CHAPTER FOUR PROFILE OF SELECTED BRANDS RETAILERS AND CONSUMERS

Transcription

1 CHAPTER FOUR PROFILE OF SELECTED BRANDS RETAILERS AND CONSUMERS

2 PROFILE OF SELECTED BRANDS, RETAILERS AND CUSTOMERS INTRODUCTION The previous chapter discussed about the theoretical aspects concerning brands and brand extensions. This chapter gives a complete sketch of the FMCG brands, retailers and consumers selected for the research study. The chapter also outlines the number of retailer respondents selected and consumer respondents selected in each city according to various criteria such as gender, income, age, category, occupation and educational qualifications. BRANDING IN THE FMCG SECTOR IN INDIA Fast moving Consumer Goods (FMCG) also called Consumer Packaged Goods (CPG) is products that are sold quickly at a relatively low cost. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergents as well as other non-durables such as glassware, light bulbs, batteries, paper products and plastic gods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks although these are often categorized separately.

3 FMCG products contrast with durable goods or major appliances such as kitchen appliances, which are generally replaced less than once a year. FMCG industry, alternatively called as CPG (Consumer Packaged Goods) industry primarily deals with the production, distribution and marketing of consumer packaged goods. The Fast Moving Consumer Goods (FMCG) is those consumables which are normally consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing etc. of FMCG products. The industry is also engaged in operations, supply chain, production and general management. FMCG industry provides a wide range of consumables and accordingly the amount of money circulated against FMCG products is also very high. The competition among FMCG manufacturers is also growing and as a result of this, investment in FMCG industry is also increasing, specifically in India. According to AC Nielsen survey data, FMCG sector in India is estimated to grow 60% by Some of the merits of the FMCG industry which made this industry as a potential one are low operational cost, strong distribution networks, and presence of renowned FMCG companies. Population growth is another factor which is responsible behind the success of this industry. Some of the well known companies are Sara-Lee, Nestle, Reckitt Benckiser, Hindusthan Unilever, Procter and gamble, Coca-Cola etc.

4 FMCG CATEGORY AND PRODUCTS 1. Health Care Fabric Wash, (laundry soaps and synthetic detergents); household cleaners ( dish / utensil cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mosquito repellants, metal polish and furniture polish. 2. Food and Beverages Health beverages; soft drinks; staples/cereals; bakery products (biscuits, bread, cakes); snack foods; chocolates; ice cream; tea; coffee ; soft drinks; processed fruits, vegetables; dairy products; bottled water; branded flour ; branded rice; branded sugar; juices etc. 3. Personal Care Oral care, hair care, skin care, personal wash (soaps); cosmetics and toiletries; deodorants; perfumes; feminine hygiene; paper products and so on come under the personal care category. The analyses of the study have been classified into two sections. The first section consists of the facts obtained as a result of secondary data analysis which includes the market share analysis of a number of brands in various categories. In order to provide impetus to the study, efforts were made to collect secondary data in the form of cumulative market size and the percentage of market

5 share growth of individual brands of various FMCG companies for a period of six years from 2004 to Data are available in respect of 229 branded consumer products by grouping them into three segments: - 1. Foods 2. House-Hold 3. Personal Care Segment (HPC). They have again been classified into various sub-categories according to product features as specified in Table 4.1 below:-

6 Table 4.1 Categories and Sub-categories of FMCG according to product features CATEGORY Food and Beverages SUB-CATEGORY 1.Tea based beverages 2.Other beverages (Coffee) 3.Dressings (Ketchup) 4.Other Miscellaneous Foods (Jams) Household and Personal Care 1.Laundry ( Detergent powders and cakes) 2.Hand Dish-Wash ( soap and powder) 3.Hard Surface Cleaner (floor cleaners and toilet cleaners) 4.Face ( beauty creams and face wash) 5.Skin Cleansing ( beauty soaps) 6.Hand &Body Care ( Body lotions and moisturizers) 7.Wash &Care (Hair shampoos and Conditioners in one) 8.Shampoo 9.Hair Conditioner 10.Deo&Grooming ( Deodorant Roll Ons and Spray) Oral Care 11.Tooth-Paste 12.Tooth-Brush

7 The market performance of each sub-category under every main category has been analysed and evaluated as detailed below. The tables below give the cumulative market size and the percentage of market share growth of individual brands under the food and beverages segment, personal and household care and oral care segment. FOOD AND BEVERAGES The food and beverages segment consists of the Tea beverages, other beverages such as Coffee, dressings such as ketchup and other miscellaneous foods such as jams. The tables below give the market share growth of each brand in percentages and the cumulative market size of the various segments from Tea and Beverages Table 4.2 gives information regarding the cumulative market size and market share of various brands coming under the tea and beverages segment such as BB 3 Roses, Lipton, Tata Tea, and Ruby Tea and so on.

8 Table 4.2 Cumulative Market Size and Market Share of Brands under Tea and Beverages Segment Leaf & Powder Tea Market Size (Indian Rupee Millions) CY Cumulative Market Size ,472 43,945 49, Market Share % Unilever 21.5% 22.7% 23.5 % 22.6 % 23.0 % 23.2% BB 3 Roses 5.0% 5.0% 5.0 % 4.5 % 4.6 % 4.5% Brooke Bond 16.0% 17.0% 17.7 % 17.3 % 17.8 % 17.9% Lipton Green Label 0.0% 0.0% 0.1 % 0.0 % 0.0 % 0.1% Lipton Yellow Label 0.1% 0.2% 0.2 % 0.2 % 0.1 % 0.2% Ruby 0.1% 0.2% 0.1 % 0.2 % 0.2 % 0.2% Unilever Other 0.2% 0.3% 0.4 % 0.4 % 0.3 % 0.3% TATA 17.1% 17.9% 18.5 % 19.2 % 20.7 % 20.5% Chakra 2.1% 2.3% 2.3 % 2.0 % 2.2 % 2.3% Gemini 2.0% 2.4% 2.5% 1.9 % 2.2 % 2.1% Kanan Devan 1.0% 1.1% 1.7% 1.4 % 1.2 % 1.1% Tata 12.0% 12.1% 12.0 % 13.9 % 15.1 % 15.0% AVT 2.1% 2.0% 2.2 % 2.0 % 2.1 % 2.0% AVT 2.1% 2.0% 2.2 % 2.0 % 2.1 % 2.0% Duncans 2.5% 3.0% 3.2 % 2.4 % 2.2 % 2.0% Double Diamond 1.6% 1.8% 1.9 % 1.5 % 1.4 % 1.5% Duncans 0.2% 0.3% 0.4 % 0.3 % 0.4 % 0.2% Sargam 0.6% 0.7% 0.7 % 0.5 % 0.3 % 0.2% Shakti 0.1% 0.2% 0.2 % 0.1 % 0.1 % 0.1% GUJ Tea Processors 3.9% 4.0% 4.1 % 3.9 % 3.9 % 3.9% Wagh Bakri 3.9% 4.0% 4.1 % 3.9 % 3.9 % 3.9% Eveready 1.9% 2.0% 1.8 % 1.7 % 2.1 % 2.4% Greendale Jaago 0.7% 0.6% 0.5 % 0.3 % 0.6 % 0.6% Greendale Premium 0.2% 0.3% 0.3 % 0.5% 0.4 % 0.5% Premium Gold 0.2% 0.3% 0.3 % 0.3 % 0.4 % 0.4% Tez Greendale 0.8% 0.8% 0.7 % 0.6 % 0.7 % 0.9% Other Manufacturers 51.0% 48.4% 45.0 % 46.5 % 45.1 % 46.0% Total 100.0% 100.0% % % % 100.0% Source: AC Nielsen Retail Sales Audit

9 Table 4.2 above shows the cumulative market size, annual market growth and brand wise annual growth percentage of 22 branded Tea-Products for the period between 2004 to 2009 pertaining to six major players namely - UNILEVER, TATA, AVT, DUNCANS, GUJ TEA PROCESSORS AND EVEREADY. As can be seen from the above table, the growth percentage of branded products and non-branded products marketed by other manufacturers find mention. The Unilever tops in the market share growth by achieving a steady growth rate during the aforesaid six years period due to the best performance of its brand Brooke Bond which achieved a growth rate in between 16.0% to 17.9%, followed by its other brand BB3Roses which aggregated a market growth in between 4.5% to 5.1%. The performance of other brands is nominal. The other major performer under the Tea and Beverages segment is Tata, which shares a marginal growth rate during the same period. Out of four brands pertaining to Tata, the product under the brand name Tata has performed significantly by attaining steady growth rate in between 12.0% to 15.1% while Chakra, Gemini and Kanan Devan have achieved a sustainable and balanced growth during these years. The remaining three companies, Eveready with four products under the brand names Greendale Jaago, Greendale Premium, Premium Gold and Tez Greendale has achieved a nominal growth during this period, whereas Guj Tea Processors with its only brand Wagh Bakri has shown a promising growth while AVT with its only brand under the same brand name has steadily maintained its growth percentage during the respective years.

10 It is evident from the above that the modern marketing strategy adopted by Unilever and Tata has contributed heavily to occupy first and second positions based on the statistics gathered in respect of Leaf and Powder Tea segment. Other Beverages Table 4.3 showcases the cumulative market size and market share percentages of brands coming under the coffee segment. This table also includes non branded coffee products manufactured by small market players. Table 4.3 Cumulative Market Size and Market Share of Brands under Other Beverages (Coffee) Segment Market Size (Indian Rupee Millions) CY Cumulative Market Size Market Share % ,487 6,960 8, Unilever 42.1% 43.6% 44.4 % 43.9 % 45.2 % 45.3% Bru 41.2% 42.6% 43.4 % 42.9 % 44.3 % 44.7% Cafe / Gold 0.3% 0.4% 0.3 % 0.4 % 0.2 % 0.3% Dilkush 0.2% 0.1% 0.2 % 0.2 % 0.2 % 0.1% Green Label 0.3% 0.2% 0.3 % 0.1 % 0.0 % 0.2% Tripiti 0.1% 0.3% 0.2 % 0.3 % 0.5 % 0.5% TATA 1.0% 1.1% 1.1 % 0.7 % 0.8 % 1.0% Cafe Mr Bean 0.6% 1.0% 1.0 % 0.6 % 0.7 % 0.9% Coorg 0.4% 0.1% 0.1 % 0.1 % 0.1 % 0.1% Nestle 35.9% 36.6% 36.3 % 38.7 % 39.2 % 39.7% Nescafe 34.6% 35.1% 33.4 % 36.0 % 36.1 % 36.5% Sunrise 1.3% 1.5% 2.9 % 2.7 % 3.1 % 3.2% Other Manufacturers 21.0% 18.7% 18.2 % 16.7 % 14.8 % 14.0% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Source: AC Nielsen Retail Sales Audit

11 Table 4.3 shows that apart from non-branded products manufactured by others, there are three other players in the market i.e. Unilever, Tata, and Nestle with their branded products. While Unilever with six brands (Bru, Café / Gold, Dilkush, Green label, Tripti and Unilever Others) remains at the top with major share of annual growth, Nestle with two brands namely Nescafe and Sunrise has achieved a respectable growth during these years. Nescafe accounts for the maximum growth in between 33.4% to 36.5% during the period under study. Annual growth during these years is almost proportionately equal in length and breadth. However in the case of Sunrise the market strategy adopted by Unilever appears to be phenomenal owing to the fact that from a meager growth rate of 1.3% in the year 2004, it has risen to 3.2% by the year The Tata s growth volume during this period was only nominal. Thus, it is evident that there were no competitors to Unilever which was at the peak of the market amongst other FMCG Companies. Dressings Table 4.4 outlines the market size and the share of market of the branded products in the ketchup section from It includes various brands such as Kissan, Maggi, Top s, Heinz and many products of small manufacturers.

