A PROJECT REPORT ON

Title of the project report

FOR
UNICHARM INDIA PRIVATE LIMITED
BY
RISHABH SATYANARAYAN DAD
PGDM: SEM III
Specialization: Business Design
Roll No:08
SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT
OF
POST GRADUATION DIPLOMA IN MANAGEMENT STUDIES
BUSINESS DESIGN
ACADEMIC YEAR 2016-18
Submitted to Prof. MANMEET BARVE
S.P.Mandali's
Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
L N Road, Matunga (East), Mumbai 400019, India.
DECLARATION

I, Rishabh Dad hereby declare that this project report titled is

submitted by me, under the guidance of Mr. Shankharaj Dhar, (Area
Sales Head, Unicharm India Pvt. Ltd., Assam). It is my own and has not
been submitted to any other University or Institute or published earlier.

Place: Mumbai

Date: 18/7/2016

Name of Student: Rishabh Dad

S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
 EXECUTIVE SUMMARY

Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are

products that are sold quickly and at relatively low cost. Examples include non-durable goods

such as soft drinks, toiletries, over-the-counter drugs, processed foods and many

other consumables. Though the profit margin made on FMCG products is relatively small (more

so for retailers than the producers/suppliers), they are generally sold in large quantities; thus,

the cumulative profit on such products can be substantial. FMCG is a classic case of low margin

and high volume business.

The global hygiene leaders continue to add capacity in many emerging market countries.

The seven markets of China, India, Indonesia, Malaysia, Brazil, Egypt and Turkey are

collectively projected to account for 58% of the global baby diaper and pant volume growth

between 2013 and 2018. The capacity being installed in these countries is sized to supply both

the local and surrounding regional markets. About 95% of the forecast diaper and pant volume

growth in the next five years is expected to come from emerging and undeveloped market

regions, excluding the fully penetrated market regions of the U.S. and Canada, Western Europe

and Japan.

In recent years, India, with a 1.3 billion population and booming economy, has become

a hot investment destination for global investors. The number of newborn infants is roughly 23

times the level in Japan. Consequently, in the future, we think India has the potential to become

an even larger market than China, hence from international giants to Chinese manufacturers,

industrial players from a wide range of markets have expanded their footprints there, and the

S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
disposable hygiene market is no exception. All the big international hygiene product brands

like Procter & Gamble, Johnson & Johnson, Kimberly-Clark and Unicharm have established

facilities or operated branches in India.

In India, Procter & Gamble Home Products began operations in late 2013 at a large plant

at Kothur Mandal in the Mahbubnagar district of Hyderabad in the southern Indian state of

Andhra Pradesh built to produce diapers as well as fabric, home care and oral care products.

Unicharm is focusing on developing the market for diaper pants and is building a second plant

in India while SCA announced plans to establish a hygiene manufacturing plant in India by

2015.

Unicharm India Pvt. Ltd. wanted to increase its customer base of diaper as well as

sanitary napkin category to become the market leader. While it is a market leader in many

regions in India but in Assam its market share is 23% in diaper category and 1.7% in sanitary

napkin category. We realized that the reason for success in other parts of the country is impulse

buying.

Even compared with other emerging markets, the uptake rate for disposable baby

diapers is still low in India. We therefore plan to target further growth by promoting our pants-

type disposable baby diapers, a category where Unicharm already has a strong position, and by

expanding our sales area and retail store coverage. Also India being a price sensitive country,

promoting Mamy Poko Standard Singles which cost Rs. 9 for small, Rs. 11 for medium and Rs.

12 for large would encourage more and more impulse buying.

The following were the study objectives borne in mind while implementing the project

analysis and compiling the subsequent report:

S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
 Placement of single packs in standalone stores in Guwahati

Tracking visibility of the products against competitor

Focusing on merchandising activities.

Understanding of customer behavior

Promoting category through POP

This report is the work done under the guidance of Mr. Shankharaj Dhar for summer

internship at Unicharm India Private Limited. The idea behind doing this project was to explore

new options and ways to introduce and expand category and do product merchandising.

