A PROJECT REPORT ON

Submitted in Partial Fulfilment of the Requirement for Master of Business Administration (2009-2011)

Submitted to:

Mr.Amitabh Bhattacharya
(HOD of Management Block)

Submitted by: Aditya Kumar Jain MBA III Sem. Roll No.: 9952

BENGAL COLLEGE OF ENGINEERING AND TECHNOLOGY Sahid Sukumar Sarani, Bidhannagar, Durgapur-713212, W.B. (India)

PREFACE

A project is a scientific and systematic study of real issues on a problem with the application of management concept and skills. The study can deal with small or big issues in any division of an organization. It can be case study where a problem has been dealt with, through the process of management. The essential equipment of a project is that, it should contain scientific collection of data, analysis and interpretation of data leading to valid conclusion. There are number of forces that make marketing an endlessly changing activity. The constantly active sociological, psychological and political environment may represent the uncontrollable marketing factors. To understanding these factors in better way marketing research is of atmost importance. This project report has been completed in partial fulfillment of my Management Program, Master of Business Administration in the PROCTER & GAMBLE. The topic of my project was MARKETING
RESEARCH IN PROCTER & GAMBLE.

With such large population and the untapped market of populations FMCG sector has a very bright scope in India.

CONTENTS
PREFACE ACKNOWLEDGEMENT DECLARATION EXECUTIVE SUMMARY PROJECT OBJECTIVE

I.

INDUSTRY PROFILE 1) Introduction to FMCG INDUSTRY 2) Categories of FMCG 3) SWOT Analysis of FMCG Industry

II.

COMPANYS PROFILE 1) Introduction 2) Purpose, value & principles 3) Market share of P&G 4) Reports highlight 5) CSR of P&G 6) P&G Brands 7) Competitors of P&G

III.

MAIN STUDIES 1) Introduction to the Topic 2) Product & Sales Procedure of P&G 3) The problem being faced 4) What does company expect to do by solving the problem

IV.

RESEARCH METHODOLOGY Research Process

V.

DATA ANALYSIS AND FINDINGS 1) Data interpretation 2) Finding 3) SWOT Analysis of Industry

VI.

HYPOTHESIS & RECOMMENDATIONS

APPENDICES 1) Questionnaire Section 2) Bibliography

ACKNOWLEDGEMENT

It is a great pleasure to have this opportunity for the preparation of this thesis. I have learned a lot and really enjoyed while working on this thesis. I would like to sincerely thank all those who helped me with their valuable support during the enter process of the learning. This has given me a good insight to know how companies work with their retailer and customer and also advertisement of their product. Firstly, I would like to thank my supervisor Mr. Somraj Banerjee & Mr. Mainak Sarkar for helping me through this time and giving me a lot of help and good comments from Bengal college of Engineering and Technology. Secondly, I wish to acknowledge my special thanks to Mr. Bishwajeet who helped me lot to make this work possible. I would also like to thank Mr Mithlesh kr. Jha (Bussiness head Jharkhand) and his team members who helped me lot to collect the data for preparing this project. Last but not least, I would especially like to thank my family and friend for their sincere interest in my work and their moral support. Finally, above all I thank God for his guidance.

ADITYA KUMAR JAIN

DECLARATION I, ADITYA KUMAR JAIN a student of MBA from BENGAL

COLLEGE OF ENGINEERING & TECHNOLOGY, DURGAPUR (Approved by AICTE and Affiliated to WBUT, Kolkata) do hereby declare that the project report entitled MARKETING RESEARCH IN PROCTER &
GAMBLE has been submitted by me as a requirement for the award of

degree of MASTER OF BUSINESS ADMINISTRATION training period was from 17th June to 14th August, 2010. The summer training project on this marketing title was done under the guidance of Mr. Mithlesh kr. Jha, Reliance communication is the original work done by Aditya Kumar jain, a student of Bengal college of Engineering and Technology. This is the property of Institute & use of this report without prior permission of the Institute will be considered illegal & actionable. Date:-

