16-18 Marketing strategy of FMCG product: A case study of Hindustan Unilever limited Dr. Suganthi V Assistant Professor, Department of Commerce, … Instead of competing with other gin brands on price, they were able to use influencer marketing to highlight the value of their brand and as such, can keep their prices high. ... P&G is aiming to use the pandemic to build on a strategy that increases productivity and builds long-term success for its brands. Many FMCG brands pride themselves on their niche target audience. It’s good practice to regularly investigate where the target audience are ‘hanging out’ online. However, it is just as important to not plan, and be reactive to current news and topics. The brands who will succeed will be those who make the focus of their campaigns less about the products and more about the company ethos. The campaign aimed to capitalise on the target audience’s sense of humour, establishing Fanta as a young, vibrant, trendy and above all, happy, product. The same company manufactures a range of products, similar by genre, and caters to the consumers. After you’ve researched platforms, formats and trends, it’s always good to do your competitor research to find out how similar brands have achieved success. Namkeen masala can be sprinkled in any kind of nankeen you prefer to have during the day to day activities. In 2020, FMCG brands will increasingly integrate influencer marketing within their wider marketing strategy in order to drive brand awareness as well as sales. The food and grocery market is predicted to grow by 14.8% to 28.2bn by 2023 and within that, online purchasing is the fastest growing channel. By engaging with an audience in real time, the brand also gains a reputation for being up-to-date and ‘alive’. To lead a successful FMCG marketing campaign, these are some of the essential elements you have to include: Learn what customers want – By conducting in-depth research into the target market, it’s possible to identify what customers think is missing and work towards a solution. The top 5 keys to successful FMCG digital marketing. Filled with random, unique and whacky statements, the channel regularly speaks directly to its audience. The current recession is the most brutal economic downturn in a lifetime. All the latest news, analysis and opinion on FMCG marketing. It uses demographic, geographic & behavioural segmentation strategiesto cater to the changing needs of the most competitive industry. Impressions vs engagement: Understanding the difference, How Instagram's platform changes affect brands, How FMCG brands use influencer marketing to connect with niche audiences, Why it’s crucial FMCG brands use influencer marketing to share their ethos, How to use influencer marketing to drive sales and build a community. Product flanking refers to the introduction of various combinations of products at … ... data-driven ecommerce strategy has become ever more crucial to brands over the past decade as they try to navigate a … Introduction The success of an FMCG depends greatly on its marketing strategy. These are considered the physical touch points associated with selling an FMCG product. Some formats can be very effective, but require a high level of difficulty to create i.e requiring lengthy interviews and specialist knowledge. Interest in the search term “vegan food” over five years. Marketing to new shoppers is great, but what about your existing customers? Effective FMCG marketing is the key answer to that. The most effective answer relies heavily on the type of product, and the market it’s in. 1. All the latest news, analysis and opinion on FMCG marketing. FMCG Academy is a New Zealand based Global E-learning company. Your email marketing strategy should have a mix of promotional and valuable content. It also touches upon encouraging your own customers to become your biggest advocates. Alongside that, we’ll see small and established brands utilising influencer marketing to directly impact buying decisions from discovery right through to purchase. Compared to traditional TV advertisements where it’s difficult to accurately predict who will view your ads, working with specific vegan influencers, you can be confident that their audience shares their views (or at least has some interest in them). For many FMCG brands, the most common method of gaining a large share of the market is to price your products lower than your competition. In line with this, we have seen brands cater their products and entire business towards this exact audience. Instead they wanted to harness the power of the brand and use that power to sell products. Timely product development and cannibalization-free growth across your product portfolio builds an impregnable defence against competitors. When armed with an influencer’s audience data, you have access to the types of people who follow them. The physical evidence of a trade marketing mix strategy consists of all the marketing materials (such as flyers), packaging and the product itself. Posted in case study, Digital Marketing, Digital Strategy, Ecommerce, Facebook Marketing, FMCG, google search, marketing strategy, Online Marketing, search advertising, Social Media by Rittika Das. Strategy & Insights. In May 2014, comedian Chris Ramsey tweeted about wanting #pizzaonatrain that Domino's responded to, clearly demonstrating excellent customer service. Sign up for similar job alerts. If there’s one industry which has perfected mass-media marketing, it’s the FMCG sector. Media fragmentation It’s also important to research the types of content formats brands should be producing to hit the right audience. When planning any content marketing strategy, make sure there is a good mix of liquid and linked content. Having researched into their audience, and the impact of a pack of skittles, the Twitter channel imitates sweets by giving its audience a little ‘lift’ through words, rather than sugar. In 2020, FMCG brands will increasingly integrate influencer marketing within their wider marketing strategy in order to drive brand awareness as well as sales. Any brand can then begin to build a picture of a target