, that can create loyalty beyond reason, are going to be the brands where premium profits lie. If you read some of the literature, you see that people are struggling and not knowing where to go next. So theres antiglobalization, anti-brands. Its very easy to be anti-something. Its very tough to be pro something and to build. So I think were trying to develop with Lovemarks a way forward, not just an anti, we dont think this is going to work kind of approach Who creates the brand? Good question. Nowadays, its a fusion of both. In fact, there are many examples of brands where the producer has very little to do with how the brand is constructed. The consumer has almost taken over. For example, one brand that we work with, BMW Motorcycles, its the motorcyclists themselves who are determining what the brand is all about. Its about the riding experience. They see themselves as the gritty warriors of the road. Harley-Davidson riders are seen as weekend warriors. BMW riders are seen as the kind of people who ride 10,000 miles in one trip. The BMW manufacturers have very little to do with that brand. Its the owners of the motorbikes themselves who have created that impression and have created a community around the brand, importantly. The brand has moved off the package to To consumers minds. At the end of the day, a brand is simply neural impulses in peoples brains stimulated by the experience of using it or of someone saying that they recommend it, or packaging, or whatever. Its simply a neural impulse. The item itself is almost secondary. Whats the difference between a brand and a product? Are you going to buy the Arm Hammer? Are you going to buy the Colgate? Are you going to buy the Crest? Are you going to buy Pepsodent for a little blast from the past? Thats where all the money is spent to try to influence that decision. If you buy the Pepsodent, Arm Hammer, Colgate and Crest have failed. And yet decisions are made to the tunes of billions of dollars every day voting for the other guy. So has advertising pulled your strings? Evidently not. Thats one answer. Sometimes brands are just brands. Sometimes theres actually something inherent, something intrinsic to them that makes them different. Sometimes its an actual property of the product thats different, and sometimes its just an idea. Three of the greatest campaigns in advertising history are built on nothing more than an idea. Marlboro cigarettes: Its built on the idea of rugged individualism, of making your own decisions, of taking on the world all by yourself, squinting into the sun. And Nike, Just do it. They hire the same slaves in Southeast Asia to make a pair of shoes for $4 and then sell them for $120 as all the other sneaker manufacturers. What has imbued Nike with this special something? Its two things: One is Michael Jordan, who was this extraordinary athlete doing seemingly impossible, virtuosic things, and they borrowed that interest at great expense. The other was Just do it, because hitherto, no sneaker manufacturer had taken upon itself to say to the audience, Why dont you just get up off your fat ass? They began to own the aspirational quality of sport, and the campaign grew to have them own all of the emotion of sport, the drama of sport, the grit of sport, the aspiration, the triumph and so forth. They own the idea of all of the really powerful emotional sentiments that we attach to sport. They own them because they bought them, and they bought them by advertising this idea again and again and again and again and again. Theres just not a whole lot of difference between the most expensive Nike shoe and the most expensive Reebok. But theyve got much, much, much, much larger share of the marketplace on the strength of an advertising idea. A diamond is forever. How is it that the diamond is the default demonstration of lifelong love and affection? How did that happen? An advertising idea. They turned a commodity a rock into the ultimate expression of enduring love. It was just an advertising idea, and it has penetrated societies throughout the world for 100 years. Thats pretty extraordinary. You know what, though? Marlboro, Nike, A diamond is forever this very, very seldom happens. These are the few examples when advertising really does cast a Svengali spell. And I guarantee you theres a lot of advertisers out there trying to do that all the time, but 99. 9 percent of the time theyre failing, because its hard to do. Very seldom can you trade on an idea to change the way people view your good or service. Mostly its just 12 percent more whitening power, and the 12 percent more whitening power struggle and ideas sometimes are triumphant BRAND GLOSSARY Brand A brand is a name, term, sign, symbol, association, trademark or design which is intended to identify the products or services of one provider or group of providers, and to differentiate them from those of competitors. A brand has functional and emotional elements which create a relationship between customers and the product or service. Brand Attributes Brand attributes are the functional and emotional associations which are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive, and can have different degrees of relevance and importance to different customer segments, markets and cultures. Brand attributes are the basic elements for establishing a brand identity. Brand Audit A brand audit is a comprehensive and systematic examination of a brand involving activities (both tangible and intangible) to assess the health of the brand, uncover its sources of equity and suggest ways to improve and leverage that equity. The brand audit requires the understanding of brand equity sources from the perspective of both the firm and the consumer. Brand Awareness Brand awareness is a common measure of marketing communications effectiveness. Brand awareness is measured as the proportion of target customers which has prior knowledge of the brand. It is measured by two distinct measures; brand recognition and brand recall. Brand recognition is the customers ability to confirm prior exposure/knowledge of a brand when shown or asked explicitly about the brand (also referred to as aided or