Place: DURGAPUR ADITYA KUMAR JAIN

EXECUTIVE SUMMARY In each and every management training scheme, there is a provision for real time job experience within the academic time period. Some where it is called as summer training, Corporate Interaction or Corporate Training. The purpose of this training is to introduce the student as a professional in the corporate arena. Student take theoretical knowledge in their classrooms but in this training period they utilize and see the implementation of this knowledge. It is well said phrase that nothing is much practical than a good theory but on the same hand we cannot deny that practical is better than theory. We can say both the phrases are not opposing each other but they are complementary to each other. Experiencing both in a good and dedication manner really pays a lot in ones professional career. In the field of marketing the scenario is no exception. Field exposure is very much necessary for a student of marketing too. In this stream of business the application of theory is very frequent. From consumer behaviour to consumer satisfaction all the theory can be experienced in a day spend in the field of marketing. Marketing is now diversified that it can be done by cell phone or internet. But experience the real marketing tact is possible in the marketing of FMCG industry.

I therefore tried to complete my summer training from any FMCG company. With my honest efforts and some great luck I got a chance to complete my summer training from PROCTER & GAMBLE, RANCHI.

This report on Procter & Gamble is done to find out certain objectives regarding the strategic approach adopted by Procter & Gamble to stand strongly in the competitive FMCG market. The outcomes of these models are properly analyzed to find out the various aspects like companies position and competitors position in the market. This report on Procter & Gamble not just give description about the company but its also talk about the various marketing strategy adopted by the company. SWOT analysis of Procter & Gamble finds out the weak points of the company and to find out the way to overcome this problem.

PROJECT OBJECTIVES The Indian FMCG market scenario has transformed into a multiplayer, multi product market with varied market size and segment. The various objectives behind carrying out this project are as follow:Object of study are:

To study the preference of customer among different FMCG company. Brand awareness of various FMCG companies. Quality of service provided by company and satisfaction level. What marketing strategy does PROCTER & GAMBLE is implementing to defend and increase its marketing share. To find who are the competitors of the PROCTER & GAMBLE and the market share of the competitors and what strategies it is implementing to beat its competitors.

To find out how the company react to the new technology change in this sector.

INDUSTRY PROFILE
FAST MOVING CONSUMERDS GOODS INDUSTRY
Fast Moving Consumer Goods (FMCG), are the products that are sold frequently purchased at 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, oral care products, shaving products and detergents, as well as other non-durables such as glassware, light bulbs, batteries, paper products and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks, although these are often placed separately.

FMCG products are generally replaced or fully used up over a short period, usually a few days or weeks, or months, but within one year.

CATEGORIES OF FMCG INDUSTRY

Segments Household care

Products Soaps and detergents, household cleaners, mosquito resellers Oral care ,skin care, hair care, soaps, toiletries and cosmetics, deodorants, female hygiene products ,paper products FOOD: staples/cereals, Snacks, bakery products, ice cream, chocolates, braded sugar, branded flour

Major players P&G, HUL, Nirma, ITC, Dabur, etc

Personal care

P&G, HUL, ITC, Femcare, Lakme, Marico, Himalaya, Emami, Dabur, Colgate-Palmolive

Food &Beverages

ITC,parle-agro,nestle,Britannia,Cadbury India, PepsiCo, Dabur

Coca-cola, PepsiCo, Dabur,

BEVERAGES: health beverages, soft drinks, tea, coffee. Packaged water, liquor, juice.

