of 26
8/4/2019 Advertising of FMCG
1/26
Advertising of Fast Moving
Consumer Goods
8/4/2019 Advertising of FMCG
2/26
8/4/2019 Advertising of FMCG
3/26
WHAT ARE GOODS ?
Obtained in exchange for money
Increases ut i l i ty of the consumers
Physical ( tangible) product
Involves transfer of ownership
8/4/2019 Advertising of FMCG
4/26
WHO ARE CONSUMERS ?
Anyone who buys product/serv i cefor h i s/her own use and notfor re sa l e .
WHAT DO CONSUMERS BUY?
Fas t Moving Consumer Goods
Consumer durab l esSo f t goodsSe rv i c e s
8/4/2019 Advertising of FMCG
5/26
GOODS
I N D U S T R I A LGO O D S
C O N S U M E RGO O D S
8/4/2019 Advertising of FMCG
6/26
TYPES OF CONSUMER GOODS
CONVENIENCESHOPPING
SPECIALITY UNSOUGHT
8/4/2019 Advertising of FMCG
7/26
WHAT IS FMCG?
P roducts wi th qu ick turnover andre lat ive ly low cost
Less th ink ing by consumers
Absolute prof i t re lat ive ly smal l but areso ld in large quant i ty and thereby earnlarge prof i t
D u rab l e p r od u ct s , e . g .- s o ap s , co s me t i cs ,teeth c lear ing products , shav ingproducts ,etc .
No n - d u rab l e p ro d u cts , e . g .- g l as s war e sbu lbs , bat ter ies , p las t ic goods ,etc .
8/4/2019 Advertising of FMCG
8/26
8/4/2019 Advertising of FMCG
9/26
FMCG category and products
8/4/2019 Advertising of FMCG
10/26
PRODUCTS
UNDERFMCG
8/4/2019 Advertising of FMCG
11/26
8/4/2019 Advertising of FMCG
12/26
ADVERTISING
Anything that callsattention for a product or
service.
8/4/2019 Advertising of FMCG
13/26
8/4/2019 Advertising of FMCG
14/26
WHY ADVERTISE?
Sales promot ion of the product/serv ice
Creat ing and
mainta in ing a brand
ident i ty Communicat ing a
change in the
ex is t ing product l ine
In t roduct ion of anew product or
s e r v i ce
Increase the buzz-
va lue of the brandor the company
8/4/2019 Advertising of FMCG
15/26
8/4/2019 Advertising of FMCG
16/26
WHY ADVERTISE FMCG?
As a reminder
To inform about our product
To show the success of brand
To attract the consumers To hamper the unsecured mind of
consumer (e.g. saffola, dettol)
To ar ise the need purposely
To attach consumer emotional ly withproduct
To show facts and f igures of products
8/4/2019 Advertising of FMCG
17/26
MESSAGE DELIVERY
Vim bar gel
Gil lette turbo
Bournvita, Horl icks
Happy dent chewing gum
Pepsodent, C lose-up
8/4/2019 Advertising of FMCG
18/26
PACKAGING
Attractive packs
Vibrant colors
Pack will show the important feature ofproduct
Protective packaging (bru coffee)
8/4/2019 Advertising of FMCG
19/26
According to segmentat ion of
Market
Pack ing should be enhanced
t ime by t ime
Affordable p acks (coca cola
200ml)
Size wise packing (Navratna oi l andColgate)
8/4/2019 Advertising of FMCG
20/26
MARKET ING STRATERGYOF FMCG
PRODUCTS
Direct on-screenmarket ing.
Power Brand
S trategy. Ex i t f rom non-
power brand.
Power brand
extens ion. Smal l s i ze pa cket
strategy.
8/4/2019 Advertising of FMCG
21/26
PR ICING POLICIES FOLLOWED FOR
FMCG PRODUCTS
M a r k - u p o f p r i c i n g
o f p r o d u c t s .
P r i c i n g b a s e d o n
t h e p r i n c i p a l o f Go - D et er r in g .
C o m p e t i t i v e b a s e d
p r ic in g p o l i c y .
P r o d u c t b u i l d i n g o n
t h e b a s i s o f s i z e
i n c r e a s e o r
d e c r e a s e a n d
c h a n g e o f v a l u e .
8/4/2019 Advertising of FMCG
22/26
HOW ARE FMCG GOODS
ADVERT ISED?
Huge investment on advert isement
Frequent broadcast ing of the products .
Advert is ing the goods du r ing peak hours
such as dur ing l ive matches, popularte lev is ion shows.
Advert ised on target te lev is ion chann els .
Advert ised through banners, posters ,t r ia l packs and events .
Advert isement is a lso acco rding to adetai led market research.
8/4/2019 Advertising of FMCG
23/26
GROWTH
RAPID
The fast moving consumergoods sector, with annualrevenues of nearly $18
billion, has emerged as amajor component of theIndian economy. It hasbeen recording double-digit growth
rates over the past few years andcontinuesto expand phenomenally.
8/4/2019 Advertising of FMCG
24/26
8/4/2019 Advertising of FMCG
25/26
C o m p a n i e s h a v e i n c r e a s e d
s c o p e f o r g r o w t h : F o o d a n dg r o c e r y i s t h e l a r g e s t s e g m e n t
in th e FMC G se c tor. Th e
s e c t o r s s u s t a i n e d g r o w t h h a s
b e e n p o s s i b l e d u e t o
c o n t i n u o u s a n d s t e a d y
i m p r o v e m e n t i n c o n s u m e r
i n c o m e s . Th e i r p r o m o t i o n a n d
a d v e r t i s i n g b u d g e t s t o d r i v e
v o l u m e s i n a n i n c r e a s i n g l yc o m p e t i t i v e m a r k e t . B y
i n v e s t i n g b e h i n d b r a n d s ,
p l a y e r s h a ve w i t n e s s e d a n
i n c r e a s e i n d e m a n d a n d i n
t u r n e a r n i n g s g r o w t h .
8/4/2019 Advertising of FMCG
26/26