12 Table 4.4 Cumulative Market Size and Market Share of Brands under Dressings segment Ketchup Market Size (Indian Rupee Millions) CY Cumulative Market Size ,975 2,391 2, Market Share % Unilever 26.2% 26.6% 26.4 % 27.4 % 25.8 % 25.5% Kissan 26.6% 26.6% 26.4 % 27.4 % 25.8 % 25.5% Nestle 33.0% 34.2% 34.6 % 31.0 % 27.4 % 27.0% Maggi 33.0% 34.2% 34.6 % 31.0 % 27.4 % 27.0% G D Foods 12.4% 12.8% 13.6 % 14.8 % 14.3 % 14.0% Top's 12.4% 12.8% 13.6 % 14.8 % 14.3 % 14.0% Heinz ABC 4.3% 4.1% 4.3 % 3.4 % 2.1 % 2.1% Heinz 4.3% 4.1% 4.3 % 3.4 % 2.1 % 2.1% Other Manufacturers 24.1% 22.3% 21.1 % 23.4 % 30.4 % 31.4% Total 100.0% 100.0% Source: AC Nielsen Retail Sales Audit % % % 100.0% Table 4.4 incorporated above will indicate the market performance of dressings during last six years from 2004 to 2009 in respect of FMCG companies. As will be clear from the above table, the share of little known manufacturers other than the companies marketing branded products in the matter of annual growth share in the sub-category dressings indicates a positive trend for the period of study. The Unilever with its three products (Kissan, Knorr and Unilever others) has shown only a reasonable growth percentage in between 25.5% to 27.4% mainly due to the performance of its brand Kissan. There was hardly any growth in the case of Knorr

13 and Unilever Others. However, performance-wise, Nestle with its only brand Maggi had captured the market by achieving a major growth percentage in between 27.0% to 34.6%. While the GD foods with its only branded product Tops had a successful growth rate, Heinz ABC with its product Heinz ABC has achieved only marginal success. GD foods show a reasonable growth during the period 2004 to 2007; but it reported a marginal decline towards the latter part of the study. Thus, in this subcategory coming under Dressings Maggi remained the numero-uno followed by Kissan. Other Miscellaneous Foods Table 4.5 below gives information pertaining to the brands coming under the jam segment. Brands of companies such as Hindustan Unilever, Marico Industries, Bhutan Food Products, and Kanwell Foods etc have been given who are the top players in the market.

14 Table 4.5 Cumulative Market Size and Market Share of Brands under Other Miscellaneous Foods Other Miscellaneous Foods Market Size (Indian Rupee Millions) CY Cumulative Market Size ,011 1,219 1, Market Share % Unilever 67.5% 68.3% 69.8 % 67.9 % 68.1 % 68.3% Kissan 67.5% 68.3% 69.8 % 67.9 % 68.1 % 68.3% Marico Inds 3.0% 3.2% 3.4 % 3.1 % 2.7 % 2.7% Sil 0.5% 0.8% 0.6 % 0.9 % 0.6 % 0.7% Sil Mix Trix 2.5% 2.4% 2.8 % 2.2 % 2.1 % 2.0% Bhutan Food Products 4.0% 4.2% 4.8 % 4.6 % 3.0 % 2.2% Druck 4.0% 4.2% 4.8 % 4.6 % 3.0 % 2.2% Kanwell Food 2.2% 1.3% 2.8 % 1.6 % 1.0 % 0.8% Topps 2.2% 1.3% 2.8 % 1.6 % 1.0 % 0.8% Other Manufacturers 23.3% 23.0% 19.2 % 22.8 % 25.2 % 26.0% Total 100.0% 100.0% % % % 100.0% Source: AC Nielsen Retail Sales Audit Table 4.5 above has been designed to distinguish the market trend of other food items including the cumulative market size and the percentage of annual growth of five branded products in addition to non-branded food materials made by other manufacturers. The major part of the annual growth in respect of the products under this sub-category has been shared by Unilever, Marico industries, Bhutan Food Products and Kanwell Food. Unilever shared the major stakes in the annual growth in between 67.5% to 69.8% during the period of study. Its products under the brand

15 name Kissan alone has contributed for this achievement during the same period.in the case of Bhutan Food Products, it achieved a moderate market share growth with its only brand Druck for the initial period of study while it showed a descending trend from the year 2007 onwards, while Kanwal Foods with its only brand TOPPS accomplished a marginal growth. Here again there is a declining trend from the year 2007 onwards. HOUSE-HOLD & PERSONAL CARE DIVISION SEGMENT (HPC) The Household and Personal care division encompasses the laundry segment, hand dish wash and the hard surface cleaner section, face, skin cleansing and hand and body care segment, wash and care, shampoo segment, hair conditioner and an exclusive segment for deo and grooming. The market size and the respective market shares of each brand have been detailed below in the following tables. Laundry Table 4.6 gives details regarding the detergent powder segment of various companies ruling the laundry segment. The market size of companies like HUL, P & G, Henkel who are the top players in the market are given below.

16 Table 4.6 Cumulative Market Size and Market Share of Brands under Laundry Laundry Market Size (Indian Rupee Millions) CY Cumulative Market Size ,697 88, , ,932 Market Share Unilever 33.0% 33.5% 34.3 % 36.6 % 38.2 % 40.0 % Surf 5.8% 6.0% 6.3 % 9.8 % 12.2 % 14.1 % Rin 9.6% 9.8% 10.1 % 7.4 % 6.5 % 6.0 % Wheel (HPC) 16.0% 161% 16.2 % 17.5 % 17.8 % 17.9 % Sunlight 1.3% 1.4% 1.4 % 1.6 % 1.5 % 1.7 % Unilever Other 0.3% 0.2% 0.3 % 0.3 % 0.2 % 0.3 % Procter & Gamble 5.4% 6.3% 6.9 % 7.5 % 8.2 % 9.1 % Ariel 2.7% 2.4% 3.0 % 3.2 % 3.5 % 3.9 % Tide 2.7% 3.9% 3.9 % 4.3 % 4.7 % 5.2 % GHARI IND PVT LTD 10.5% 10.9% 11.1 % 12.3 % 12.4 % 12.5 % DOUBLE DOG 0.1% 0.1% 0.1 % 0.1 % 0.0 % 0.1 % GHARI 10.4% 10.8% 11.0 % 12.2 % 12.3 % 12.4 % Nirma 12.0% 13.3% 14.7 % 13.3 % 11.8 % 11.0 % Nima 1.5% 2.0% 2.4 % 2.3 % 1.4 % 1.0 % Nira 0.1% 0.1% 0.1 % 0.0 % 0.0% 0.0% Nirma 10.4% 11.2% 12.3 % 11.1 % 10.4 % 10.0 % Henkel 2.2% 2.3% 2.4 % 2.3 % 2.0 % 2.0 % Chek 0.3% 0.5% 0.4 % 0.5 % 0.5 % 0.5 % Henko 1.4% 1.2% 1.4 % 1.2 % 1.1 % 1.0 % Mr White 0.5% 0.6% 0.6 % 0.5 % 0.4 % 0.4 % Other Manufacturers 36.9% 33.7% 30.6 % 28.0 % 27.4 % 25.4 % Total 100.0% 100.0% % % % % Source: AC Nielsen Retail Sales Audit

17 Table 4.6 relating to sub-category Laundry shows the cumulative market size and the annual market growth achieved by FMCG Companies, namely Unilever, Proctor&Gamble, Ghari Ind. Pvt. Ltd, Nirma and Henkel and of the non-branded products marketed by other manufacturers for the period from 2004 to The annual growth rate of non-branded products together was reported to be average and the remaining percentage of growth was shared by the aforesaid five FMCG Companies. The table above will reveal that the Unilever is the best market performer by achieving a significant growth rate in between 33.0% to 40.0% during the period of study. Here again the brands Wheel (HPC), Rin and Surf were the main players in the market.the Wheel displayed a steady growth for the respective years under study. The growth rate of the brand Sunlight during these years was reasonable. The growth of the brands of Unilever together is only marginal. Nirma which is the second in terms of annual growth in between 11.0% to 14.7% during 2004 to 2006 has maximized its growth through the brand Nirma by maintaining its growth over a level of 10% each year between 2004 to2009.the other FMCG Company which achieved a reasonable growth percentage is Ghari Ind.Pvt.Ltd by systematically promoting its growth in between 10.4% to 12.4% during these years through its two brands Double Dog and Ghari. The main player for the growth of this company is the brand Ghari which alone accounts for the growth during the period of study. The FMCG Company Henkel achieved a respectable growth rate in between 2.0% to 2.4% in these past six years in which its main performer was the brand Henko. The other brands Chek and Mr. White had only a negligible

18 growth during the same period. In short Unilever occupies the top position followed by Nirma and Ghari India Pvt.Ltd. respectively in the second and third position. Hand Dish-Wash The Hand dish wash includes the dish wash liquid soaps of various branded companies. Table 4.7 displays the market size growth of various brands from Table 4.7 Cumulative Market Size and Market Share of Brands under Hand dish wash Segment Hand Dishwash Market Size (Indian Rupee Millions) CY Cumulative Market Size Market Share % ,321 7,240 9,146 10,987 Unilever 52.6% 54.4% 54.8 % 56.3 % 58.4 % 60.1 % Vim 52.6% 54.4% 54.8 % 56.3 % 58.4 % 60.1 % Colgate-Palmolive 0.2% 0.2% 0.3 % 0.2 % 0.2 % 0.2 % AXION 0.2% 0.2% 0.3 % 0.2 % 0.2 % 0.2 % Reckitt Benckiser 0.3% 0.3% 0.3 % 0.3 % 0.3 % 0.3 % Teepol 0.3% 0.3% 0.3 % 0.3 % 0.3 % 0.3 % Nirma 4.3% 4.7% 5.7 % 4.7 % 3.5 % 3.3 % Nima 3.7% 4.0% 4.9 % 3.9 % 2.9 % 2.8 % Nirma 0.6% 0.7% 0.8 % 0.8 % 0.6 % 0.5 % Henkel 4.0% 4.1% 4.3 % 4.4 % 3.7 % 3.5 % Lime Shot 0.1% 0.1% 0.1 % 0.1 % 0.0 % 0.0 % Pril 3.9% 4.0% 4.2 % 4.3 % 3.7 % 3.5 % Other Manufacturer 38.6% 36.3% 34.6 % 34.1 % 33.9 % 32.6 % Total 100.0% 100.0% % % % % Source: AC Nielsen Retail Sales Audit

19 The cumulative annual market size and annual growth percentage of FMCG companies with their branded and non-branded products can be glanced from Table 4.7. The FMCG Companies marketing branded products (Unilever, Colgate Palmolive, Reckitt Benckiser, Nirma and Henkel) together have again had a major share in the growth percentage. Unilever remained the favorite player by achieving maximum annual growth rate in between 52.6% to 60.1% by remaining at the peak during the entire period of study. In the case of Nirma, it achieved a moderate growth rate in between 3.3% to 5.7% for which the credit can be attributed to its brand Nima which alone made a significant contribution when compared to its other brand Nirma. With regard to the performance of other FMCG Company Henkle, which achieved only a moderate annual growth rate through out the period of study, it is the brand Pril, which helped it in its venture with an above average feat leaving nothing to be commended upon the performance of the other brand Lime Shot. It is the same case with the other two FMCG Companies Colgate Palmolive and Reckitt Benckiser as their market performance with their brands Axion and Teepol during the said period was of not any consequence. Hard Surface Cleaner Table 4.8 enlists the brand wise market share analysis of products under the hard surface cleaner segment which includes the toilet cleaner section also. Brands of top rated companies such as HUL, Reckitt Benckiser and Henkel have been showcased below.