Glaxosmithkline,Khaitan United breweries

Salient features of the FMCG industry

The FMCG industry is the key component of Indian economy, which

is fourth in therewith pays a great part of Indian GDP and is a direct and indirect employer. Its responsible for 5%of total factory employment in India and creates employment for 3 million people. FMCG produces the items of every day needs of the people. Low priced products account for the major part of the sales and low and a lower middle income group produces the sectors 60% sales.moreover, Indian rural market creates 56% of total domestic FMCG demand.
It has significant links with the agriculture sector and 71% of the sales

come from the agro-based products. it is 2 nd to IT sector in creating market capital. it also has accountable contribution in the total corporate tax, central excise revenue and state tax revenues.

 the main challenges for the new players are huge investment, strong distribution channels, for building and growing the brand
The sector is characterized by low margins and high volumes., Indian

consumer is very price sensitive. The cost increment is partially passed on to the consumers in the personal care sector due to effective branding

COMPETITION IN THE MARKET

In past, domestic companies were not considered as competitive like the multinational corporations (MNCs).but at present times, the scenario has changed to a great extent and it is changing furthermore, with domestic companies like Nirma,dabur,Marico,himalaya standing up to their MNC counterparts. Also, competition among the MNCs has increased resulting in shrinkage of margins.

 SWOT analysis of the FMCG industry

Strengths:
i. Well-established distribution network extending to rural and urban areas. Powerful brands in the FMCG sector. Low price operations

Weaknesses:
i. ii. Low export levels. Small scale sector reservations limit ability to invest in technology and achieve Economies of scale. Several similar products

ii. iii.

iii. iv.

Opportunities:
i. ii. iii. Huge untapped domestic market. Export potential. Increasing disposable income levels will result in faster revenue growth. Segmented approach to

Threats:
i. ii. iii. iv. High Imports level Taxation structure. and regulatory

Slowdown in rural demand. Competition from unbranded players in dogmatic market

iv.

general trade and modern trade v. vi. Penetration in rural markets Improving customer services:

v.

Removal of import restriction resulting in replacement of domestic products and brands Bargaining power of consumer rising material, advertisement and distribution prices Mushrooming of local brands

vi.

vii.

COMPANYS PROFILE
INTRODUCTION TO PROCTER & GAMBLE
Procter & Gamble is worlds largest multinational consumer goods company, and 8th largest market capitalization organization in the world. Procter & Gamble Co. (P&G, NYSE: PG) is a Fortune 500, American multinational corporation headquartered in Cincinnati, Ohio, that manufactures a wide range of consumer goods. As of 2008, P&G is the 8th largest corporation in the world by market capitalization and 14th largest US Company by profit. It is 10th in Fortune's Most Admired Companies list (as of 2007). P&G is credited with many business innovations including brand management and the soap opera.

HISTORY

William Procter, a candle maker, and James Gamble, a soap maker, immigrants from England and Ireland, respectively, who had settled earlier in Cincinnati, formed the company initially, who met as they both married sisters, Olivia and Elizabeth Norris. As the result of persuation by their father in law, Alexander Norris, Procter &Gamble was born on October 31, 1837, as they became business partners. By1859, when 80 employees worked for P&G, sales reached 1million dollar. The company supplied soaps and candles to the Union Army during the American Civil War .the military contracts won introduced soldiers from all over the country to P&Gs products, along with increased profits. In 1980s, it began marketing a new product, an inexpensive soap that floats in water. It was named Ivory. In 1987, William Procters grandson William Arnett Procter began a profit sharing programme for its employees; he assumed that by giving the workers stake in the company, they would be less likely to go on strike. The company started building factories in other site of USA as the demand was outgrowing the capacities of Cincinnati. The products were also being diversified. It also sponsored a number of radio programme termed as soap operas. With its 1930 acquisition of Newcastle upon Thomas Hedley Co, it became an international corporation. Numerous new products were introduced over time, like Tide, Prell, Crest, Bounce, Pampers, and Chux. P&G acquired a lot of companies including Folgers coffee, Norwich Eaton pharmaceuticals, Richardson- Vicks, Noxell, Max Factor, Iams Company.

P&G acquired Gillette in January 2005, forming the largest consumer goods company and placing Unilever in the 2nd place. P&G has expanded significantly, but its headquarters still remains in Cincinnati.

TAGLINE OF COMPANY PURPOSE, VALUES AND PRINCIPLES

PURPOSE
They provide branded products and services of superior quality and value that intend to improve the lives of the world's consumers, now and for generations to come. As a result, consumers will reward them with leadership sales, profit and value creation, allowing people, shareholders and the communities in which live and work to prosper.

