Professional Documents
Culture Documents
2.To check the sales of various emami retailers with in ranchi and timely delivery of the
products( items) to the respective retailer.
3.To look in to the demand and suggestion of the retailers and to take measure to help them be
satisfied.
4.To perform a through statistical analysis of the availability and sales of the Emami products
in the market and compare the respective values with those of the competitor products. Eg:-
Navratna oil vs Himgange.
5.To reach the customers in the adjacent areas of ranchi and to have a considerable share in
the rural market as well.
6.To gain experience and self awareness by working with a reputed multinational company
like Emami.
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Industry Overview
India’s FMCG sector is the fourth largest sector with a USD 25-billion size in 2008. It is a
key component of India’s GDP and is a significant (direct and indirect) employer employing
three million individuals in downstream activities across small towns and rural India. The
FMCG industry in India witnessed strong double digit growth over the last three years owing
to liberalisation,urbanisation, income increase, altered lifestyles and enhanced rural
awareness.
The sectoral growth has also been catalysed by a reduction in excise duty, de-reservation of
the small scale sector, enhanced marketing and innovative packaging. The personal care
segment accounts for 22% of the country’s FMCG sector. The global market for herbal
products (health supplements, herbal beauty and toiletry products) is estimated at around
US$62 billion. It could grow to US$5 trillion by 2050 (Source: WHO). Emami enjoys a
presence in personal and healthcare segments and reported a robust 29.1% growth in 2008-09
with a consolidated turnover of Rs. 747 cr. The Company is optimistic of aggressive growth
in 2009-10, based on the reality of robust product demand at popular price points.
The industry is marked by growing investments in distribution and brand building, a hedge
against intending competition. The FMCG sector addresses the needs of broad society; low-
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priced products account for over 60% of the sector’s sales, rural markets account for 56% of
domestic FMCG demand.
BusinessPhilos
Identifynichesegmentswh
Mass market categories
With high gross margin
Where competition is not
Salient industry features
Continuouslyinvest andb
administration, marketing and advertising. The capital to- sales ratio is low on account of
outsourcing and relatively lower investments required in fixed assets. Supply chain and brand
management are key factors. Advertisement costs range from 5% to 25% of revenues,
andgrow it large
depending on product life cycle, brand value, competition and marketing strategy
.
1400
Demand slowdown and growing competition have forced players to reduce costs and market
1200
more aggressively. Occasionally products are re-launched by repositioning brands to extend
product life cycle and extract better value.
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800
600
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Distribution channels:
Product accessibility enhances success. Estimates show that there are around 700,000 FMCG
outlets in urban India and over 300,000 outlets in rural areas. Industry players derive their
strength from a high capital turnover, strong brand equity and effective logistics management.
A combination of distribution network, innovative packaging and right pricing ensure success.
Demand drivers:
A growing middleclass has enhanced awareness of health, hygiene and packaged foods
leading to FMCG industry growth. An increase in disposable incomes, innovation, advertising
and enhanced visibility have catalysed demand growth. Categories like skin care, shampoos,
deodorants, antiageing solutions, fairness products and men’s products are becoming popular.
Pricing:
An average Indian consumer is price-conscious. Most brands have introduced products with
massmarket pricing to build volumes. Stiff competition has restricted players from increasing
sticker prices. With a rise in disposable incomes, players in the premium-product categories
will be able to increase sales volume.
Growth drivers
Population: India’s population of 1.1 billion (growing annually at 1.5%) is expected to touch
1.33 billion by 2020-21. Concurrent economic growth is expected to reduce the country’s
population below the poverty line to 22% in urban areas and 29% in rural areas by 2025.
Around 291 million people are expected to move out of the BPL category, even as 322
million people are likely to be added to the population.
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Income:
India’s per capita income increased 12.2% to Rs. 37,490 in 2008-09. The country is expected
to gradually move from being the 12th largest consuming economy to the fifth largest
consuming economy. Discretionary spending is expected to rise and household savings are
expected to decline from 28% to 22% by 2025.Consequently, India’s consumer market will
touch USD 8.2 trillion.