20 Table 4.8 Cumulative Market Size and Market Share of Brands under Hard Surface Cleaner Segment Hard Surface Cleaners Market Size (Indian Rupee Millions) CY Cumulative Market Size ,109 2,654 3,216 3,989 Market Share % Unilever 13.1% 13.2% 13.1 % 12.9 % 13.4 % 13.5 % Domex 13.1% 13.2% 13.1 % 12.9 % 13.4 % 13.5 % Reckitt Benckiser 74.4% 75.2% 76.7 % 77.5 % 74.2 % 75.5% Colin 7.9% 9.6% 9.7 % 10.3 % 10.9 % 11.2 % Dettol 0.8% 0.6% 0.7 % 0.5 % 0.4 % 0.5 % Easy Off 8.8% 8.1% 7.5% 10.6 % 7.9 % 8.3% Harpic 43.8% 44.1% 44.9 % 43.3 % 41.5 % 42.2 % Lizol 13.1% 12.8% 13.9 % 12.8 % 13.5 % 13.3 % Henkel 0.6% 0.7% 0.8 % 0.6 % 0.9 % 1.0 % BREF 0.1% 0.3% 0.1% 0.0% 0.5 % 0.6 % Pril 0.5% 0.4% 0.7 % 0.5 % 0.4 % 0.4 % Other Manufacturer 3.1% 2.8% 9.4 % 9.0 % 11.5 % 10.0 % Total 100.0% 100.0% % % % % Source: AC Nielsen Retail Sales Audit

21 Table 4.8 above indicates the cumulative annual market size and the annual growth percentage of the products falling under this sub-category in respect of branded and non-branded products during the period from 2004 to The FMCG Company Reckitt Benckiser tops in the market growth under this sub-category of products by accomplishing an exemplary growth in between 74.2% to 77.5% during the period of study, mainly due the preference of the consumers over its successful brands Harpic, Lizol, Easy off and Colin. The other brand Dettol had reported a nominal growth of 0.4% to 0.8% in between 2004 to However, the FMCG Company Henkle with its two brands Bref and Pril had a moderate growth rate during the same period Face Care Segment Table 4.9 outlines the details regarding the percentage of market shares of brands in the face care segment from 2004 to The face care segment includes the beauty creams and moisturizers.

22 Table 4.9 Cumulative Market Size and Market Share of Brands under the Face Care segment Face Market Size (Indian Rupee Millions) CY Cumulative Market Size ,644 22,991 27,451 32,330 Market Share % Unilever 54.6% 53.5% 54.2 % 54.4 % 51.5 % 50.9 % Fair & Lovely 43.5% 43.1% 43.4 % 43.8 % 40.8 % 40.3 % Lakme 4.4% 4.6% 4.8 % 4.6 % 4.3 % 4.2 % Pears 0.5% 0.5% 0.5 % 0.4 % 0.4 % 0.4 % Ponds 6.2% 5.3% 5.5 % 5.6 % 6.0 % 5.9 % Procter & Gamble 1.6% 2.1% 0.0 % 0.4 % 1.4 % 2.4 % Olay 1.6% 2.1% 0.0 % 0.4 % 1.4 % 2.4 % L'Oreal 2.9% 3.1% 3.4 % 4.0 % 4.4 % 4.9 % Garnier 2.5% 2.6% 3.1 % 3.8 % 4.1 % 4.5 % L'Oreal 0.2% 0.3% 0.0% 0.0 % 0.2 % 0.3 % Synergie 0.2% 02% 0.3 % 0.2 % 0.1 % 0.1 % Colgate-Palmolive 0.4% 0.3% 0.4 % 0.3 % 0.2 % 0.2 % Charmis 0.4% 0.3% 0.4 % 0.3 % 0.2 % 0.2 % Johnson & Johnson 0.3% 0.2% 0.3 % 0.3 % 0.6 % 0.7 % Clean & Clear 0.3% 0.2% 0.3 % 0.3 % 0.6 % 0.7 % Cavinkare 3.6% 3.9% 4.0 % 3.3 % 3.1 % 3.2 % Fairever 3.6% 3.9% 4.0 % 3.3 % 3.1 % 3.2 % HIMALAYA DRUG 0.7% 0.9% 1.1 % 1.2 % 1.5 % 1.7 % Ayurvedic Concepts 0.0% 0.0% 0.1 % 0.0 % 0.0 % 0.0 % Himalaya 0.5% 0.7% 0.9 % 1.0 % 1.3 % 1.5 % Himalaya Herbal 0.1% 0.1% 0.1 % 0.1 % 0.1 % 0.1 % Himalaya Nourshing Wntr Crm 0.1% 0.1% 0.0 % 0.0 % 0.1 % 0.1 % Beiersdorf 1.1% 1.2% 1.3 % 1.3 % 1.7 % 1.8 % Nivea 1.1% 1.2% 1.3 % 1.3 % 1.7 % 1.8 % Emami 8.5% 8.6% 8.7 % 8.6 % 8.6 % 8.7 % Boroplus 5.4% 5.6% 5.6 % 5.9 % 5.6 % 5.7 % Emami 3.1% 3.1% 3.1 % 2.7 % 3.0 % 3.0 % Himani 2.3% 0.0% 0.0 % 0.0 % 0.0 % 0.0 % Other Manufacturer 24.7% 24.1% 26.6 % 26.2 % 27.0 % 25.5 % Total 100.0% 100.0% % % % % Source: AC Nielsen Retail Sales Audit

23 Table 4.9 above will show the cumulative annual market size and the annual growth percentage of the products covered by this sub-category marketed by nine FMCG companies namely Unilever, Proctor and Gamble, L Oreal, Colgate Palmolive, Johnson &Johnson, CavinKare, Himalaya Drugs, Beiersdorf and Emami in addition to other manufacturers having no brand support. Unilever achieved a significant annual growth in between 50.9% to 54.6% in this sub-category for the period 2004 to Amongst its four brands Fair&lovely with maximum share percentage remains at the top followed by ponds and Lakme showing moderate growth percentage, while Pears made only a marginal contribution. The other brands Emami and Boroplus marketed by Beiersdorf, Garnier marketed by L Oreal and Olay marketed by Proctor&Gamble have accomplished a nominal growth. None of the other brands evaluated in this table has reported any significant growth. Skin Cleansing Table 4.10 shows the skin cleansing section which is a highly demanded sector in the market today. The skin cleansing segment encompasses the beauty soaps of various brands of different companies. Among the companies rated are HUL, Colgate Palmolive, Nirma, and Godrej Consumer Products and so on. The brandwise market growth rate of each brand is reflected below.

24 Table 4.10 Cumulative Market Size and Market Share of Brands under the Skin Cleansing Segment Skin Cleansing Market Size (Indian Rupee Millions) CY Cumulative Market Size ,971 66,227 76, Market Share % Unilever 53.1% 52.5% 54.7 % 53.9 % 51.3 % 50.3 % Breeze 6.4% 5.5% 6.2 % 6.0 % 4.7 % 4.4 % Dove 0.7% 0.8% 0.9 % 1.1 % 1.3 % 1.4 % Fair & Lovely 0.2% 0.3% 0.3 % 0.0 % 0.0 % 0.0 % Hamam 3.1% 3.2% 3.5 % 3.0 % 3.0 % 3.0 % Jai 0.2% 0.2% 0.2 % 0.2 % 0.2 % 0.1 % Lifebuoy 17.9% 16.8% 18.2 % 17.6 % 18.1 % 18.1 % Liril 1.1% 1.2% 1.3 % 1.1 % 0.9 % 0.7 % Lux 16.9% 17.0% 17.5 % 18.1 % 16.6 % 16.5 % Moti 0.3% 0.3% 0.2 % 0.2 % 0.3 % 0.3 % Pears 3.5% 3.5% 3.5 % 3.7 % 3.6 % 3.5 % Rexona 2.5% 2.7% 2.9 % 2.9 % 2.6 % 2.3 % Colgate-Palmolive 0.2% 0.2% 0.2 % 0.2 % 0.1 % 0.1 % Palmolive 0.2% 0.2% 0.2 % 0.2 % 0.1 % 0.1 % Reckitt Benckiser 4.2% 4.5% 4.7 % 5.3 % 6.5 % 7.3 % Dettol 4.2% 4.5% 4.7 % 5.3 % 6.5 % 7.3 % Nirma 6.5% 6.9% 7.7 % 6.2 % 5.1 % 6.6% Nima 2.2% 2.3% 2.9 % 2.3 % 1.8 % 2.9% Nirma 4.3% 4.6% 4.8 % 3.9 % 3.3 % 3.7% Wipro Consumer Products 6.6% 6.8% 6.9 % 7.7 % 8.4 % 8.4% Baby Soft 0.2% 0.3% 0.2 % 0.1 % 0.1 % 0.3% Chandrika 0.3% 0.4% 0.6 % 0.5 % 0.5 % 0.2%

25 Milk & Rose 0.0% 0.0% 0.1 % 0.0 % 0.0 % 0.0% Santoor 6.0% 6.0% 5.8 % 6.8 % 7.7 % 7.8% Wipro 0.1% 0.1% 0.2 % 0.2 % 0.1 % 0.1% Godrej Consumer Products 8.2% 8.6% 8.9 % 9.7 % 9.3 % 9.8% Cinthol 7.6% 7.9% 8.1 % 8.9 % 8.5 % 8.6% Evita 0.1% 0.1% 0.1 % 0.0 % 0.0 % 0.1% Fair Glow 0.5% 0.6% 0.6 % 0.6 % 0.6 % 1.0% Vigil 0.1% 0.1% 0.1% 0.1 % 0.1 % 0.1% Beiersdorf 0.1% 0.1% 0.1 % 0.1 % 0.1 % 0.1% Nivea 0.1% 0.1% 0.1 % 0.1 % 0.1 % 0.1% Henkel 1.1% 1.1% 1.2 % 1.1 % 1.1 % 1.2% Chek 0.1% 0.1% 0.1 % 0.1 % 0.0 % 0.0% Fa 0.2% 0.1% 0.1% 0.1 % 0.1 % 0.1% Margo 0.8% 0.9% 1.0 % 0.9 % 1.0 % 1.1% Other Manufacturer 20.0% 19.3% 15.6 % 15.8 % 18.1 % 16.2% Total 100.0% 100.0% % % % 100.0% Source: AC Nielsen Retail Sales Audit The data tabulated under Table 4.10 above will show the cumulative annual market size and annual growth rate of the products covered by this sub-category marketed by FMCG companies such as Unilever, Colgate Palmolive, Reckitt Benckiser, Nirma, Wipro Consumer Products and Godrej Consumer Products. A glance into this table will reveal that again Unilever has toped in the annual growth rate during the period under study. While its brands Life-buoy and Lux have almost equalized their growth by 16.5% to 18.2% during 2004 to 2009, its other brands Breeze, Hamam, Pears and Rexona have had a moderate growth rate between 2.3% to 6.4% during these years. The performance of other brands Cinthol (by Godrej

26 Consumer Products) Santoor (by Wipro Consumer Products), Nirma (by Nirma) and Dettol (by Reckitt Benckiser) have recorded a moderate growth in these years. The market performance of other brands as indicated in this table is insignificant. Hand & Body Care The hand and body care section consists of the body lotion products of various brands as exhibited in Table This section as in the earlier cases, displays the brands of various MNCs such as HUL, Johnson & Johnson, Wipro Consumer products, L Oreal and so on. The cumulative market size and the market growth rate of each brand is reiterated below.