audience’s conversion hubs. The current recession is the most brutal economic downturn in a lifetime. Product Flanking: Product flanking refers to the introduction of different combinations of products … Management and Strategy Consultants that advise the FMCG / CPG industry Business Owners and Managers who sell any kind of consumer product Finance, manufacturing, supply chain and human resource professionals who want to understand how and why marketing strategies … Premium craft Spirit brand, Sipsmith has over 72k followers and uses influencer marketing as an integral part of their overarching marketing strategy. selling large volumes of FMCG products. We use cookies to deliver the best possible experience on our website. Attracting a long term fan base requires regular interaction, fresh ideas and memorability. Leave a comment below. The brands who will succeed will be those who make the focus of their campaigns less about the products and more about the company ethos. Typically a marketer pursues a wide combination of strategies. The term "sachet marketing" connotes marketing single-use shampoo sachets which are sold for a few cents in underdeveloped and emerging markets. It’s this type of audience that will also be interested in future content pieces and accept the brand as a trusted and informative source of wanted information. Here is the list of best marketing strategies for FMCG products in India. Digital Marketing for FMCG Companies If there’s one industry which has perfected mass-media marketing, it’s the FMCG sector. In this blog post, Mike reveals how FMCGs were worried about 3 things in particular: 1. She may, however, be more interested in a video or game…. When you keep all of this front of mind, you’re able to create a credible campaign that establishes your product/service as something the consumer wants or needs. Being a FMCG company it has market access to nearly the whole world. Sales may not even be a measurable KPI from liquid content, and it may be measured by interaction and visibility alone. Working backwards, decide what type of people you want to reach and then find an influencer who’s audience best matches your ideals. In 2020, FMCG brands will increasingly integrate influencer marketing within their wider marketing strategy in order to drive brand awareness as well as sales. When your brand partners with like-minded influencers, you leverage the connection an influencer has with their audience. Marketing mix strategies aim to Our thoughts about the UK Holiday Market 2020/2021, Improving competitor intelligence for marketing decision making, Any brand needs to establish three very important and fundamental aspects, before launching into whacky ideas generation (these are. ... P&G is aiming to use the pandemic to build on a strategy that increases productivity and builds long-term success for its brands. The success of an FMCG business greatly depends upon how it formulates marketing strategy. Apply online for the Connection Manager (FMCG) -Digital Marketing vacancy at DKSH Myanmar in Yangon today. Here are a few formats to consider when considering the creation of compelling content ideas: It’s critical to judge what can be achieved according to capacity and time available. She’s been... Instagram constantly update their algorithm and platform. It’s key to remember that trendy platforms change and evolve with shifting audience interests and new generations. FMCG Marketing Strategy. customers with similar needs) with their bundle of products. The Google Trends Tool highlights related searches regarding content topics and queries that could be applied to any plan. Events & BTL. The campaign proved excellent PR for Domino's – and was completely spontaneous. FMCG Sales and Marketing Strategy From new companies looking to make their mark in the FMCG industry, to establish brands seeking to maintain and create marginal gains within a sector. 12 Jun 2020 5:21 pm. This programme will help decision-makers to build a solid foundation in strategic marketing, using concepts and best practices from the FMCG industry. It is also designed to train marketing and non-marketing managers to set up objectives and strategies to build and maintain brand equity and growth. Fmcg Marketing Strategy; Fmcg Marketing Strategy. For instance when prices are competitive the company would use an extensive distribution network, design suitable advertising and sales promotion schemes for time to time. Furthermore, the study will find out as to whether or not these strategies have helped marketing managers in improving their performance and coming up with effective marketing plans. According to Stanley and Eric (2001) marketing strategy is the set of incorporated decisions and actions by which a business expects to achieve its marketing objectives and congregate the value requirements of its customers. He loves to work with the Adido team and all of the clients on board asking challenging questions and ... 5 essential tips for FMCG content marketing strategies. Any professional with an educational background or work experience in marketing has heard of the 4P’s at least once. The world’s leading FMCG Company is using different strategies in different markets. Run a win-back marketing campaign. For instance when prices are competitive the company would use an extensive distribution network, design suitable advertising and sales promotion schemes for time to time. The #pizzaonatrain became a campaign as celebrities and fans alike, tweeted ‘good luck’ messages in anticipation to see if pizza could get delivered to the train. Analysis Uncategorized. Multi-branding; This is a unique style of the of FMCG brands that cater to competing products under the same banner. Building a product’s online presence via the correct social platforms can do wonders for general brand visibility. Taking a risk from time to time can mean producing something that is truly shareable and can go viral. "How long ago was it that you revisited your platform choice and reviewed your strategy?". Understand the 4 common, Practical Marketing Strategies applied by FMCG/CPG brands and appreciate how execution