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What are Fast Moving Consumer Goods (FMCG)?

FMCG is an acronym for Fast Moving Consumer Goods.

Products which have a quick turnover, and relatively
low cost are known as Fast Moving Consumer Goods
(FMCG).

Fast Moving Consumer Goods (FMCG) goods are
popularly named as consumer packaged goods

FMCG is the fourth largest sector in the Indian
Economy

FMCG sector generates 5% of total factory
employment in the country
Pears Face Wash
 Pears transparent soap is a brand of soap first produced and sold in 1789
    by Andrew Pears
   factory just off Oxford Street inLondon, England.
 Pears soap is now made in India by Hindustan Lever a company in
    which Unilever
Garnier           Face Wash
 Garnier is a mass market cosmetics brand of L'Oréal that
  produces hair care and skin care products.
 Garnier is a worldwide company affiliated with 29 other
  brands owned by L'Oreal.
 The first Garnier product was made by Alfred Garnier in
  1904, a hair tonic.
Overview:   Segmentation, Targeting & Positioning
Step 1. Market Segmentation
Bases for Segmenting Consumer Markets

  Geographic
   Nations, states,
   regions or cities


              Demographic
             Age, gender, family size
             and life cycle,    or
             income

                         Psychographic
                           Social class, lifestyle,
                                     or personality


                                         Behavioural
                                            Occasions, benefits
                                            sought, user status,
                                            usage rate, loyalty
Market Targeting
Evaluating Market Segments (developing selection
criteria)
 Segment Size and Growth
   Analyze sales, growth rates and expected profitability for various
    segments.

 Segment Structural Attractiveness
   Consider effects of: Competitors, Availability of Substitute
    Products and, the Power of Buyers & Suppliers.

 Company Objectives and Resources
   Company skills & resources relative to the segment(s).
   Look for Competitive Advantages.
Positioning


The place a product occupies in consumers’ minds
          relative to competing products.
Steps to Choosing and Implementing
a Positioning Strategy

   Step 1. Identifying Possible Competitive Advantages:
    Competitive Differentiation.

   Step 2. Selecting the Right Competitive Advantage:
    Unique Selling Proposition (USP).

   Step 3. Communicating and Delivering the Chosen
    Position.

   Step 4. Support the positioning strategy with a unique
    marketing mix
Mabd ppt

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Mabd ppt

  • 1. What are Fast Moving Consumer Goods (FMCG)? FMCG is an acronym for Fast Moving Consumer Goods. Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods FMCG is the fourth largest sector in the Indian Economy FMCG sector generates 5% of total factory employment in the country
  • 2. Pears Face Wash  Pears transparent soap is a brand of soap first produced and sold in 1789 by Andrew Pears  factory just off Oxford Street inLondon, England.  Pears soap is now made in India by Hindustan Lever a company in which Unilever
  • 3. Garnier Face Wash  Garnier is a mass market cosmetics brand of L'Oréal that produces hair care and skin care products.  Garnier is a worldwide company affiliated with 29 other brands owned by L'Oreal.  The first Garnier product was made by Alfred Garnier in 1904, a hair tonic.
  • 4. Overview: Segmentation, Targeting & Positioning
  • 5. Step 1. Market Segmentation Bases for Segmenting Consumer Markets Geographic Nations, states, regions or cities Demographic Age, gender, family size and life cycle, or income Psychographic Social class, lifestyle, or personality Behavioural Occasions, benefits sought, user status, usage rate, loyalty
  • 6. Market Targeting Evaluating Market Segments (developing selection criteria)  Segment Size and Growth  Analyze sales, growth rates and expected profitability for various segments.  Segment Structural Attractiveness  Consider effects of: Competitors, Availability of Substitute Products and, the Power of Buyers & Suppliers.  Company Objectives and Resources  Company skills & resources relative to the segment(s).  Look for Competitive Advantages.
  • 7. Positioning The place a product occupies in consumers’ minds relative to competing products.
  • 8. Steps to Choosing and Implementing a Positioning Strategy  Step 1. Identifying Possible Competitive Advantages: Competitive Differentiation.  Step 2. Selecting the Right Competitive Advantage: Unique Selling Proposition (USP).  Step 3. Communicating and Delivering the Chosen Position.  Step 4. Support the positioning strategy with a unique marketing mix