Demographics:
Around two-thirds of the Indian population is under 35. The Company responded to this
reality through the launch of relevant products and endorsements by youth icons. By 2020,
882 million Indians will be in the age group of 15-64 years. High disposable ssincome, easy
credit availability of credit and a growing media-cum-brands exposure are major consumption
drivers. [Source: IBEF research]
Retail:
India’s retail sector is expected to grow 9% to touch USD 521 billion by 2012, catalysed by
the FMCG segment. The current retail market is around USD 350 billion, of which organised
retail constitutes around 4%. This is projected to increase to 9.52% in 2009-10. Modern retail
format is expected to grow faster at about 30-35% annually. Rural
Rural India:
Rural India is home to around two-thirds of its billion-plus population, which accounted for
34% off take of FMCG products. Since urban markets are mature, rural markets are expected
to drive the next phase of India’s growth, as they account for nearly half the domestic retail
market valued over USD 300 billion. It is experiencing an increase in income, consumption
and production. Thus the USD 112-billion (Rs. 500,000 cr) rural market, growing at around
10%, is expected to double in the next five years [Source: ASSOCHAM].
The rural markets account for 56% of the total Indian FMCG demand. The per capita income
in rural India has grown over 50% in 10 years due to improved productivity and rising
commodity prices.Rural consumers spend around 13% of their income on FMCG goods,
second highest after food (35%).
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Income-consumption cycle:
India’s FMCG sector is enjoying the positive impact of higher consumption due to rising
incomes. Consumption has played a bigger role in the Indian growth story than in the case of
any other developing country. The country has closely matched the proportion of
consumption when compared with developed economies like China, the US and Japan
(around 62% of GDP). With rising consumerism and changing lifestyles, the demand for
value-added products is increasing. The lower-middle-income group in rural areas is almost
double that in urban areas constituting 41% of the Indian middle class with 58% of the total
disposable income [Source: The Economic Times]. The spending pattern of Indian consumers
varies widely for FMCG products. An average Indian spends around 40% of his income on
groceries and 8% on personal care products.
Outlook
The FMCG industry is showing early signs of growth. Volume of sales for products like
soaps, shampoos, detergents and toothpaste, among others, has increased following a
reasonable correction in prices. Clearly, the tables have turned in favour of branded products.
However, regional competition is fierce and rising costs represent a growing challenge.
India’s FMCG segment is set to reach USD 43 billion by 2013 and USD 95 billion by 2018.
The implementation of the Goods and Services Tax (GST) and FDI opening are expected to
further boost the industry. A billion-plus population makes India one of the world’s largest
markets for beauty, health and personal care products. The Indian ayurvedic and herbal
market is also expected to grow attractively. Emami is suitably positioned to capitalise on this
growing opportunity.
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INTRODUCTION OF EMAMI
Emami Limited is one of the major health and personal care FMCG companies
in India with its brand presence globally. Leveraged by celebrity endorsements, Emami
believes in building categories by meeting unfulfilled consumer needs. Emami Limited has
over 25 brands under its portfolio. The focus is on providing the consumers with innovative
products which are capable of meeting their multiple needs and add value by enhancing the
quality of life. Through innovative and power brands, Emami touches the lives of all
consumers, spanning across various income groups in both urban and rural India. Emami’s
success story is not only weaved around the holistic healing system of ayurveda, but also in its
product innovation, dynamic and focused leadership, a strong supply-chain management and
unwavering commitment to partners and stakeholders. The popular brands like Boroplus,
Navratna, Fast Relief and Fair and Handsome are an outcome of deeper understanding of
Indian consumers.
