Shahbaz Ahmed

RESEARCH PROJECT ON
MARKETING

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Contents
Introduction 3

FMCG 5

Consumer Durables 30

Industrial Goods 33

Services and Service Sector 35

Retail 37

E-Commerce 39

Advertising 42

Market Research 44

Rural Marketing 47

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Introduction
Marketing is the activity, set of institutions and processes, for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners and society at large. It is a
process of creating a value for customer and developing a strong customer relationship in order to
capture value from customer in return.

Marketing includes everything from development to the delivery of product and continues even
after that, e.g., selling computers include marketing during production i.e., finding customer
requirements and building the product accordingly for selling and after-sales service.

Marketing management - The art and science of choosing target markets and getting, keeping
and growing customers through creating, delivering and communicating superior customer value.
In short Marketing is “Meeting needs profitably”.

Marketing has been defined by different authors in different ways which can be broadly classified
into three
 Product Oriented Definition
The emphasis is given on products.
In1985 AMA redefined marketing as “Marketing is the process of planning and executing the
conception, pricing, promotion and distribution of ideas, goods and services to create
exchanges that satisfy individual and organizational goals.”
 Customer- Oriented Definition
Here the emphasis is on customers and their satisfaction.
In the words of Philip Kotler “Marketing is the human activity directed at satisfying needs
and wants through an exchange process.”
 Value Oriented Definition (Modern Definition)
In 2004 the American Marketing Association defined “Marketing is an organizational
function and a set of processes for creating, communicating and delivering value to
customers and for managing customer relationships in ways that benefit the organization
and its stakeholders.”

Marketing manager - A marketing manager is someone who manages the marketing of a business
or product. They can be responsible for several services or products, or be in charge of a single
product. A marketing manager needs to have an outgoing, gregarious, and spontaneous nature. In
concert with these traits, they need to be highly focused, detail-oriented, and very conscientious of
meeting budget restraints and timelines.

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Marketing Mix - In the words of Philip Kotler, “Marketing Mix is the set of controllable variables
and their levels that the firm uses to influence the target market.” Marketing mix is a combination of
various elements, namely,

4P’s (Product, Price, Promotion & Place)

 Product: The product should fit the task consumer want it for.
 Price: The product needs to be seen as representing good value for money.
 Promotion: The ways an organisation communicates on what it offers to customers.
 Place: The product should be available from where the target consumer finds it easiest to
shop.

4C’s (Customer, Cost, Convenience & Communications)

This concept enables one to think from customers’ perspective. It assesses value in customer-centric
terms. It is not a basic part of the marketing mix definition, but rather an extension

 Customer: Analyze the customers’ needs and wants. Thereafter, develop a product
accordingly.
 Cost: Consider every cost associated with the product borne by the customer.
 Convenience: Assess the convenience of the location – how and where does the customer
wants to purchase.
 Communication: Choose interaction over promotion and listen to customers when they are
with you.

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FMCG (Fast Moving Consumer Goods)
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 packaged foods,
beverages, toiletries, over-the-counter drugs and many other consumables. In contrast, durable
goods or major appliances such as kitchen appliances are generally replaced over a period of several
years.

Typical characteristics of FMCG products are:

 Individual items are of small value although all FMCG products put together account
for a significant part of the consumer's budget.
 The consumer keeps limited inventory of these products and prefers to purchase
them frequently, as and when required. Many of these products are perishable.
 The consumer spends little time on the purchase decision. Rarely does he/she look
for technical specifications (in contrast to industrial goods). Brand loyalties or
recommendations of reliable retailer/ dealer drive purchase decisions.
 Trial of a new product i.e. brand switching is often induced by heavy advertisement,
recommendation of the retailer or neighbours/ friends.
 These products cater to necessities, comforts as well as luxuries. They meet the
demands of the entire cross section of population. Price and income elasticity of
demand varies across products and consumers.

The following are the main characteristics of FMCGs:

 From the consumer's perspective

o Frequent purchase
o Low involvement (little or no effort to choose the item)
o Low price
o Short shelf life
o Rapid consumption
 From the marketer's perspective
o High volumes
o Low contribution margins
o Extensive distribution networks
o High stock turnover

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FMCG Market size: FMCG is the 4th largest sector in the Indian economy. There are three main
segments in the sector – food and beverages which accounts for 19 per cent of the sector,
healthcare which accounts for 31 per cent and household and personal care which accounts for the
remaining 50 per cent.

The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 672 billion in 2016,
with modern trade expected to grow at 20 per cent - 25 per cent per annum, which is likely to boost
revenues of FMCG companies. In 2016-17, revenue for FMCG sector have reached US$ 49 billion and
is expected to grow at 9-9.5 per cent in FY18 supported by expectations of the total consumption
expenditure reaching nearly US$ 3,600 billion by 2020 from US$ 1,469 billion in 2015. Direct selling
sector in India is expected to reach Rs 159.3 billion (US$ 2.5 billion) by 2021, if provided with a
conducive environment through reforms and regulation.

Sectors are majorly divided into three categories primary, secondary and tertiary. Based on the
employment conditions these are further classified as an organised and unorganised sector. The
organised sector is one that is incorporated with the appropriate authority or government and
follows its rules and regulations. On the contrary, the unorganised sector can be understood as the
sector, which is not incorporated with the government and thus, no rules are required to be
followed.

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Difference between Organised and Unorganised sector

BASIS FOR UNORGANISED

ORGANISED SECTOR
COMPARISON SECTOR

Meaning The sector in which the The sector that

employment terms are fixed
and employees have assured
work is Organised sector.
comprises of small
scale enterprises or
units and are not
registered with the
government.

Governed by Various acts like Factories Act, Not governed by any

Bonus Act, PF Act, Minimum act.
Wages Act etc.

Government rules Strictly followed Not followed

Remuneration Regular monthly salary. Daily wages

Job security Yes No

Working hours Fixed Not fixed

Overtime Workers are paid remuneration No provision for

for overtime. overtime.

Salary of workers As prescribed by the Less than the salary

government. prescribed by the
government.

Contribution to Yes No
Provident fund by
the employer

Increment in Once in a while Rarely

salary

Benefits and Employees get add-on benefits Not provided.

perquisites like medical facilities, pension,
leave travel compensation, etc.

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Drivers of growth to FMCG sector globally:

1. Focus on innovations and survival of the fittest conditions

2. Adapting to the competitive conditions by enhancing the existing customer base
3. Making a persistent effort to introduce new products

Drivers of growth to FMCG sector in India: The FMCG sector seems to have finally joined India‘s
Inc‘s growth part by posting surprisingly double –digit growth in sales in the past couple of years.
FMCG sector in India has several growth drivers such as:

1. Shift to organised market

2. Easy access
3. Increase in penetration
4. Rural consumption

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Top FMCG companies globally:

Company CEO Headquarter Revenue

Vevey, US$91.85 billion

Nestlé Paul Bulcke
Switzerland (2016)

PepsiCo New York, US$62.799

Indra Nooyi
USA billion (2016)

London and US$63.29 billion

Unilever Paul Polman
Netherlands (2016)

The Coca-
US$41.863
Cola James Quincey Georgia, USA
billion (2016)
Company
Johnson
New Jersey,
& US$71.9 billion
Alex Gorsky United
Johnson (2016)
States
Wesley Mendonça US$53.5 billion
JBS Brazil
Batista (2016)
Procter & US$65.29 billion
David S. Taylor Ohio, USA
Gamble (2016)

Danone 22.41 billion

Emmanuel Faber Paris, France
EUR (2015)

US$
Tyson
Tom Hayes USA 41.373 billion
Foods
(2015)

US$31.02 billion
L'Oréal Jean Paul Agon France
(2016)

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Nestlé: It comes out to be the biggest company in food in the world if revenue and other metrics
like profit and presence across the globe are taken into account and is among the top in the Forbes
Global 2000 list. Nestle was formed after the merger of the Farine Lactée Henri Nestlé, founded by
Henri Nestlé (born Heinrich Nestle) in 1866 and Anglo-Swiss Milk Company, by brothers George and
Charles Page established in 1866 in year 1905.

Since then Nestle has grown significantly and has acquired a number of corporation including Crosse
& Blackwell , Findus , Libby's , Rowntree Mackintosh, and Gerber. Maggi which is a well-known
brand is owned by Nestle, which Nestle acquired in 1947and this has helped Nestle to increase its
revenues significantly in recent years. Apart from Maggi nestle has over 8500 brands with wide
range of products across a number of market. Nestlé's products include baby food, medical food,
bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen
food, pet foods, and snacks. It has 447 factories and has presence in over 80 countries, and employs
around 339,000 people.

Key Peoples:

o Paul Bulcke (Chairman)

o Ulf Mark Schneider (CEO)

Punch line: Good Food. Good Life.

Major brands of Nestlé are:

 Maggi  Buitoni
 KitKat  Nescafé Dolce Gusto
 Gerber  Herta
 Toll House  Stouffer's
 Milo  Nestlé Ice Cream
 Nestlé Pure Life  Nido
 Nescafé  Dreyer’s
 Coffee-Mate  Lean Cuisine
 Friskies  Carnation
 Purina  S.Pellegrin

PepsiCo: The name of PepsiCo company might mislead people in believing that it is a company
which sells Pepsi and other carbonated drinks. But the company today has a global portfolio of
brands and has a global presence across more than 100 countries worldwide. It is somewhat similar
in its origin to Coca Cola where the formula of Pepsi changed hands and in 1931 finally Pepsi Cola
Company was formed by Charles Guth.

