A Career in FMCG Sales & Marketing

Ajay Ohri | January 08,2014 04:48 pm IST

Do you enjoy talking to people, negotiating and making deals? Does constant interaction with people suit you better than sitting in front of a computer? Does travel and seeing new locations excite you? Then a sales and marketing career may just suit you fine.


Sales and Marketing have been traditionally regarded as ever-green job options for building sustainable and lucrative careers.

While traditional sales and marketing jobs have been in the fields of Fast Moving Consumer Goods (FMCG) and consumer products, newer fields in sales and marketing include sales for Information Technology Enabled Services (ITeS) and Internet Sales.


Marketing is defined as the profitable satisfaction of consumer needs. An integral part of the selling process is convincing the customer of the differential superiority of own products over others. The sustained economic growth within Asia is likely to see a steady share of marketing jobs within the industry and to fresh graduates here. This is because sectors like finance, information technology and consulting have cyclical ups and downturns. While in boom years, these sectors make headlines about number of job offers and salaries, during downturns, it is the marketing jobs that remain steady.


People may stop investing in technology during bad economic times, but they still eat the same quantity, brush their teeth with the same frequency, and use soap with nearly same regularity.


The basic driver of demand for FMCG sales is, thus, less elastic to economic downturn. For booming economies like Asia where financial services marketing is also expanding, career options have to be planned taking into account severity of downturns without adequate social security. Most careers span 35 years long, and you can be sure that people will eat, drink and spend on FMCG products even then.


Type of Sales & Marketing


There are multiple ways of selling, as defined below: -


Types of Selling

Simple Sales - This kind of sales occurs when buyer and seller are face to face, both agree on quantity of goods and services to be exchanged and compensation to the other party. It is marked by a short sales cycle, from the time taken in initiation to closing the sale. 


Complex Sales - In this kind of sales, there are multiple levels to be crossed before final agreement to sale is affected. Examples are selling of industrial products and technology services. The stages in complex sales are prospecting of potential clients,
creation of marketing collateral or brochures, answering Request for Information, Request for Proposals, contract negotiation, scope of work and service level agreement (for services), and final contract signing. Actual delivery and post-sales activity is part of operations and delivery team.

Relationship Sales - This kind of sales occurs in mostly existing clients, in which an ongoing relationship is leveraged and mined for further cross-selling of other products or up-selling into more premium products. Banking and Financial Services are the principal users of relationship selling.


Basic Sub-Sectors Within Marketing

Some of the basic sub-sectors within sales and marketing are -


1) Fast Moving Consumer Goods - The term fast moving consumer goods refers to goods of daily use bought by retail consumers, like tooth-paste, soaps and detergents, deodorants, etc. Fast moving consumer goods are called so because the basic unit of sale is a fast moving consumer good that needs to be made available at point of sale, and replenished. This sector has two types of sales, primary sales and secondary sales, and these refer to sales from manufacturer to distributor and sales from distributor to retailer and finally to consumer. Big retailers like malls (Target, Wal-Mart, Subhiksha) deal directly with the manufacturer as part of organized retail while other retailers like the neighborhood stores deal with re-sellers like distributors. The role of a sales and marketing person is channel management, and will be covered in detail further in this article. The sales channel includes both company staff and outsourced partners like direct sales agents and direct marketing agents.


2) Financial Services - Financial services refer to products like credit cards, insurance, home loans, personal loans, consumer loans, bank deposits, and stock broking accounts. Financial services are sold by both banks (ICICI Bank) and non-banking financial companies (Citi Financial). They are further divided into assets (in which the company lends money) and liabilities (in which the company accepts money). The three roles within a retail financial services firm are in marketing and sales (which does the selling), credit (which helps define whom to sell and whom not to sell because of risk reasons) and collections (which helps collect money from consumers who have fallen behind on payments). While marketing persons devise campaigns over the phone, direct mail, television, radio and events, it is the branch-based selling that helps this sector achieve the sales. This sector is much more highly regulated, but has seen rapid growth in recent years as the Indian consumer has one of the lowest levels of debts in the world.FMCG sales and consumer durables sales are examples of this.  


3) Automobiles, Two Wheelers, Trucks - The automobile sector has shown rapid growth in India in recent years, and has been marked by the entry of world-class players in this market. In two-wheelers, the increasing trend is the shift from scooters to motor-cycles. While automobiles are classified as Segment A (Entry-level - Maruti 800), Segment B (Indica, Santro, Wagon R), Segment C (Sedan-class) and Segment D (Luxury-segment) cars based on price, the segment of multi-utility vehicles and SUVs (like Tata Safari, Honda CRV) is also showing rapid growth.



Ajay Ohri is an alumnus of IIM Lucknow, and has worked with some of the largest BPOs in India (including two BPOs listed on NYSE).Currently, he is running his own database consulting firm, and is the founder of his website businessdecisionstats.com. ...

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Guest on 08/08/10 at 08:20 pm

Surprised to see how an IIM alumni has copy pasted entire report from different source...


admin on 08/09/10 at 08:40 am


Thanks for pointing out this. Kindly note that the article on CoolAvenues.com is an original work and first appeared on this site in 2007. The SCRIBD website has stolen all our document and has copied it. We are going to take legal action against SCRIBD for this and get this content deleted.

om prakasht on 09/17/10 at 11:56 am

best path in the world fmcg saitare

RAVINDER KUMAR SHARMA on 09/17/10 at 10:07 pm

very good evening sir I am Ravinder kumar sharma MBA looking marketing/sales job in FMCG sector. so please help me regarding this.
my contact no. is 9815478518

MANAS RANJAN NAYAK on 09/21/10 at 12:16 am

Sir I am manas ranjan nayak MBA looking for a job in FMCG Srctor , so please help me finding this. my contact no +91-9439550867

jeevan jyoti on 09/28/10 at 02:18 pm

I am looking forward for a career in fmcg. Please call me in 9008630181 and update me on the same. I have completed my MBA and also have 1 year work experience.