VALUES
P&G is its people & the values by which they live. They recruit the finest people in the world. They build the organization from within, promoting and rewarding people without any difference unrelated to performance. They work on the conviction that the people of P&G are the most rewarding asset.

 Integrity : Being right in deeds, honest and straight to each other operating within the spirit of law, upholding the values and principles in every decision and action, staying data-based and intellectually honest in advocating proposals and recognizing risks. Leadership: Having clear vision of where they are going, focusing the resources to achieve leadership objectives and strategies.

Developing: Developing the capability to deliver the strategies and eliminate organizational barriers. Ownership: Accepting personal accountability to meet the business needs. Improve the system and helping others improve their effectiveness. Everyone acts owner, treating the companys assess as own and behaving with companys long term success in mind. Passion for winning: Determination to be the best, having healthy dissatisfaction with the status quo, compelling desire to improve and win in the workplace.

 Trust: Respecting &treating others as they want to be treated, having confidence in each others capabilities and intentions. Foundation of trust.

PRINCIPLES
~Showing respect for others ~Being strategically focused in the work ~Valuing personal mastery ~Seeking to be the best ~Making the interests of the company and workers inseparable ~Innovation is the cornerstone of success ~Making mutual interdependency a way of life
~Staying extremely focused

MARKET SHARE OF P&G

P&G enjoys a market share of 10 per cent in the Rs 560-crore AP detergents market. AP alone accounts for 11 per cent of the national market for detergents, estimated at around Rs 5,000 crore. The company had significantly improved its market share in the last couple of years from around 6 per cent to 10 per cent. Globalization and technological revolution have transformed the dynamics of business and with it, the definition of customer and market knowledge. Listening to the customer, analyzing competition and defining strategies make good Customer relationship management which has given way to a new paradigm in the market and also focus on the competitor with customer intelligence in a core competency level.

The Rs13, 000 crore Indian detergent markets is the largest segment in the consumer goods sector and both players are struggling to protect their market share and boost profit.

Report Highlights
P&G markets more than 300 brands including 22 billion-dollar brands in more than 180 countries spanning Americas, Europe, the Middle East and Africa (EMEA) region, and Asia. The company is engaged in producing beauty, health, fabric, home, baby, family and personal care products. The company's product portfolio also includes pet health products, and snacks and beverages such as coffee. In many of the markets and industry segments, in which P&G markets its products, it competes against other branded products as well as retailers' private-label brands.

CORPORATE SOCIAL RESPONSIBILITY

At P&G, social responsibility stems from corporate PVP purpose, values, principle Social projects are in keeping with P&Gs credo of business with a purpose. It has always demonstrated its commitment to the community not just through the quality of its products and services, but also through socially responsible initiatives for the community. It believes in building the

community in which it lives and operates by supporting its ongoing developments.

Project shiksha: educating underprivileged children Project shiksha: secure your Childs future (2003) Rebuilding lives in earthquake hit Bhuj (2001/2002) Project poshan: fighting malnutrition in India (2000) Project open minds: educating Indias working youth (1999) Project peace: environment education programmed (1996)

PROCTER &GAMBLE BRANDS:

24 of P&G's brands have more than a $ billion in net annual sales, and another 18 have sales between $500 million and $1 billion.

 Billion dollar brands:

1. Always is a brand of feminine hygiene products, including maxi pads, panty liners, and feminine wipes. 2. Ariel is a brand of laundry detergent/liquid available in numerous forms and scents. 3. Atonal is a brand of the osteoporosis drug risedronate co-marketed by Sanofi-Aventis. 4. Bounty is a brand of paper towel sold in the United States, Canada, and the United Kingdom (rebranded to "Plenty" in the UK after being sold to SCA Svenska Cellulose Aktiebolaget). 5. Braun is a small-appliances manufacturer specializing in electric razors, coffeemakers, toasters, and blenders. 6. Crest is a brand of toothpaste. 7. Dawn is a brand of dishwashing detergent. 8. Downy/Leonor is a brand of fabric softener. 9. Duracell is a brand of batteries and flashlights. 10.Fusion is a brand of men's wet shave razors and is the quickest P&G brand to have reached $1 billion in annual sales. 11.Gain is a brand of laundry detergent and fabric softeners. 12.Gillette is a safety razor manufacturer. 13.Head & Shoulders is a brand of shampoo body wash, and deodorant. 14.Old Spice is a brand of aftershave and shaving cream. 15.Ivory is soap. 16.Nice 'n Easy is a hair coloring product.

