Role of IMC in FMCG

Sector

Prepared by :- Anil Kumar

 Content :-
IMC Definition.

FMCG Sector Introduction.

Major FMCG Companies in India.

Objectives of the Topic.

Research Methodology.

Limitations of the study

IMC Definition
Asdefined by the American Association of Advertising Agencies,
IMC" ... recognizes the value of a comprehensive plan that
evaluates the strategic roles of a variety of communication
disciplines advertising, public relations, personal selling, and sales
promotion and combines them to provide clarity, consistency, and
maximum communication impact.

IMC means integrating all the promotional tools, so that they work
together in harmony.
Why IMC
Because it focuses on the customer and is efficient and cost-
effective for the brand and organization.

The IMC approach leverages all marketing and

communication pieces and takes the value each provides to
the brand to ensure that the customer receives a consistent,
relevant and powerful message.
 About FMCG Sector :-
The scope for the FMCG in Indian Market is fast growing.

FMCG is the forth largest sector in the Indian economy.

Many FMCG Companies a large chunk of their revenue up to

about 60 per cent comes from new product launches.

Retailmarket in India is estimated to reach USD 1 trillion by

2020 from USD 600 billion in 2015, with modern trade expected
to grow at 20 per cent per annum this is likely to boost revenue
of FMCG companies.
Continue :-
The FMCG sector in India generated revenue worth USD 47.3
billion in 2016.

In2017, revenue for FMCG sector is expected to reach USD

51 billion.
Major FMCG Companies in India
ITC FMCG. (Revenue 256,769 crore) in 2016.

Hindustan Unilever Limited. (Revenue 127,144) crore in 2016.

Nestle India. (Revenue 49,768) crore in 2016.

Dabur India Limited. (Revenue 27,261) crore in 2016.

Godrej Consumer Products Limited. (Revenue 28,107) crore in

2016.
Future of FMCG in India
FMCG is expected to grow to Rs. 400,000 Crore
industry by 2020.

The consumption pattern of people has evolved

rapidly in the past few years.

The FMCG Sector witnessed robust year on year

growth of Approximately 11 per cent is the last
decade, almost tripling in size from Rs. 47,000 Crore
in 2000-01 to 1,30,000 Crore now.
Why I Choose This Topic
FMCG is the forth largest sector in Indian economy.

The role of IMC is increasing marketing.

To study if IMC has a role to play in increase in performance.

Objective of the topic
Impact of IMC on Performance (Sales) of FMCG Products.

Impact of IMC on Consumer Awareness of FMCG.

 Methodology
Type of research : Descriptive.

Data Type : Secondary data.

DataCollection Method (Secondary) : Research Paper,

Journals, Magazines, Internet.
Limitations of the Study
Limited Time.

Limited Resources.

Unavailability of relevant data.