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Before 1960 Pepsi Cola Company expanded through acquisitions of beverage like Mountain Dew and
then finally in 1966 by the merger of Pepsi and Fritolay.

Also the business of aerated drinks which has made its name famous accounts for less than 50 % of
its total revenues. If we look at the revenue and profit figures of the company it is largest food and
Beverages Company in United States and is ranked 2nd after Nestle in the world. Major growth
attributers for PepsiCo are series of acquisition of brands like Tropicana, Quaker Oats and Gatorade.

PepsiCo's product mix as of 2015 (based on worldwide net revenue) consists of 53 percent foods,
and 47 percent beverages.

Key Peoples:

o Indra Nooyi (Chairman and CEO)

o Ramon Laguarta (President)

22 iconic, billion-dollar brands of PepsiCo are:

 Pepsi  Quaker  Aquafina

 Lay’s  Cheetos  Pepsi MAX
 Mountain Dew  Mirinda  Brisk (Joint venture
 Gatorade  Lipton of PepsiCo and
 Tropicana (PepsiCo/Unilever Unilever)
 Diet Pepsi partnership)  Mist TWST
 7UP  Ruffles  Fritos
 Doritos  Tostitos  Diet Mountain Dew
 Ready-to-drink-  Walkers
coffee beverages

Unilever: Unilever which is a Dutch-British transnational consumer goods company and is co-
headquartered in Netherlands and United Kingdom is one of the largest FMCG companies.

Unilever is one of the most established multinational organizations; its items are accessible in
around 190 nations. Unilever is a dual-listed company which consists of, Unilever plc, based in
London and Unilever N.V., based in Rotterdam. Common board of directors operates these two
companies as a single business. There are four principle divisions in Unilever – Foods, Refreshment
(beverages and ice cream), Home Care, and Personal Care. Innovative work offices of Unilever are in
United Kingdom (two), Netherlands, China, India and the United States.

Its products include food, beverages, cleaning agents and personal care products.

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Key Peoples:

o Jerry Lorren (Chairman)

o Paul Polman (CEO)

Punch line: Feel good, Look good and get more out of life.

These brands have annual sales of one billion euros or more:

 Axe/Lynx  Hellmann's and  Omo/Surf

 Blue Band Best Foods Excel/Persil
 Dermalogica  Knorr  Rexona/Sure/Degre
 Dove  Lipton eShield
 Flora / Becel  Lux  Surf
 Heartbrand  Magnum  Sunsilk

The Coca-Cola Company: The company is best known for its flagship product Coca-Cola, invented
in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola formula and brand
were bought in 1889 by Asa Griggs Candler (December 30, 1851 – March 12, 1929), who
incorporated The Coca-Cola Company in 1892. The company has operated a franchised distribution
system since 1889, wherein The Coca-Cola Company only produces syrup concentrate, which is then
sold to various bottlers throughout the world who hold exclusive territories. The Coca-Cola Company
owns its anchor bottler in North America, Coca-Cola Refreshments.

Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of the most
recognizable brands in the world. Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton,
Coca-Cola was first offered as a fountain beverage at Jacob's Pharmacy by mixing Coca-Cola syrup
with carbonated water.

Key peoples:

o Muhtar Kent (Chairman)

o James Quiney (President and CEO)

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Punchline: Open Happiness

20 billion-dollar brands of Coca-Cola are:

 Minute Maid  Sprite

 Minute Maid Pulpy  Diet Coke
 Simply  Coca-Cola Zero
 Del Valle  Georgia Coffee
 Powerade  Schweppes
 Glaceau Vitamin Water  I Lohas
 Aquarius  Dasani
 Ayataka  Bon Aqua
 Coca-Cola  Gold Peak
 Fanta  Fuze Tea

Johnson and Johnson: Johnson & Johnson is an American multinational medical devices,
pharmaceutical and consumer packaged goods manufacturing company founded in 1886. Its
common stock is a component of the Dow Jones Industrial Average and the company is listed among
the Fortune 500.
Johnson & Johnson's brands include numerous household names of medications and first aid
supplies. Among its well-known consumer products are the Band-Aid Brand line of bandages, Tylenol
medications, Johnson's baby products, Neutrogena skin and beauty products, Clean & Clear facial
wash and Acuvue contact lenses.

Key people: Alex Gorsky (Chairman and CEO)

The company's business is divided into three major segments, Pharmaceuticals, Medical Devices,
and Consumer Products. In 2015, these segments contributed 44.9%, 35.9%, and 19.3%,
respectively, of the company's total revenues.

The company's major franchises in the Pharmaceutical segment include:

 Immunology  Infectious Disease

 Neuroscience  Oncology.
Some of the Medical Devices by Johnson & Johnson are:
 Aesthetics (Ethicon, Mentor)  Diabetes Care (LifeScan, Animas
 Arrhythmias (Biosense Webster) Corporation)
 Bariatric Surgery for Obesity (Ethicon)  Ear, Nose, and Throat Conditions
 Cardiovascular Disease (Biosense (Acclarent)
Webster, Inc.)

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  General Surgery (Ethicon, Codman  Self-Measured Blood Glucose
Neuro) Monitors (LifeScan)
 Hernia Surgery (Ethicon)  Surgical Instruments and Infection
 Insulin Delivery Devices (Animas) Prevention(Advanced Sterilization
 Neurovascular Disease (Codman Products)
Neuro, DePuy Synthes)  Urologic Surgery (Ethicon)
 Orthopaedics (DePuy Synthes): Joint  Vision Care (VISTAKON®)
Reconstruction, Trauma, Spine, Sports
Medicine and Power Tools
Consumer health products by Johnson & Johnson are:
 Baby Care  Skin & Hair Care
 Nutritionals  Vision Care
 Oral Health Care  Wound Care & Topicals
 Over-the-Counter Medicines

JBS: If we talk of the only non-European and non-American company in the list of top ten FMCG
companies, JBS will come to our mind. The company is headquartered in São Paulo, Brazil and was
established in 1953 by Jose Batista Sobrinho who was a farmer in Annapolis. It is the largest (by
sales) meat processing company in the world, producing factory processed beef, chicken and pork,
and also selling by-products from the processing of these meats. Before 1980 it was a local
organization in Brazil with factories.
From that point the export global model has taken after. It has extended its size after a series of
mergers and acquisitions which helped them to enter associated showcases and unite existing
markets and its securing of Gurpo Bertin in 2009 which was one of the market pioneer in Brazil made
it the greatest player globally.

As of now handling plants of JBS are in major meat consuming market Brazil, Argentina, U.S.A and
Australia and through these plants which exported to 110 meat markets in 2014. Among the top 10
FMCG organizations list JBS aggregate has the least per dollar benefit which shows that at present it
is in growing model with recently acquired Tyson Foods subsidies in 2014. Likewise, it holds huge
stake in Traveler Pride in U.S, making its presence felt in poultry business in U.S and it had also made
offer for securing Hillshire marks in U.S. Once its operations and synergies from various acquisitions
start aggregating, the profits of JBS are bound to rise.

Key People: Tarek Farahat (Chairman and CEO)

Top brands of JBS are:

 5 Star® beef  Swift®

 Grass Run Farms  Swift Premium®
 Showcase Natural  Seara
 1855 Black Angus®  Moy Park

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Procter & Gamble: William Procter and James Gamble established this company in 1837.
Specialization of P&G is in a wide range of cleaning agents, personal care and hygienic products and
its product portfolio also included foods, snacks and beverages were also there in the product
portfolio of P&G but that was before the sale of Pringles to the Kellogg Company.

How big mammoth this company is can be explained by its presence across the globe which is over
180 countries. 90% of its business is represented by its top 50 brands and this clearly explains its
renewed plans of focussing on them shifting from a more complex company to a simpler one. The
company is an amalgation of newly acquired brands like Gillette and old consistent brands like Tide.
Diversification of Procter and Gamble protects it from a sub-sector slowdown and this has been
accounted as one of the main reason for P&Gs sustainability in long-term.

P&G product portfolio includes varied range of products such as Baby Care, Fabric Care, Family Care,
Feminine Care, Grooming, Hair Care, Home Care, Oral Care, Personal Health Care, and Skin &
Personal Care.

Key People: David S. Taylor (Chairman of the Board, President and CEO)

Punch line: Touching lives, improving life.

Some of the top brands of P&G are:

 Always  Head & Shoulders

 Ariel  Olay
 Bounty  Oral-B
 Crest  Pampers & Pampers Kandoo
 Dawn  Pantene
 Downy  SK-II
 Febreze  Tide
 Gain  Vicks cough and cold products
 Gillette

Danone: It is a French multinational food-products corporation based in Paris and founded in

Barcelona, Spain. The company is listed on Euronext Paris where it is a component of the CAC 40
stock market index.

Danone is present in over 130 markets and generated sales of €21.9 billion in 2016, with more than
half in emerging countries. In 2015, fresh dairy products represented 50% of the group's total sales,
early life nutrition 22%, water 21% and medical nutrition 7%.

