Marketing of FMCG in Rural Areas with Respect to Shampoo Product from Supply chain Perception


Chanduji Thakor


In today's competitive marketplace the pressure on organizations to find new ways to shape and deliver value to customer grows ever stronger. Gradually, in emerging economies as well as developments markets, the power of the seller has overtaken that of the customer. Supply chain Management not only helps in cutting costs, but also adds to maintain and improve in marketing of FMCG, which are highly competitive in nature, supply chain plays a crucial role. The varied climate conditions, production spread over wide geographical area, mainly in remote villages, diversified consumptions patterns and poor infrastructure makes SCM for FMCG more complicated. In India, SCM is at its growing stage in marketing of FMCG. Marketing of FMCG are challenging because of the perishability, seasonality and bulkiness and consumption habits of the Indian Consumers. In addition to this; poor infrastructure, poor equity in SC and conventional small scale unorganized retailers make state of the art supply chain challenging in the present scenario. The Indian retail market is mainly dominated by unorganized retailers. The unorganized retailers are homogeneous group. Recent development in retailing is the entry of large number of organized retailers. Current supply chain catering mainly to the unorganized retailers is riddled with number of drawbacks. As per this paper important drawbacks of the current supply chain are number of intermediaries, high level of wastage, quality degradation, poor infrastructural facilities and high cost. Government and private operators have to join hands to improve the physical infrastructure, information sharing and the service required for quality improvement of the supply chain.