Emami Ltd. (EL) is the flagship company of the Kolkata based Emami Group, which is
engaged in the business of manufacturing personal care and health care products for over 3
decades. The company is currently exploring opportunities in the US and UK markets, and the
size of the deal could be up to Rs 600-800 crore.The company has scaled up its holding in
Rama Newsprint & Papers with interests in paper, paper boards and telecom cables, by
approximately 5%. Emami covers all the states with 29 depots across India and enjoys a
wide distribution network comprising 2500+ distributors and a direct coverage of 4.15 lacs
outlets. I Emami has tied up with ITC Ltd. to distribute products through the echoupal
outlets,thus ensuring greater rural reach .The top line and bottom –line of the company are
expected grow at a CAGR of 26.47% and 33.33% over FY 08 to FY 11E.
The company is currently exploring opportunities in the US and UK markets, and the size of
the deal could be up to Rs 600-800 crore.
The company has scaled up its holding in Rama Newsprint & Papers with interests in paper,
paper boards and telecom cables, by approximately 5%.
Emami covers all the states with 29 depots across India and enjoys a wide distribution
network comprising 2500+ distributors and a direct coverage of 4.15 lacs outlets.
Emami has tied up with ITC Ltd. to distribute products through the echoupal outlets, thus
ensuring greater rural reach.
The
top line and bottom-line of the company are expected to grow at a CAGR of 26.47 %
and 33.33 % over FY08 to FY11E.
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1) Profit maximization
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COMPANY PROFILE
Our Ideology
Our Vision
Making people healthy and beautiful, naturally
Our Mission
• To contribute whole heartedly towards the environment and society integrating all our
stakeholders into the Emami family
• To make Emami synonymous with natural beauty and health in the consumers mind
• To strengthen and foster in the employees, strong emotive feelings of oneness with the
company through commitment to their future
We would strive
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A strong sense of ownership and commitment towards the organization and the business
whole is the basic premise of all actions. We believe every employee is a member of the
Emami family and as a family we shall work in the larger interest of the organization for the
benefit of all our stakeholders. The human dignity and worth of an individual is
acknowledged and maintained at all times. Nothing shall impose upon the dignity and stature
of the institution which has its roots in these articulated core values. We will not venture into
any activity which is at cross purpose to our values and principles.
Integrity
This is cherished above all within our organization and whatever we say, do, and the way we
do it, will emphasize our integrity and dependability. Our employees, products and services
will clearly communicate this strength to all our stakeholders. We will practice integrity in its
real sense in all our personal and business actions
We are open and transparent in all that we do and say. This applies to all working
relationships and at every level. Involvement, trust and willingness to listen are the guiding
principles for decision making. We believe in open communication, offer freedom to speak
one’s mind & demonstrate openness & clarity in all our actions. We exercise transparency in
dealing with all our stakeholders and we believe this is the only way to build their trust and
value.
Customer Orientation
The underlying principle being that progress can be mapped only in terms of customer
orientation, both internal and external, in all its spheres of quality, service and reliability. Our
‘Customer Processes’ are proactive & relevant and are perceived as such by our customers.
Customer delight is the vital purpose of our business. This necessitates providing quality,
reliability & a high level of service in all our business dealings.
This stands firmly on a foundation of commitment and leadership in all that we do or say.
Strong evidence is present in our actions, an emphasis laid on an opportunity to free fly and to
set standards of excellence in performance. We strongly encourage and reward innovation at
all levels. All these are manifested in an environment of innovation and leadership.
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Attention to detail
Utmost importance is given to attention for details in all that we do or say. It is the diligence
which provides us with the competitive edge and also ensures quality in all our activities.
Teamwork is the cornerstone of our business that helps deliver value to our customers. We
work together across titles, jobs and organization structure to share knowledge and expertise
for the growth of the individual and the organization. We provide an environment which
would foster teamwork, cooperation and an urge to utilize knowledge and information.
Social Responsibility
We shall continue to contribute to the communities in which we thrive and address all social
issues responsibly. We strive towards giving back to the society as a responsible institution
and aid in growing the resources around us for building a vibrant nation.