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Danone operates as a food company worldwide. Its Fresh Dairy Products division produces and
markets yogurts, fermented fresh dairy products, and specialized dairy products under the Oikos,
Danio, Activia, Danonino, Fruchtswerge, Danoninho, Danimals, Serenito, Tëma, Actimel, Danacol,
Densia, Danette, Fantasia, Danissimo, YoCrunch, Vitalinea, Light & Fit, Taillefine, and Ser brands. The
company’s Waters division offers packaged natural, flavored, and vitamin-enriched water under the
evian, Volvic, Badoit, Aqua, Mizone, Bonafont, Villavicencio, Villa del Sur, Fontvella, Lanjarón, and
Zywiec Zdroj brands. Its Early Life Nutrition division produces and distributes foods for babies and
young child

In 1995, Danone and Britannia Biscuits set up a joint-venture in India. It was terminated in 2006,
after an arbitration in the Bombay High Court. In 2012, Danone acquired Wockhardt's nutrition
business, including brands Dexolac, Farex, Nusobee and Protinex, in India.

Under the 1995 joint venture agreement to acquire Britannia Industries, Danone agreed not to
launch food brands within India without the consent of the Wadia family. The partners also agreed
on a right of first refusal to the other partner in the event of the other wishing to exit.

Danone also manufactures Yakult in India under a 50:50 partnership.

Key People:

o Franck Riboud (Honorary Chairman),

o Emmanuel Faber (Chairman and CEO)

Products by Danone:

 Dairy products
 Bottled water
 Early life nutrition
 Medical nutrition

Tyson: Tyson Foods, Inc., together with its subsidiaries, operates as a food company worldwide. It
operates through four segments: Chicken, Beef, Pork, and Prepared Foods. The company raises and
processes chickens into fresh, frozen, and value-added chicken products; processes live fed cattle
and live market hogs; and fabricates dressed beef and pork carcasses into primal and sub-primal
meat cuts, as well as case ready beef and pork, and fully-cooked meats. It also supplies poultry
breeding stock; sells allied products, such as hides and meats; and manufactures and markets frozen
and refrigerated food products, including ready-to-eat sandwiches, flame-grilled hamburgers, Philly
steaks, pepperoni, bacon, breakfast sausage, turkey, lunchmeat, hot dogs, pizza crusts and toppings,
flour and corn tortilla products, desserts, appetizers, snacks, prepared meals, ethnic foods, soups,
sauces, side dishes, meat dishes, breadsticks, and processed meats. Tyson Foods, Inc. offers its
products primarily under the Tyson, Jimmy Dean, Hillshire Farm, Ball Park, Wright, State Fair, ibp,
Van's, Sara Lee, Chef Pierre, Aidells, Gallo Salame, and Golden Island brands. The company sells its

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products through its sales staff to grocery retailers, grocery wholesalers, meat distributors,
warehouse club stores, military commissaries, industrial food processing companies, chain
restaurants or their distributors, live markets, international export companies, and domestic
distributors, as well as through independent brokers and trading companies. Tyson Foods, Inc. was
founded in 1935 and is headquartered in Springdale, Arkansas.

Key People: Tom Hayes (CEO)

Products: Meat

L'Oréal: L'Oréal is a well-known FMCG company across the world. It produces and markets a range
of make-up, perfume, hair and skin care products in 130 countries and owns 32 international brands.

The cosmetics division of L'Oreal is further sub divided into four operating divisions: professional
products, consumer products, luxury products and active cosmetics. The company has a lot of
brands such as L'Oreal Paris, Garnier, Lancome, Maybelline, Shu Uemura, Vichy, Matrix, Body Shop
etc.

The company was formed in 1909 by a French chemist Eugene Schuller while developing a hair
dyeing formula. L’Oreal has its headquarters in Clichy, France

L’Oreal is a well-known company for its R&D and innovation strategy. Till now, company has
developed more than 130 molecules and has patents in lot of fields like nano-technology,
dermatology, tissue re-engineering etc. Recently, L’Oreal is pushing its digital marketing strategies. It
has taken this step to keep pace with the changing times. L’Oreal also organises Case study based
competition known as Brand storm across the world for first year students of management colleges

L’oreal always steps forward by connecting with the new brands acquired and further marks its
presence in all the sub-segments of beauty sector like hair colour, skin care, makeup, cleansers,
fragrances, permanents, hair styling etc. It has done significant acquisitions in past years, the recent
being acquisition of the Body Shop which increased its presence in the store ownership segment in
2006 and also acquired Chinese beauty brand Magic Holdings in 2014.

Key People: Jean-Paul Agon (Chairman and CEO)

Punch line: Because you’re worth it.

Brands of L'Oréal are as follows:

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Professional products

 L'Oréal Technique  PureOlogy Research, founded in 2001 and

 L'Oréal Professionnel, including ARTec and
Innate
 Kérastase (created by L'Oreal in 1964)
 Kéraskin Esthetics, created by L'Oreal in
2007 and specializing in skin care
professionals
 Matrix Essentials, founded by Arnie Miller
in 1980 and acquired by L'Oreal in 2000
 Mizani, founded in 1991 and bought by
L'Oreal in 2001
acquired by L'Oreal in 2007
 Redken 5th Avenue NYC, founded
by Paula Kent and Jheri Redding in 1960
and acquired by L'Oreal in 1993
 Shu Uemura Art of Hair
 Carol's Daughter
 Carita
 Essie, founded in 1981 and acquired by
L'Oreal in 2010
 Decléor
 Botanicals Fresh Care

L'Oreal Luxe

 Lancôme  Ralph Lauren  Urban Decay

 YSL  Kiehl's  Maison Margiela
 Giorgio Armani  The Body Shop  Yue Sai
 Biotherm  Shu Uemura  Helena Rubinstein
 Cacharel  Clarisonic  DrakkarNoir
 Diesel  Guy Laroche
 Viktor & Rolf  Paloma Picasso

Consumer products

 L'Oréal Paris  SoftSheen-Carson  Magic

 Ombrelle  Carol's Daughter  Niely Cosméticos
 Garnier  Créateurs de  Colorama
 Maybelline Beauté
 NYX Cosmetics  Essie

Active cosmetics

 Vichy  Skinceuticals  Dermablend

 La Roche Posay  Roger&Gallet
 Inneov  Sanoflore

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Top FMCG companies in India:

Revenue
Company CEO Headquarter
(2016-17)

604.9 billion
ITC Sanjiv Puri Kolkata
INR

Anand, 373.49 billion

Amul R.S. Sodhi
Gujarat INR

Hindustan
344.9 billion
Unilever Sanjiv Mehta Mumbai
INR
Limited

Ramdev,
Patanjali Acharya Haridwar, 105.6 billion
Ayurved
Balkrishna Uttarakhand INR
Limited

Nestle Suresh Gurgaon 92.2 billion

India Ltd. Narayanan (Head Office) INR (2016)

Britannia
86.84 billion
Industries Varun Berry Kolkata
INR
Limited

Ghaziabad, 76.8 billion

Dabur Sunil Duggal
Uttar Pradesh INR

Saugata 57.33 billion

Marico Mumbai
Gupta INR

Godrej
Consumer Vivek 48.12 billion
Maharashtra
Products Gambhir INR
Limited
Colgate Mumbai
Vivek 40.16 billion
Palmolive (Registered
Gambhir INR
(India) Ltd Ofiice)

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ITC: ITC Limited or ITC is an Indian conglomerate headquartered in Kolkata, West Bengal. Its
diversified business includes five segments: Fast-Moving Consumer Goods (FMCG), Hotels,
Paperboards & Packaging, Agri Business & Information Technology.

Established in 1910 as the Imperial Tobacco Company of India Limited, the company was renamed
as the Indian Tobacco Company Limited in 1970 and further to I.T.C. Limited in 1974. The periods in
the name were removed in September 2001 for the company to be renamed as ITC Ltd.2005-09,
by Boston Consulting Group. The company completed 100 years in 2010 and as of 2012-13, had an
annual turnover of US$8.31 billion and a market capitalization of US$45 billion. It employs over
25,000 people at more than 60 locations across India and is part of Forbes 2000 list.

Key People: Y C Deveshwar (Chairman)

Punch line: Enduring Value

Top brands of ITC are as follows:

 Yippee  AIM
 Fiama  Superia
 B Natural  Sunfeast
 Kitchens of India  Aashirvaad
 John Players  Bingo
 Essenza Di Wills  Vivel
 Engage  Classmate
 Candyman  Paperkraft
 Vivel  Wills Lifestyle
 Mangaldeep  Fabelle
 Minto  Sunbean
 GumOn

Amul: Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.

Formed in 1948, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers in
Gujarat.

The white revolution was spearheaded by Tribhuvandas Patel under the guidance of Sardar Patel
and Verghese Kurien. As a result, Kaira District Milk Union Limited was born in 1946. Tribhuvan das
became the founding chairman of the organization which he led till his last day of his life. He hired
Dr. Kurien three years after the white revolution. He convinced Dr.Kurien to stay and help with the
mission rest was history in the dairying industry.

20 | P a g e
Amul spurred India's White Revolution, which made the country the world's largest producer of milk
and milk products. In the process Amul became the largest food brand in India and has ventured into
markets overseas.

Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is
credited with the success of Amul. Amul products are now available in more than 60 countries in the
world.

Key People:

o Tribhuvandas Patel,
o Dr.Verghese Kurien - Manager, General Manager, later Chairman (1949-2006)
o H. M. Dalaya (1949 - )

Punch line: The Taste of India.

