Question

The continuing economic slowdown of the past year has negatively impacted consumer demand
demand conditions continued to be difficult since the agriculture sector has declined significantly,
severely affecting rural demand. The market environment continues to be very competitive. Within the
in the FMCG sector. Though consumer spending is gradually picking up in urban India, the overall
challenging competitive
market conditions, your Company continues to deliver excellent net profit,
recording a growth of 27% to Rs 88.66 crores. During the
year, your Company continued the planned
reduction of high trade inventory levels. This reduction, combined with sluggish consumer demand.
has resulted in a decline in sales from Rs 1161 crores in 2001-02 to Rs 1057 crores in 2002-03.
In a highly competitive market environment, it is essential to respond with such products and
services that will not only improve the quality of life but will also increase your Company's market
leadership in the Oral Care business. Your Company accordingly relaunched its flagship brand,
Colgate Dental Cream, during the second quarter as the 'Best Ever' Colgate Dental Cream. This was
aggressively supported with “360 degree" marketing, superior advertising, consumer promotions and
trade incentives. This product, with the power of calcium enriched with minerals, is clinically proven
to make teeth stronger. The 'Best Ever' Colgate Dental Cream has also received professional recog.
nition - it has been endorsed by the Indian Dental Association which has granted the product its
"Seal of Acceptance"
Questions
(a) Account for low demand in the FMCG sector.
(b) What strategy is required in a competitive market environment?
(c) Explain the steps taken by Colgate to improve its market position.​

Answer 1

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