Abstract:
This thesis covers the topic of various marketing strategies to see its impact in the
performance of Fast Moving Consumer Goods (FMCGs) and Slow Moving
Consumer Goods (SMCGs). Marketing is a significant factor for many
organizations and businesses and play an important role in its success and failure.
The same is true for businesses dealing with FMCGs and SMCGs. Thus, this
report will throw some light on the various strategies that are used by
organizations for successfully running FMCGs and SMCGs business.
The research was carried out through quantitative research strategy that allows to
receive factual and reliable outcome data. Moreover, it allows achieving opinion
and attitude of the respondents through questionnaires. For this thesis, extensive
study of literature review was carried out to get an idea of the topic. Moreover,
questionnaires were used that had closed ended questions to get opinions from
retailers and marketing managers.
From the research conducted, it can be concluded that extensive marketing is
needed in FMCGs and SMCGs. Because such type of goods are available in large
number and are purchased frequently, customers are spoil for choice and they do
not think before taking a purchase decision. For this reason the marketers have to
create brand awareness to reach the customers and acquire brand loyalty.
However, the conventional marketing strategies such as relationship marketing
cannot be applied in this industry and unique methods such a sponsored marketing
need to be sued to reach the customers and create awareness of the brand.