27 Table 4.11 Cumulative Market Size and Market Share of Brands under the Hand and the Body Care Segment Hand & Body Care Market Size (Indian Rupee Millions) CY Cumulative Market Size ,236 13,451 15, Market Share % Unilever 56.8% 58.8% 58.4 % 58.0 % 56.0 % 56.9% Axe/Lynx 0.4% 0.4% 0.4 % 0.4 % 0.4 % 0.4% Blue Seal 0.0% 0.0% 0.0 % 0.0 % 0.0 % 0.0% Denim 1.2% 1.5% 1.4 % 1.1 % 0.8 % 1.1% Dove 0.1% 0.1% 0.0 % 0.1 % 0.1 % 0.1% Fair & Lovely 1.1% 1.2% 1.0 % 0.6 % 0.3 % 0.7% Lakme 2.7% 2.8% 2.9 % 2.6 % 2.5 % 2.7% Lifebuoy 0.1% 0.0% 0.1 % 0.0 % 0.0 % 0.1% Liril 0.0% 0.0% 0.0 % 0.0 % 0.3 % 0.2% Lux 0.0% 0.0% 0.0 % 0.0 % 0.0 % 0.0% Ponds 39.1% 39.5% 40.8 % 39.6 % 38.0 % 38.6% Vaseline 2.1% 13.3% 11.8 % 13.6 % 13.7 % 13.0% L'Oreal 1.3% 1.3% 1.0 % 1.3 % 1.3 % 1.4% Garnier 0.9% 1.2% 0.9 % 1.2 % 1.2 % 1.2% Synergie 0.4% 0.1% 0.1 % 0.1 % 0.0 % 0.2% Johnson & Johnson 13.2% 13.6% 13.0 % 13.7 % 15.0 % 15.2% Johnson's Baby 13.2% 13.6% 13.0 % 13.7 % 15.0 % 15.2% Johnson's Kids 0.0% 0.0% 0.0 % 0.0 % 0.0 % 0.0% Emami 0.6% 0.4% 0.5 % 0.3 % 0.3 % 0.4% Emami 0.6% 0.4% 0.5 % 0.3 % 0.3 % 0.4% Wipro Consumer Products 1.7% 1.5% 1.6 % 1.4 % 1.2 % 1.3% Baby Soft 0.5% 0.3% 0.3 % 0.2 % 0.1 % 0.2%

28 Santoor 1.2% 1.1% 1.1 % 1.1 % 1.0 % 1.0% Wipro 0.0% 0.1% 0.1 % 0.0 % 0.0 % 0.1% Godrej Consumer Products 2.2% 2.3% 2.1 % 1.8 % 1.5 % 1.6% Cinthol 2.2% 2.3% 2.1 % 1.8 % 1.5 % 1.6% Velvette 0.0% 0.0% 0.0 % 0.0 % 0.0 % 0.0% Beiersdorf 0.5% 0.6% 0.8 % 1.0 % 1.7 % 1.8% Nivea 0.5% 0.6% 0.8 % 1.0 % 1.7 % 1.8% Other Manufacturers 23.7% 21.5% 22.6 % 22.4 % 23.1 % 21.4% Total 100.0% 100.0% % % % 100.0% Source: AC Nielsen Retail Sales Audit The products covered by this sub-category showing specifically the cumulative market size and annual growth percentage of various brands marketed by Unilever, L Oreal, Johnson&Johnson, Wipro Cosumer Product, Emami, Godrej Consumer Products, Beiersdorf as well by other non-branded manufacturers during the period from 2004 to 2009 can be glimpsed from table 4.11 above. A close look into this statement would reveal that as compared to other FMCG Companies, the Unilever has maintained its margin of growth in this segment of products steadfastly by securing a growth percentage in between 56.0% to 58.8% during these years. The major contender here is its brand Ponds with a growth rate in between 38.0% to 40.8%. While its brand Vaseline has achieved a moderate growth rate of 12.1% to 13.6% during these years, its other brands Lakme, L Oreal and Fair&Lovely have lagged behind. In the case of Johnson&Johnson, its brand Johnson s Baby helped it to achieve a decent growth rate during these years. While the annual growth achieved by the brand Santoor marketed by Wipro Consumer

29 Products and Cinthol marketed by Godrej Consumer Products is stated to be in between 1.0% to 2.3%, the growth percentage of other branded products is negligible. Wash & Care Table 4.12 makes evident the brand wise market growth rate of the innumerable wash and care products in the Indian consumer market. The wash and care section includes those brands which comes in shampoo and hair conditioner in one bottle. Both the utilities are provided in the same product. Table 4.12 Cumulative Market Size and Market Share of Brands under the Wash and Care Segment Wash & Care Market Size (Indian Rupee Millions) CY Cumulative Market Size ,084 22,041 25, Market Share % Unilever 45.4% 44.5% 47.4 % 46.4 % 45.4 % 46.6% Aviance 0.0% 0.0% 0.0 % 0.0 % 0.0 % 0.0% Ayush 0.0% 0.0% 0.1 % 0.0 % 0.0 % 0.1% Clinic/Clear 10.7% 10.5% 10.6 % 10.1 % 8.8 % 8.9% Clinic Plus 21.6% 22.2% 22.8 % 22.0 % 20.5 % 21.5% Dove 0.2% 0.3% 0.0% 1.1 % 3.3 % 3.4% Lakme 0.6% 0.5% 0.7 % 0.4 % 0.1 % 0.2% Lux 2.3% 2.4% 2.5 % 2.2 % 2.1 % 2.3% Organics 0.0% 0.0% 0.0 % 0.0 % 0.0 % 0.0% Raindrop 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

30 Sunsilk 10.0% 8.6% 10.7 % 10.6 % 10.6 % 10.2% Tata 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% Procter & Gamble 23.1% 21.3% 22.8 % 24.0 % 23.3 % 24.6% Head & Shoulders 12.9% 12.2% 12.8 % 13.7 % 13.9 % 13.8% Pantene 8.8% 8.1% 8.0 % 8.8 % 8.4 % 8.8% Rejoice 1.4% 1.0% 2.0 % 1.6 % 1.0 % 2.0% L'Oreal 4.1% 4.2% 4.3 % 5.0 % 5.1 % 5.3% Elvive 0.0% 0.0% 0.0% 0.0 % 0.2 % 0.2% Garnier 2.9% 2.8% 2.9 % 3.6 % 3.9 % 3.9% L'Oreal 0.1% 0.2% 0.1 % 0.3 % 0.3 % 0.4% Ultra Doux 1.1% 1.2% 1.3 % 1.1 % 0.7 % 0.8% Cavinkare 11.4% 11.6% 12.8 % 11.9 % 11.3 % 11.5% Chik 8.5% 8.3% 9.7 % 9.0 % 8.1 % 8.6% Meera 1.6% 1.9% 1.8 % 1.7 % 1.9 % 1.6% Nyle 1.3% 1.4% 1.3 % 1.2 % 1.1 % 1.3% Dabur 5.1% 5.2% 4.9 % 5.0 % 5.6 % 5.9% Dabur 5.1% 5.2% 4.8 % 5.0 % 5.6 % 5.9% Samara 0.0% 0.0% 0.0 % 0.0% 0.0% 0.0% Silk Care 0.0% 0.0% 0.0 % 0.0% 0.0 % 0.0% Other Manufacturer 10.9% 13.2% 7.8 % 7.6 % 9.3 % 61% Total 100.0% 100.0% % % % 100.0% Source: AC Nielsen Retail Sales Audit Table 4.12 above will show the cumulative market size and annual market growth of the branded products covered by this sub-category marketed by Unilever, Proctor & Gamble, L Oreal, CavinKare and Dabur as well as by other manufacturers having no brand images, for the past six years.

31 As is the case with other consumer products categorized and analysed here-inbefore, Unilever with its brands Ayush, Clinic Clear, Clinic Plus, Dove, Lakme, Lux and Sunsilk has taken the lion share in between 44.5% to 47.4% of the growth during this six years period. The major contributor towards this achievement is its brand Clinic plus followed by Clinic clear and Sunsilk. While Lux had a moderate growth rate, Dove had improved its market share during 2008 and 2009 by achieving a growth rate at 3.3% and 3.4% respectively from a point of zilch during the previous years. The growth rate achieved by Lakme and Ayush was very negligible. Head& Shoulders and Pantene marketed by Proctor &Gamble had a significant growth rate during these years. L Oreal had a moderate rate of growth with its two brands Garnier and Ultra Doux, while the performance of other two brands elvive and L Oreal was trivial. Cavinkare with its brand Chik was responsible for a growth rate of 11.3% to 12.8% for the year 2004 to 2009.The other two brands Meera and Nyle had extended only marginal support. Dabur with the same brand name had garnered a growth percentage in between 5.0% to 5.9% during the years of study. Shampoo The shampoo segment given below in Table 4.13 gives details about the market share growth of the brands and the cumulative market size of the brands from the year 2004 to 2009.

32 Table 4.13 Cumulative Market Size and Market Share of Brands under the Shampoo Segment Shampoo Market Size (Indian Rupee Millions) CY Cumulative Market Size Market Share % ,686 21,409 24, Unilever 46.4% 47.6% 48.2 % 47.5 % 46.3 % 48.1% Ayush 0.0% 0.1% 0.1 % 0.0 % 0.0 % 0.1% Clinic/Clear 10.8% 10.9% 10.9 % 10.6 % 9.1 % 9.9% Clinic Plus 23.0% 23.1% 23.3 % 22.6 % 21.2 % 21.4% Dove 0.8% 0.9% 0.0% 0.9 % 2.8 % 2.9% Lakme 0.4% 0.4% 0.5 % 0.3 % 0.1 % 0.2% Lux 1.3% 1.6% 2.5 % 2.3 % 2.2 % 2.7% Sunsilk 10.1% 10.6% 10.9 % 10.8 % 10.9 % 10.9% Procter & Gamble 25.6% 25.3% 23.3 % 24.4 % 23.7 % 24.6% Head & Shoulders 13.7% 13.8% 13.1 % 14.1 % 14.3 % 14.4% Pantene 8.1% 8.4% 8.2 % 8.7 % 8.4 % 8.2% Rejoice 3.8% 3.1% 2.0 % 1.6 % 1.0 % 2.0% L'Oreal 2.4% 2.6% 2.9 % 3.4 % 3.5 % 3.7% Garnier 1.7% 1.9% 2.0 % 2.5 % 2.7 % 2.7% L'Oreal 0.3% 0.2% 0.1 % 0.3 % 0.3 % 0.4% Ultra Doux 0.4% 0.5% 0.8 % 0.6 % 0.5 % 0.6% Cavinkare 13.1% 11.1% 13.1 % 12.3 % 11.6 % 8.3% Chik 10.0% 8.2% 9.9 % 9.1 % 8.5 % 5.7% Meera 1.6% 1.4% 1.9 % 1.8 % 2.0 % 1.6% Nyle 1.5% 1.5% 1.3 % 1.2 % 1.1 % 1.0% Dabur 5.6% 5.5% 5.0 % 5.1 % 5.7 % 5.8% Dabur 5.6% 5.5% 5.0 % 5.1 % 5.7 % 5.8% Other Manufacturer 8.7% 7.9% 7.5 % 7.3 % 9.2 % 9.5% Total 100.0% 100.0% % % % 100.0% Source: AC Nielsen Retail Sales Audit

