Promotion.docx

STUDY OF PROMOTION MIX STRATEGIES OF SELECTED INDIAN MULTINATIONAL COMPANIES IN FMCG SECTOR *KARAN VEER SINGH **PROF. (Dr.) SHAILENDRA KUMAR CHATURVEDI ABSTRACT: FMCG Industry Economy FMCG industry provides a wide range of consumables and hence the amount of coinage circulated against FMCG merchandises is also very high. The race among FMCG producers is also growing and as outcome of this, investment in FMCG business is also increasing, specifically in India, where FMCG industry is viewed as the fourth biggest sector with total market size of around US$ 53 billion. There are three main divisions in the sector – food and beverages which accounts for 19 per cent of the sector, healthcare which accounts for 31 per cent and household and personal care which accounts for the remaining 50 per cent. Growth Visions with the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook. Increased focus on farm sector will boost rural incomes, hence providing better growth prospects to the FMCG corporations. Improved infrastructure facilities will improve their supply chain. FMCG sector is also likely to benefit from growing demand in the market. Because of the low per capita intake for almost all the products in the country, FMCG companies have huge possibilities for growth. And if the corporations are able to change the mindset of the users, i.e. if they are able to take the consumers to branded products and offer new generation products, they would be able to generate higher growth in the near future. For every sector marketing or promotion is a life line because without a healthy advertising the product and services cannot reach to the customers in such a way which a company wants and also the company will not able to achieve the target of sales as well as profit maximization therefore, the promotion and its means are very essential for a company. In this paper we focuses upon promotion strategies used by some selected Indian multinationals works in FMCG sector. KEYWORDS: FMCG, Multinational, Promotion, Consumers, Companies, Products, etc. *Mr. Karan Veer Singh, M.B.A., (UGC) NET Researcher, Dr. APJ Abdul Kalam Technical University, Lucknow, U.P. INDIA Email: [email protected], Mob no: (+91) 9026447923 **Prof. (Dr.) Shailendra Kumar Chaturvedi, M.B.A., Ph.D., Director, Jhunjhunwala Business School, Faizabad, U.P. INDIA Email: [email protected], Mob no: (+91) 8005441753

OBJECTIVES OF STUDY: The research aims at identifying salient features of the Promotion Mix Strategies adopted by selected FMCG companies i.e. Dabur, Patanjali, Emami, Marico and Godrej consumer products and in respect of their promotion Mix. The following are some of the specific objectives of the study. 1. 2. 3. 4.

To assess the promotion mix strategy used in consumer market. To study the promotion strategies of selected Indian FMCG multinational companies. To know the impact of promotional expenses on sales and company’s profit. To evolve other possible suggestions regarding promotion for FMCG companies.