17.Olay is a brand of women's skin care products. 18.Oral-B is a brand of toothbrush. 19.Pampers is a brand of disposable diaper. 20.Pantene is a brand of hair care products (conditioners/styling aids). 21.Prilosec OTC is a brand of heartburn medicine co-marketed by AstraZeneca. 22.Pringles is a brand of potato chips. 23.A puff is a brand of facial tissue. 24.Secret is a brand of antiperspirant and deodorant. 25.TAG is a deodorant and body spray. 26.Tide is a brand of laundry detergent. 27.Vicks is a brand name of over-the-counter medicines (Formula 44, Sinex, and NyQuil/DayQuil) 28.Wella is a brand name of hair care products (shampoo, conditioner, styling, and hair color). 29.Whisper is a brand of panty liners sold primarily in Asian markets.

 Competitors of Procter & Gamble:-

Unilever NV

Loreal Procter and gamble

Clorox company

ColgatePalmolive

Kimberlyclark

Introduction of Topic

The topic which was assigned to me was the MARKETING RESEARCH IN

PROCTER & GAMBLE.

Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. The term is commonly interchanged with market research, however the expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes. Marketing research is often partitioned into two sets of categorical pairs, either by target market:

Consumer marketing research, and Business-to-business (B2B) marketing research

Or, alternatively, by methodological approach:

Qualitative marketing research, and Quantitative marketing research

Role of marketing research

The role of marketing research in managerial decision making is explained further using the framework of the "DECIDE" model:

D-- Define the marketing problem E-- Enumerate the controllable and uncontrollable decision factors C-- Collect relevant information I-- Identify the best alternative D-- Develop and implement a marketing plan E--Evaluate the decision and the decision process

Marketing research characteristics: Identification Objective Systematic

Types of marketing research:-

Marketing research techniques come in many forms, including: 1. Advertising Research 2. Brand equity research 3. Brand association research 4. Brand attribute research 5. Brand name testing 6. Commercial eye tracking research 7. Concept testing 8. Coolhunting 9. Buyer decision processes research

10.Copy testing 11.Customer satisfaction research 12.Demand estimation 13.Distribution channel audits 14.Internet strategic intelligence 15.Marketing effectiveness and analytics 16.Mystery Consumer or Mystery shopping 17.Positioning research 18.Price elasticity testing 19.Sales forecasting 20.Segmentation research 21.Online panel 22.Store audit Test marketing 23.Viral Marketing Research 24.Social Networking Potential All of these forms of marketing research can be classified as either problemidentification research or as problem-solving research.

Marketing research methods

Methodologically, marketing research uses the following types of research designs

 Based on questioning: Qualitative marketing research It is used for exploratory purposes, small number of respondents and not for the whole population. Examples- focus groups, in-depth interviews, and projective techniques Quantitative marketing research It is used to draw conclusions, tests a specific hypothesis, uses random sampling techniques so as to infer from the sample to the population. Examples- surveys and questionnaires. Based on observations:

Ethnographic studies: By nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) Examples- product-use analysis and computer cookie traces.

Experimental techniques: By nature quantitative, the researcher creates a quasi-artificial environment to try to control spurious factors, and then manipulates at least one of the variables. Examples-purchase laboratories and test markets.