Some of the Amul products are:

 Amul Gold  Kool Café

 Amul Taaza  Kool Flavoured Milk
 Amul Butter  Amulya
 Amul Lite  Pouch Butter Milk
 Processed Cheese

Hindustan Unilever Limited: Hindustan Unilever Limited (HUL) is an Indian consumer

goods company based in Mumbai, Maharashtra. It is a subsidiary of Unilever a dutch-british
company. Unilever has a controlling stake of 67% in HUL. HUL's products include foods,
beverages, cleaning agents, personal care products and water purifiers. It is also among the biggest
polluters in India.

HUL was established in 1933 as Lever Brothers and, in 1956, became known as Hindustan Lever
Limited, as a result of a merger among Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United
Traders Ltd. It employs over 16,000 workers, whilst also indirectly helping to facilitate the
employment of over 65,000 people.The company was renamed in June 2007 as "Hindustan Unilever
Limited".

HUL is the market leader in Indian consumer products with presence in over 20 consumer categories
such as soaps, tea, detergents and shampoos amongst others with over 700 million Indian
consumers using its products. Sixteen of HUL's brands featured in the ACNielsen Brand Equity list of
100 Most Trusted Brands Annual Survey (2014), carried out by Brand Equity, a supplement of The
Economic Times.

Key People: Sanjiv Mehta (CEO and MD)

Punch line: The Bright Future

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Top brands of HUL are:
Food
 Annapurna salt and spices
 Bru coffee
 Brooke Bond (3 Roses, Taj Mahal,
Taaza, Red Label) tea
 Kissan squashes, ketchups, juices
and jams
 Lipton tea
Homecare Brands
 Active Wheel detergent
 Cif Cream Cleaner
 Comfort fabric softeners
 Domex disinfectant/toilet cleaner
 Rin detergents and bleach
Personal Care Brands:
 Aviance Beauty Solutions
 Axe deodorant and aftershaving
lotion and soap
 LEVER Ayush
Therapy ayurvedic health care and
personal care products
 Breeze beauty soap
 Brylcreem hair cream and hair gel
 Clear anti-dandruff hair products
 Clinic Plus shampoo and oil
 Close Up toothpaste
 Dove skin cleansing & hair care range:
bar, lotions, creams and anti-
perspirant deodorants
 Denim shaving products
 Fair & Lovely skin-lightening products
 Hamam
Water Purifier Brand
 Pureit Water Purifier
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 Knorr soups & meal makers and
soupy noodles
 Kwality Wall's frozen dessert
 Modern Bread, ready to eat
chapattis and other bakery
items(now sold to Everstone
Capital)
 Magnum (ice cream)
 Sunlight detergent and colour care
 Surf Excel detergent and gentle wash
 Vim dishwash
 Magic – Water Saver
 Indulekha ayurvedic hair oil
 Lakmé beauty products and salons
 Lifebuoy soaps and handwash range
 Liril 2000 soap
 Lux soap, body wash and deodorant
 Pears soap, body wash
 Pepsodent toothpaste
 Pond's talcs and creams
 Rexona soap
 Sunsilk shampoo
 Sure anti-perspirant
 Vaseline petroleum jelly, skin care
lotions
 TRESemmé
 TIGI
Patanjali: Patanjali is the fastest growing FMCG Company of India, and has become a leading name
in the few years it was found.

Patanjali has wide range of products in food and personal care category. Patanjali products are
produced using scientific methods and procedures stated in Ayurveda and typically from natural
components and herbals. Patanjali has diversified the business to enter into variety of segments
such as food products, dental care, cosmetics, toiletries, hair care etc.

Company introduced books in Hindi, English and other main Indian regional languages dealing with
culture, Yoga, Ayurveda and patriotism. Patanjali has grown rapidly and giving the established
players in FMCG sector a run for the money. With low production costs, company could make 16%
operating profit in 2015. The turnover of company grew by more than 150% in FY16 compared to
FY14. Company is aiming to invest INR 1150 Crores to build 6 processing units in current fiscal year.

There will be no wonder if company can make to market leader position in India in coming years
with current pace of growth. Patanjali markets its products through very large distribution channel
having 5,000 distributors, 10,000 health centers, 100 mega stores, besides through the retail market
where it has tie ups with Fortune group and Reliance retail. Company recently unveiled some new
products such as energy bar, anti-aging cream, digestive biscuits, toilet soap etc. With such a flying
colour success in Indian market, Patanjali is soon thinking to explore overseas market with equal
pace.

Patanjali Ayurved produces products in the categories of personal care and food. The company
manufactures more than 900 products including 45 types of cosmetic products and 30 types of food
products.

Punch line: Prakriti ka Ashirwaad

Patanjali has various products under these categories:

 Skin Care
 Hair Care
 Dental Care
 Heath Care
 Food Products
 Ayurvedic Medicine
 Books
 CD’s and DVD’s
 Home Care

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NESTLÉ India: NESTLÉ India is a subsidiary of NESTLÉ S.A. of Switzerland. After more than a century-
old association with the country, today, NESTLÉ India has presence across India with 8
manufacturing facilities and 4 branch offices.

Top successful brands in India are:

 Nestlé Milk Products  MilkyBar

 EveryDay  Munch
 Nescafé  POLO
 Nestea  Kitkat
 Maggi

Britannia Industries: Britannia Industries is an Indian food-products corporation registered

in Kolkata, India. Currently majority stake of 50.96% is owned by the Wadia Group. Its principal
activity is the sale and manufacture of bakery products including biscuits, bread, cakes, rusk and
dairy products such as cheese, milk, butter, dahi and ghee. The company has an estimated market
share of 38% across the food products category.

For over a century it has served the Indian customers with a range of nutritious, fresh and taste-rich
products. Their products are a superior combination of food traditions and innovation, which is
what, makes its products so popular. The best of ingredients are used in the making of these
products and more than half of its products are enhanced with micronutrients. Its constant
innovation and proximity to customers helps it modify its product range in accordance with the
changing demands of the customers. The company’s focus on quality and freshness has made it a
winner of a number of awards and has established the brand trust that has led it to 33rd rank in the
Brand Trust report 2017.

The company’s CSR initiatives have focused on community development through health and family
welfare programs, free education, nutrition, education, etc. Waste management and Energy
conservation have also been the areas of focus for the company. The company’s biggest competitor
in the biscuits segment is Parle and it also faces tough competition from Nestlè in its dairy products.

Key Peoples:

o Mr. Williams (Chairman)

o Sir Leon Stirling

Punch line: Eat Healthy Think Better

Top Britannia Industries are as follows:

BISCUITS

 Good Day  Marie Gold

 Crackers  Tiger
 Nutrichoice  Milk Bikis

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  Jim Jam + Treat  Pure Magic
 Bourbon  Nice Time
 Little Hearts  50-50
BREADS

 Whole Wheat Breads  Bread Assortment

 White Sandwich Breads  DailyBread
DAIRY
 Cheese
 Fresh Dairy
 Accompaniments

CAKES

 Bar Cakes  Nut & Raisin Romance

 Veg Cakes  Muffills
 Chunk Cake  Biscotti
RUSK

 Premium Bake

Dabur: Dabur India Limited, founded in 1884 and headquartered in Ghaziabad is world’s largest
Ayurvedic medicine and natural health care company with over 250 herbal/ayurvedic products.

The company has offerings in key consumer product categories such as Health suppliments, Oral
care, Hair care, Skin care, Home care, Medicines and Digestives.

One of the most trusted names in the country today, which is evident by the brand trust report over
the years, Dabur is dedicated to the health and well being of every household. Its innovation
mindset helps it evolve its products offerings based on the changes in the needs and demands of the
customers. The company is known for its honesty and transparency and it always aims to live up to
its reputation. The company is also committed towards developing its most important asset, its
employees and always encourages and rewards excellence.

Dabur India drives its CSR policy through Sandesh, a registered organization aimed at rural
development. The key areas of operations of Sandesh are promoting education, both formal and
non formal, promoting hygiene and health, promoting income generation and self-reliance. The
focus of the initiatives is not charity but to enable deprived communities lead a better life.

Key Peoples:

o Anand Burman (Chairman)

o Amit Burman (Vice Chairman)
o Sunil Duggar (Chief Executive Officer)

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Punch line: Celebrate Life

Top brands of Dabur are as foloows:

 Dabur Amla  Dabur Chyawanprash

 Fem  Dabur Honey
 Dabur Gulabari  Dabur Glucose-D
 Dabur Meswak  Odomos
 OxyLife  Odonil
 Red Paste  Real Fruit Juice
 Dabur Vatika  Real Activ
 Hajmola

Marico: Founded in 1991, Marico is a leading Indian consumer goods company based out of
Mumbai and operating in the beauty and wellness space.

The company focuses on making a difference to the lives of all its stakeholders and this philosophy is
the major reason for the company success over the years. It currently offers products in the
categories of hair care, edible oils, skin care, male grooming, fabric care and edible foods under
various brands. The company’s values guide its everyday business and this in turn reflects in the
offerings to its customers. These values include Customer Centric Mindset, Innovation, Transparency
and Openness, Opportunity seeking, Global outlook, Excellence, Bias and Boundarylessness. Its
constant innovation in terms of its products along with its effective marketing campaigns has
significantly enhanced the brand recognition of Marico and the company is constantly working
towards competing effectively in these segments where there is a significant presence of Indian and
Global giants. Marico's supportable development story lays on an engaging work culture that urges
our individuals to take complete ownership and have a significant positive effect on the whole
business ecosystem. The sustainability mindset of the company driving its CSR campaigns focuses on
the areas of Resource Optimization, Climate change and Corporate Citizenship. It currently has
projects working on energy efficiency, water recycling, renewable energy, material reuse,
sustainable procurement, employability and skill development, education and well-being.