Environmental Safety
Environmental Safety makes the framework of all our activity. We strongly believe that safety
of an individual only will lead to a safer society for our forthcoming generations and we
earnestly vouch for that. All our processes, products and services aims at safeguarding our
environment.
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ABOUT Company
Emami Limited, the flagship company of the Emami Group, is a leading FMCG player in
India.
The Company is promoted by Kolkata-based industrialists, Mr. R.S. Agarwal and Mr.
R.S.Goenka.
Emami has been in the health, beauty and personal care products space since the last 30
year and has sustained its prominent position in Ayurveda products With an extensive
research and development cell, it has developed strong brands like ‘Navratna’,‘BoroPlus’
and ‘Fair and Handsome’.
Prudent and effective management has ensured that ~80% of its production is in tax
exempt zones.
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Gross revenue of Rs 7.5 bn ($163mn) in FY 2009 with a revenue CAGR of 20% over last
5 years.
Emami Ltd. (EL) is the flagship company of the Kolkata based Emami Group, which is
engaged in the business of manufacturing personal care and health care products for over
3 decades.
The company is currently exploring opportunities in the US and UK markets, and the size
of the deal could be up to Rs 600-800 crore.
The company has scaled up its holding in Rama Newsprint & Papers with interests in
paper, paper boards and telecom cables, by approximately 5%.
Emami covers all the states with 29 depots across India and enjoys a wide distribution
network comprising 2500+ distributors and a direct coverage of 4.15 lacs outlets.
Emami has tied up with ITC Ltd. to distribute products through the echoupal outlets, thus
ensuring greater rural reach.
The top line and bottom-line of the company are expected to grow at a CAGR of 26.47 %
and 33.33 % over FY08 to FY11E.
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increase in MRP from Re 1 to Rs. 1.5.
Other SKUs, however, grew by 9% in
FY09. Now MRP of 3.5ml SKU rolled
back to Re. 1 with 3 ml pack.
o Market share increased to o CAGR of 23% over the last three years.
Baby-Massage-Oil
Boroplus-Anti-Septic-Cream
Boroplus-Prickly-Heat-Powder
Fair-&-Handsome
H
air-life
H
imani-Fast-Relief
M
alai-Kesar-Cold-Cream
M
entho-Plus
N
avratna-Cool-Talc
N
avratna-Extra-Thanda
N
avratna-Lite
N
avratna-Oil
Sonachandi-Amritprash
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Sonachandi-Chyawanprash
Board of Director's
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Mr Viren J Shah, Director, is an AMP from the Harvard Business School, USA. He
served as the Governor of West Bengal and was also a Parliamentarian as a Rajya
Sabha member.
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Mr Amit Kiran Deb, Independent Director, is the Ex- Chief Secretary, Government of
West Bengal and presently a Chairman of Gujarat Ambuja Housing Development
Limited, a Joint Sector Company.
Management Team
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Dr S.K.Mitra, CEO-Technical
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ORGNISATION STRUCTURE
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Emami's mission of a contributing whole heartedly towards the environment and
society' attains a more humane form with its approach of addressing various social
issues. As a responsible corporate citizen, Emami continues to invest in socially
meaningful projects in West Bengal and adjoining states. As a part of company's
Corporate Social Responsibility Emami has devised various Self Employment
schemes like Emami Mobile Traders and Small Village Shops schemesfor the rural
unemployment youth:
This scheme covers small to large villages with population ranging from1500
To 5000.
Depending on the effort and motivation of the individual, the monthly earning varies
On an average they can earn 18% on the sale value of the products.
Emami does not take any deposit from the selected individuals and takes
Emami guarantees a minimum income of Rs 1000 per month provided a total sale of
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Free product samples were supplied for personal use to give prospective consumers a
first-hand experience.
Uniform, raincoats and pullovers and personal accident insurance cover is provided
This scheme is being promoted mostly for women in villages where there are no
Permanent shops.
