1
What is FMCG? What are the characteristics of FMCG products?
General▼FMCG (Fast-Moving Consumer Goods) are products that sell quickly at relatively low cost. Also called CPG (Consumer Packaged Goods).
Key Characteristics:
Key Characteristics:
- High turnover: Sold frequently — daily, weekly, monthly purchases
- Low margin, high volume: Small profit per unit but massive scale
- Short shelf life: Perishable or consumed quickly
- Wide distribution: Available everywhere — from supermarkets to village shops
- Brand loyalty: Consumers develop habits but can switch easily
- Price-sensitive: Small price changes significantly affect demand
- Food & Beverages: Tea, biscuits, rice, noodles, soft drinks
- Personal Care: Soap, shampoo, toothpaste, skincare
- Home Care: Detergent, dishwash, cleaning products
- Healthcare OTC: Vitamins, first-aid, basic medicines
💡 Viva Tip
Know the company's product portfolio, market share, and competitors. If interviewing at Unilever, know Lux vs Dove positioning; at PRAN, know their product range.
2
Explain the FMCG supply chain from factory to consumer.
Supply Chain▼FMCG Supply Chain Flow:
- 1. Raw Material Sourcing: Procurement of ingredients and packaging materials from suppliers
- 2. Manufacturing: Production in factories — mixing, processing, filling, packaging, quality check
- 3. Central Warehouse: Finished goods stored in distribution centers (DCs)
- 4. Regional Depot: Products dispatched to regional warehouses across the country
- 5. Distributor: Third-party distributors (or company depots) for each territory
- 6. Retailer: Distributor sales reps visit retail outlets — grocery shops, supermarkets, pharmacies
- 7. Consumer: End user purchases from retail outlet
- Fill Rate: Percentage of orders fulfilled completely
- OTIF (On Time In Full): Orders delivered on time and in full quantity
- Days of Inventory: How many days of stock available
- Wastage/Damage: Products lost in transit or expired
💡 Viva Tip
In Bangladesh, the "Route to Market" is critical — a single distributor may serve 500+ retail outlets through sales reps. Know the difference between direct distribution and distributor-led models.
3
What is demand forecasting? Why is it important in FMCG?
Supply Chain▼Demand Forecasting predicts future customer demand for products based on historical data, market trends, and business intelligence.
Methods:
Methods:
- Quantitative: Moving average, exponential smoothing, regression analysis, time series analysis
- Qualitative: Sales force estimates, Delphi method, market research, expert judgment
- Collaborative: S&OP (Sales and Operations Planning) — combining inputs from sales, marketing, finance, and supply chain
- Overstock: Excess inventory → wastage (especially perishables), storage costs, tied-up capital
- Stockout: Lost sales, damage to brand reputation, competitor gains
- Production planning: Factories need lead time — you can't manufacture soap overnight
- Seasonal demand: Eid, Puja, school seasons create demand spikes
💡 Viva Tip
Mention S&OP (Sales and Operations Planning) — the monthly cross-functional meeting where consensus forecast is developed. This shows you understand integrated planning.
4
What is brand positioning? Give an example.
Brand Mgmt▼Brand Positioning is the process of creating a distinct image and identity in the consumer's mind relative to competitors. It defines WHY a consumer should choose your brand over others.
Positioning Statement Formula:
"For [target audience] who [need/want], [Brand] is the [category] that [key benefit] because [reason to believe]."
Examples:
Positioning Statement Formula:
"For [target audience] who [need/want], [Brand] is the [category] that [key benefit] because [reason to believe]."
Examples:
- Lux: "For beauty-conscious women who want to feel like a star, Lux is the beauty soap that gives celebrity-like skin because it's enriched with moisturizing ingredients" — Beauty/Glamour positioning
- Lifebuoy: "For health-conscious families, Lifebuoy is the germ-protection soap that keeps your family healthy" — Health/Hygiene positioning
- PRAN Juice: "For Bangladeshi consumers who want real fruit taste, PRAN is the juice brand that uses fresh, local fruits" — Local/Authentic positioning
💡 Viva Tip
Write a positioning statement for one of the company's key brands before the interview. Reference Kotler's STP framework: Segmentation → Targeting → Positioning.
5
What is the marketing mix (4Ps and 7Ps)?
Brand Mgmt▼Classic 4Ps (Product Marketing):
- Product: Features, quality, design, packaging, variants, brand name
- Price: List price, discounts, payment terms, credit policy, value perception
- Place (Distribution): Channels, coverage, locations, inventory, logistics
- Promotion: Advertising, sales promotion, PR, personal selling, digital marketing
- People: Employees, training, customer service, sales force
- Process: Service delivery, ordering system, customer journey
- Physical Evidence: Store design, website, receipts, uniforms, packaging
💡 Viva Tip
Analyze one of the company's products using 4Ps before the interview. For example: "PRAN Mango Juice — Product: 250ml tetra pack, Price: BDT 25, Place: nationwide through 500+ distributors, Promotion: TV ads + digital."
6
What is trade marketing? How does it differ from consumer marketing?