Key People: Saugata Gupta

Punch line: Be more everyday.

Some of the leading brands are:

 Kaya Limited  Hair&Care

 Parachute  Nihar
 Saffola  Mediker

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  Revive  X-Men
 Manjal  Hercules
 Livon  Caivil
 Set Wet  Code 10
 Zatak  Black Chic
 Fiancee
 HairCode
 Eclipse

Godrej Consumer Products Limited (GCPL) is an Indian consumer goods company based in Mumbai,
India. GCPL's products include soap, hair colourants, toiletries and liquid detergents. GCPL operates
several manufacturing facilities in India spread over seven locations and grouped into four operating
clusters at Malanpur (Madhya Pradesh), Guwahati (Assam), Baddi- Thana (Himachal Pradesh), Baddi-
Katha (Himachal Pradesh), Pondicherry, Chennai and Sikkim.

Key Peoples:

o Adi Godrej (Chairman)

o Emiratus Nisba Godrej (Chairwomen & MD)
o Vivek Gambhir (Managing Director)

Punch line: Brighter Living/Alive is awesome

Its leading brands in India are:

 Godrej Expert  Godrej Ezee

 Bblunt  Godrej No.1
 Godrej Renew  Cinthol
 Good Knight  Protekt
 Hit  Godrej
 Godrej aer  Nupur

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Colgate Palmolive (India) Ltd: The Colgate-Palmolive Company is an American consumer
products firm founded in 1806 and headquartered in New York.

It was incorporated in India in the year 1937 and is engaged in the personal care business including
oral care. Today, it is the number one name in India in the oral care segment, and the products
offered by the company in the oral care segment include toothpaste, toothbrushes, toothpowder,
mouthwash and whitening products.

The company also manufacturers personal care products such as liquid hand wash, body wash, skin
care, hare care and shaving products. Certain other products offered by the company include
treatments for gingivitis, sensitivity, mouth ulcers and products such as fluoride therapy and
specialty cleaning products.

The company focuses on the well-being of its customers and is committed towards making people
smile. The marketing campaigns of the oral care segment are aimed to showcase the expertise of the
company in terms of its products. The company is known for adapting quickly to changes in
customer behavior and constantly innovates so as to offer best products to its customers. It does
that with its technological expertise as well as investing in hiring the best talent from across the
country for its technical as well as managerial roles. Colgate in association with Indian Dental
Association aims at improving the oral health awareness and oral care across India on a mass scale.
It does that through mechanisms such as exhibitions, lectures, demonstrations, training programs,
etc.

Having been an undisputed champion in the oral care segment, it now faces a tough competition
from Patanjali which has introduced herbal toothpastes and is eating away quite a bit of market
share from Colgate. To counter this, Colgate has launched Cibaca Vedshakti, a herbal toothpaste
aimed at the customers preferring a more natural product for oral care.

Key People: Ian M. Cook (CEO)

Punch line: Colgate World of Care

Some of the top brands of Colgate are as follows:

 Colgate® Strong Teeth  Colgate® Active Salt

 Colgate Total®  Colgate® Maximum Cavity
 Colgate® Visible White®  Protection plus Sugar Acid
 MaxFresh®  NeutralizerTM
 Colgate® Sensitive  Colgate® Kid
 Colgate Sensitive Pro-Relief®  Colgate® Plax

Top FMCG companies in Kolkata:

 ITC
 Britannia
 Emami

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 Revenue (2016-
Company CEO Headquarter
17)

ITC Sanjiv Puri Kolkata 604.9 billion INR

Britannia
Industries Varun Berry Kolkata 86.84 billion INR
Limited

R S Agarwal
₹12,000 crore
Emami and R S Kolkata
INR
Goenka

Emami: The company is well known in India for its fairness cream products for men.

In 2008, Emami acquired Zandu Pharmaceutical Works Ltd for Rs.730 crores. The company
demerged Zandu FMCG into Emami and raised Rs.310 cr through QIP. The company became debt
free within 2 years of the Zandu deal. The company's health products unit offers tonics for colds and
coughs as well as nutraceuticals. The company forayed into men's deodrant market by launching HE
brand of deodorants. Hrithik Roshan was appointed as brand ambassador for HE brand.

The company has entered into an agreement with Mr Sanjeev Juneja to acquire his hair & scalp care
business under the 'KESH KING' and allied brands. The acquisition marks Emami's foray in the
Ayurvedic Hair & Scalp Care segment which is growing at a rapid pace. The transaction envisages
transfer of the business as going concern on a slump sale basis and will include brand portfolio of
ayurvedic medicinal oil, herbal shampoo & conditioner and ayurvedic capsules along with its
respective formulations and all related assets, rights and liabilities including working capital for a
total consideration of Rs.1651 crores. The acquisition process is expected to be completed in a
month's time. The company acquired Splash Corporation for Rs.200 crore.

Punch line: Making people healthy and beautiful, naturally.

Brands:

 BoroPlus,  Zandu balm,

 Navratna,  Mentho Plus balm
 Fair and Handsome,  Fast Relief.

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Consumer Durables
Consumer durables are a category of consumer products that do not have to be purchased
frequently because they are made to last for an extended period of time (typically more than three
years). They are also called durable goods or durables.

Key players in the consumer durables sector in India

Company Product Category

TVs, Audio – Visual Solutions, Computers,
Mobile Phones, Refrigerators, Washing
machines, ovens, Vacuum Cleaner, ACs
LCDs, Washing machines, DVD Players, ACs,
microwave ovens, Mobile Phones, Projectors,
Display Products
Refrigerators, Washing Machines, Microwave
Ovens, Water Purifier, Air Purifier¸ Vacuum
Cleaners¸ Small Appliances, Automatic Cooker,
Grinders.
TVs, Home theatre systems, DVD players, audio
products, personal care products, household
products, computers & phones
TVs, Home theatre systems, DVD players, mobile
phones, digital cameras, camcorders,
refrigerators, ACs, Washing machines,
microwave ovens & computers
TVs, projectors, DVD players, audio systems,
home theatre systems, digital cameras,
camcorders, computers, video - Gaming
products & Recording media
Pressure Cookers, Cleaning Solutions. Electric.
Vacuum Cleaner. Chimneys
Sewing Machines, Juicers/Mixers/Grinders, Gas
Stoves, Burner, Ceiling Fans, Exhaust Fans,
Pedestal Fans, Air Coolers, Microwaves, Geysers
& Heaters
TVs, DVD players, microwave ovens,
refrigerators, washing machines, ACs & Power
backup solutions

Refrigerators, Washing machines, microwave

ovens, water purifiers & Power backup solutions

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LG Electronics India Pvt Ltd

LG Electronics India Pvt Ltd is started in the year 1958. It is South Korean MNC company
headquartered in Yeouido-dong, Seoul, South Korea. It is part of LG Group. LG comprises four
business units: Home Entertainment, Mobile Communications, Home Appliance & Air Solution, and
Vehicle Components, with Starion India as its main production vendor for refrigeration and washing
machines in the Indian sub-continent. It is global company serving worldwide.LG Electronics’
products include televisions, home theater systems, refrigerators, washing machines, computer
monitors, wearable devices, smart appliances, and smartphones.

MIRC Electronics Ltd (ONIDA)

MIRC Electronics Ltd (ONIDA) was founded in the year 1981. It is offering a huge range of products
including LCD, Plasma, Televisions, DVD, Air Conditioners, Washing Machines, Microwaves Ovens,
Mobile Phones, LED TV, LCD Monitor, LCD TV and smartphones.It is among the most trusted brands
in India. It is headquartered in Mumbai, Maharashtra.

Panasonic India Pvt Ltd

Panasonic India Pvt Ltd was founded in the year 1918. It is formerly referred as Matsushita Electric
Industrial Co., Ltd. It is Japanese MNC electronics company headquartered in Kadoma, Osaka, Japan.
It is one of the largest consumers durable product manufacturing companies in India.

Philips India Ltd

Philips India Ltd is one of the top consumer durables companies in India. It was founded in the year
1891. It is was established by Gerard Philips. It is serving worldwide. It is offering a range of products
including Home Appliances, lighting, medical equipment and audio equipment.

Samsung India Electronics Pvt Ltd

Samsung India Electronics Pvt Ltd was founded in the year 1969. It is headquartered in South Korea.
The leading consumer durable companies in flagship division of Samsung Group. Samsung
electronics is manufacturing a range of electronics components batteries, chips, flash memory,
semiconductors and hard drive devices. It has marked its worldwide presence. It is one of the
world’s largest manufacturer of smartphone and mobile phones. It is among the top 10 consumer
durable companies in India. It is world’s top manufacturer of mobile phones and smartphones.

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Sony India Pvt Ltd

Sony India Pvt Ltd was founded in the year 1994. It is headquartered in New Delhi, India. The
company is Indian subsidiary of Japan’s Sony Corporation headquartered in Tokyo. In India, Sony has
its footprint across all major towns and cities in the country through a distribution network. Sony’s
principal Indian businesses include Marketing, Sales and After-Sales Service of electronic products &
software exports Products.

