For instance, two of GSKCH's OTC products -- Eno and Iodex -- command a household penetration of 9 and 10 per cent respectively in metro cities. GSKCH has already drafted a channel strategy for modern trade in collaboration with South African retailer Shoprite, where cross-category and checkout placements were identified as an opportunity to create a shopping occasion through impulse buying.
After beverages and chips, the US major is now betting big on the biscuits market in India.
Both PepsiCo's 'Youngistaan' brand ambassadors -- Virender Sehwag, captain of Delhi Daredevils, and Ishant Sharma, member of Kolkata Knight Riders -- have been formally present at various promotional activities for arch-rival Coca-Cola India, simply because Coca-Cola is the associate sponsor and the official pouring partner for both Delhi Daredevils and Kolkata Knight Riders.
Among the minority who are relieved at the rising heat are consumer durables' companies and retailers. Air conditioner (AC) sales are picking up in anticipation of a hot summer.
Videocon, Philips and Godrej are reworking strategy to grow their small appliance business. Last year, their focus was on high-end products. This shift to the low-end segment, they believe, will help them maintain their sales growth from Tier-II & Tier-III cities, while simultaneously helping them penetrate into rural areas. Home appliances account for over Rs 50 billion of the Rs 320 billion consumer durable business and is growing at a rate of 10-12 per cent.
The company has started using a new composite material for manufacturing refrigerators which will subsequently be rolled out to other product lines. The company has also done away with its regular corrugated boxes for packaging to incorporate stretch-hood film packaging and shrink wrapping. Stretch-hood packaging boasts of benefits such as better load stability, flexible adaptation to load height, width and depth and weather protection (rain, dirt and dust-proof).
High-end brands like Moschino and sports lifestyle brands such as Puma and Levi Strauss are devising strategies to reduce inventories and old stock pile-ups. While so far the thrust was on end-of-season sales, the low offtake due to the slowing economic environment has compelled most branded apparel makers to look at means to reduce stock to almost nil while maintaining margins.
The reasons for the growth of the luxury industry are not hard to find. It is still in a nascent stage in India and is growing at a scorching pace as the aspiration for better products is on the rise. The consumer market in India has shown a high growth trajectory and by 2025 is expected to become the world's fifth biggest consumer market as incomes and living standards are bound to grow, according to an Assocham study.
Colas, by industry estimates, now comprise only 38 per cent of the Rs 7,500 crore domestic market for sparkling drinks, while flavours (clear lime, cloudy lime, orange, apple) command 54 per cent. Until three years ago, cola products had a 46 per cent share of the total soft drinks market, while non-colas had 47 per cent. But the 'per head' consumption is still low, at a yearly nine servings of 200 ml.
Consumer goods manufacturers, expecting to see a revival of demand from the nearly Rs 16,500 crore Pay Commission arrears for government employees, are likely to be disappointed.
Players such as Food Bazaar, Reliance, More and Vishal have already launched their private labels in this category. Names such as Tasty Treat, Disney, Ching's, Smith & Jones from the Future Group stables and Reliance Select from Reliance Retail among others are challenging the market dominance of Maggi in terms of in-store purchases in these retail formats.
Korean conglomerate LG Electronics plans to set up learning and design centres across India. The centre will help employees hone their skills across departments such as industrial design, marketing, lifestyle research, economic and market research among others. The company plans to bring on board specialists in these sectors as faculty for the same.
Having faced sourcing issues for potato in 2008, food and beverage major PepsiCo is planning to ensure supply by introducing farming equipment and technology and new potato seed varieties to decrease chances of crop loss. It also aims to increase the acreage under contract farming by entering new states across the country.
The sector, for long, has been a barometer of economic activity in any country. Demand goes up in a boom as people buy more homes and cars, and businessmen put up more commercial space and factories. Conversely, the demand slumps quickly in a slowdown.
The index of industrial production data released by the government revealed on Friday that the growth in the Rs 32,000 crore (Rs 320 billion) consumer durables was in the negative -- down 3 per cent as against 9 per cent in October 2007. On the other hand, the durables sector had contributed to the industrial output rebound in the months of July (12.3 per cent ) and September (13.1 per cent).
The move also follows on the back of the worldwide slowdown and the company's plans to go slow on establishing new Tag Heuer exclusive boutiques. The company wants to develop high-end luxury accessories for exclusive retailing though the Internet.
It had initially planned to roll-out TAG Heuer phones in the first half of the current year, which it later revised to December 2008. The company now says it will launch the phones by March 2009. TAG Heuer has also revised the starting price of the phone, which was to debut in India for around Rs 2,20,000.
Indeed, where other industries complained of poor demand, festival season sales for consumer electronics grew 30-35 per cent year on year, boosting average growth for the year from 7-8 per cent to 10 per cent. In fact, it was the durable sector which drove industrial growth of 4.8 per cent in September.
Hindustan Unilever, GlaxoSmithkline Consumer Healthcare, Godrej Consumer Products, Dabur, Nestle and other FMCG companies are lining up initiatives to maximise returns from modern trade channels including hypermarkets and supermarkets.
Within months of charging the moon, Indian real estate firms are now offering buy-back of properties, free cars and even free apartments to tide over the current slump which has seen sales halve from the beginning of the year.
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