Trade Marketing▼Trade Marketing: Marketing activities directed at retailers, distributors, and channel partners to increase demand at the trade level (B2B).
Consumer Marketing: Marketing activities directed at end consumers to create brand awareness and preference (B2C).
Key Differences:
Consumer Marketing: Marketing activities directed at end consumers to create brand awareness and preference (B2C).
Key Differences:
- Audience: Trade = retailers/distributors; Consumer = end users
- Tools: Trade = margins, schemes, display units, retailing aids; Consumer = TV ads, social media, promotions
- Goal: Trade = shelf presence, recommendation, stocking; Consumer = brand preference, trial, repeat purchase
- Trade Schemes: Buy 10 get 1 free, extra margin offers
- Retailer Programs: Loyalty programs, shop branding, display fixtures
- Merchandising: Product placement, planograms, POS materials
- Trade Shows: Distributor conferences, retailer meets
💡 Viva Tip
The phrase "A product not on the shelf won't sell, no matter how good the advertising" summarizes why trade marketing matters. Know the concept of "share of shelf" and "planogram."
7
What is numeric distribution vs weighted distribution?
Trade Marketing▼Numeric Distribution (ND): Percentage of total outlets that stock your product.
Formula: (Outlets stocking product / Total outlets in category) × 100
Weighted Distribution (WD): Percentage of category sales accounted for by outlets stocking your product.
Formula: (Category sales of outlets stocking product / Total category sales) × 100
Example:
Formula: (Outlets stocking product / Total outlets in category) × 100
Weighted Distribution (WD): Percentage of category sales accounted for by outlets stocking your product.
Formula: (Category sales of outlets stocking product / Total category sales) × 100
Example:
- Total shops in area: 1,000
- Shops stocking your soap: 400 → ND = 40%
- These 400 shops account for 70% of all soap sales in the area → WD = 70%
- High WD > ND: Product is in high-volume outlets → good quality distribution
- High ND > WD: Product is in many small outlets but missing high-volume stores
- Ideal: Both ND and WD above 60% for established brands
💡 Viva Tip
This is a very common FMCG interview question. Remember: "ND tells you HOW MANY stores, WD tells you HOW IMPORTANT those stores are." Nielsen data drives FMCG decision-making in Bangladesh.
8
What is the role of a Territory Sales Officer (TSO) in FMCG?
Sales & Dist.▼TSO (Territory Sales Officer) is the frontline sales management role responsible for achieving sales targets in an assigned geographic territory.
Key Responsibilities:
Key Responsibilities:
- Sales Target: Achieve monthly/quarterly volume and value targets
- Route Management: Ensure DSRs (Distributor Sales Representatives) cover all routes on schedule
- Distribution: Increase numeric and weighted distribution — add new outlets, reactivate lapsed ones
- Distributor Management: Manage 1-3 distributors — ROI, inventory, claims, productivity
- Merchandising: Ensure visibility — shelf placement, POS materials, price tags
- Market Intelligence: Competitor activities, pricing, new launches, retailer feedback
- Collection: Ensure timely payment collection from retailers/distributors
💡 Viva Tip
If applying for a TSO/Territory Manager role, be prepared for "a day in the life" questions. Show that you're ready for extensive field travel, market visits, and working with distributors.
9
What is RTM (Route to Market)? Why does it matter?
Sales & Dist.▼RTM (Route to Market) is the strategy and channel structure used to get products from the manufacturer to the end consumer.
Common RTM Models in Bangladesh:
Common RTM Models in Bangladesh:
- Distributor Model: Most common — appointed distributors with their own sales force serve retail outlets
- Direct-to-Retail: Company's own sales team delivers directly (expensive but high control)
- Wholesale: Products sold through wholesale markets — less control, lower cost
- Modern Trade: Direct negotiation with supermarkets/chain stores (Shwapno, Agora, Meena Bazar)
- E-commerce: Direct-to-consumer through Chaldal, Daraz, or own website
- RTM determines product availability, freshness, pricing consistency
- Wrong RTM = products don't reach consumers even with great advertising
- In Bangladesh, ~90% of FMCG sales happen through traditional trade (mom-and-pop stores)
- RTM optimization can reduce cost-to-serve by 15-25%
💡 Viva Tip
Know the breakdown: Traditional Trade (~90%) vs Modern Trade (~6-8%) vs E-commerce (~2-3%) in Bangladesh FMCG. The mix is shifting but traditional trade dominates.
10
How do you handle a retailer who stocks your competitor's products instead?
Sales & Dist.▼Step-by-Step Approach:
- 1. Listen first: Ask why — is it margin, credit terms, customer demand, or relationship with competitor's salesperson?
- 2. Understand economics: Calculate retailer margin comparison — show how your product gives better ROI (margin × turnover)
- 3. Demonstrate demand: Show consumer pull — advertising support, promotions driving footfall, consumer preferences
- 4. Offer trial: "Stock just 5 units on trial — if they don't sell in 2 weeks, I'll take them back"
- 5. Support with visibility: Provide POS materials, display units, shelf tags to drive consumer pick-up
- 6. Build relationship: Visit regularly, be reliable, remember personal details, provide market information
- 7. Incentivize: Retailer scheme — volume-based rewards, display bonuses, loyalty points
💡 Viva Tip
This tests your selling skills. Use a structured approach. The best answer combines empathy ("I understand your concern") + data ("here's the margin math") + action ("let me offer you this").
