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Marketing Strategies in FMCG Sector

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Introduction:
The regular day-to -day needs of goods that do not take much time for consumption or are perishable, so that they can't be stored for long, varying from bread, butter, milk, tooth-paste, vegetable oil, flour, biscuits, razors, chocolates, soft-drinks, beverages like tea and coffee, shampoo, hair oil, detergents, medicines, toiletries to clothing, furniture and electronics items, et al are known as FMCGs. FMCGs is an acronym for Fast Moving Consumer Goods, which are packaged stuffs, other than grocery sold in super markets and retail shops.

The Indian FMCG sector is estimated at US$ 25 billion (Rs. 120,000 crores) says the 2009 FICCI-Technopak report on the FMCG sector. This sector has grown consistently over the last three to four years, including the last 12 month of economic slowdown. Unlike developed markets, which are dominated by a handful of large players, India’s FMCG sector is fragmented and a substantial part of the market comprises unbranded and unpackaged products. In the last two to three years, it has overcome a slump to grow between 12%-15%, and is expected to grow at a CAGR of around 12% over the next few years to reach a size of US$ 43 billion (Rs.206,000 crores) by 2013 and US$ 74 billion (355,000 crores) by 2018.

This is a sector with a relatively less discretionary demand and therefore, tends to be stable in the long-term, though consumers do upgrade or downgrade with economic fluctuations. A large numbers of FMCG products, especially those for mid and mass markets, are price elastic (for a given price reduction, consumption increases by more than the percentage of price reduction).

Number of Pages of Project Report: 70
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
CHAPTER 1: INTRODUCTION
CHAPTER 2: INDUSTRY PROFILE
CHAPTER 4: RESEARCH METHODOLOGY
4.1 RATIONALE OF THE STUDY
4.2 OBJECTIVES OF THE STUDY
4.5 SCOPE OF THE STUDY
4.6 METHODOLOGY
RESEARCH DESIGN
DATA SOURCE
SAMPLING UNIT
SAMPLING SIZE
SAMPLING TYPE
TOOLS OF ANALYSIS
CHAPTER 5: DATA ANALYSIS AND INTERPRETATION
FINDINGS, CONCLUSIONS AND SUGGESTIONS
REFERENCES


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