33 The cumulative market size and the annual growth percentage of products covered by this sub-category marketed by Unilever, Proctor &Gamble, L Oreal, Cavinkare and Dabur as branded products and of non-branded products marketed by other manufacturers during the period of last six years from 2004 to 2009, are as reflected in Table 4.13 above. Unilever stood at the top of the market share growth by mustering a major share in between 46.4% to 48.2% during the period under study. It was mainly contributed by its brand Clinic plus which achieved a growth rate in between 21.2% to 23.3% during these years. The other two brands Clinic Clear and Sunsilk made a significant contribution with a growth percentage in between 9.1% to 10.9%. The other two brands Lux and Dove had also managed to sustain an upward trend in the market during the last 2-3 years of the study. It is evidently clear that the other brands have been struggling to retain their identity. In the case of Proctor & Gamble, their brands Head& Shoulders, followed by Pantene and Rejoice have successfully achieved a reasonable growth rate in between 23.3% to 25.6% during the six year period of study. Head & Shoulders alone accounted for over 50% of its growth percentage. The performance of the other brand Rejoice and Pantene was of a moderate proportion. The other FMCG Company L Oreal through its three brands Garnier, L Oreal and Ultra Doux together could attain a growth rate between 2.4% to 3.7% by showing a marginal swell every year in between 2004 to However, the volume of the

34 performance of the brands L Oreal and Ultra Doux was trifling. The performance of brands Chik, Meera and Nyle marketed by Cavinkare together helped to achieve a growth rate in between 8.3% to 13.1%. Its brand Chik was the major contributor towards this achievement by taking a share in between 8.2% to 10.0%. The other brands Meera and Nyle had a negligible growth of almost equal proportion. Dabur with its own brand name had garnered a growth percentage in between 5.0% to 5.8% during these years. Hair Conditioner The following table reveals the year wise comparison of the market share growth and the cumulative market size of the brands from 2004 to Table 4.14 presents the brand wise details of the hair conditioner segment which is used for hair care.

35 Table 4.14 Cumulative Market Size and Market Share of Brands under the Hair Conditioner Segment Hair Conditioner Market Size (Indian Rupee Millions) CY Cumulative Market Size Market Share % Unilever 7.1% 7.2% 7.4 % 11.6 % 21.5 % 21.7% Dove 0.0% 0.2% 0.0% 4.8 % 17.2 % 16.1% Lakme 6.1% 6.2% 6.6 % 3.6 % 1.1 % 2.2% Sunsilk 0.4% 0.5% 0.8 % 3.2 % 3.2 % 3.4% Procter & Gamble 0.1% 0.2% 0.1 % 10.1 % 8.1 % 8.4% Pantene 0.1% 0.2% 0.1 % 10.1 % 8.1% 8.4% L'Oreal 67.8% 68.9% 73.2 % 60.4 % 56.6 % 55.2% Elvive 0.1% 0.2% 0.0% 1.1 % 5.2 % 2.85% Garnier 42.6% 43.2% 43.8 % 43.7 % 42.8 % 43.8% Ultra Doux 25.1% 25.5% 29.4 % 15.6 % 8.6 % 8.6% Paras Pharma 12.2% 11.8% 11.5 % 10.2 % 7.2 % 7.8% Mrs Marino 12.2% 11.8% 11.5 % 10.2 % 7.2 % 7.8% Other Manufacturer 12.8% 11.9% 7.8 % 7.7 % 6.6 % 6.9% Total 100.0% 100.0% % % % 100.0% Source: AC Nielsen Retail Sales Audit Table 4.14 above will denote the cumulative market size and annual market growth in respect of the brands covered by this sub-category of products during the years 2004 to 2009.

36 Unlike the products under various sub-categories dealt with here-in-before, Unilever had only a marginal growth in between 7.1% to 21.7% through its brands Dove, Lakme and SunSilk. Surprisingly, its brand Dove had shown substantial growth percentage during 2008 and 2009 by achieving 17.2% and 16.1% respectively from almost a non-credible situation. Lakme has miserably failed to retain its growth percentage achieved at 6.1%, 6.2% and 6.6% respectively in between the years 2004 to However in the case of Sunsilk, an upward trend in the growth rate is visible from 2007 onwards. The only brand Pantene marketed by Proctor& Gamble exhibited a poor performance rate till 2006 by a simple growth rate of 0.1%; but it succeeded in raising the level of growth to 10.1%,8.1% and 8.4% during the year 2007 to 2009.In this segment of products, the growth of L Oreal was tremendous. It took the major share in the growth percentage by achieving 55.2% to 73.2% in between 2004 to Its brand Garnier has contributed maximum towards this achievement by scoring high percentage of growth in between 42.6% to 43.8% during this six years period. Again its other brand Ultra Doux contributed considerably by achieving growth rate between 25.1% to 29.4% in between 2004 to 2007, though its growth was alarmingly in a declining trend by reducing the level of growth to 15.6%, 8.6% and 8.6% respectively during 2007 to 2009.The performance of the other brand Elvive was marginal though its latest strategy appeared to have helped it to survive in the market. The other company Paras Pharma with its only brand Mrs.Marino had performed a moderate growth in between 7.2% to 12.2% in between these years. However, the acceptance level of this brand appears to have diminished mainly in the last two years.

37 Deo & Grooming The deodorant and the personal grooming segment encompassing the market share growth of brands of a number of companies is exhibited in Table 4.15 Table 4.15 Cumulative Market Size and Market Share of Brands under the Deo and Grooming Section Deo & Grooming Market Size (Indian Rupee Millions) CY Cumulative Market Size ,717 2,635 3, Market Share % Unilever 43.4% 44.6% 45.2% 34.8% 31.5 % 33.6% Axe/Lynx 27.9% 28.9% 28.7 % 23.3 % 22.6 % Denim 3.1% 3.2% 3.7 % 3.3 % 2.8 % 3.1% Impulse 0.1% 0.0% 0.0 % 0.1 % 0.0 % 0.1% Ponds 0.2% 0.1% 0.2 % 0.0 % 0.0 % 0.1% Rexona 12.1% 12.4% 12.6 % 8.1 % 6.1 % 6.4% Procter & Gamble 5.1% % % 3.5 % 2.7 % 2.9% Gillette 2.2% 2.8% 2.9 % 1.8 % 1.4 % 1.5% Old Spice 2.9% 2.8% 3.0 % 1.7 % 1.3 % 1.4% J K Helene Curtis 7.8% 8.0% 8.1 % 8.6 % 8.0 % 8.2% Park Avenue 7.8% 8.0% 8.1 % 8.6 % 8.0 % 8.2% Paras Pharma 2.9% 3.1% 3.5 % 13.8 % 12.1 % 12..2% Setwet 2.9% 3.1% 3.5 % 13.8 % 12.1 % 12.2% Beiersdorf 2.2% 2.6% 2.8 % 3.9 % 6.0 % 6.2% Nivea 2.7% 2.6% 2.8 % 3.9 % 6.0 % 6.2% Henkel 5.1% 5.6% 5.7 % 5.4 % 4.7 % 4.8%

38 Fa 5.1% 5.6% 5.7 % 5.4 % 4.7 % 4.8% Other Manufacturer 33.5% 30.5% 28.8 % 30.0 % 35.0% 32.1% Total 100.0% 100.0% % % % 100.0% Source: AC Nielsen Retail Sales Audit Table 4.15 above will indicate the cumulative market size and annual growth percentage of the branded and non-branded products covered by this sub-category for the last six years. The FMCG Company Unilever has established its supremacy in the marketing strategy in dealing with the products under this sub-category by holding major share in the annual growth; although the growth graph indicated a disproportionate level of descend from the year 2007 onwards. Its brand Axe / Lynx had sub-scribed the maximum by taking its share around 22.6% to 28.9% followed by the brand Rexona as will be clear from the data recorded in the table. Except for the brand Denim, the growth of which ranges between 3.1% to 3.7%, the performance of other brands Impulse and Ponds is insignificant. The brand Park Avenue marketed by J.K.Helena Curtis had maintained a moderate level of growth around 7.8% to 8.6% during the period of study. The brand Setwet marketed by Paras Pharma raised its market growth from a humble position of 2.9% at the beginning of this study to a level in between 12.1% to 13.8% between the years 2007 to The behavior of the brand Nivea marketed by Beiersdorf seems to have helped it to attain a reasonable position in the market by raising its level of growth at 6.2% in the year 2009 from an average slot of 2.2% in the year Henkel is the other FMCG Company which recorded a growth in between 4.7% to 5.7% during these years through its brand Fa. Gillette and Old Spice marketed by Proctor & Gamble do not show any encouraging signs in the growth perspective as reflected in the table.

39 ORAL CARE SEGMENT The Oral Care segment includes the toothpaste segment and a toothbrush section. Table 4.16 and 4.17 shows the cumulative market sizes and the market growth rates of the respective brands of various companies. Tooth-Paste Table 4.16 shows details of brands of numerous companies such as HUL, Henkel, Balsara Home Products, and Colgate Palmolive and so on under the toothpaste segment. The collective market size and the growth percentage of the brands from 2004 to 2009 are as follows: Table 4.16 Cumulative Market Size and Market Share of Brands under the Toothpaste Section Toothpaste Market Size (Indian Rupee Millions) CY Cumulative Market Size ,108 27,302 31, Market Share % Unilever 31.0% 30.2% 30.4 % 29.8 % 29.6 % 30.2% Close Up 16.8% 15.6% 15.2 % 15.9 % 16.6 % 16.1% Pepsodent 14.2% 14.6% 15.2 % 14.0 % 13.0 % 14.0% Colgate-Palmolive 45.6% % 48.4 % 48.5 % 49.1% Cibaca 5.1% 5.0% 6.5 % 7.4 % 7.4 % 7.4%

40 Colgate 40.5% 41.4% 41.3 % 41.1 % 41.2 % 41.7% Dabur 3.0% 3.1% 3.1 % 3.1 % 3.3 % 3.4% Dabur 3.0% 3.1% 3.1 % 3.1 % 3.2 % 3.4% Ajanta India 2.1% 2.4% 2.6 % 1.9 % 1.1 % 1.3% Ajanta 2.1% 2.4% 2.6 % 1.9 % 1.1 % 1.3% Anchor Health 4.1% 4.0% 4.3 % 3.9 % 3.9 % 4.2% Anchor 4.1% 4.0% 1.0 % 0.9 % 0.8 % 4.2% Balsara Home Products 4.4% 4.6% 4.7 % 6.1 % 6.2 % 6.5% Babool 3.6% 4.0% 3.8 % 5.3 % 5.3 % 5.5% Meswak 0.5% 0.2% 0.7 % 0.7 % 0.7 % 0.8% Promise 0.3% 0.4% 0.2 % 0.1 % 0.1 % 0.2% Henkel 0.4% 0.4% 0.3 % 0.3 % 0.3 % 0.5% Neem 0.4% 0.4% 0.3 % 0.3 % 0.3 % 0.5% Other Manufacturer 9.4% 8.9% 6.8 % 6.5 % 7.1 % 4.8% Total 100.0% 100.0% % % % 100.0% Source: AC Nielsen Retail Sales Audit Table 4.16 above will show cumulative market size and the annual growth share of products covered by this sub-category marketed by FMCG Companies under the label of their brand images and other manufacturers dealing with similar products during 2004 to In this segment, Colgate Palmolive with its two brands Cibaca and Colgate had established its supremacy in the market during the last six years. The main contender in the market was the brand Colgate with a growth share of 40.5% to begin with in 2004 and progressing in its commitment gradually to record a significant growth figure of 41.7% by the year The role played by Cibaca in the market in these years was definitely cognizable for the reasons that its share of 5.1% in the market in 2004 raised to 7.4% by the year 2009.The other major player in the

41 market was Unilever with an average annual growth share in between 29.6% to 31.0% during this period. Its brand close-up managed a growth percentage around 15.2% to 16.8% during this six years duration while the other brand Pepsodent had hugely supported the company by achieving a growth rate around 13.0% to 15.2% during this period. The other brands Dabur, Anchor and Babool marketed respectively by the companies Dabur, Anchor Health and Balsara Home Products had a moderate show while brands such as Ajantha of Ajantha India, Meswak and Promise of Balsara Home Products and Neem of Henkle showed a nominal growth with a growth percentage below 1.0% in these years except in the case of Ajanta which initially had a growth rate over 2.1% and by the year end it settled down with 1.3%. Tooth-Brush Table 4.17 consists of brands such as Close-Up, Oral-B, Cibaca, Johnson s, Binaca and many more which are the top players in the market under the toothbrush segment. The table below showcases the brandwise growth share in percentages and their cumulative market size for six years starting from 2004 to 2009.