The housewives put up the Small Village Shops at their own village
residence
They market the Emami products from their home to the other villagers
The housewives are encouraged to take up this challenge with the help Of
Emami does not take any deposit from the women and takes back the unsold
products
Emami do not take any deposit from the selected individuals and take back unsold
stocks if required.
The marketing training given by Emami helps the person to find selling
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opportunities for other items manufactured by micro enterprises as well
An initial trial in West Bengal showed encouraging results leading to financial independence
of women and unemployed youth. We have rolled out the schemes to Andhra Pradesh,
Madhya Pradesh, Orissa and Chattisgarh over last one year. We also plan to consolidate the
activities in more states like Orissa, Madhya Pradesh, Andhra Pradesh and Chattisgarh.
The Company sponsors subsidized treatment of the needy in best-in-class hospitals like
AMRI and Shree Vishudhanand Hospital and Research Institute in Kolkata. Donations are
made in the form of free supplies of medicines, assistance for surgeries and hospital charges
for the poor through trust. Emami established the 'Emami National Institute for Bone Marrow
Transplantation' in the Narayana Hrudayalaya Institute, Bangalore, under the supervision of
Dr Devi Shetty, the well-known cardiac surgeon. This institute provides treatment for bone
marrow transplantation at free or affordable costs to the needy
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2800+ distributors,400,000+ retail outlets,Brand reach 2.6mn outlets.
Domestic Sales on Cash Sales channels are divided into rural and urban sales
territories.
Strategic tie-ups with IOC Petrol Pumps ITC E - Choupal With the acquisition of
Zandu the network has further strengthened in western India
Selling Restrictions
Global Market
• Europe
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• 2%Others,
Marketing initiatives
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Hired Evolve Creations, UK to enhance anddevelop new packaging for Zandu brands
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Mn.)
Financial Highlights
Results Update (Q3 FY10) For the quarter ended on December 31, 2009 (Consolidated) the
company has registered a 24.57% (YOY) growth in the net sales and stood at Rs.3495.80 mn
from Rs.2806.30 mn of the corresponding period of the previous year. The operating profit
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for the quarter stood at Rs.1118.00 mn from Rs.556.10 mn, for the same quarter of last year.
EBITDA margins for the quarter stood at 31.98 %. The company has reported a net profit of
Rs 780.50 mn for the quarter ended December 31, 2009 as compared to Rs336.50 mn for the
quarter ended December 31,2008, registering a growth of 131.95% .EPS for the quarter stood
at Rs.10.32 per equity share ofRs.200.
FINANCIAL HIGHLIGH
Consistent growth ….
Se
5
Quartarly Results:- Consolidated (Rs in mn)erly Results –
Consolidated (Rs in m
As at Q3FY09 Q3FY10 %Change
Quarterly Results –
Quarterly Results – Consolidated (Rs in mn)
2 $67
Emami scales up its stake in Rama Newsprint to 5%
1
0
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The company has silently scaled up its holding in SK Bangur group company, Rama
Newsprint &Papers (RNPL) with interests in paper, paper boards and telecom cables, by
approximately 5%. As per the details of the deal, Emami group company Emami Paper Mills
bought around 8 lakh shares of Rama Newsprint & Papers from the open market on February
9.
Emami, which acquired Zandu Pharmaceuticals, last year for around Rs 700 crore, It is in a
better position for acquisitions. Soon it will be a debt-free company. Their balance sheet is
strong and they will try to acquire some brands and companies now.The company is currently
exploring opportunities in the US and UK markets, and the size of the deal could be up to Rs
600-800 crore.Besides, Emami is looking at strengthening its presence in the international
markets like the US,UK and CIS (former Soviet republics) countries, as it aims to achieve 50
per cent of its overall sales to come from exports in the next five years.