Product & Sales Procedure of Procter & Gamble:-

 Distribution channel of P&G

P&G

C&F Agent

Distributor

Retailer

Customer (Consumer)

The problem being faced

Lack of communication between retailers and distributor. Lack of improper distribution channel. Not regular visit of salesman. Lack of sales promotion and advertisement. Retailer doesnt get claim at proper time.

 What does company expect to do by carrying out the market research?

To check the customer satisfaction. To check the retailer satisfaction. To increase in Sales volume. Sales Promotion. Establish a proper Distribution Channel between retailer and distributor.

RESEARCH METHODOLOGY

RESEARCH PROCESS:1. Problem definition and recognition A research generally begins with a question. That question is the synonym for problem definition. It is the base of a research. Based on that problem a researcher formulates the objectives and scope of the study. Clearly stated objectives keep a research project focused. The research question can also be stated as hypothesis. It is simply the researchers belief about a problem, which he develops during the review of literature. 2. Creating research design The researcher chooses the research design based on how he would like to come to a conclusion and whether that research type would satisfy his thirst meet the objectives and goals for the study undertaken . For this research exploratory research design has been chosen. 3. Sampling It involves defining the target population. Types of sampling are random, stratified, systematic, convenience, judgment, and quota and snowball sampling, convenience sampling would serve the purpose of this research.

4. Data collection A research project uses a data collection technique appropriate to the particular research methodology. Quantitative study employs deductive logic, where the researcher starts with a hypothesis, and then collects data to confirm or refute the hypothesis. Qualitative studies use inductive logic, where the researcher first designs a study and then develops a hypothesis or theory to explain the results of the analysis. For this research qualitative study would be adopted. 5. Data analysis These days computer software has made the analysis of quantitative data a very easy task. It is no longer incumbent on the researcher to know the formulas needed to calculate the desired statistics. Data analysis then leads to findings and conclusion of the research. 6. Reporting the result The purpose of reporting is to communicate information, and therefore, the report should be prepared specifically for the readers of the report. 7. Validity and reliability It refers to the accuracy or truthfulness of a measurement. Reliability is synonymous with repeatability. A measurement that yields consistent results over time is said to be reliable.

Data interpretation and Findings

The data interpretation which I have made after visiting the various outlets and customers are as follow: --1. Sales Tabulating in percentage the sales of different FMCG Company

Company

Hindustan uniliver ltd Procter & Gamble Loreal Colgate -Palmolive

Sales Percentage % 45 40 5 10

S ales

Hindusta n unilever ltd Procter & Gam ble Loreal Colgate-Palm olive

2. Product Rating Tabulation

Product Rating Poor Good Very Good Excellent Percentage% 5 65 20 10

3. Buying decision Factor Percentage tabulation

Factors Price Referral Quality Availability

Percentage% 40 20 30 10

B uyingdesion factor
40 30 20 10 0 Buying desion factor Buying desion factor

4. Tabulation of consumer income level in percentage.

Income level Lower income group Middle income group Middle income group+ Higher income group

Percentage% 10 30 35 25

5. Methods of Promotion

Promotion Medium

Percentage%

Newspaper Flyer/coupon Passing by Television

20 5 5 70

6. Frequency of product purchase tabulation

Frequency of purchase Daily Once a week Twice a week Never

Percentage% 5 80 10 5

7. Percentage tabulation of customer loyalty

Customer loyalty

Less than one year One to under three years

Percentage% 5 20

Three to under five years Five to under ten years Ten years or more

25 40 10

Custom erloyalty
40 35 30 25 20 15 10 5 0 Lessthan one year One to three year Three to five year Five to Ten Ten years Year and m ore Custom er loyality

FINDINGS OF THE PROJECT

I have done my project from Ranchi. I visited the retailers and also interacted with customers. I have found there are some common problems of retailers, which are as follow:--

 Every retailer wants that there must be transparency in the distribution channel. Some customer wants that price of some product must be reduce. There is a cut throat competition between HUL and Procter & Gamble. It is also found that in some area Salesman dont visit regularly. The margin on the product is very low. Some shopkeepers require signage and banner. All the retailers appraised that there must be regular supply of the companys products.