42 Table 4.17 Cumulative Market Size and Market Share of Brands under the Toothbrush Section Toothbrush Market Size (Indian Rupee Millions) CY Cumulative Market Size Market Share % ,575 6,806 7, Unilever 16.2% 16.3% 16.1 % 15.1 % 13.5 % 13.8% Close Up 0.2% 0.3% 0.1 % 0.1 % 0.3 % 0.3% Pepsodent 16.0% 16.2% 16.0 % 15.0 % 13.2 % 13.5% Procter & Gamble 9.8% 9.1% 9.2 % 15.0 % 17.3 % 17.9% Oral-B 7.6% 8.0% 7.5 % 14.0 % 16.6 % 16.7% Prudent 2.2% 1.1% 1.7 % 1.0 % 0.7 % 1.2% Colgate-Palmolive 35.1% 30.2% 34.3 % 35.0 % 38.0 % 38.5% Cibaca 6.1% 6.4% 6.6 % 6.3 % 6.4 % 6.9% Colgate 29.0% 23.8% 27.7 % 28.7 % 31.6 % 31.6% Johnson & Johnson 0.6% 0.4% 0.5 % 0.5 % 0.4 % 0.5% Johnson's 0.6% 0.4% 0.5 % 0.4 % 0.4 % 0.5% Dabur 2.3% 2.5% 2.3 % 2.3 % 2.0 % 2.1% Binaca 2.2% 2.4% 2.2 % 2.2 % 1.9 % 2.0% Dabur 0.1% 0.1% 0.1 % 0.1 % 0.1 % 0.1% Anchor Health 4.1% 4.1% 4.7 % 4.1 % 3.5 % 3.7% Anchor 4.1% 4.1% 4.7 % 4.1 % 3.5 % 3.7% Balsara Home Products 0.2% 0.3% 0.2 % 0.1 % 0.1 % 0.2% Babool 0.1% 0.1% 0.1 % 0.1 % 0.0 % 0.1% Promise 0.1% 0.2% 0.1 % 0.0 % 0.0 % 0.1% Glaxosmithkline 0.2% 0.1% 0.1 % 0.0 % 0.0 % 0.0% Aquafresh 0.2% 0.1% 0.1 % 0.0 % 0.0 % 0.0% Other Manufacturer 31.5% 31.8% 32.6 % 27.9 % 25.2 % 23.3% Total 100.0% 100.0% % % % 100.0% Source: AC Nielsen Retail Sales Audit

43 The cumulative market size and the annual market growth in respect of branded and non-branded categories of products coming under this segment for a period of six years are as reflected in the Table 4.17 above. The FMCG Company Colgate Palmolive tops in the market with the highest annual growth rate during the periods of study. The brand Colgate had succeeded in maintaining its unassailable position of the annual market growth by taking a share in between 23.8% to 31.6% during the last six years period. The other brand Cibaca had secured a moderate annual growth in between 6.1% to 6.9% during the same period. Unilever was placed second by achieving a growth rate in between 13.5% to 16.3% during these years. It is its brand Pepsodent which had created an image in the consumers mind by providing the much needed impetus to the company as is clear from its performance reflected in the table which highlighted its growth percentage around 13.2% to 16.2% during the period under study. The growth of the other brand Close-up can be discarded as being insignificant. The performance of the two brands Oral-B and Prudent, being marketed by Proctor& Gamble had been moderate. The former brand helped it to garner an annual growth between 9.1% to17.9 % during these years through its steady and consistent performance, especially during the years 2007 to 2009 by gaining a growth rate between 14.0% to 16.7%.The average growth of the brand prudent during this six years period was only around 1.3%. Excepting for the average performance of brand Anchor marketed by Anchor Health and the brand Binaca marketed by Dabur, the performance of every other brand listed in the table was below average.

44 On the basis of the above analyses, the brands which are the best and the least performed ones under each sub-category of products during the years 2004 to2009 with their growth percentage are as reflected in the Table 4.18 below.

45 Table 4.18 S. No. Name Of Fmcg Company 1. Unilever Best and Worst FMCG performers under various FMCG categories from Main Category Sub-Category Brand Name Year Wise Percentage Food&Beverage a).leaf & Powder Tea Brooke Bond (B.P.)* % 17.0% 17.7% 17.3% 17.8% 17.9% Unilever Food&Beverage b).leaf & Powder Tea Lipton Green Label (L.P.)** 0.0% 0.0% 0.1% 0.0% 0.0% 0.1% 2 Unilever Food&Beverage Other Beverages & Snacks Bru (B.P.)* 41.2% 42.6% 43.4% 42.9% 44.3% 44.7% Other Beverages & Snacks Tata Food&Beverage Coorg (L.P.)** 0.4% 0.1% 0.1% 0.1% 0.1% 0.1% 4 Unilever Food&Beverage Other Miscellaneous food Other Miscellaneous food Kissan (B.P.)* 67.5% 68.3% 69.8% 67.9% 68.1% 68.3% Marico Industries Food&Beverage Sil (L.P.)** 0.5% 0.8% 0.6% 0.9% 0.6% 0.7% 3 Nestle Food&Beverage Ketchup Maggi (B.P.)* 33.0% 34.2% 34.6% 31.0% 27.4% 27.0% Heinz ABC Food&Beverage Ketchup Heinz (L.P.)** 4.3% 4.1% 4.3% 3.4% 2.1% 2.1%

46 5 Unilever House-hold & Personal care Laundry Wheel (B.P.)* 16.0% 16.1% 16.2% 17.5% 17.8% 17.9% Nirma House-hold & Personal care Laundry Nira (L.p.)** 0.1% 0.1% 0.1% Unilever Nirma House-hold & Personal care House-hold & Personal care Fabric Cleaning Fabric Cleaning Wheel (H.P.C.) (B.P.)* Nira (L.P.)** 15.0% 0.1% 15.4% 0.0% 16.1% 0.1% 17.5% 0.0% 17.7% 0.0% 17.9% 0.1% 7 Unilever Henkle House-hold & Personal care House-hold & Personal care Hand Dish Wash Hand Dish Wash Vim (B.P.)* Lime-shot (L.P.)** 52.6% 0.1% 54.4% 0.1% 54.8% 0.1% 56.3% 0.1% 58.4% 0.0% 60.1% 0.0% 8 Reckitt Benkinser Henkle House-hold & Personal care House-hold & Personal care Hard surface cleaner Hard surface cleaner Harpic (B.P.)* Bref (L.P.)** 43.8% 0.1% 44.1% 0.3% 44.9% 0.1% 43.3% 0.1% 41.5% 0.5% 42.2% 0.6% 9 Unilever House-hold and Personal Care Face Fair & Lovely (B.P.)* 43.5% 43.1% 43.4% 43.8% 40.8% 40.3% Himalaya Drugs House-hold and Personal Care Face Ayurvedic Concepts (L.P.)** 0.0% 0.0% 0.1% 0.0% 0.0% 0.0%

47 10 Unilever Wipro Consumer Products House-hold & Personal care House-hold & Personal care Skin Cleansing Skin Cleansing Life buoy (B.P.)* Milk&Rose (L.P.)** 17.9% 0.0% 16.8% 0.0% 18.2% 0.1% 17.6% 0.0% 18.1% 0.0% 18.1% 0.0% 11 Unilever Unilever House-hold & Personal care House-hold & Personal care Hand & Body Care Hand & Body Care Ponds (B.P.)* Life Bouy (L.P.)** 39.1% 0.1% 39.5% 0.0% 40.8% 0.1% 39.6% 0.0% 38.0% 0.0% 38.6% 0.1% 12 Unilever Unilever House-hold & Personal care House-hold & Personal care Wash & Care Wash & Care Clinic Plus (B.P)* Ayush (L.P.)** 21.6% 0.0% 22.2% 0.0% 22.8% 0.1% 22.0% 0.0% 20.5% 0.0% 21.5% 0.1% 13 Unilever House-hold & Personal care Shampoo Clinic Plus (B.P.)* 23.0% 23.1% 23.3% 22.6% 21.2% 21.4% Unilever House-hold & Personal care Shampoo Ayush (L.P.)** 0.0% 0.1% 0.1% 0.0% 0.0% 0.1% 14 Proctor & Gamble Proctor & Gamble House-hold & Personal care House-hold & Personal care Hair Conditioner Hair Conditioner Garnier (B.P.)* Elvive (L.P.)** 42.6% 0.1% 43.2% 0.2% 43.8% 0.0% 43.7% 1.1% 42.8% 5.2% 43.8% 2.8%

48 15 Colgate Palmolive House-hold & Personal care Tooth Paste Colgate (B.P.)* 40.5% 41.4% 41.3% 41.1% 41.2% 41.7% Balsara Home Products House-hold & Personal care Tooth Paste Promise (L.P.)** 0.3% 0.4% 0.2% 0.1% 0.1% 0.2% 16 Colgate Palmolive House-hold & Personal care Tooth Brush Colgate (B.P.)* 29.0% 23.8% 27.7% 28.7% 31.6% 31.6% Glaxosmithkline House-hold & Personal care Tooth Brush Aqua Fresh (L.P.)** 0.2% 0.1% 0.1% 0.0% 0.0% 0.0% 17 Unilever Unilever House-hold & Personal care House-hold & Personal care Deo & Grooming Deo & Grooming Axel / Lynx (B.P.)* Impulse (L.P.)** 27.9% 0.1% 28.9% 0.0% 28.7% 0.0% 23.3% 0.1% 22.6% 0.0% 23.9% 0.1% Source: Compiled as per AC Nielsen Retail Sales Audit from ) *B.P. stands for Best Performance 2) ** L.P. stands for least performance.

