Fast Moving Consumer Goods

FMCG are the products that have a quick shelf turnover of ideas, at relatively low cost and do not need to think a lot about time and financial investment to purchase. FMCG products for every individual are less margin of profit. However, a huge number of products sold that will make a difference. FMCG products are always converted to a number of products sold on the benefits. For example of FMCG are; toiletries, soap, cosmetics, dental, products, cleaning products, detergents, shaving, glass, light bulbs, batteries, paper products, and so on. I want to introduce the best know examples of Fast Moving Consumer Goods company, ‘P&G’ below.

Introduction of P&G company

Founded in 1837, Procter & Gamble is one of the largest consumer products companies in the world. In addition, P&G Company has been selected as the best marketing company in the world.

P&G has operations in more than 80 countries, with more than 300 brands on market in 160 countries. These include beauty care, household care and Gillette products. Most of the goods sold in P&G Company are fast moving consumer goods.

2.0 Branding

2.1 What is brand?

One of the most important decisions a marketing manager can make is about branding. The value of brands in today’s environment is unique. Brands have the power of instant sales; they convey a communication of confidence, quality and reliability to their target market.

Brands have to be managed well, as some brands can be money maker for organizations. In many organizations they are represented by brand managers, who have high resources to make sure their success within the market.

A brand is a tool which is used by an organization to differentiate itself from competitors. Ask yourself what is the value of a Panteen shampoo without the brand or the logo? How does your perception change?

2.2 The role of branding

The way to make an effective branding strategy is creating a brand definition. It refers to the process of defining the identity of the brand. Brand identity is seen as a set of connections that a brand desires to create and maintain. The benefits to consumers generally fall into three categories are attached to the product. Functional benefits, the inherent advantages of using the products and the physiological demands of consumers (the efficacy of drugs, etc.) can be satisfied; Symbolic benefits, social approval or personal expression needs of consumers to meet the consumption of the product associated with external benefits; experience the benefits a sensory pleasure and stimulation to meet the product using what you think are related. In consumer marketing, with the increasing convergence of product technical features, there is a clear trend toward defining brand identity on the base of symbolic and experimental benefits as opposed to functional ones.

Marketing Mix

3.1 What is Marketing Mix?

The goal of a market positioning strategy is to create a product-price position that is attractive to target customers. However, a highly integrated product-price positioning strategy will also require an effective place-promotion marketing effort which will help the company build a successfully target market positioning strategy.

The marketing mix is probably the most famous phrase in marketing. The elements are the marketing ‘tactics’. Also known as the ‘four Ps’, the marketing mix elements are price, place, product and promotion.

The definition for the marketing mix is that the gathering of tools that using in companies to pursue the marketing objectives in the target markets. In this case, there are some portions could be controlled by companies, but some portions could not be controlled by companies. For example, the prosperous condition or depression in economic, unpredictable fashion of a particular products and environmental things such as changing in values could not intentionally be changed. However, companies can manufacture products in the marketing, determine the price and select the path to place and distribution periods for its product and effort to promote the sales of products. In other words, according to the company’s will that can be arbitrarily changed. Therefore, the initials of four 4Ps created by means of the marketing mix; product, price, place, promotion.

This concept is not difficult and it is simple. We can think about another common mix-a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar! It is the same with the marketing mix. The offer you make to your customer can be altered by varying the mix elements. So for a high profile brand increase the focus on promotion and desensitize the weight given to price. We also have another way to think about the marketing mix. The marketer mixes the prime color (mix elements) in different quantities to deliver a particular final color. Every hand painted picture is original in some way, as is every marketing mix. Some commentators will increase the marketing mix to the ‘five Ps’, to include people. Others will increase the mix to ‘Seven Ps’, to include physical evidence (such as uniforms, facilities, or livery) and process (i.e. the whole customer experience e.g. a visit the Disney World). The term was coined by Neil H. Borden in his article ‘The Concept of the Marketing Mix’ in 1965.¼ˆ1996 ¼ŒPrentice-Hall, Inc.¼‰

These four Ps are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four Ps on the consumers in the target market in order to create perceived value and generate a positive response.

3.2 Product

Product class- A relative high-class product for those who knows its value of quality.

Branding- A meaningful brand name ‘P&G’ reflects on the high life standard among the public.

Packaging- An attractive packaging brings a perception of brightness, vitality and fun with natural goodness to enhance consumer’s preference for the product. You can see from the Pringles potato chip that has unique

3.3 Price

We intend to implement a “Price leadership” strategy for TV. This pricing strategy

Offers the following advantages:

To reinforce its leader status in Singapore

At the beginning of product launch, we can offer attractive discounts ,incentives and commission to wholesalers and distributors to sell our products

Special price for initial customer to buy our product and attract early adopters (lowering the “Risk” for consumers)

Offer attractive trade discounts to whole sale or distributors and ensure higher profit

Margin (relative to other brands or products) for them. Get their “buy-in” and

“Entice” them to push sales.

The perceived quality and value of a product is usually indicated by the price.

Providing allowances for launching and future sales promotion without sacrificing too much profit.

To ensure a meaningful profit for retailers, wholesalers and company.

3.4 Place (Distribution)

Distribution decisions are those associated with channels of distribution that serves as the means for getting the product to the target customers. Some examples of distribution decision include.

Place channels- We can appoint or recruit wholesalers and retails to distribute this new product (Pringles potato chips) to customers all over the world.


Transportation- We are willing to improve the organizational transportation and logistics system to support distributions for launching the new product and to achieve distribution objectives.

Service level

Order processing- We want to set an efficient and effective way for distributions to order the product as needed.

Specific channel members

3.5 Promotion

In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them. The promotion mix consists of the specific blend of promotional strategy (push, pull, etc. ) advertising, sales promotion (eg special offers), , public relations & sales force within Promotion by many marketing people (though PR people tend to see it as a separate discipline)., personal selling (eg attending exhibitions), atmospherics (creating the right impression through the working environment)., marketing communications budget and direct-marketing tools that the company uses to pursue its advertising and marketing objectives. For the new product TV¼š

Advertising- by means of TV media, radio, Newspaper, Magazines, posters and bus stop advertisement

Sales promotion- carried out attractive promotions such as lower price, give discount, contest, lucky draws, and if the customers who buy xx products at the same time can get one free, and every time, the company gives such cards to consumers to collect when they are buying product. Finally, when consumers get a certain amount of the cards can gain special gifts or free product.

Marketing relationship- through all kinds of entertainment activities to strengthen the company’s public image and reputation and create relationship with customers by carrying out a serve to get the feedback about the product. The company’s marketing environment is made up of various sectors and forces within and around the organization. The following shows the Ye Shu organization internal and external characteristics of Strengths, Weaknesses, Opportunities and Threats.

The promotion did not cost money; it actually turned in a profit. The promotional scheme might be aimed at consumers, our retailers and our distributors. With our customer audience of consumers/retailers/distributors, the objective of promotional programs is:

To generate new customers

To entice current customers to use the product more frequently

To entice current customers to purchase other products from your company

To reward current customers

To create an unforgettable impression of the product in the minds of our targeted consumers.

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