SWOT ANALYSIS

 STRENGTHS
1. Business and community partnerships 2. Leadership focus and accountability 3. Talent support and development 4. Organizing facts 5. Employee networks 6. Inclusive culture

WEAKNESSES
1.There is no Customer care service in P&G 2.Distribution problem 3. P&G is one of the largest corporate producers of air pollution. Emitting green house gases and toxic chemicals.

OPPURTUNITIES:

THREATS
1. The products may directly compete with one another 2. Due to high cultural diversity, problems may arise as a course of miscommunication. 3. There is an enormous chance of completion in the market at the higher positions.
.

1. P&G, being a highly diversified organization, can out think, out innovate and out perform a homogeneous organization. 2. P&G may understand the needs of the diverse consumers and can work effectively to fulfill its values, principles and purpose. 3. It can delight the consumer with sustainable innovations that will improve the environmental profile of the products. And thereby increasing the sales.

HYPOTHESIS

 Better product orientation with defined characteristics may confirm increased sales of products. Reaching out to the rural customers through various marketing strategies can boost the net income Taking over the local brands may help out in tackling competition Targeting the middle class and lower middle class customers can be helpful in increasing the demand Training the employees to learn the local languages can improve customer relations Innovative and economic product launching will attract customers Opening exclusive outlets may increase customer satisfaction by easy and comfortable reach. Some products like Gillette and 7o clock are made by the company to target the higher segment of the market. In India HUL is another big competitor in FMCG market. As we know this market is known as FMCG market so there are many competitor in this time in the market so P&G Company were focused in this time and target the middle class segment for increasing the sales as well as market shares.

LIMITATIONS OF THE PROJECT

1. All of the retailers were not so co-operative. As they were very busy with direct selling process, so they hardly get any free time for such discussion. 2. In my project I supposed to visit every retailer in Ranchi market but due to some unavoidable circumstances like weekly holiday, occasional holiday, I could not visit all the retail outlets. 3. Lack of technical information and experience also became hurdles for me. Some particular sectors of Ranchi were so crowdie and disarranged that it became quite impossible for us to visit those retail stores present there. 4. Off course, money also played a vital factor in the whole project duration. 5. Most of the retailers were illiterate so tackling them was difficult task.

RECOMMENDATION

After completing the project, there are few recommendations, which should be implemented if possible. It will also help in increasing the market share of Procter and gamble. The marketing strategies should be changed according to time and proper policies should be implemented for the proper growth of the company. Apart from these other things like general awareness programmes should be promoted. According to the 4 ps of marketing strategies are: 1. Product strategies 2. Price strategies 3. Place strategies 4. Promotional strategies Product strategies 1. P&G should provide modified products so that increase sale of their products & all the segments of people purchase those products. 2. Most of the retailers are complaining about the problem regarding the amount of stock given to their providing the stock at right time.

 Price strategy: 1. P&G provides less schemes to the retailer but other company provides a large no. of schemes 2. Profit margins of P&G to the retailer are less than the other companies. So, it should provide equivalent profit margins as other company provide. Place strategy: 1. In Ranchi, P&G is second FMCG Company after HUL, there is large competition in this region. Hence the company has to grasp a lot of market share. 2. There are retailers &customers in RANCHI where people are not aware of P&G products. so the company should take special focus on their area to increase the market share of P&G should provide special campaign in these areas to know about their products. 3. Many kinds of persons come to purchase the products of P&G from the nearby area. Those people are mostly from the villages so the price should be low so that the people can easily buy the products. Promotional strategy: 1. The company should promote their products through the different media internet. like print media, mass media, electronic media and

2. There should be more schemes for retailers after completing their sales target at a given period. 3. In Ranchi, the company can improve its market share by regular performance of promotional activities; they should adopt it by canopy, attraction hoardings, and banner. 4. P&G should sponsor for the socio cultural activities organized in Ranchi. 5. P&G should change their packing of their products at regular interval of year; they should not stick to only

MY LEARINGS
While doing my summer training in one of the recognized organized retail my basic learning was how FMCG organizations do work and how that make decision for their future expansion plans. As I was part of a well growing expansion plan that is franchisee and business development. So in this two month I had a very tough learning as well as challenging but that challenge thought a lot and my experience is as follows. Learning about FMCG Industry: - As in that two month I had been a part of FMCG Company and I came to know about FMCG Industry. There is a cut throat competition in the present scenario among the FMCG Companies. It is very difficult to retain the customers in the present scenario. The companies are really doing their level best in satisfying the changing need and demand of customers.