Emami
acquires Bengal’s once-popular brand
Emami has taken over Bengal’s once-popular brands -- Lakshmi Bilas.Lakshmi Bilas was a
popular hair oil brand based in the city and was owned by M.L. Bose and Company. The
company has stopped production over two decades back owing to family issues and issues in
the management.Lakshmi Bilas also had large footprint in Bangladesh. No announcement yet
regarding the acquisition has been made as the group is waiting to get the brand registered
under Emami. The financial terms of the deal remain unrevealed.
Recommends
dividend
The company has recommended a dividend of Rs. 4.50 per share (i.e. 225%) subject to the
approval of members. The dividend, if approved, will be paid to the members of the Company
and the shareholders of The Zandu Pharmaceutical Works Ltd whom equity shares of Emami
Ltd will be allotted on demerger of Zandu FMCG undertaking in terms of clause 6.5 of Part
III of the Scheme of Arrangement under Sections 391 to 394 of the Companies' Act, 1956.
Financials
Results updates
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12 months ended Profit&loss Account (Consolidated)
Value(Rs. in FY08A FY09A FY10E FY11E
million)
Description
12m 12m 12m 12m
Exceptional - - 28.00 -
Items
PBT 1039.20 1058.70 2234.98 2575.42
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Reserves 2739.30 2829.00 4593.73 6731.33
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PAT 148.90 286.60 780.50 640.33
Limitations
During the period of my training, it was not possible for me to go through entire topic very
well. The most restriction what I felt is on my topic, due to this I had to concentrate in my
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topic and the other things had to side lined. Beside this, the following limitations I have come
across in course of doing the training.
The study is largely dependent on the facts and figures obtained from the
Secondary data.
Time factor was the most important limitation on preparing this report. The
time period for training as too short to collect the required information.
The top executives could not be able to give exact position of the concern due
to their own work.
Another limitation was that while interviewing with the market personnel they
were always been in hurry because they had lot of workload on their shoulders
the main reason what I realized that the customers orders were more.
It is not possible to get every minute details as the company has its own
limitations regarding revealing of internal facts and figures.
Due to the above fact it has not been possible for me to prepare this report
according to my desire. However, I have tried my best to prepare this report
from available data and information.
Information Technology
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Emami is investing in its future by further building integrity into its information systems. It
has implemented SAP. With the implementation, the following benefits are in the process of
being accrued:
Emami is a global company, offering a diverse portfolio of products to markets in more than
58 countries. With the SAP implementation, we-ll be able to manage our entire global supply
chain more efficiently, enabling us to make the best possible business decisions ranging from
capacity planning to production scheduling.
Imagine a scenario in which we can analyze and evaluate our global inventory with a few
strokes of the keyboard. That scenario is now within reach because our new applications and
processes allow us to apply a simplified and standardized approach to doing business.
The SAP implementation is helping to reduce the amount of time and effort it takes to fulfill
customer requests and transactions. Having a robust, online transactional system with a single
data base is making that happen.
Improved Timeliness
Strengthen Relationships
Companywide access to accurate information about customers, production and distribution
will form the backbone of our customer care concept—ultimately integrating disparate touch
points, raising the quality of customer interactions, and focusing business processes across the
enterprise around customer needs. Business process will streamline and automation across all
locations.
Accuracy of Information
Our new system will serve as a repository of information and allow us to build accurate
customer profiles based on the products we sell and the services we offer.
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But it-s not only about having the right data. It-s about having that data presented in the right
format, at the right time and in the right place. And it-s about carrying that customer
information all the way through the product cycle, from order commitment to production
scheduling to delivery to invoicing.
Our business information system enables us to gather, store, analyze, and provide easy access
to the most up-to-date information we have—all updated in real-time. Enhanced management
control and online user-friendly management reporting.
Operations
Emami Limited is one of the fastest growing ayurveda-focused, health, beauty and personal
care product companies in India today.
We are in the field of manufacturing of health, beauty and personal care products for over 35
years. Through the efforts of a team of committed and competent personnel, we strive for
continualimprovement in our quality performances.
