Marketing Strategies and its impact over success of FMCGs and SMCGs

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.