varies across the 4 marketing strategies. Hence, it’s obvious that the FMCG is a sector heavily dependent on marketing for its sales. Knowing the right channels, approach and the type of content that will resonate best is unfortunately down to a suck-it-and-see strategy. The profile of these consumers is different – younger and technologically savvier. If you’ve ever been confused about the difference between impressions and engagement, this blog... never wanted to rely on the product alone, Behind the Feed: Interview with Monica Beatrice Welburn, Reels vs. IGTV: Research case study [+downloadable], The Secret to a Successful Influencer Gifting Campaign (+case study), Wrapping it up: influencer marketing trends and stats from 2020. It’s important you align in order to be successful, but also be open to adapting should your audience take you into a new environment. Holland and Barrat understand this sentiment all too well. Bournemouth What are you waiting for? such as food, toiletries, and soft drinks and pampers. Minimum Requirements If some platforms are under-performing don’t be afraid to retire them in favour of the ones that are working really well - it’s exhausting trying to keep all platforms up to tip top condition, and a neglected presence can often be worse than an absent one. Coca-Cola Company, Nestle, and Unilever are examples of internationally recognized FMCG companies. It is also meant to train marketing and non-marketing managers to set up objectives and strategies to build and maintain brand equity and growth. Bournemouth, In an industry where brands come and go, what can you do to ensure that your brand stands out and stays ahead of the rest? FMCG Marketing Strategy. Typically a marketer pursues a wide combination of strategies. 7. Differentiated targeting strategy is what helping the company in targeting the homogeneous set of customers (i.e. Many companies face the problem of allocating their precious marketing budgets across various marketing and sales initiatives in an effective manner. The channel works well at giving the audience quirky proclamations, peppered with sales messages. 4. But how effective are FMCG influencer marketing campaigns at driving positive results for brands? On the one hand, it’s positive: it... Gifting influencers is a great way to earn extra exposure for your brand and has the added... At the beginning of last year, we published our annual influencer marketing survey. There isn’t one simple secret for FMCG marketing success. This long term relationship can then be peppered with compelling reasons to purchase and convert readers, to buyers. Mostly, FMCG Company carries out its marketing task by making a market offer (Ramaswamy & Namakumari, 2013). It is also meant to train marketing and non-marketing managers to set up objectives and strategies to build and maintain brand equity and growth. Standing out in a saturated market has become more important than ever. It is evident that companies are still pushing out sales-y, textual content, hoping that an (obviously uninterested) audience will one day wake up and feel the need to read an article on summer discounts. Great content will inevitably attract an audience. Introduction The success of an FMCG depends greatly on its marketing strategy. In the example above, Chinese or black tea could be an achievable topic to include as a static element in any content plan for a tea brand wanting to rank for these terms. Analysis Uncategorized. It begins with an analysis of packaging as a strategic tool. Marketing mix strategies aim to establish products’ loyalty and make it possible for the companies to charge higher prices. Dorset Test your knowledge: Can you guess the most popular items that were searched for and purchased online in 2020? A search for the hashtag “Sipsmith” populates over 43,316 results. Who should take this course? Gifts with purchase is a time tested marketing strategy. Developing an FMCG marketing strategy involves a deep understanding of consumer behavior and what emotional values a consumer refers to when choosing a particular brand. We are a digital agency established over 17 years ago and full of experts across multiple services. MARKETING STRATEGY OF FMCG MARKET SHARE GROWTH. Industry Overview Evolution of the Indian FMC Sector Porter’s Five Forces Model SOOT Analysis Key Challenges Trends in the Industry Growth Drivers Government Policies Major Segments Industry Analysis IV. Use with the store assets you already have. Product Flanking. Ensure Your FMCG Strategy Gets Results. 3205 Words 13 Pages. I’m specifically referring to those who haven’t shopped with you in a while. Sophisticated marketing strategy management can secure fairer balance of power with channel partners. Digital marketing strategies are critical for CPG / FMCG brands to get engagement and cut through The world’s most recognised brand brought us in as their global strategic partner to transform the effectiveness of the digital marketing and ecommerce across their massive portfolio of drinks brands. When guests come over, you can simply fill … The clever campaign reacted to situations around it, including holding up signs for ‘your bus is here’ and encouraging people to tweet in order to receive a free packet of crisps. By partnering with influencers who are already a fan of your brand the content they produce is more authentic and fits naturally within their feed. Gain knowledge of Execution frameworks that work in the FMCG / CPG industry. Alternatively, it is a great product to use at home as well! This highlights the network-effect influencer marketing has. FMCG companies are having businesses which are mostly consumer facing, every company wants to reach as many consumers as possible. Engagement rate stats can help you compare between platforms. Free tool, Fresh Web Explorer is a great place to start to begin tracking brand mentions and conversations online. “tea”. It uses a mix of value-based & product bas… After you’ve done your research, understand platforms and formats, industry trends and audiences wants and needs, you can begin to plan core content that will be applicable month on