prompted awarenes). Brand recall is the customers ability to retrieve a brand from memory when given the product category but not mentioning of the brand (also referred to as spontaneous or unaided awareness). Brand Culture Strong brands are managed by organisations characterized by their strong internal brand cultures. A strong brand culture is determined by the internal attitudes towards branding, management behaviour and practices of an organisation. These combined efforts are crucial to build and maintain strong brand equity through competitive advantages from branding. The most prominent person to lead these efforts is the CEO and the senior management team. Brand Expansion The exposure of a brand to a broader target customer market, geographic market, or distribution channels. Brand Extension The application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the decision driver. Brand Guidelines Brand guidelines are internal tools available in an organisation to educate, reinforce and motivate all involved in building and maintaining strong brands. Brand guidelines are crucial in establishing and enhancing a strong and dedicated brand culture. The brand guidelines can take various forms and methods, and could consist of brand vision, brand identity, brand strategy guidelines, a short description of the brand, brand values, brand positioning, positioning guidelines, communication tips, writing style guidelines, design style guidelines, and company-wide contact details to obtain more information from central brand management Brand Image A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to customers. The brand image is what is currently in the minds of consumers, whereas brand identity is aspirational from the brand owners point of view. Brand Loyalty Brand loyalty is the strength of preference for a brand compared to other similar available brand options. It is measured through a range of different dimensions e. g. repeat purchase behavior, price sensitivity. Brand Management Brand management is the process of managing an organisations brand or portfolio of brands in order to maintain and increase long-term brand equity and financial value. Brand management is applied by the person or group responsible for designing brand identities, aligning them for maximum effectiveness, ensuring that they are not compromised by tactical actions, evaluating effectiveness of brand communication programs, valuing financial brand value, and designing appropriate brand crisis management plans among many other strategic and tactical tasks. Brand Mapping Brand mapping is a research technique to identify and visualize the core positioning of a brand compared to competing brands on various dimensions. Brand Personality The brand personality is the brand image or brand identity expressed in terms of human characteristics. The brand personality must ideally include distinguishing and identifiable characteristics which offer consistent, enduring and predictable messages and mental perceptions. Brand Positioning Brand positioning is the market space a brand is perceived to occupy in the mind of the target audience. All strong marketing communications programs need to focus on only few messages to achieve better impact in an increasingly noisy environment. The brand positioning is the part of the brand identity that management decides to actively communicate to the market. Brand Positioning Statement A brand positioning statement describes the mental space a brand should occupy in the minds of a target audience. It serves as an internal document which guides most of a companys marketing communications strategies, programs and tactics. The brand positioning statement focuses on the elements and associations which meaningfully set a brand apart from the competition. It is typically constructed in the following format: To (target market), Brand X is the brand of (frame of reference) that (point of difference) because (reasons). Brand Power A measure of the ability of the brand to dominate its product category. Brand Recall Brand recall is the customers ability to retrieve a brand from memory when given the product category but not mentioning of the brand (also referred to as spontaneous or unaided awareness). Brand Recognition Brand recognition is the customers ability to confirm prior exposure/knowledge of a brand when shown or asked explicitly about the brand (also referred to as aided or prompted awareness). Brand Relevance Brand relevance is the alignment of a brand, its brand attributes, brand identity and brand personality with the primary needs and wants of the target audience. Brand Slogan/ Brand tagline An easily and recognisable and memorable phrase which often accompanies a brand name in marketing communications programs. The brand slogan and tagline helps customers to remember the brand and reinforces mental associations. Consistent and well-known examples are Nike Just do it, HSBC The worlds local bank, HP Invent, and Singapore Airlines A Great Way to Fly. Brand Strategy The big picture plans and tactics deployed by an organisation/brand owner to create long-term brand equity and competitive advantages from branding. CONSUMER INFLUENCE Compete illustrates the first steps in measuring the impact of consumer generated media, and provides a framework to help auto marketers evaluate the influence of this growing industry trend. Consumer opinion has become a staple of the online shopping process. Whether it comes from a friend, a family member or blogger, product reviews are now influential go-to media resources, and its even beginning to drown out the voices emanating from brands and Madison Avenue. User-generated media (UGM) is playing a key role among consumers that are in-market for anything from cameras to household appliances to mobile phones. And, its influence doesnt stop with the purchase itself consumers influenced by UGM are demonstrating a ripple effect on other buyers, sharing their experiences with family and friends post-purchase. For marketers who are already embracing this media movement, the shift requires that they improve their analyses of UGMs influence on consumer engagement