TTK Prestige Ltd

TTK Prestige is leading consumer durable companies in India. It was founded in year 1955. The
leading consumer durable company is headquartered in 1955. It was founded by TT Krishnamachari
in the year 1928. It was incorporated as a private limited company in the year 1955. Then it became
a public limited company in 1988. Its product range includes kitchen appliances.

Usha International Ltd

Usha International Ltd (the Company), a constituent of the Siddharth Shriram group, was formed in
1934 and started doing business under the brand name, USHA. Over the decades, this brand name
has become a household name in India while the Company has diversified into the business of new
age home appliances, sewing machines, fans, power products, water cooler, water dispensers,
modern farm equipment and auto components.

Videocon Industries Ltd

Videocon Industries Limited is a large diversified Indian company headquartered in Mumbai. The
group has 17 manufacturing sites in India and plants in Mainland China, Poland, Italy and Mexico.

Whirlpool of India Ltd

The Whirlpool Corporation is an American multinational manufacturer and marketer of home

appliances, headquartered in Benton Charter Township, Michigan, United States, near Benton
Harbor, Michigan.

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Industrial Goods
Machinery, manufacturing plants, materials, and other goods or component parts for use or
consumption by other industries or firms. Demand for industrial goods is usually based on the
demand for consumer goods they help produce (called derived demand). They are classified as

(1) Production goods, that enter the production of a final product, such as the raw materials and
component parts, or

(2) Support goods, that assist in the production process, such as fixed equipment and machinery,
instruments, jigs, tools, etc.

Characteristics of Industrial Goods:

1. Heavy investment in Industrial goods

The production of industrial goods calls for heavy capital investment. Most of the companies
involved in the production of industrial goods raise capital by issuing shares and debentures and also
by resorting to borrowing from financial institutions.

2. Complex nature of products

Industrial goods always appear to be complex in view of their technical nature. It is not possible for a
layman to assess the value of such goods. One has to have technical knowledge to be able to assess
them.

3. Derived demand for Industrial goods

The demand for industrial goods is a derived demand. i.e., it is influenced by the demand for the
goods they help to manufacture. For example. the demand for a soft drink making plant will be
determined by the demand for soft drink.

4. Limited number of Buyers

When compared to consumer and agricultural goods, the number of buyers of industrial goods is
limited. Such buyers are also found in certain regions.

For example, most of the buyers of machines needed for making cotton cloth are found in and
around Coimbatore in Tamilnadu.

5. Inelastic demand
The demand for industrial goods is relatively inelastic, i.e., it is not affected by changes in price.

6. Buying is always a group process

Purchase of consumer or agricultural goods can be undertaken by an individual. But in the case of
industrial goods, a group or a team is generally involved in the purchase. The team may consist of
engineers, financial experts and others.

7. Higher purchase value of Industrial goods

As industrial goods are very highly priced, each purchase involves a very high amount. This is in
contrast to consumer and agricultural goods where the amount involved in each purchase is much
less.

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8. After-sale service of Industrial goods
This is something which is always important in the marketing of industrial goods. The seller must
ensure regular repair and maintenance service to the buyer.

9. Seller’s reputation
The seller’s reputation is generally not important in the market for agricultural goods. It is important
to a certain extent in the market for consumer goods, particularly in the case of durable goods. The
reputation of the seller is vital in the case of industrial goods. The buyers would always prefer to buy
from reputed suppliers rather than from an unknown source.

10. Leasing
Another peculiar feature of industrial goods marketing is that the seller may enter into a leasing
agreement with the user instead of making an outright sale of the machinery. This does not apply to
consumer goods.

11. Rational and not emotional buying

In the case of consumer goods, the buying decision is influenced by status, prestige and such other
emotional factors. The buyer of industrial goods, on the other hand, makes an objective analysis of
the utility of the product before taking the purchase decision.

12. Greater awareness of the buyers

The buyers of consumer goods may not hive absolute knowledge of the goods they buy. They adopt
a casual approach to buying. On the other hand, the buyers of industrial goods have thorough
knowledge of the product, its source of supply, the alternative models available, the price of the
competing models, etc.

13. Shorter channel of distribution

The marketers of industrial goods usually supply the goods directly to their customers. Wholesalers,
retailers and others who work actively in the consumer and agricultural goods markets are generally
absent in the market for industrial goods.

The marketers of industrial goods resort to direct supply mainly because the number of buyers is less
and such buyers are also found in certain regions only.

Different types of buyers of Industrial Goods

The buyers of industrial goods usually fall under the following three categories:

1. Those who buy components

A car manufacturer may, for example, buy radiators, batteries, etc., from the manufacturers of these
components.

2. Those who buy and install machines

The same car manufacturer may install a machinery to check the wheel alignment. Here, the
machine is purchased for service purposes.

3. Those who buy for resale

They are the distributors of industrial goods. For example, there are distributors for car radiators, car
batteries and so on.

Top industrial goods producing companies are: Boeing , Airbus, Mitsui, General Electric, Siemens,
Mitsubishi, ArcelorMittal, POSCO.

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Services and Service sector
The service sector produces intangible goods, more precisely services instead of goods, and
according to the U.S. Census Bureau, it is comprised of various service industries including
warehousing and truck transportation services; information sector services;
commodities, securities and other investment services; professional, technical and scientific services;
waste management services; health care and social assistance services; and arts, entertainment and
recreation services. Countries with economies centered around the service sector are considered
more advanced than industrial or agricultural economies.

BREAKING DOWN 'Service Sector'

Examples of service sector jobs include housekeeping, tours, nursing and teaching. By contrast,
individuals employed in the industrial or manufacturing sectors produce tangible goods, such as cars,
clothes or equipment.

In terms of countries that place heavy emphasis on the service sector, the United States, the United
Kingdom, Australia and China rank among the top. In the United States, the Institute for Supply
Management (ISM) produces a monthly index that details the general state of business activity in
the service sector. This index is regarded as a metric for the overall economic health of the country
because approximately two-thirds of U.S. economic activity occurs in the service sector.

Three-Part Economy

Also called the tertiary sector, the service sector is the third piece of a three-part economy. The first
economic sector, the primary sector, covers the farming, mining and agricultural business activities
in the economy. The secondary sector covers manufacturing and business activities that facilitate
the production of tangible goods. The service sector, though classified as the third economic sector,
is responsible for the largest portion of the economy’s business activity. Businesses in this sector are
rapidly placing more focus on what is becoming known as the "knowledge economy," or the ability
to surpass competitors by understanding what target customers want and need, and operate in a
way that meets those wants and needs quickly with minimal cost.

Technology in the Service Industry

Technology, specifically information technology systems, is shaping the way businesses in the service
sector operate. In nearly all industries within the sector, businesses institute technology to bolster
production; increase speed and efficiency; and cut down on the number of employees required for
operation. This cuts down on costs and improves incoming revenue streams.

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Top 10 IT outsourcing service providers:

1. Accenture

2. Cognizant

3. IBM

4. Tata Consultancy Services

5. Wipro

6. HCL

7. Capgemini

8. CSC

9. Infosys

10. Atos

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Retail
Retail is the sale of goods and services from businesses to an end user (called a customer). Retail
marketing is the process by which retailers promote awareness and interest of their goods and
services in an effort to generate sales from their consumers. There are many different approaches
and strategies retailers can use to market their goods and services

Retailing involves the process of selling consumer goods or services to customers through multiple
channels of distribution to earn a profit. Retailers satisfy demand identified through a supply chain.
Some of the earliest retailers were itinerant peddlers. The term "retailer" is typically applied where a
service provider fills the small orders of a large number of individuals, who are end-users, rather
than large orders of a small number of wholesale, corporate or government clientele. Shopping
generally refers to the act of buying products. Sometimes this is done to obtain final goods, including
necessities such as food and clothing; sometimes it takes place as a recreational activity.
Recreational shopping often involves window shopping (just looking, not buying) and browsing: it
does not always result in a purchase.

Retail marketing makes use of the common principles of the marketing mix, such as product, price,
place and promotion. A study of retail marketing includes effective merchandising strategies,
shopping and consumer behaviour, branding and advertising.

Types of Retailers:

There are 7 main types of retailers which can be defined by the size of their business and the way
they in which they sell their products.

1. Department Store – This type of retailer is often the most complex offering a wide range of
products and can appear as a collection of smaller retail stores managed by one company.
The department store retailers offer products at various pricing levels. This type of retailer
adds high levels of customer service by adding convenience enabling a large variety of
products to be purchased from one retailer.

2. Supermarkets – Generally this type of retailer concentrates in supplying a range of food and
beverage products. However many have now diversified and supply products from the
home, fashion and electrical products markets too. Supermarkets have significant buying
power and therefore often retail goods at low prices.

3. Warehouse retailers – This type of retailer is usually situated in retail or Business Park and
where premises rents are lower. This enables this type of retailer to stock, display and retail
a large variety of good at very competitive prices.

4. Speciality Retailers – Specialising in specific industries or products, this type of retailer is

able to offer the customer expert knowledge and a high level of service. They also add value
by offering accessories and additional related products at the same outlet.