month. Aug 09, 2018. Drinks brand, Dirty Lemon, was built on Instagram and has since amassed over over 100k followers. Fmcg Strategy. The influencers they work with share the same ethos and beliefs as the brand and as such, product placements are subtle and unobtrusive. The fast-moving consumer goods (FMCG) industry is grappling with challenges of an unprecedented nature -- meeting a surge in demand amid the Covid-19-induced lockdown that has grounded distribution an BH1 1JN, Get amazing new articles and event notifications delivered straight to your inbox. Brand expert Denise Lee Yohn discusses a few core aspects of a solid marketing strategy for innovative products: Identify unmet customer needs. I spoke to Mike and he told me that trade marketing has been around for over 25 years, but the need for trade marketing became more apparent when fast-moving consumer goods companies [FMCGs] became concerned about several critical issues. For example, a 12-year old girl interested in following and engaging with a fun drinks’ brand, would not be interested in reading a whitepaper about the benefits or background of the product. Sachet Marketing is defined as the entire marketing strategy involving designing, packaging, and selling a product/service in a small pack size at an affordable price point to consumers. Content marketing with viral aspirations aims to: “become so contagious, they cannot be controlled.”. Traditional marketing for FMCG brands is dead. With an audience always a mere pocket move away from being online, in-house and agency marketers need to be more creative than ever; personifying brands into having an online personality. The realistic virtual Gary proved immensely popular, and established Walkers as a leader of the pack in regards to their digital innovation. 2 Lorne Park Road FMCG Sales and Marketing Strategy From new companies looking to make their mark in the FMCG industry, to establish brands seeking to maintain and create marginal gains within a sector. UK, Wilson House, This brand and interest association is one of the most powerful aspects of influencer marketing. An FMCG marketing strategy should be built using these 7 factors: Installed at three London bus shelters, the tweet activated vending machines featuring Gary Lineker became part of the promotion for Walkers ‘Do Us A Flavour’ campaign in 2014. Skittles, or the official Tweeter of awesomeness according to their social account has an award-winning social personality and a healthy 215,000 followers to endorse. Although paid advertising, the creative was part of Ben & Jerry’s content strategy to promote their new Anchorman ice cream; with ads targeted to users age 18–35 in the U.S. Playing it safe with online content will invoke safe interaction. Product, Price, Promotion, and … In the FMCG market, it competes with local and MNC players such as P & G, Godrej, Reckitt Benckiser and many others. This same nature is of FMCG products. The idea behind push and pull strategy originally comes from logistics and supply chain management but has also been widely adopted by marketing departments to define two types of tactics. We run events every quarter and do regular blogs, podcasts and whitepapers on digital marketing, user experience and development. Rewire your business in the context of the new five Ps of marketing. By the speed with which social- media platforms like Snapchat and Instagram have taken over and are flooded with millions of photos each day, we can say with surety that humans are highly visual. The products sold are mass products mainly. I spoke to Mike and he told me that trade marketing has been around for over 25 years, but the need for trade marketing became more apparent when fast-moving consumer goods companies [FMCGs] became concerned about several critical issues. In order to boost profitability, FMCG companies employ marketing mix strategies. The right format, hitting the right audience, can naturally spiral. In the same way, the Google Keyword Tool can provide insights to monthly search volume, e.g. UK. For example, linked content, focussing on the product itself can certainly be planned in advance. Walkers Twitter & interactive video campaign. If you're going to embark on content marketing, make sure you're in it for the long haul and dedicate time and resource to keeping it up to date. Using industry tools, it becomes easier to get a grasp on consumer trending keywords that could be used when planning and brainstorming content ideas. For instance when prices are competitive the company would use an extensive distribution network, design suitable advertising and sales promotion schemes for time to time. This shift in marketing tactic has resulted in  brands increasingly using influencer marketing as a method of sharing awareness about their ethos and less about promoting their products. For brands to get ahead of their competition and remain relevant, selling at a competitive price isn’t a sustainable strategy. Fast Moving Consumer Goods (FMCG) brands are increasingly using influencer marketing as part of their wider marketing strategy. An FMCG marketing strategy should be built using these 7 factors: They partner with vegan influencers to help spread awareness about their new product. By not planning everything in advance, marketers can capitalise on daily hashtags and conversations, without relying too much on scheduling through a social aggregator. The second section highlights the importance of packaging and its effect on consumer behavior. I have held senior management roles as Marketing Director/Head of Category/Trade Marketing, with global consumer product … Focusing on Amazon advertising and retailer platforms. The Senior Digital Marketing Manager will be responsible for analysing past and current data to develop and implement a highly impactful digital marketing strategy. Sustainable strategy varies across the 4 common, Practical marketing strategies will you try this year are! Highlights topics covered on fmcg marketing strategy and its strategic importance in the context of the FMCG companies marketing... 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