Headquarter:Kolkata
Manufacturing plants: Kolkata, Guwahati , Pondicherry , Vapi,Pantnagar,Talasari
and Silvassa,Manufacturing facilities with CGMP and ISO 9001:2000 certifications
• Hair Care
• Skin Creams , soaps and lotions
• Talcum Powder
• Ayurvedic Health Care Products
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Sales and Distribution
Emami covers all the states with 29 depots across India and enjoys a wide distribution
network comprising 2500+ distributors and a direct coverage of 4.15 lacs outlets. To felicitate
this distribution strength, Emami has 1200+ strong and motivated Sales Force including both
direct & indirect manpower operating in the market.
Modern Trade:
With the change of scenario in retail market the Company has drawn an extensive coverage
plan for targeting customers in modern format outlets effectively selling in the market directly
or through exclusive distributors. A specialized Sales Force has also been developed to
service these ever growing Modern Retail outlets. Currently, the Company is covering over
4000+ key accounts and is expected to double the sales in 2008–09.In order to bring in
complete retail focus to the business through direct reach and distribution, the Company has
also undertaken an aggressive plan to identify Focus Sates in the country. The objective
behind this is to increase strong numeric distribution, reduce dependency on wholesale,
initiate extensive BTL activities, strengthen rural coverage and introduce smart sales force to
counter any competition
Effective April 2009, production commenced at Pantnagar unit in the tax free zone of
Uttaranchal.
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Increase in Sales relaisations at Zandu for reduction in trade margins by around 10%.
More focus on the core business, residual non core investments including Zandu
Chemicals business was hived off.
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GROWTH:-
Growth strategies should give answer to such questions: How much growth should occur?
How fast growth should be? Where and when it should occur?
FINANCE:-
ORGANIZATION: -
PERSONAL:-
They can be many major strategies in the area of human resource and
relationship.
PUBLIC RELATION:-
MARKETING:-
These strategies are designed to guide managers in getting product or services to customer
and encouraging them to buy their product.
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TARGETING:-
For any business, determination of Target Market is very essential. Unless and until they are
clearly going to identify who is its customer, they are not able to sell the product in the
Market. emami's main target is its old customer where emami has already commissioned its
project. It also concentrates on those companies who are having a plan for commissioning a
project. Target Market is fixed basing on Govt. planning, looking in the competition, the
possibility of getting the projects.
SEGMENTATION:-
It also did segmentation for selling its products and projects. Here the segmentation is based
upon the geographical location of the customer. The company has set up its five regional
offices. The offices are regularly communicating with its administrative office situated at
Jamshedpur. It gets the order from its regional officers and forwards it to its registered office
where the execution works being done. Hence, all the five regional offices working as if it is
webbing over the entire country of its existing customer by taking more and more orders.
PROMOTIONS:-
About promotional activity, it does not concentrate that much on promotional activities. Since
this is not a consumer product here customer product here customers as well as competitors
are very limited and they have to take different strategies in different situations. That's why it
does not plays significant role. Though it tries to establish personal contact and builds up the
company's image in the mind of the customer. It also does some activities like participating in
trade fairs and also arranges some seminars in selected areas where company is expect to get
an order.
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Developing the Marketing Mix.
For a marketing Strategy it is very essential to do a correct marketing mix. i.e. the
combination of 4.P's Viz. Product, Price, Place, Promotion.
PRODUCT:
Product part is a vital part of its Strategy. Quality is the catchword of Emami for its
competition against the foreign giants. It emphasizes on the quality and durability aspects. For
its future it should concentrate on the new product development at less price.
PRICING:
Pricing is very important for this concern. As I mentioned earlier the future of the company
depends upon the pricing strategies of the organization.
PLACE:
Coming to place, the company is ready to do any job, which is feasible for the company in
other aspects.
PROMOTIONS:
About promotional activity, it does not concentrate that much on promotional activities. Since
this, is not a consumer product here customers as well as competitors are very limited and
they have to take different strategies in different situations. That's why it does not play a
significant role. Though it tries to established personal contact and builds up the company
image in the wind of the customer. It also does some activities like participating in trade fair
and also arranges some seminars in selected areas where company is expect to get an order.
