IMPORTANCE OF DISPLAY IN THE MARKET

By: Parshant Dogra (09)

WHAT ARE FAST MOVING CONSUMER GOODS (FMCG)

Products which have a quick turnover, and relatively low cost are

known as Fast Moving Consumer Goods (FMCG).

FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently

purchased consumer products ,non-durables, pharmaceuticals, consumer electronics, etc

TOP 10 COMPANIES IN FMCG

Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestl India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

INTRODUCTION TO NESTLE INDIA LIMITED

The founder of Nestl was Henry Nestle who founded the company in

1866 at Switzerland for manufacturing milk powders for babies. Headquarters at Vevey, Switzerland. With almost 500 factories world wide it employs almost 2 30,000 people. Nestl operations worldwide are divides into 3 zones: ZONE EUR : Europe ZONE AOA : Asia and Oceanic ZONE AMS : Americas

SWOT ANALYSIS OF THE COMPANY

STRENGTH: High quality R&D. High quality, sales food products at affordable prices. Capable and committed human resources. Strong and well differentiated brands with leading market shares.
WEAKNESS: Exports of coffee to Russia constitute substantial part of overall exports Complex supply chain configuration.

CONTD
OPPORTUNITIES: Potential for expansion in smaller towns and other geographies. Potential for growth through increased penetration. Growing trend for out of home consumption.
THREAT: Abbot is taking over Work hard company and that will have an great impact on our Infant Nutrition Products. ITC is planning to launch maggi noodles

INTRODUCTION OF DISPLAY
MEANING
To spread before the view; to show; to exhibit to the sight, or to the

mind; to make manifest.

OR

To make an exhibition of; to set in view conspicuously; to exhibit for

the sake of publicity; to parade.

RELEVANCE AND IMPORTANCE OF DISPLAY

An attractive and inviting display is crucial for anyone selling products

directly to customers
Customers first impression is critical Develop the display concept beforehand

PRODUCT PLACEMENT
Arrange your products in a way that immediately entices shoppers

Arrange the display around power and impulse items

DISPLAY HEIGHTS AND WIDTH

Customers thrive on convenience, easy access and selection.
They need a clear view of the display. Products that are placed lower than knee-level or above eyelevel are

less visible and less likely to be sold. Keep in mind that the majority of customers are in the 5'4" to 6'2" height range.
Avoid displaying products on the floor or ground, especially food. The shelves should be no deeper than 2 feet from front to back.

DISPLAY EQUIPMENT

Includes tables, shelves, benches with sloping tops,

bulk bins, barrels, baskets, backing sheets, stands, stripes, danglers, banners, posters, visicoolers, floor stands, baskets, clock hangers etc.

WAYS TO CONVERT VISITORS INTO CUSTOMERS

Here are some tips that can help retail professionals not only attract customers but also convert their interest into purchasing decisions:
SELECT THE FOCAL POINT PLAN THE LAYOUT CREATE SYMMETRY KEEP THE DESIGN SIMPLE

RESEARCH METHODOLOGY
DATA COLLECTION
Primary Data
Collected through schedule filled up by wholesalers and retailers of

Ludhiana city.
Secondary Data
Through journals, internet, companys website.

CONTD
SAMPLING DESIGN

Universe of Study: In the present study the universe is retailers and wholesalers.

Sample Size: A sample of respondents is selected from Ludhiana. An effort has been made to select respondents evenly. The survey is carried out on 86

retailers.

QUALITATIVE TECHNIQUE
All the survey done is based on the responses of the respondents which

they gave by filling the schedule.

No quantitative research has been used.

MARKET SHARE OF COMPANIES IN TERMS OF DISPLAYS

Market Share of Companies in Terms of Displays

5.81 8.13 11.62

25.2

79.06

Nestle
HUL Pepsi ITC Parle

38.37

Dabur

GRAPHICAL REPRESENTATION OF SALARY STRUCTURE OF MERCHANDISERS

10000 9000 8000 7000

6000
5000 4000 3000 2000 1000 0

APPOINTMENT OF MERCHANDISER
Appointment Of Merchandisers

Nestle Cadbury ITC HUL

In Nestle Merchandiser is Appointed by distributor of the company. In HUL Merchandiser is Appointed by distributor of the Agency ( Sparsh Solutions). In ITC Merchandiser is Appointed by distributor of the company. In Cadbury Merchandiser is Appointed by distributor of the Agency.

CONDITION OF DISPLAY OF NESTLE INDIA LTD IN THE MARKET

FACTORS RESPONSIBLE FOR UNORGANISED DISPLAY OF NESTLE IN THE MARKET

FACTORS RESPONSIBLE FOR UNORGANISED DISPLAY OF NESTLE IN THE MARKET (in terms of %age)

25 33.3 LACK OF PROPER SUPPLY

NOT SATISFIED WITH THE AMOUNT PAID 12.1 OLD POS MATERIAL

29.6

LACK OF MERCHANDISER VISITS

CATEGORISATION OF OUTLETS ON THE BASIS OF DISPLAY

THROUGH HANDOUTS

LIMITATIONS
Inadequate Data: The data provided was not up to the mark due to

which I faced problems in our research.

Lack of Cooperation by Respondents: Problem arises when retailers

do not cooperate in giving information about our competitors which is very important part of our research.
The sample size is of 86 respondents . So there could be variation in

the analysis in comparison , if it would had been performed on the whole population.

CONCLUSION
The conclusion of the study is given below:

Strong brand name

55% of market has got good condition of Nestle Company display On the other hand 27.9 % of market has got poor condition of Nestle Company display. The main challenge in front of Nestle is that company has to keep these displays well maintained only then company can improve the Visibility of his products/ brand in the market.

For the whole market there is only one merchandiser.

Main competitor of Nestle in providing display to retailers is HUL.

SUGGESTION
Regular visit of merchandiser is one of the most important factor for improving the condition of our display in the market. Only then our display can be maintained. Another important factor is availability of POS material. Proper stock of POS material should be maintained. And latest POS material should be made available.

Regular supply of products should be there. Because if there is shortage of goods then shopkeeper will not be able to maintain display.
Adequate number of Merchandiser is required to cover big city like Ludhiana. Atleast 6 merchandiser is required to cover whole city.

The last but the most important thing is that Companys officials should visit the market without any notice. Only then we can know what actually is the condition of our companys display in the market.