and purchase decisions. How? The attitudes and behaviors of in-market consumers online are the key to unlocking UGMs impact. To start out, measuring the true impact of UGM, and marketings ability to influence it, requires addressing: Determining whether in-market consumers use UGM when considering a purchase Estimating how influential UGM is Analyzing whether UGM is more or less influential than other media sources This framework is the first step in marketing measurement programs that reflect todays new marketing paradigm. UGM changes online auto and travel buyers decisions Consider autos and travel two highly considered purchases as examples for measuring UGMs impact. Our research shows that half of auto and travel purchasers surveyed turn to UGM to narrow their purchasing decision; nearly one quarter say that consumer review sites influence their purchase decisions and 24 percent change their minds about the type of vehicle/travel reservation they end up purchasing as a result of UGM influence. If you recently purchased a new or used vehicle, its likely you were among the estimated 80 percent of buyers who currently use the internet to research a vehicle before making a purchase. Scores of informational third-party sites such as Edmunds. com and Cars. om, as well as auto blogs, forums and message boards, make it easy for car enthusiasts and shoppers to share feedback. UGM is money in the bank for marketers who know how to tap into the new currency around it. Though marketing remains a complex discipline that is one part psychology, one part science and one part art, the internet offers an unprecedented level of real-time information from in-marke t shoppers to fuel all three parts. Marketers must start using the internet to improve their visibility within UGM. Heres how to begin: Analyze in-market consumers. Simply monitoring digital mentions isnt enough. Analyze in-market consumers who are close to the point of purchase, not simply consumers online in general, to better understand how UGM fits into their lives and the role it plays. Implement behavioral and qualitative monitoring programs. Examine in-market consumer behavior online and conduct a behaviorally targeted survey of connected, in-market consumers to understand the impact UGM has on product preferences and motivations. Measure. Quantify how many in-market consumers changed their minds about the products they purchased as a result of UGM, and how many ended up purchasing your product over a rivals. Measure UGM-influenced buyers engagement with your brand online by examining not only how they interact with your site but also the attention they give your brand online overall. Marketers who embrace user-generated media by developing campaigns to stimulate positive consumer discussion and use a measurement methodology have nothing to fear from losing control of the marketing message. They have a lot to gain. OBJECTIVES OBJECTIVES OF THE STUDY The objectives of the research being undertaken are to gain insight into the following: To define branding and global branding To find out, how global branding impacts the local indigenous brands and how it evokes competition. To examine how global brands effects the employment and balance of payments of an economy. RESEARCH METHODOLOGY RESEARCH METHODOLOGY The study conducted to achieve the before said objectives was both exploratory and descriptive in nature and involved personal interviews based on the questionnaire format. The proposed fra mework will be applied to real- life, realistic data, in order to be able to provide reliable suggestions to international marketing managers who are responsible for making global aunch decisions. RESEARCH DESIGN: Also The Dissertation is a Descriptive Study, whereby the object of a descriptive research is’ to portray an accurate profile of persons, events, or situations. This may be an extension of, or a forerunner to, a piece of exploratory research. It is necessary to have a clear picture of the phenomena on which I wish to collect the data prior to the collection of the data. Nature of Data Collected: The data collected was both , Primary data as well as Secondary data. Primary data are those which are collected fresh and for the first time and thus happens to be original character. Secondary data are those which have already been collected by someone else and which have already been passed through the statistical process. Data Collection Method: For the collection of primary data Schedule Method was adopted where blank tables before the questions to be filled by me after getting information from the respondents. Secondary data was collected from the Company Website, Company Brochures, Periodicals and Past Records. SOURCES OF DATA My project report is based on secondary and primary sources; the various sources of my study are given below- 1. Schedule 2. Interview The secondary data consists of information collected from: ?Websites ?Business magazines ?Trade guides ?Published data on FMCG industry SAMPLING: After the researcher has formulated the problem and developed the research design including the questionnaire, he has to decide whether he has to collect the data from all people comprising the population. If the data is to be collected only from some members of the population, it is known as Sample Survey. Sampling method: a)Convenience Sampling: The data was collected by Convenience sampling which is considered to be a non probability sampling methods . The main characteristic of convenience sampling is that units or elements in the population are selected according to our convenience or accessibility. b) Sample size Sample size was 100 customers . c) Sampling unit Each respondent was considered as a single unit in the survey. d) Sample area The sample area covered many localities of Ghaziabad , Noida and Delhi and chosen some customers pertaining to that partiicular locality. From that locality, the customers were questioned. DATA ANALYSIS DATA ANALYSIS Figure-1 (1) The above pie-chart gives the split of the sample area-wise. The sample constituted 53% of the respondents from Ghaziabad, 33% from East-Delhi and 14% from Noida. Figure-2 (2)