The report talks about the overview of Unicharm India Prviate Limited and about

personal hygiene sector. The report is divided into phases in which project was executed. Tasks

completed during the internship Introduction of MP std. singles in standalone retail outlets,

understanding their business, promotion of our products, relationship building and suggesting

innovative ways to increase visibility of the products.

The course of action implemented was that first of all I attended the training and

induction program organized for ISRs and SAs. This helped me get acquainted with the product

portfolio and duties of a SA. I did some secondary research regarding the Diaper industry and

the feminine hygiene industry along with the training. Then I visited the distributor and studied

the supply chain, while observing the distribution, I also did some primary research by doing

unstructured interview with the distributor. Then the next one month was invested in doing

primary research on the retailers by doing field visits with different SAs, visiting different areas

of Guwahati everyday, observing the retailers, asking them questions at times, helping the SAs

S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
convert new outlets that never kept any Unicharm product, observing the customer buying

behavior, indulging the customers into unstructured interviews.

Then I attended the Sales Officer training, titled The Art of Selling. The next month

was spent tracking visibility of the product and merchandising according to planogram and 3-

point visibility and placing POPs like hanger, dangler, straw boards etc. in the retail outlets and

empathizing with the merchandiser. Alongside I also did activities to spread awareness about

the products and generating trials by sampling.

A few key observations out of the activities were:

Once a girl starts using a brand of sanitary napkin she is loyal for the rest of her

life, women are reluctant to change the brands

Most women prefer using one of the top 3 brands in the region

S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
 ACKNOWLEDGEMENT
I would like to thank Unicharm India Private Limited and S.P. Mandalis Prin. L. N.
Welingkar Institute of Management Development & Research (WeSchool) for giving me
an opportunity to learn and pursue my Summer Internship and understand about Marketing
and Research aspects.
I would like to thank and express my sincere gratitude to Mr. Shankharaj Dhar, Area Sales Head
(Assam). His constant encouragement, valuable insights and attention to detail had made this
exercise, a great learning experience.
I am also thankful to Mr. Tarun Meenawat, Regional Sales Head (North) who contributed his
valuable time and gave valuable insights during the development of the project.
I am also thankful to Prof.Dr.Uday Salunkhe (Group Director, S.P.Mandali's Prin. L. N.
Welingkar Institute of Management Development & Research (WeSchool)) and my institution,
for giving me an opportunity to undergo this learning experience.
Special thanks to Prof. Manmeet Barve for his valuable guidance in completing this project
and helping me to understand this project better and supporting me with his expertise on the
same to make my project worth for my own benefit and also for the overall benefit of the
objective of the summer project.

RISHABH S. DAD

S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
 TABLE OF CONTENTS

References ....................................................................................................................... i

Footnotes ...................................................................................................................... 12

Tables............................................................................................................................ 13

Figures title:.................................................................................................................. 14

List of Abbreviations

FMCG Fast Moving Consumer Goods

MP Std. Mamy Poko Standard
MPP Mamy Poko Premium
SA Sales Associate
POP Point of Purchase
SO Sales Officer

S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
References

1. http://www.nonwovens-industry.com/issues/2014-01-01/view_features/trends-and-

developments-in-the-baby-diaper-market/

2. http://www.nonwovens-industry.com/issues/2017-03/view_features/the-indian-

hygiene-market-exhibits-huge-potential/

3. Paco Underhill(1999), How We Buy- The science of shopping, New York, Simon &

Schuster Paperbacks

4. Botree, company master software

5.

S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
Footnotes
1
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S.P. Mandali's Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool)
Tables
Table 1
[Table Title]
Column Head Column Head Column Head Column Head Column Head
Row Head 123 123 123 123
Row Head 456 456 456 456
Row Head 789 789 789 789
Row Head 123 123 123 123
Row Head 456 456 456 456
Row Head 789 789 789 789

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Figures title:
6

0
Category 1 Category 2 Category 3 Category 4

Series 1 Series 2 Series 3

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