Supply chain management:-supply chain management is like blood circulation in body. Without that blood circulation retail can not survive and how that supply chain makes retail effective. Because demand is equal to supply is the first rule of any market so that the first and the basic rule is to be completed by supply chain because a

market cannot wait for the products to come in to market so an effective supply chain can make retailing effective.

Public relation:- As my job was to meet the existing retailers and to have a interaction with them so that is job of public relation and in

these two months I learnt that how to have a formal interaction with the client and how to have an interaction to make one convince. I learnt that to make somebody convince one has to come in to level of communication to someone convince. Dissatisfaction of retailers:- As my task was to meet with the retailers so during my project I meet with several retailers and find a dissatisfaction level among them. Most of the retailers were not happy with their type of work and they were agree with that they need more margin rate on the products and time to time they also demand for the schemes on the products. The retailers wanted to have a regular meet with the top level management of P&G once at a regular interval of six months to solve out their problems

QUESTIONNAIRE
1. Name of outlet: 2. Address: 3. Contact person with phone number: 4. Type of outlet: (A) Grocery (C) Eatery (B) General store (D) other

5. Which has the maximum sale at Present from your outlet? (A) Hindustan uniliver ltd (B) Procter & Gamble

(C) Loreal 6. How do you rate the product of our company? (A)Poor (C) Very good

(D) Colgate -Palmolive (B) Good (D) Excellent

7. What are the factors in the order of importance to you when making a buying decision? (A) Price (C)Quality 8. Are there any other offer you would like to see? (A) Yes (B) No (B) Referral (D) Availibility

9. Do you believe that our competitors prices are too high? (A) Yes (B) No 10. .Do you believe that prices of our product is high? (A) Yes (B) No

11. Which shampoo has the maximum demand? (A) Head & shoulders Sunsilk (C) Pantene (B) (D) clinic allclear

12. Which type of customers prefers head & shoulder & Pantene? (A) Lower income group income group (C) Middle income group+ income group 13. Which is the most selling blade? (A)Wilkinson (C)Zorick 14. Which is the most selling detergent? (A) Tide (C) Surf excel 15. Which is the most selling toothbrush? (A) Oral B Colgate (C) Pepsodent Babul 16. How did you learn about our product? (A) Newspaper (C) Passing by 17. How frequently do you purchase our product? (A) Daily (C) Twice a week (B) (D) (B) Flyer/coupon (D) Television (B) Once a week (D) Never (B) topaz (D) 7oclock (B) Ariel (D) Rin (B)Middle (D)Higher

18. How would you rate your level of satisfaction with Procter & gamble? (1 represents "Extremely dissatisfied" and 4 represent "Extremely satisfied)

(A) 1 (C) 3

(B) 2 (D) 4

19 How likely are you to recommend Procter & Gamble to a friend or relative? Would you say the chances are ? (A) Excellent (C) Fair (B) Good (D) Poor

20. Are you likely to repurchase products and services from Procter & gamble? (A) Yes (B)No 21. In total, how long have you been a customer of Procter & Gamble? (A) Less than one year years (C) Three to under five years years (E) Ten years or more (D) Five to under ten (B) One to under three

BIBLIOGRAPHY

Marketing Management ( Hesselbein, Goldsmith,& Somerville, 2002, p.82) MAGAZINES India today Business today News papers (Economics Times, Business standards, Business week)
WEB SITES www.pg.com

www.google.com

www.slideshare.com Other

 Material Given by Company Employees