WHAT IS FMCG?

Fast-moving consumer goods (FMCG) or consumer

packaged goods (CPG) are products that are sold
quickly and at relatively low cost.

Examples include non-durable goods such as 

soft drinks, toiletries, over-the-counter
drugs, toys, processed foods and many other
consumables.

Fourth largest sector in the Indian economy

 FMCG Sector.

Cosmetics Toiletries Detergent

Shoe Polish Ice-cream Packaged Food

Chocolates
 Top 10
1. Hindustan Unilever
6. Asian Paints (India) 
Ltd.
2. ITC (Indian Tobacco
7. Cadbury India 
Company) 

3. Nestlé India  8. Britannia Industries 

9. Procter & Gamble

4. GCMMF (AMUL) Hygiene and Health Care

5. Dabur India  10. Marico Industries

 SWOT Analysis
• Low Operational Costs
• • Available in Urban as
well as Some Rural • Lower Scope of
Investing in Technology
Areas.
• Presence Of Well- • Low Exports Level
• Competition
known Brands In FMCG •
Sector

STRENGTH WEAKNESS

OPPURTUN
THREAT
ITIES
• Removal of Import • Untapped Rural Market
Restrictions • Rising Income Levels
• Slowdown in Rural • Large Domestic
Demand • Export Potential
• Tax & Regulatory • High Consumer Goods
Structure Spending
Sales management in the FMCG
industry

Setting Sales Targets

Sales Strategic Roles

Quotas

Sales Forecasting

Demand Planning

Sales Planning

Manag Setting up Sales Routes

Control Roles
ement
Analysis of Sales Reports

Recruitment and Training

Organizational sales structure
G
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G Chairman of the Board
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Sales President – CFO & CIO
Human a i l i
Customer Supply Chain
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 Sales manager functions
Regional Sales Area Sales Sales
Manager Manager Executives
•Primary target achievement •Secondary target
•P&L of assigned •Communication of company achievement
territory philosophies and values •Ensuring execution of all
•Ensuring compliance of •Managing relationships with
strategies-selling/promoti
clients, government entities,
company policies ons
major accounts and legal
•Manages cohesiveness entities
•Managing relationships
of sales team •Training and development of with dealers, distributors
•Training and sales officers and retailers
•Accompanying sales •Training and development
development of ASM executives on call of distributor salesmen