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ANALYSIS
I have also learned how to target middle urban and rural market.
GOOD
AVERAGE
POOR
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EASY
NOT EASY
HIGH
MEDIUM
LOW
COMPETITIVE
HIGH
LOW
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YES
NO
CAN'NT SAY
(F) At the time of finalizing the order of product, what is the most important
Factor?
Q UALITY
BR AND NAME
PR ICE
BRAND NAM E
GOODW ILL
AFTER SALE S
SERVICE
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(a)
EXC ELLENT
VER Y GOOD
GO OD
FAI R
POO R
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QUESTIONNAIRE
8.Your Suggestion ?
FINDINGS
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• The first and the major problem is that the company does not have direct and permanent
contract with retailers. It is general complain that there is a big communication gap between
the company and the retailers and no one is to solve their problem.
• Distributors do not send the ready stock and thus the delivery man suffers the problems when
• One of the major problems is i.e. they are the price difference. They are getting same product
in different price from others suppliers (the other suppliers are giving on less price and
schemes) thus this problem is very big for distributors and suppliers both.
• Second problem is wholesale market; the wholesale market is creating problem entering in
distributors areas.
• The problem faced by the distributors is lack of stands in market. This problem disturbs the
distributors and retailers both. Retailers demand stands to distributors because executive of
others company does not allow to use their stands to put our product.
This part explains the major observation that came across during the study. Here some of the
important analysis is been done so as to know how and where the company needs to put dint so as
improve its images in marketing.
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OBSERVATION OF THE STUDY
2 As the profit margin with emami products is grater, the retailer want a weekly
delivery to them by the distributior.
3 Due to the improper and untimely distribution of the products to the retailers ,other
brands are goining rise in their respective sales.
4 It was observed that salesmen don’t take orders properlyfrom the retailers and are
also unable to convience the properly.
5 The retailers are not getting any special discount or benefit for their extraordinary
sale.
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Demandof
OTHER
BRAND
AS PER 100
BANFULOIL
HIMGANGE
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After spending 45 DAYS in the product marketing division of Emami company Ltd; I have
noticed some points.
Comments:-
Suggestions:-
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Should increase the communication between the supplier and marketing, procurement
department.
Should concentrate more on self- value added product, less depend upon the supplier.
More emphasis on after sales service will also promote the business.
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Conclusion
At the current market price of the stock Rs.550.00, the stock trades at a P/E of 23.58
x and 19.46 x for FY10E and FY11E respectively.
The EPS of the stock is expected to be at Rs.23.33 and Rs.28.26 for the earnings of
FY10E and FY11E respectively.
The top line and bottom-line of the company are expected to grow at a CAGR of
26.47 % and 33.33 % over FY08 to FY11E.
Price to Book Value of the stock is expected to be at 8.77x for FY10E and 6.05 x for
FY11E
Emami’s core business continues to do well, with both power brands and new
launches doing well. The shifting of production of Zandu Balm to excise-exempt
locations and higher realizations are helping widen margins.
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The company only focuses on products offering high margins, thus maintaining
superior profitability.
After the acquisition of Zandu, Emami now has the strength of century old Zandu
Ayurveda products like Zandu Balm, Zandu Chawanprash, Kesri Jeeven, Panchristha,
Nityam Churna, etc,which help the company in bolstering the brand image
The company is currently exploring opportunities in the US and UK markets, and the
size of the deal could be up to Rs 600-800 crore.
The Indian middle class population is poised to grow from 300 million people in 2008
to 583 million people by 2025. This segment is expected to generate maximum
demand for FMCG and consumer goods.
Emami has tied up with ITC Ltd. to distribute products through the echoupal outlets,
thus ensuring greater rural reach.
We recommend ‘BUY’ in this particular scrip with a target price of Rs.675.00 for
Medium to Long term investment.
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Bibliography
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