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Mba Paper

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ON

“DYNAMICS OF DISTRIBUTION IN
FMCG INDUSTRY –VISION 2009”

SUBMITTED TO: SUBMITTED BY:
Mahendra Srivastava Sunil Kumar
R.N.07061148143

(Session 2007-2009)

EXECUTIVE SUMMARY

The project taken up by me pertains to the study Dynamics of distribution in FMCG industry – vision 2009. I have tried to study and understand the ideologies of the distribution with regards to FMCG sector and further how much interaction is there, how much feed back is there, how much successful are the companies in utilising distribution network in boosting the sales and establishing its brand equity.
The project can be divided in two parts. In the first part – the current or the present status of distribution, its changing face and the transition from push to pull environment and lastly current distribution set up of FMCG sector is studied by means of literature survey.
In the second part - I visited companies like HUL, AMUL, NESTLE, and BRITANNIA and administered questionnaires to the executives of the concerned department and studied the distribution set-up of the respective company. Secondly also studied the implication for the companies in near future i.e. in the era of globalization and IT. This part was cumbersome as nothing was organized and as such I had to go in a random fashion.
On a whole it was a good learning experience, as one is able to understand distribution dynamics not with the help of books but with the help of real learning – in the real world.

INTRODUCTION
RATIONALE FOR CHOOSING THE PROJECT
In the current business environment, which appears to be difficult and unpredictable, Indian industry has found a new avenue to pin its hopes on. Supply chain and logistics management are...