Mabd ppt

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Mabd ppt

  1. 1. What are Fast Moving Consumer Goods (FMCG)?FMCG is an acronym for Fast Moving Consumer Goods.Products which have a quick turnover, and relativelylow cost are known as Fast Moving Consumer Goods(FMCG).Fast Moving Consumer Goods (FMCG) goods arepopularly named as consumer packaged goodsFMCG is the fourth largest sector in the IndianEconomyFMCG sector generates 5% of total factoryemployment in the country
  2. 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. 3. Garnier Face Wash Garnier is a mass market cosmetics brand of LOréal that produces hair care and skin care products. Garnier is a worldwide company affiliated with 29 other brands owned by LOreal. The first Garnier product was made by Alfred Garnier in 1904, a hair tonic.
  4. 4. Overview: Segmentation, Targeting & Positioning
  5. 5. Step 1. Market SegmentationBases 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. 6. Market TargetingEvaluating Market Segments (developing selectioncriteria) 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. 7. PositioningThe place a product occupies in consumers’ minds relative to competing products.
  8. 8. Steps to Choosing and Implementinga 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

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