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    SALT As FMCG (Marketing Research With Prod Life Cycle)

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    girishmasur11
    This document provides a summary of a student project on table salt as an FMCG product. It includes a table of contents outlining sections on the Indian salt market, Tata Salt brand segmentation, and the product life cycle of table salt. Key points include that Tata Salt commands a 19.1% market share of the iodized salt category in India. The document also discusses demographic and geographic segmentation of the salt market between urban and rural consumers.

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    SALT As FMCG (Marketing Research With Prod Life Cycle)

    Uploaded by

    girishmasur11
    3K views9 pages
    This document provides a summary of a student project on table salt as an FMCG product. It includes a table of contents outlining sections on the Indian salt market, Tata Salt brand segmentation, and the product life cycle of table salt. Key points include that Tata Salt commands a 19.1% market share of the iodized salt category in India. The document also discusses demographic and geographic segmentation of the salt market between urban and rural consumers.

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    SALT as FMCG(Marketing research with Prod life cycle)

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    This document provides a summary of a student project on table salt as an FMCG product. It includes a table of contents outlining sections on the Indian salt market, Tata Salt brand segmentation, and the product life cycle of table salt. Key points include that Tata Salt commands a 19.1% market share of the iodized salt category in India. The document also discusses demographic and geographic segmentation of the salt market between urban and rural consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    3K views9 pages

    SALT As FMCG (Marketing Research With Prod Life Cycle)

    Uploaded by

    girishmasur11
    This document provides a summary of a student project on table salt as an FMCG product. It includes a table of contents outlining sections on the Indian salt market, Tata Salt brand segmentation, and the product life cycle of table salt. Key points include that Tata Salt commands a 19.1% market share of the iodized salt category in India. The document also discusses demographic and geographic segmentation of the salt market between urban and rural consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
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    of 9

    Title : Table Salt (FMCG product

    )
    Subject : MABD
    Program : GPBL
    Level / Semester : SEM 1
    Name of Student : Girish Masur

    Word count : 1170


    Word Limit : 2000

    1
    Table of Content

    S.NO Content Page(s)

    1. Introduction 5

    2. Indian Salt market 6

    2. TATA Salt 7

    3. Segmentation 8-10

    4. Product life-cycle 10

    5. Bibliography 11

    Table Salt
    2
    Introduction
    The importance of salt in our lives cannot be overstated. Without salt, our bodies
    cannot perform some of the vital functions like regulating blood and body fluids
    and maintaining nerve signals. Salt deficiency leads to muscular weakness, cramps
    and exhaustion. Severe salt deprivation can even prove fatal.
    Salt sets off an osmosis movement in the body and adjusts the amount of fluids
    within and outside the cells. A healthy body processes the amount of salt it needs,
    and expels the rest through the kidneys.
    Types of salt:
    • Sea salt: Available in both fine and coarse grains, this is made from evaporated
    sea water. It is rich in minerals such as iodine, magnesium, and potassium, and has
    a fresher and lighter flavor.

    • Table salt: It is basically sea salt that goes through a refining process to remove
    traces of naturally occurring mineral impurities. Chemical additives are added to
    prevent clumping.

    • Iodized salt: This is a variation of table salt. It’s fortified with iodine, as lots of
    iodine is lost from natural salt during processing. This helps meet the body’s iodine
    requirement.

    Indian scenario
    India Salt, the flagship brand of the business unit, has been commanding a healthy
    27% market share in the premium segment, the nationally branded salt market
    (estimated to be about 700,000 -800,000 tons annually). While it is the market
    leader in this segment, there are two significant challenges for the management at
    India Salt. Firstly, the nationally branded salt market is just about 13% of the total
    product category. This is a concern especially when a formidable presence in a
    minor market segment may not amount to a significant business opportunity in the
    long run, more so in a product category, which seemingly has very few
    opportunities to enhance value and /or differentiate from competition (basic
    commodity).
    3
    TATA SALT- Desh Ka Namak
    Tata Chemicals Ltd. began the history of iodized, vacuum-evaporated, packaged
    salt in India with Tata Salt back in 1983. Tata Salt, the flagship product of TCL'S
    consumer products division is the top-selling branded iodized salt in India.
    Tata Salt commands a 19.1 per cent of the market in overall Iodized salt category
    and 49.4 per cent in the National branded segment. It sells a monthly average
    40,000 metric tons of its product through 13.4 lac retail outlets (Source: ACNORG
    retail audit Mar 07 AI U+R Vol).