5. E-tailer – This type of retailer enables customers to shop on-line via the internet and buy
products which are then delivered. This type of retailer is highly convenient and is able to
supply a wider geographic customer base. E-tailers often have lower rent and overheads so
offer very competitive pricing.

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 6. Convenience Retailer – Usually located in residential areas this type of retailer offers a
limited range of products at premium prices due to the added value of convenience.

7. Discount Retailer – This type of retailer offers a variety of discounted products. They offer
low prices on less fashionable branded products from a range of suppliers by reselling end of
line and returned goods at discounted prices.

Top retailers in the World:

Headquarters/U.S.
Rank Company 2016 retail sales (000) 2016 stores
Headquarters
1 Wal-Mart Stores $362,815,000 Bentonville, Ark. 5284
2 The Kroger Co. $110,215,000 Cincinnati 3825
3 Costco $85,778,000 Issaquah, Wash. 497
4 The Home Depot $85,086,000 Atlanta 1965
5 CVS Caremark $81,482,000 Woonsocket, R.I. 9769
6 Walgreens Boots Alliance $79,283,000 Deerfield, Ill. 8053
7 Amazon.com $77,024,000 Seattle 3
8 Target $69,495,000 Minneapolis 1802
9 Lowe's Companies $60,409,000 Mooresville, N.C. 1831
10 Albertsons Companies $58,696,000 Boise, Idaho 2392

Top retailers in India are:

1. Reliance Retail Ltd

2. Aditya Birla Fashion & Retail Ltd (Pantaloons)
3. Provogue India Ltd
4. Shoppers Stop Ltd
5. ITC - Lifestyle Retailing Business Division (LRBD)
6. Trent Ltd (Westside)
7. Mc Donald’s
8. Aditya Birla Retail Ltd
9. Titan Company Ltd
10. Keval Kiran Clothing Ltd (KKCL)

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E-Commerce
E-commerce is a transaction of buying or selling online. Electronic commerce draws on technologies
such as mobile commerce, electronic funds transfer, supply chain management, Internet
marketing, online transaction processing, electronic data interchange (EDI), inventory management
systems, and automated data collection systems. Modern electronic commerce typically uses
the World Wide Webfor at least one part of the transaction's life cycle although it may also use
other technologies such as e-mail. Typical e-commerce transactions include the purchase of online
books (such as Amazon) and music purchases (music download in the form of digital
distribution such as iTunes Store), and to a less extent, customized/personalized online liquor
store inventory services. There are three areas of e-commerce: online retailing, electric markets, and
online auctions. E-commerce is supported by electronic business.

E-commerce businesses may also employ some or all of the followings:

 Online shopping web sites for retail sales direct to consumers

 Providing or participating in online marketplaces, which process third-party business-to-

consumer or consumer-to-consumer sales

 Business-to-business buying and selling;

 Gathering and using demographic data through web contacts and social media

 Business-to-business (B2B) electronic data interchange

 Marketing to prospective and established customers by e-mail or fax (for example,

with newsletters)

 Engaging in pretail for launching new products and services

 Online financial exchanges for currency exchanges or trading purposes.

Ecommerce marketing is the process of driving sales by raising awareness about an online store's
brand and product offerings. Digital marketing for ecommerce applies traditional marketing
principles to a multichannel, data-driven environment.

When you break it down, ecommerce marketing can be divided into two general initiatives: driving
website traffic and optimizing the user experience to convert more shoppers. Both are crucial
components of your ecommerce marketing strategy and growing your online business, and they
should be treated as equally indispensable.

To gain an understanding of ecommerce marketing basics, start with a solid foundation of commonly
used terms.

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E-commerce Marketing Channels:

1. Pay-per-click advertising (PPC).

Running an effective PPC campaign involves strategic bidding on the keywords or phrases used in
the ads you create. Your ads will appear above or below non-paid organic search results, with higher
bids earning the #1 position. Search engines earn revenue on a per-click basis, while impressions are
determined by user search query.

2. Search engine marketing (SEM).

Often used as a synonym for PPC, SEM refers to paid advertising campaigns. This multifaceted term
is used by many marketers to describe all paid and organic efforts. It’s also used to describe efforts
on Google’s AdWords platform and paid platforms on other search engines, such as Bing.

3. Search engine optimization (SEO).

Unlike the paid advertising methods described above, SEO traffic generates unpaid, “organic” results
across search engines like Google and Yahoo. Successful SEO combines adherence to best practices
on a product level in tandem with content creation, inbound links, social media engagement and
many other factors taken into consideration by search engine algorithms.

4. Display advertising.

Display advertising refers to banners, sidebars and other predominantly-visual advertisements that
appear on other websites. Display ads are facilitated by ad networks such as Google Display
Network.

5. Affiliate marketing.

Affiliate marketing leverages product-focused referrals such as reviews, comparisons and

testimonials, to drive traffic to an online retailer’s website. Receiving a set commission for referred
sales, affiliate marketers typically have a loyal following or receive traffic from some of the above
channels.

6. Email marketing.

Email marketing is used to target current, potential and past customers with
newsletters, abandoned cart notifications and remarketing.

Ecommerce Marketing Terms:

1. Google AdWords.

As Google's advertising platform, AdWords pioneered the PPC model and capitalizes on the
company's majority share of the search market.

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2. Search engine results page (SERP).

The cumulative results from users executing a search engine query, comprising organic and paid
listings. Having results on the first page of SERPs is critical to acquiring new customers.

3. Conversion rate optimization (CRO).

In ecommerce marketing, conversion rate optimization is a system for converting more visitors into
customers, or to take a specific action on a webpage.

4. Conversion funnels.

A conversion funnel refers to the journey a prospect takes to become a customer, beginning with
the awareness stage and ending in a purchase. For higher-priced items, a longer sales cycle is
common, while low-cost items convert in a much shorter time frame.

5. Ecommerce advertising.

Ecommerce advertising encompasses any kind of advertising, online or offline, that drives traffic to
an online store. The most common examples include Google AdWords, display ads, and social media
advertising like Facebook, Instagram and Pinterest. Price bidding between marketers and the ad
space owner determine the cost and placement of each ad.

Top 10 e-commerce companies worldwide are:

1. Amazon 6. Priceline
2. Alibaba 7. eBay
3. Walmart 8. Rakuten
4. Otto 9. Zalando
5. JD 10. GroupOn

Top 10 e-commerce companies in India are:

1. Flipkart 6. Jabong
2. Amazon India 7. Shopclues
3. Paytm 8. MakeMyTrip
4. Snapdeal 9. Yatra Online
5. Ebay 10. BookMyShow

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Advertising
Definition: Advertising is a means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are intended to inform or
influence people who receive them, as defined by the Advertising Association of the UK.

The different types of advertising methods are:

Online Advertising (aka Digital): If you see an advertisement via the internet, then it is classified as
online advertising. Another avenue of online advertising is native advertising, which is the digital
variation of the old print advertorials—and sponsored content is growing by leaps and bounds.

From ads on Facebook and Snapchat to partnerships with BuzzFeed and Reddit, the fastest, easiest
way to reach millions of potential customers is online.

Cell Phone & Mobile Advertising: A relatively new form of advertising compared to the others, but
one that's dominating the media mix, uses cell phones, iPads, Kindles, and other portable electronic
devices with internet connectivity. Current trends in mobile advertising involve major use of social
media such as Twitter, Instagram, Snapchat, and Facebook.

Right now, this is the toughest nut to crack. This kind of advertising is not only disruptive, but can
leave the customers with a lot of ill will. If you do it, do it right. For a while, native advertising was a
good way to get into the feed, but even that has come under scrutiny for being deceptive.

Print Advertising: Once a huge driver of sales, print is taking a back seat to the many digital forms of
advertising now available to marketers. However, if there is one thing that's certain about
advertising, it's that being different is good. And when consumers tire of digital ads, a return to
printed pieces and the tactile feeling and permanence they provide is definitely in the cards.
Typically, print can be split into three subcategories:

1. Periodical Advertising
If it's in a magazine, a newspaper, or anything else that comes out at regular intervals, then
it's periodical advertising (aka a print ad). For decades, print ads were the gold standard for
advertisers and their clients. To grab the center spread of a big magazine or the back cover
of a newspaper meant millions of people were seeing the message.

2. Brochures, Leaflets, Flyers, Handouts, and Point-of-Sale Advertising

Although some of these media can be placed within the pages of newspapers and
magazines, they are treated as a separate entity, usually because they have less chance of
being seen. From something that sits on a counter or customer service desk to a glossy car
brochure, small print media offer a more intimate and long-form way of engaging the
consumer. Use this approach when you have more information than you can cram into a
print ad.

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 3. Direct Mail Advertising
Either of the techniques mentioned above can be incorporated into direct mail. It simply
means that your printed pieces are mailed direct to the consumer. This is a technique that
has been, and continues to be, abused by inferior marketing agencies that have turned the
craft into junk mail. If it is creative and intelligently conceived and executed, direct mail can
be a fantastic way to engage the customer. Do not count it out.

Guerrilla Advertising: Also known as ambient media, guerrilla advertising (or marketing) has become
prominent over the last 20 years. It is a broadly used term for anything unconventional, and usually
invites the consumer to participate or interact with the piece in some way. Location is important, as
is timing. The driving forces behind guerrilla advertising or marketing are creative ideas and
innovation, not a large budget.