11
What is market research? How is it used in FMCG?
Brand Mgmt▼Market Research Types:
- Retail Audit (Nielsen): Measures sales, market share, distribution, pricing by visiting retail outlets
- Consumer Panel: Tracks household purchases — penetration, frequency, basket size
- U&A (Usage & Attitude) Study: Understanding consumer behavior, preferences, and brand perception
- Concept/Product Tests: Testing new product ideas with consumers before launch
- Brand Health Tracking: Awareness, consideration, trial, usage, loyalty metrics
- Market Share: Your sales as % of total category (by value or volume)
- Penetration: % of households buying your product
- Buy Rate: Average quantity purchased per buyer
- Frequency: How often consumers buy
- Trial Rate: % of consumers who tried the product
- Repeat Rate: % of triers who buy again
💡 Viva Tip
Know Nielsen and Kantar as key research providers. Understand that "volume share" and "value share" can tell different stories about a brand's health.
12
What is SKU rationalization? When is it needed?
Supply Chain▼SKU Rationalization is the process of analyzing the product portfolio to identify which SKUs (Stock Keeping Units) to keep, discontinue, or modify.
Why It's Needed:
Why It's Needed:
- Too many SKUs = production complexity, higher inventory costs, shelf space competition
- Typically, 20% of SKUs generate 80% of revenue (Pareto principle)
- Slow-moving SKUs tie up working capital and warehouse space
- Sales velocity: Units sold per month — rank from highest to lowest
- Margin contribution: Profit per unit × volume
- Strategic importance: Portfolio completion, competitive defense, retailer requirement
- Cannibalisation: Does this SKU steal sales from another of our own products?
- Growth trend: Declining, stable, or growing?
💡 Viva Tip
Use the ABC analysis framework: A-SKUs (top 20% = 80% revenue), B-SKUs (next 30% = 15% revenue), C-SKUs (bottom 50% = 5% revenue). C-SKUs are candidates for rationalization.
13
What is category management?
Trade Marketing▼Category Management is the strategic process of managing product categories as individual business units, optimizing performance based on consumer needs and retailer profitability.
8-Step Process (ECR Framework):
8-Step Process (ECR Framework):
- 1. Define the category (what products are included?)
- 2. Assess the category's role (destination, routine, seasonal, convenience)
- 3. Assess current performance
- 4. Set objectives and targets
- 5. Develop strategies (traffic building, profit generation, etc.)
- 6. Select tactics (assortment, pricing, shelf layout, promotion)
- 7. Implement the plan
- 8. Review and refine
- Work with key retailers to optimize shelf space and assortment for the entire category, not just your brand
- Category Captain: The leading brand advises the retailer on category decisions
- Example: Unilever advising Shwapno on "Hair Care" category layout — including competitor products
💡 Viva Tip
Category management is increasingly important as modern trade grows in Bangladesh. Know the term "Category Captain" — it's a competitive advantage for market leaders.
14
What challenges does the FMCG industry face in Bangladesh?
General▼Key Challenges:
- Distribution reach: 68,000+ villages, remote chars and haors — last-mile delivery is expensive
- Price sensitivity: Majority of consumers are price-conscious — sachet/small pack culture
- Raw material import dependency: Many ingredients imported — exposed to USD exchange rate fluctuations
- Inflation impact: Rising input costs vs consumer willingness to pay — margin squeeze
- Counterfeit products: Fake/duplicate products in rural markets damage brands
- Regulatory: Frequent changes in VAT/tax structure, labeling requirements, import duties
- Talent retention: High attrition in field sales teams
- E-commerce disruption: Adapting sales strategies for online channels while maintaining traditional trade
- Growing middle class — premiumisation trend
- Digital payment adoption — bKash, Nagad enabling cashless transactions
- Rising health awareness — demand for natural/organic products
💡 Viva Tip
Balance challenges with opportunities — show you understand the market's complexity but are optimistic about growth potential. Mention specific examples relevant to the company.
15
Why do you want to work in FMCG?
General▼Strong Answer Framework:
- Scale & impact: "FMCG products touch every household daily — few industries let you impact 170 million consumers' lives"
- Fast-paced: "The dynamic nature — quarterly launches, seasonal campaigns, competitive intensity — keeps learning continuous"
- Career development: "FMCG companies are known for structured training programs and fast career growth based on performance"
- Business acumen: "Managing P&L, understanding consumer behavior, driving distribution — FMCG builds complete business leaders"
- Field exposure: "I enjoy being in the market — understanding rural Bangladesh, talking to retailers, seeing products on shelves"
💡 Viva Tip
FMCG companies value "passion for the market." Show you've visited stores, noticed product displays, compared prices, and thought about why consumers choose certain brands.