    4
    A survey conducted across the country's urban centers showed that Overall
    awareness is 100 per cent for Tata Salt and that 93 per cent of respondents had
    tried Tata Salt at least once (Source: ACNORG winning Brands brand track studies
    Dec 06) This is the highest for the category.

    Distinctions of Tata Salt:-


    State-of-the-art vacuum evaporated production process Purity
    Consistent iodine
    Packaging
    Trust of consumers

    Market hold of TATA Salt

    Segmentation
    What is segmentation?
    Market segmentation is a strategy that involves dividing a larger market into
    subsets of consumers who have common needs and applications for the goods and
    services offered in the market. These subgroups of consumers can be identified by
    a number of different demographics, depending on the purposes behind identifying
    the groups. Marketing campaigns are often designed and implemented based on
    this type of customer segmentation.
    One of the main reasons for engaging in market segmentation is to help the
    company understand the needs of the customer base. Often the task of segregating

    5
    consumers by specific criteria will help the company identify other applications for
    their products that may or may not have been self evident before. Uncovering these
    other ideas for use of goods and services may help the company target a larger
    audience in that same demographic classification and thus increase market share
    among a specific sub market base.

    • Geographic

    Urban: The consumption of salt in urban region is high as the number of


    people staying in urbanized area ishigh and consumption of salt is directly
    proportional to the number of people. The number of hotels and restaurant
    are high which also plays a very important role in the consumption of salt.
    The ratio of literate people in urban area is more and hence maximum
    people staying in urban area opt for packaged iodized salt.

    Rural: Consumption of salt here in rural area is less as compared to urban


    because of less amount of population.
    As the ratio of illiterate people as compared to the literate ones is high, the
    people choose to buy non packaged, freely available non-iodized salt. Since
    the rural people are not much aware of the fact that iodized salt help

    Hilly region: People staying in the northern and northeastern region do not
    get much of iodine through other natural means of diet and hence it has been
    made mandatory for people living in such hilly regions to consume iodized
    salt only. Lot of efforts is taken to make people aware about the importance
    of iodized salt.

    • Demographic

    Definition:

    6
    Demography is the scientific study of characteristics and dynamics
    pertaining to the human population. The characteristics encompassed by this
    study include size, growth rate, density, vital statistics, and distribution of a
    specified population.
    Age: There are no age factors that can be taken into account when it comes
    to the consumption of salt but, if you do the precise study, one can find that
    The age group from 3 – 8(child) and the age group from 60 and
    above(senior) consume less salt as compared to the people belonging to the
    age group of 10-60(teenage, adult and mid-age)

    Family size: It has been proved that the consumption of salt is directly
    proportional to the number of people. The larger the size of the family, great
    the consumption of salt.
    Gender:
    Females are the primary buyers of salt for household purposes and hence
    they play a very important role in buying salt and opting for a specific brand.
    Males are not the primary buyers but it has been scientifically proved that
    males consume more salt than females.
    • Psychographic
    Refers to lifestyle i.e. whether the consumer is culture oriented, sports
    oriented, outdoor oriented.
    Lifestyle of human does not have any significance on the consumption of
    salt. It can only have an impact on the brand of salt i.e. which brand is the
    best of all in selling salt or which is the cheapest.

    Product life cycle of Table Salt


    Introduction: It is hard to track down when the salt came
    into existence to the human life. But, as per the studies say
    that the Iodized table salt was first introduced in India in the
    year 1965.
    7
    Growth: Since salt is a basic necessity for human life, the
    growth is increasing ever since. As we discussed earlier, the
    consumption of salt is directly proportional to the number of
    population. Awareness were spread among the people to
    consume iodized salt which made a slight growth in the
    consumption of iodized salt.

    Maturity: Not applicable in case of Salt.

    Decline: Not applicable in case


    of salt.

    Bibliography

    • Wikipedia
    • Philip Kotler
    • www.Tcl.com (Tata chemical limited)

    8
    • http://tutor2u.net/business/marketing/segment
    ation-psychographic.html

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