Broadcast Advertising: A mass-market form of communication including television and radio,

broadcast advertising has, until recently, been the most dominant way to reach a large number of
consumers. Broadcast advertising has really taken a beating over the last few years, especially with
the rise of DVRs and "ad skipping" technology. However, it is still a popular way to reach millions of
people, especially when the Super Bowl comes around.

Outdoor Advertising: Also known as out-of-home (OOH) advertising, this is a broad term that
describes any type of advertising that reaches consumers when they are away from home. Think of
billboards, bus shelter posters, fly posters, and even those big digital boards in Times Square.

Public Service Advertising: Unlike traditional commercials, Public Service Advertisements (PSA) are
primarily designed to inform and educate rather than sell a product or service. PSAs traditionally
appear on TV and radio, but are also heavily promoted online.

Product Placement Advertising: In a nutshell, product placement is the promotion of branded

goods and services within the context of a show or movie, rather than as an explicit advertisement.
If you have ever seen a movie and wondered, "Wow, they sure are driving a lot of Fords in this
scene," or "Does everyone in this TV show drink Pepsi?" then you are noticing product placement.
It's a way that these films and shows get funding, and is a great way for advertisers to reach a
targeted demographic.

The five largest marketing advertisement agencies, with their estimated worldwide revenue are:

 WPP Group, London - $19.0 billion

 Omnicom Group, New York City - $15.3 billion

 Publicis Groupe, Paris - $9.6 billion

 Interpublic Group, New York City - $7.5 billion

 Dentsu, Tokyo - $6.0 billion

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Marketing research
Marketing research is "the process or set of processes that links the producers, customers, and end
users to the marketer through information used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and
improve understanding of marketing as a process. Marketing research specifies the information
required to address these issues, designs the method for collecting information, manages and
implements the data collection process, analyzes the results, and communicates the findings and
their implications.”

It is the systematic gathering, recording, and analysis of qualitative and quantitative 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 behaviour. The term is
commonly interchanged with market research; however, 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 V/S Market Research:

It includes nature of the market, product analysis, sales analysis, time, place and media of
advertising, personal selling, pricing, sales organisation, packaging, brand names, etc. with all the
major functions of marketing. Market research is primarily concerned with knowing the capacity of
the market to absorb a particular product. Marketing research is not only concerned with the
jurisdiction of the market but also covers nature of the market, product analysis, sales analysis, time,
place and media of advertising, personal selling and marketing intermediaries and their relationships
etc.

Basis for
Market Research Marketing Research
Comparison
A study undertaken to collect
Marketing research is the systematic and
information about the market
Meaning objective study, analysis and interpretation of
statistics, is known as market
problem related to marketing activities.
research.
Branch of Marketing Research Marketing Information System
Scope Limited Wide
Nature Specific Generic
Research of marketplace and the
Involves Research of all the aspects of marketing.
buyer's behavior within that market.
Dependency Dependent Independent
To make effective decisions regarding
To check the viability of the product
Purpose marketing activities and to keep control on
in the target market.
the marketing of economic output.

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Types of Marketing:

1. Exploratory

As the name implies, exploratory research is the initial exploration done to get an idea and
insights into the problem. Research is a relatively expensive process; exploratory research
ensures that this process is not initiated without a thorough understanding of the problem. This
study is qualitative (understanding the concept) rather than quantitative (providing precise
measurement). Also, this type of research does not give conclusive evidence and subsequent
research needs to be done.

Further, the following purposes justify the use of exploratory research:

 Diagnosing a Situation: Sometimes, companies have a situation at hand, but do not know how to
define it clearly. This prohibits action to be taken. One reason for using it is to identify the exact
nature of the business problem, but exploratory research is limited only to this. Successive
descriptive or experimental research needs to be carried out to craft the action plan.
 Screening Alternatives: Consider a situation where there are several options, but budget
restrictions do not allow implementation of all of them. Exploratory research helps choose the
best alternatives in this case.
 Uncovering New Ideas: Many a times, consumers do not know what they need which is
especially true in case of technology. Prior to the invention of the first smart phone in the early
nineties, an average person did not feel the need for it or understand how pervasive the device
would become. Exploratory research is used in cases like this to induce new ideas.

A widely used method for executing exploratory research for this purpose is Concept Testing.
Here, target consumers are introduced to an idea and asked how they feel about it, whether they
are likely to use it, etc. It tests the likeability or acceptability of the new product before investing
in its research and development.

2. Descriptive

This type of research is used when there is some comprehension of the problem, objectives are
defined and the research questions are clearly formulated. Contrary to exploratory research, the
proof descriptive research provides is used for formulating action plans. It helps answer the
questions ‘when’, ‘who’, ‘what’, ‘how’ and ‘where’, but not ‘why’.

Descriptive research typically gives a detailed account of the characteristics or behaviour of a

population. Hence the research work usually involves some element of consumer profiling and
market segmentation.

3. Experimental

Experimental studies demonstrate cause and effect relationships. They try to decipher the
outcome marketing actions might have. For example, it is used when the purpose is to determine
the impact of increase in price on usage.

This research is used in succession to exploratory and descriptive research and hence sufficient
knowledge is gained on the topic by then. Experimental research is also popularly known as
causal research.

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Objectives of Marketing Research:

Marketing research is undertaken for attaining the following objectives

(1) To Provide Basis For Proper Planning:

Marketing and sales forecast research provides sound basis for the formulation of all marketing
plans, policies, programmes and procedures.

(2) To Reduce Marketing Costs:

Marketing research provides ways and means to reduce marketing costs like selling, advertisement
and distribution etc.

(3) To Find Out New Markets for The Product:

Marketing research aims at exploring new markets for the product and maintaining the existing
ones.

(4) To Determine Proper Price Policy:

Marketing research is considered helpful in the formulation of proper price policy with regard to the
products.

(5) To Study in Detail Likes and Dislikes of the Consumers:

Marketing research tries to find out what the consumers, (the men and women who constitute the
market) think and want. It keeps us in touch with the consumers, minds and to study their likes and
dislikes.

(6) To Know The Market Competition:

Marketing research also aims at knowing the quantum of competition prevalent in the market about
the product in question. The company may need reliable information about competitor’s moves and
strategies which are of immense significance for further planning.

(7) To Study The External Forces and Their Impact:

Marketing research provides valuable information by studying the impact of external forces on the
organisation. External forces may include conditions developing in foreign markets, govt, policies
and regulations, consumer incomes and spending habits, new products entering in the market and
their impact on the company’s products.

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Rural Marketing
Definition: The Rural Marketing refers to the activities undertaken by the marketers to encourage
the people, living in rural areas to convert their purchasing power into an effective demand for the
goods and services and making these available in the rural areas, with the intention to improve their
standard of living and achieving the company’s objective, as a whole.

The Rural Marketing is a two-way process, i.e.,

 Urban to Rural: FMCG Goods, Agricultural fertilizers, automobiles, etc. are offered by the
urban market to the rural market.

 Rural to Urban: The agricultural supplies viz. Fruits, vegetables, flowers, milk, etc. is offered
from the rural market to the urban market.

Potential of Rural Marketing

The marketers are following the strategy to “Go Rural” because of the following attractions in the
rural market:

1. Large Population: Still, the majority of the population in India resides in Villages and
therefore, the marketers find more potential in the rural areas and direct their efforts to
penetrate the rural market.

2. Increased Income: The income and the purchasing power of the rural people have
increased. With the use of modern agricultural equipment and technology, the farmers can
produce more and can get better returns for their agricultural produce.The increased
income motivates a farmer to improve his livelihood by purchasing a good quality product
and thus, the marketer gets an opportunity to enter into the rural market.

3. Competition in Urban Market: There is a lot of competition in the Urban market, where
people are well aware of the goods and services and have created a brand loyalty.Therefore,
the marketers move to the rural market to escape the intense completion and generate
revenues from the untapped areas.

4. Improved Infrastructure facilities: Today, many villages are well connected with the roads
and transportation facilities that enables the marketer to access the rural market and
promote his goods and services.With the growth in telecom services, the rural people can be
reached easily via mobile phones.

5. Saturated Urban Market: Also, the marketers may move to the rural markets, when the
urban market has reached the saturation point, the i.e. market is well stuffed with the
products, and the consumers are not likely to make a frequent purchase due to the varied
options available in the market.

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 6. Support of Financial Institutions: Several Co-operative banks and public sector banks offer
the loan facility to the rural people at low-interest rates. With the loan, the purchasing
power of an individual increases, thus resulting in a better standard of living.

7. New Employment Opportunities: The Government is running several employment

opportunity programmes, with the intention to engage people in other activities apart from
the agriculture occupation.The Integrated Rural Development Programme (IRDP), Jawahar
Rozgar Yojana (JRY), Training Rural Youth for self-Employment are the certain programmes,
designed to increase the livelihood of rural people.

Due to so much potential in the rural areas, the companies are focussing more on the needs and
desires of people living in here and are taking every possible step to stimulate people to buy
products and services and improve their livelihood.

Importance of Rural Marketing:

 Reduced Burden on Urban Population

 Rapid Economic Growth

 Employment Generation

 Improved Living Standard

 Development of Agro-based Industries

 Optimum Utilization of Rural Untapped Resources

 Easy Marketability of Agricultural Produces

 Improved Rural Infrastructures

 Price Stability

 Balanced Industrial Growth

 Quality of Life and Reduced Crime

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