Arvind kumar on 10/05/10 at 08:55 pm

I am looking forward career in fmcg.Please call me 9259875420,and update me on the same .I have completed MBA and also I have two year experience.

desh raj dhiman on 10/08/10 at 09:36 pm

I am looking forward career in fmcg. Please call me 09872221688 and kindly update me on the same. I am Post graduate in Msc(hons) biochemistry from panjab university chandigarh and pursuing MBA from UBS dept. Panjab University Chandigarh, also i have 4 years of experience.

Mukesh Mishra on 10/10/10 at 01:32 pm

Good Evening Sir,my name is Mukesh Mishra, did PGDBA, specialization in Marketing from Symbiosis, having a 8 years of success managing Marketing/Sales and Channel Relation career. I worked with different sectors, but never get a chance to work with FMCG sector, I always had a dream to work with this sector, please help me to fulfill my dream.

Please feel free to contact me on 9910646020 any time...

shardhanand rastogi on 10/16/10 at 10:42 am

dear sir,
I am shardhanand rastogi just completing my mba in marketing also have an 6 month experience searching job in fmcg pls suggest me.
contact no.9555199835

Swarnali on 10/31/10 at 06:46 pm

am an engineering graduate(Comp.Sc.).having 3 yrs work xp in Insurance n telecom sector.Want to join a FMCG.Is there any scope? If 'YES', then how to proceed?PLZ HELP. Am an easy learner n having convincing personality.

sanjeeb gupta on 12/06/10 at 02:15 pm

i m science graduate.know i m medical representative.is posible to join in fmcg sector then please.

sanjeeb gupta on 12/06/10 at 02:19 pm

am an science graduate.having 4 yrs work xp in finance n medicine sector.Want to join a FMCG.Is there any scope? If 'YES', then how to proceed?PLZ HELP. Am an easy learner n having convincing personality.

A.RAMESH KUMAR on 12/07/10 at 05:45 pm

i am looking forward for good job in fmcg ...............

A. Ramesh kumar
ph no:9293129783

A.RAMESH KUMAR on 12/07/10 at 05:45 pm

i am looking forward for good job in fmcg ...............

A. Ramesh kumar
ph no:9293129783

Guest on 01/13/11 at 09:12 pm

Do u think this guy is free enuf to call u all...!!!

amrish on 01/17/11 at 04:54 pm

dear sir, recentky i have just joined the industrial automation provider company as a sales engineer, but i am not good in spoken english,what i can do?,i am felling very bad in front of others,how can i learn english so that i will do better in my job and also in future?.

sumit khajuria on 02/12/11 at 11:22 pm

Respected Sir i am Sumit Khajuria. i am a young energetic MBA with specialization Marketing wants a good job. Please contact me on 09797508557 or e-mail at khajuria.sumit33@gmail.com

MANOJ KUMAR on 02/15/11 at 12:47 pm

we want branch manager to our company prestige infra developers india limited. a real estate company. who have graduate degree and want give chalange in sales of our plan. he can develop of branch. we give branch every district level but our branch should not be there. we can not give another branch,where already it is working currentaly.

mob- 09536944906,09761063111

Dinesh Kandasamy on 02/19/11 at 01:07 pm

I am looking forward for a career in fmcg. Please call me in 9884765516 and update me on the same. I have completed my MBA from Anna University.

mayur malusare on 03/08/11 at 08:22 am

i am a commerce grad and i am studying my part time MBA from ITM i am very confused what abt specialization marketing or HR currently working with a bpo 5yrs exp.plz give your valuable suggestion

Mahesh D. kakade on 03/18/11 at 01:06 pm

hi ,
i am mahesh d. kakade i am complited P.G. and i am comming to field of marketing. i have 3 years experience in direct marketing with branded companies. total companies related to education and stationary division


Naveen kuamr on 05/26/11 at 09:15 pm

Hello Good Evening sir,

I am P.Naveen kumar ..... I completed MBA (Marketing) and looking for a job in FMCG sector . I have 1 year experience,Kindly help in getting me a job.

Thanks in advance

Vyshakh m Surendren on 09/28/11 at 09:37 pm


I have just completed my MBA(Marketing)degree from MG
university,Kottyam(Kerala). Now Iam waiting for the results of last two semesters(sem 3 & Sem 4)to come.I would like to join in FMCG sector as Iam aware about the huge potential of this sector.Iam very enthusiastic,ambitious and a self motivated person and i believe this qualities will help me to become successful in the sector(FMCG) in which I aspire a career.Kindly help me to get a job in any FMCG company to start my dream journey.
My contact no:8891894613

Vyshakh m Surendren on 09/28/11 at 10:12 pm

I have just completed my MBA(Marketing) degree from MG university Kottayam(Kerala) and the period the study is 2009-2011.Now Iam waiting for the final results to come.Iam very enthusiastic, eager to learn,travel lover, love to interact and talk with others,ambitious,optimistic in nature and able to convince others a given subject.Iam ver much eager to enter into FMCG sector as Iam aware about its huge potential and I believe I have the qualities to become successful in this sector.kindly help me to get a job(marketing) in any FMCG company to start my dream journey in my career.
My contact No:8891894613