49 Section II gives details of the analyses of the primary data collected from the four major cities of South India such as Chennai, Bangalore, Hyderabad and Cochin. The profiles of the FMCG brands, retailers and consumers selected for the study have been listed below. Profile of FMCG brands selected for the study The most popular ten brands from the 100 Most Trusted FMCG brands of 2008 that were enlisted in Economic Times s Brand Equity were taken for the study. The brands included Cinthol, Dettol, Johnson & Johnson, Ujala, Nirma, Amul, Pond s, Vicks, Colgate and Britannia. The profile of each FMCG brand is given below. I. CINTHOL Godrej Consumer Products Limited was established in The Company was incorporated with limited liability on March 3, 1932, under the Indian Companies Act, The Godrej Consumer Products Limited (GPCL) is a leader among the fast moving consumer goods in India. They are among the top players in personal care and home care products. GPCL is driven with the motto of enhancement of quality of life of consumers in soaring growth markets by providing exclusive and affordable personal care and household products. Cinthol is a brand that has been selected for the study. Cinthol is well known for its value for personal hygiene. The various product categories under Cinthol are:

50 Cinthol soaps: The variants under the parent product are: a) Deo Cologne b) Deo Sport c) Deo Classic d) Cinthol Original e) Fresh Aqua f) Cinthol Spice g) Cinthol Lime Cinthol Talcum Powder: The variants of this category extension are a) Deo Cologne b) Deo Sport c) Deo Classic d) Deo Spice Cinthol deo Spray: The different forms of this extension are a) Deo Cologne b) Deo Sport c) Deo Classic d) Deo Spice

51 II. DETTOL Dettol was launched by Reckitt Benckiser Ltd. Dettol has become the household name for cleanliness and personal hygiene. Dettol comes in a number of variants such as antiseptic liquid, soaps, hand wash and so on. The brand has been positioned so strongly that no other brand could break its footing. The various product categories of Dettol are: Dettol Antiseptic liquid: This is the parent product under the brand and is positioned as a product to fight germs, for first aid and for personal care uses. Dettol Original Body Wash: This extension is specially formulated liquid soap for daily use and fights germs that cause body odour and other skin infections. It is a liquid form of Dettol s trusted hygiene protection in a sophisticated format. Dettol Original Soap: As already stated above, this category extension has also been positioned in the market for personal hygiene and cleanliness. It comes in many variants such as Dettol Original soap, Skincare soap, Cool soap and Fresh soap. Dettol handwash: This is also another extension product of Dettol. This brand has been designed to make one s skin reassuringly clean and healthy.

52 Dettol shaving cream with fresh fragrance: It is a product designed for men and the brand promises to give a rich, creamy lather and a pleasant fragrance. Dettol washproof medicated plaster: This product provides antiseptic protection to broken skin. III. JOHNSON & JOHNSON Johnson & Johnson (J & J) was founded more than 120 years ago on a revolutionary idea which was inspired on seeing doctors and nurses use sterile needles, bandages and dressings to treat injuries. This led to the development of products which would attend to the needs of many regarding consumer health care, medical devices and diagnostics and pharmaceuticals. J & J has been operating in India for 50 years and is well known for its high quality products. The various product categories of J & J are: J & J baby care products such as body lotion, baby cream, baby soap, baby shampoo, baby wipes, baby oil and so on IV. UJALA Jyothy Laboratories Limited is a company which came into being in 1983 and is guided by a philosophy that incorporates values and objectives in conducting its business. The vision of the company is to develop innovative brands by exploring the untapped segments of the market and thus catering to the needs of the consumers.

53 They provide products of superior quality at reasonable prices. Ujala is the flagship brand of the company and denotes purity and integrity. The various products that come under the umbrella of Ujala are the following: Ujala Supreme Fabric Whitener - for Super Whiteness. Ujala Fabric Whitener is used for brightening white clothes. This brand is the pioneer in the category. The launching of the liquid blue brought in a revolution with consumers shifting from powder blue to liquid blue. Ujala Washing Powder - for Superior Cleaning. Another product of Ujala which ensures superior cleaning is its washing powder. Ujala Stiff and shine: This instant starch is yet another product under the umbrella brand Ujala. V. NIRMA Nirma headed by Sri. Karsanbhai Patel is a company which has over the years proved it to be a market leader in FMCGs. The company has over the years launched a number of products in toiletries and personal care with some shampoos, toothpaste and soaps. The various product categories of Nirma are: Detergent segment Nirma Detergent powder

54 Nirma detergent cake Super Nirma Detergent powder Super Nirma Detergent cake Nirma Popular Detergent cake Soap segment Nirma bath soap Nirma beauty soap Nirma Fresh lime soap Nima Rose Nima sandal Edible Salt Nirma Shudh Iodised Salt Scouring products Nirma Clean Dish wash Bar Nirma Bartan Bar VI. AMUL Amul means priceless in Sanskrit. The brand name Amul has been taken from the word Amoolya in Sanskrit. The company came into existence in Today, Amul is a symbol of high quality products and is a leading brand in the country. The various product categories under the umbrella brand are:

55 Bread spreads 1. Amul Butter 2. Amul Lite 3. Delicious Table Margarine Milk Drinks 1. Amul Kool Milk Shake 2. Amul Kool 3. Amul Kool Café 4. Kool Koko 5. Nutramul Energy Drink 6. Amul Kool Chocolate Milk 7. Amul Kool Flavoured Bottled Milk 8. Amul Kool Flavoured Tetra Pack 9. Amul Masti Spiced Buttermilk 10. Amul Lassee 11. Amul Kool Thandai

56 Powder Milk 1. Amul Spray Infant Milk Food 2. Amul Instant Full Cream Milk Powder 3. Sagar Skimmed Milk Powder 4. Sagar Tea Coffee Whitener 5. Amulya Dairy Whitener Fresh Milk 1. Amul Fresh Milk 2. Amul Gold Milk 3. Amul Taaza Double Toned Milk 4. Amul Lite Slim and Trim Milk 5. Amul Fresh Cream 6. Amul Shakti Toned Milk 7. Amul Calci+ 8. Amul Buttermilk 9. Amul Snow cap Softy Mix 10. Amul Shakthi 3% fat milk

57 Cheese 1. Amul Pasteurised Processed Cheese 2. Amul Cheese Spreads 3. Amul Emmental Cheese 4. Amul Pizza Mozzarella Cheese 5. Gouda Cheese 6. Amul Shredded Pizza Cheese 7. Amul Malai Paneer (cottage cheese) 8. Utterly Delicious Pizza Mithaee Range (Ethnic Range) 1. Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) 2. Amul Amrakhand 3. Amul Mithaee Gulabjamuns 4. Amul Mithaee Gulabjamun mix 5. Amul Mithaee Kulfi Mix Milk Form 6. Avsar Ladoos

58 Pure Ghee 1. Amul Pure Ghee 2. Sagar Pure Ghee 3. Amul Cow ghee Infant Milk range 1. Amul Infant Milk Formula 1 (0-6 months) 2. Amul Infant Milk Formula 2 3. Amulspray Infant Milk Food Sweetened Condensed Milk 1. Amul Mithaimate Sweetened Condensed Milk. Curd Products 1. Yogi Sweetened Flavoured Dahi (Dessert) 2. Amul Masti Dahi (fresh curd) 3. Amul Masti Spiced Butter Milk 4. Amul Lassee Amul Ice creams 1. Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)

59 2. Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) 3. Nature s Treat (Alphonsa Mango, Fresh Litchi, Shahi Anjir, Fresh strawberry, Black Currant, Santra Mantra, Pineapple) 4. Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) 5. Assorted Treat (Choco bar, Dollies, Frostik, Ice candies, Tricone, Chococrunch, Megabite, Cassatta) 6. Utterly Delicious (Vanilla, Strawberry, Chocolate, Cocochips, Cake magic) Chocolate and confectionary 1. Amul Milk Chocolate 2. Amul fruit and nut chocolate Brown Beverage 1. Nutramul Malted Milk food Health Beverage 1. Amul Shakthi White milk food VII. POND S Pond s is an international brand which has branches in 56 countries. Pond s is a name synonymous with skin care and beauty and has been in the Indian market for

60 almost a century. Pond s has spread its wings and brought out innumerable number of products ranging from talcum powder, beauty creams, body lotions, day creams, night creams, facial foams to anti-ageing, skin lightening creams, oil control and other skin care segments. The various products offered by pond s are By Range 1. Pond s Age Miracle 2. Pond s Flawless white 3. Pond s White Beauty 4. Pond s Oil Control 5. Pond s Clear Solution 6. Pond s Intense Moisture 7. Pond s Perfect Results By Format 1. Facial foam 2. Facial cream 3. Lotion and moisturizer

61 4. Mask and Serum 5. Face Treatment 6. Compact and foundation VIII. VICKS Vicks is the household name for cough and cold in India. It was launched in 1952 and it tops the cough and cold brands even today. Vicks has completed more than 50 years in India. The various products under Vicks are: Vicks Vaporub Vicks Inhaler Vicks Formula 44 Vicks Cough Drops Vicks Action IX. COLGATE Colgate Palmolive (India) Limited is India s leading company in the manufacture of oral care products at various price levels. Colgate is a brand that has earned the trust and confidence of millions in the country in dental hygiene. Colgate has been consecutively ranked two times in the top 3 of the Most trusted brands in India which is conducted by the Brand Equity ORG-MARG AC Nielsen Survey across all brands and product categories. Colgate-Palmolive has several segments

62 such as the oral segment, personal care segment, and household care segment and from the dentist segment. Colgate has extended its name only to the oral care segment. Oral care 1. Toothpaste a) Colgate Dental cream b) Colgate Total 12 c) Colgate Sensitive d) Colgate Max Fresh e) Colgate Kids Toothpaste f) Colgate Fresh Energy gel g) Colgate herbal h) Colgate Cibaca Family Protection i) Colgate Advanced Whitening j) Colgate Active Salt. 2. Toothbrushes a) Colgate 360 b) Colgate Navigator Plus c) Colgate Sensitive d) Colgate Extra Clean gum care

63 e) Colgate Massager f) Colgate Zig Zag Junior g) Colgate Zig Zag Plus h) Colgate Kids Toothpowder a) Colgate Toothpowder 4. From the Dentist a) Plax b) Periogard X. BRITANNIA Britannia Industries Limited is one of the leading companies in India in confectionary business. The company was started in 1892 in Kolkata. Presently, Britannia is considered as one of India s biggest food brands and is equally recognized for its creative approach in products and marketing. Britannia has been voted among the top ten of the Most Trusted Brands of 2009 by Economic Times of India. The various product categories of Britannia are: 1. Biscuits Britannia Tiger

64 Britannia Good Day Britannia Bourbon Britannia Britannia Marie Gold Britannia Treat Britannia Milk Bikis Britannia Nutri Choice Britannia Time Pass Nimkee Britannia Little Hearts Britannia Nice Time 2. Butter Britannia Butter 3. Bread 4. Milk Powder Thus, these were the various FMCG brands selected for the study. Profile of Retailers selected for the study India has the largest number of retail outlets in the world which comes around twelve million outlets. The retailing sector in India especially the southern part is evolving and still has a long way to go. The retail sector in South India is divided into

65 formal and informal sectors. The informal sectors consists of small retailers who are unorganized in nature and do not conform to labour laws. The formal retail sector consists of large scale and mid-sized retail outlets which work in a highly organized manner. Data has been collected from the formal sectors such as department stores like Shoppers Stop, Reliance Fresh, More, Pantaloons and so on and medium sized retail outlets like Margin Free Supermarkets, Co-operative stores and so on for the study. The table below gives the various frequencies of the retailers according to the place. Table No: 4.19 Frequencies of Retailer Respondents with respect to the Four Cities of South India Place Frequency Percent Valid Percent Cumulative Percent Valid Hyderabad Cochin Chennai Bangalore Total

66 Fig: 4.1 Frequencies of Retailer Respondents with respect to the Four Cities of South India Ninety retailers were selected from each city of South India namely, Hyderabad, Cochin, Chennai and Bangalore thus representing 25% of the population. Therefore, data was collected from a total of 360 retailers. Profile of Consumers selected for the study India is seeing a marked change in the consumption patterns of FMCGs among the consumers. The Southern region of India has a current population of 239 million. South India has an almost equal male and female population. Thirty-six percent of Southern India is currently urbanized. One of the important reasons for the increased consumption is the impressive progress in the middle class of the urban and

67 rural areas in the southern part of India. The traditional consumer was cautious about spending too much. Recently, the attitudes of consumers have changed radically and they have begun to spend more on various items. According to Ernst & Young Report, The Great Indian Retail Story, 2006, the emergence of a larger middle and upper middle classes and the increase of their disposable incomes has changed the nature of shopping in India from a need based one to lifestyle centered one. The selfemployed segment has replaced the salaried segment as the main market thus resulting in an increased consumption of high productivity goods such as mobile phones and automobiles and FMCGs. It is also noticed that there is an increased willingness to experiment with various product categories of well known brands. The table below gives an overview of India s income classes in and Table No: 4.20 India s Income Classes Classes of Consumers RICH (Annual income >USD 4,700) *Own cars, PCs 3 million households 6 million households CONSUMING (USD ) *Have bulk of branded consumer goods, 70% of 2-wheelers, refrigerators, washing machines 55 million 75 million CLIMBERS (USD ) 66 million 78 million *Have atleast one major durable (mixer, sewing machine/tv) ASPIRANTS (USD ) 32 million 33 million *Have bicycles, radios and fans DESTITUTES (Less than USD 350) * Not buying 24 million 17 million Source: The Great Indian Retail Story 2006, Ernst & Young

68 In the study, the consumers of the four major cities of South India namely, Cochin, Chennai, Bangalore and Hyderabad have been selected from the customer databases obtained from the various retail outlets. The consumers have been have been segmented demographically on the bases of gender, age, educational qualifications, marital status, occupation and monthly household income. The consumers are divided into male and female and subsequently classified on the basis of age, that is, years coming under Young Adult Male and Young Adult Female, years and 60 and above years coming under Chief Earner and Housewife/non-earners category. The consumers have also been classified on the basis of marital status namely, married and unmarried respectively. The educational qualifications such as Below SSLC, Plus Two, Certificate courses, Diplomas, Professional graduation, Graduation, Professional PG, PG, M.Phil or Ph.D and others have also been considered. The occupations of the consumers were also taken into account such as Industrialist, Businessman, Service provider, Government employee, Private employee, Unemployed, not in labour force. The monthly household income that is, Less than Rs.10, 000/-, Rs.10, 000/- to Rs.20, 000/-, Rs.20, 000/- to Rs.30, 000/- and above Rs.30, 000/- were also taken. The table below gives the various frequencies of the consumers according to the place.

69 Table No: 4.21 Frequencies of Consumer Respondents with regard to Place Place Frequency Percent Valid Percent Cumulative Percent Hyderabad Cochin Valid Chennai Bangalore Total Fig No: 4.2 Frequencies of Consumer Respondents with regard to Place

70 Ninety consumers were selected from each city of South India namely, Hyderabad, Cochin, Chennai and Bangalore thus representing 25% of the population. Therefore, data was collected from a total of 360 consumers. The following table gives the frequencies of consumers classified on the basis of their age. Table No: 4.22 Frequencies of Consumer Respondents classified according to Age Age Frequency Percent Valid Percent Cumulative Percent Valid Above Total

71 Fig No: 4.3 Frequencies of Consumer Respondents classified according to Age The consumers were classified on the basis of their age such as denoting Young Adult Male and Young Adult Female, years and 60 years and above comprising of the Chief Earner, Housewife/non-earners thus representing 33.33% of the population for the study.

72 The cross tabulated data for the consumers as per their gender; age and place are given below in Table: 4.23 Table No: 4.23 Cross- tabulated Data comprising of Age, Place and Sex for Consumer Respondents Male Female Age coded Total Age coded Total Sex Age coded * Place * Sex Crosstabulation Place Hyderabad Ernakulam Chennai Banglore Total Count % within Age coded 25.0% 25.0% 25.0% 25.0% 100.0% Count % within Age coded 25.0% 25.0% 25.0% 25.0% 100.0% Count Above 60 % within Age coded 25.0% 25.0% 25.0% 25.0% 100.0% Count % within Age coded 25.0% 25.0% 25.0% 25.0% 100.0% Count % within Age coded 25.0% 25.0% 25.0% 25.0% 100.0% Count % within Age coded 25.0% 25.0% 25.0% 25.0% 100.0% Count Above 60 % within Age coded 25.0% 25.0% 25.0% 25.0% 100.0% Count % within Age coded 25.0% 25.0% 25.0% 25.0% 100.0% As per Table: 4.23, fifteen males each were selected from the cities of Hyderabad, Chennai, Cochin and Bangalore coming under the age of Under the age group of and 60 years also fifteen males each were selected from all the four cities. The number of female respondents selected under the years category was fifteen each from each city. In the age group of 35-60, fifteen were selected and

73 for the age group of 60 and above also, the same number of fifteen respondents were selected from the four cities. Table: 4.24 shows the total frequencies of the consumers classified according to category such as Young Adult Male, Young Adult female, Chief Earner, Housewife and non-earners. Table: 4.24 Consumer Respondents Frequencies according to their respective categories Category Frequency Percent Valid Percent Cumulative Percent Valid Young adult male Young adult female Others Total Fig: 4.4 Consumer Respondents Frequencies according to categories

74 As given above in the table and figure, 60 young adult males and 60 young adult females were selected for the study from the four cities. The Chief earners, housewife and non-earners selected amounted to a total of 240, that is, 120 chief earners and non-earners from the male category and 120 housewives and chief earners from the female category. The cross tabulated data of the consumer respondents selected according to the place and the consumer categories are encased in Table 4.25 below. Table: 4.25 Cross Tabulated Data of the Consumer Respondents according to Place and the Consumer Categories Category * Place Cross tabulation Hyderabad Cochin Place Chennai Banglore Total Category Total Young adult male Young adult female Others Count % within Category 25.0% 25.0% 25.0% 25.0% 100.0% Count % within Category 25.0% 25.0% 25.0% 25.0% 100.0% Count % within Category 25.0% 25.0% 25.0% 25.0% 100.0% Count % within Category 25.0% 25.0% 25.0% 25.0% 100.0%

75 Table 4.25 shows the cross tabulated data of the consumer respondents selected according to the place. Fifteen Young Adult males were selected from each city amounting to 60. So is the case of Yong Adult females also. Others including Chief Earners, Housewives, and Non-earners amounted to 60. Table No 4.26 shows the frequencies of marital status of the consumer respondents. Table: 4.26 Frequencies of Marital Status of Consumer Respondents. Valid Marital Status Frequency Percent Valid Cumulative Percent Percent Married Unmarried Others Total Fig: 4.5 Frequencies of the Marital Status of Consumer respondents

76 The table 4.26 and figure 4.5 above shows the marital status of the consumer respondents surveyed for the study. The respondents were classified into married, unmarried and others (widowers, widows). The number of married respondents surveyed was 338 and unmarried respondents were 16. The respondents in the others category amounted to six. Table : 4.27 shows the classification of respondents in different cities according to their marital status Table No: 4.27 Classification of Respondents in Different Cities according to their Marital Status Marital Status * Place Cross tabulation Place Hyderabad Cochin Chennai Banglore Total Marital Status Married Unmarried Others Total Count % within Place 95.6% 98.9% 90.0% 91.1% 93.9% Count % within Place 2.2%.0% 8.9% 6.7% 4.4% Count % within Place 2.2% 1.1% 1.1% 2.2% 1.7% Count % within Place 100.0% 100.0% 100.0% 100.0% 100.0%

77 In the above table, the number of married respondents is 86 in Hyderabad, 89 in Cochin, 81 in Chennai and 82 in Bangalore. Under the unmarried category, two were from Hyderabad, zero from Cochin, eight from Chennai, and six from Bangalore. Others included two from Hyderabad, one from Cochin, one from Chennai and two from Bangalore. Table: shows the frequencies of consumer respondents according to their educational qualifications Table: 4.28 Frequencies of Consumer Respondents according to their Educational Qualifications Educational Qualification Frequency Percent Valid Percent Cumulative Percent Below SSLC SSLC Plus Two Certificate Diploma Valid Professional Graduation Graduation Professional PG PG M Phil or PhD Others Total

78 Fig: 4.6 Frequencies of Consumer Respondents according to their Educational Qualifications As per table No: 4.28, the number of respondents below SSLC are 32, for SSLC is 36, Plus Two is 48, Certificate Course is 14, Diploma course is 23, professional graduation is 28, graduation is 74, professional PG is 43, PG is 49, M.Phil or Ph.D is 12 and others is one.

79 The table No 4.29 highlights the educational qualifications of consumer respondents with respect to the place. Table No: 4.29 Cross Tabulated Data of the Consumer Respondents Educational Qualifications with respect to the Place. Educational Qualification Total Below SSLC SSLC Plus Two Certificate Diploma Professional Graduation Graduation Professional PG PG M Phil or PhD Others Educational Qualification * Place Cross tabulation Place Hyderabad Cochin Chennai Banglore Total Count % within Place 1.1% 17.8% 8.9% 7.8% 8.9% Count % within Place 5.6% 14.4% 15.6% 4.4% 10.0% Count % within Place 14.4% 13.3% 20.0% 5.6% 13.3% Count % within Place 1.1% 10.0%.0% 4.4% 3.9% Count % within Place.0% 13.3% 6.7% 5.6% 6.4% Count % within Place 7.8% 3.3% 5.6% 14.4% 7.8% Count % within Place 25.6% 15.6% 18.9% 22.2% 20.6% Count % within Place 20.0% 6.7% 4.4% 16.7% 11.9% Count % within Place 23.3% 4.4% 10.0% 16.7% 13.6% Count % within Place.0% 1.1% 10.0% 2.2% 3.3% Count % within Place 1.1%.0%.0%.0%.3% Count % within Place 100.0% 100.0% 100.0% 100.0% 100.0%

80 The number of consumer respondents under the category of Below SSLC in Hyderabad is one, in Cochin it is sixteen, in Chennai it is eight and Bangalore, it is seven. The number of respondents having SSLC in Hyderabad comes up to five, in Cochin it is thirteen, in Chennai it is fourteen, and in Bangalore it is four. The respondents having Plus Two qualification was thirteen in Hyderabad, twelve in Cochin, eighteen in Chennai and five in Bangalore. The respondents having Certificate degree were one in Hyderabad, nine in Cochin, zero in Chennai and four in Bangalore. The respondents having Diploma degree comes up to zero in Hyderabad, 12 in Cochin, six in Chennai and five in Bangalore. The Professional graduates include seven in Hyderabad, three in Cochin, five in Chennai and thirteen in Bangalore. Graduates amounted to 23 in Hyderabad, 14 in Cochin, 17 in Chennai and 20 in Bangalore. Respondents with professional PG came up to 18 in Hyderabad, six in Cochin, four in Chennai and 15 in Bangalore coming up to a entire of 43. PG holders in Hyderabad amounted to 21, four in Cochin, nine in Chennai and 15 in Bangalore.. M.Phil or Ph.D holders were zero in Hyderabad, one in Cochin, nine in Chennai and two in Bangalore. Others who do not come in the above mentioned categories were one in Hyderabad, zero in Cochin, zero in Chennai and zero in Bangalore.

81 Table: 4.30 show the frequencies of the consumer respondents according to their occupation. Table: 4.30 Frequencies of Consumer Respondents are according to their Occupation. Valid Occupation Frequency Percent Valid Percent Cumulative Percent Industrialist Businessman Service provider Govt employee Pvt employee Unemployed Not in labour force Total Fig: 4.7 Frequencies of the Consumer Respondents according to their Occupation