Relevant bibliographies by topics / FMCG marketing

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  1. Dissertations / Theses

Academic literature on the topic 'FMCG marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Dissertations / Theses on the topic "FMCG marketing"

1

Gilchrist, Philip. "Relationship Marketing in the FMCG : The Forgotten Consumer." Thesis, Linköpings universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-119539.

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Many producers in the FMCG experience immense pressure from strong retailers and hard discounters. One solution proposed by academics is through engaging in Relationship Marketing with the end consumer to create a strong pull-effect and loyalty to the brand. In order to understand how producers make use of Relationship Marketing, 5 case studies with Swedish FMCG- producers has been conducted. It has been found that producers merely make any use of Relationship Marketing towards consumers, albeit focus a lot of resources on Relationship Marketing towards the immediate customers. The author examines the feasibility of Relationship Marketing in the FMCG, and concludes that the producers overlook many of the outlined benefits of Relationship Marketing.
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Froněk, Filip. "How can co-creation change the FMCG marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199736.

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This thesis analyzes co-creation, a modern trend in marketing, and guides companies how to use co-creation to increase efficiency of their marketing practices. Co-creation is placed in the framework of digitalization, which is current megatrend in marketing influencing the traditional marketing methods. After deep analysis of current trends in marketing with focus on digitalization, the thesis emphases co-creation, describes the process of co-creation and applies it to an example of co-creation project of the brand Fa. It presents that co-creation project needs to be well planned and well executed as it can otherwise lead into brand dilution or the results would be different from company's objectives. In the end of the thesis, recommendations are deduced based on the concluded survey showing the further steps in Fa co-creation project as well as co-creation in general.
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Hofmanová, Tereza. "Využití sociálních sítí v marketingové strategii FMCG společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-82013.

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This diploma thesis outlines the ways of efficient marketing use and performance measurement of social networks by FMCG companies. The first chapter defines the concewpt of social networks, describes their benefits for company marketing and introduces the major world and Czech social networks. The second chapter is dedicated to the current most important social network, Facebook. The sub-chapters are covering structure and creation of a fan page, main principles of page management, post planning, aplications, ads, social graph and Facebook advertising policies. Main attention is given to the content of a fan page. the third chapter introduces the marketing potential of Youtube.The fourth chapter features the options of social networks performance measurement. The second half of the work introduces the marketing strategy on social networks for the company Nutricia a.s.
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Sámek, Michal. "Marketingové komunikace mezi výrobcem,distributorem a spotřebitelem na B2B trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85822.

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5

Waniausová, Lucie. "Marketingové plánování v FMCG: případová studie značky Lovela." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114382.

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The Master's Thesis'goal is to identify specifics of maketing planning in FMCG market and prepare marketing plan for brand Lovela in 2012. Thesis is divided into three related sections. The first part is purely theoretical and summarizes lessons learned from the available literature dealing with the topic of marketing planning and its phases. The second part is focused on description of each phase from experts'point of view. This part is based on interviews with three FMCG brand managers. The third part is devoted to the creation of the specific annual marketing plan.
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6

Schmutzler, Alexander René [Verfasser], Ove [Gutachter] Jensen, and Martin [Gutachter] Fassnacht. "FMCG marketing and sales : organizing trade marketing, category management, and shopper marketing / Alexander René Schmutzler. Gutachter: Ove Jensen ; Martin Fassnacht." Vallendar : WHU - Otto Beisheim School of Management, 2016. http://d-nb.info/1113594853/34.

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Schmutzler, Alexander René Verfasser], Ove [Gutachter] [Jensen, and Martin [Gutachter] Fassnacht. "FMCG marketing and sales : organizing trade marketing, category management, and shopper marketing / Alexander René Schmutzler. Gutachter: Ove Jensen ; Martin Fassnacht." Vallendar : WHU - Otto Beisheim School of Management, 2016. http://nbn-resolving.de/urn:nbn:de:hbz:992-opus4-1806.

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8

Pivovarník, Jan. "Aplikace systému řízení marketingových kampaní v oblasti retail FMCG." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199228.

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This thesis focuses on marketing campaign life cycle management and customer relationship management in the area of fast moving consumer goods. Because of the highly competitive nature of this market the companies are in search of ways how to gain an advantage over their competitors -- which can be more effective marketing towards customers. The main goals of this thesis are completion of thorough theoretical fundamentals and subsequently design of methodology of marketing campaign management. The theoretical part of this thesis presents basic concepts and discuses the topic separately from both technology and marketing standpoint. Also this part presents current trends in the EMM area and explains the customer relationship management specifics of the FMCG market. Practical chapters consist in development of the marketing campaign lifecycle methodology. The methodology is based on theoretical concepts presented in the first part of thesis and my own professional experience with implementation projects. The main merit of this thesis is development of the methodology, which is technology independent, intuitive, flexible and utilizable not only in the FMCG area. Another merit is drawing up of complex theoretical concepts that are merely covered by professional literature.
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9

Mbuyazi, Vivian Sifiso. "The use of new communication strategies to enhance marketing of Fast Moving Customer Goods (FMCG)." Thesis, University of Zululand, 2012. http://hdl.handle.net/10530/1344.

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A thesis submitted in fulfilment of the requirements for the degree of Master of Arts in the Department of Communication Science at the University of Zululand, South Africa, 2012.<br>The study was conducted with the purpose of surveying the nature, patterns and trends of the new communication strategies to enhance marketing of fast moving customer goods (FMCG). The researcher intended to investigate current consumer behaviour with respect to fast moving consumer goods FMCG and new communication strategies for marketing of FMCG. The study focused primarily on managing FMCG to increase its availability to rural communities with the hope of addressing poverty eradication and providing some avenues for job creation. This included an investigation into new media and technology to enhance the marketing of FMCG with the intention of making these goods more easily accessible to rural communities. The study also investigated current consumer behaviour with respect to fast moving consumer goods (FMCG) and new communication strategies for marketing of FMCG. Unravelling methods of making FMCG easily available to rural communities would be an alternate strategy to urbanise rural communities and reduce unemployment. FMCG forms a fundamental aspect of people’s daily lives and is an ideal tool which can be used to manipulate industry to touch lives of all people throughout South Africa. The study offers thought provoking ideas on how to urbanise rural communities by using basic commodities which people use on a daily basis, and it further offers ideas for further research in this field. It also unravels contemporary methods of marketing basic commodities.
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10

Thurn, Emmie, and David Gustafsson. "The Battle of the Customers – Does loyalty exist within the FMCG market?" Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19894.

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Title: The Battle of the Customers – Does loyalty exist within the FMCG market? Authors: Emmie Thurn 880909, David Gustafsson 870926  Purpose: The purpose with this study is to examine how relationship marketing strategies can enhance companies’ effectiveness, within the FMCG market, in the sense of more satisfied and loyal customers. The 5Qs model will be applied in order to see if there are any critical quality factors that encourage long-term relationship. Methodology: This quantitative study was based upon positivistic assumptions and carried out by a deductive research approach. The data was collected through two questionnaires, which included 200 customers and 15 representatives from three various FMCG stores. Conclusion: In this study the authors have found that RM, as the current theory present it, does not provide any effective strategies to create customer satisfaction and loyalty within the FMCG market. Therefore, the authors raise the question if price is the new customer loyalty program within the FMCG market? Ten quality factors are identified as critical when generating a long-term relationship between FMCG stores and customers.  To create a successful long-term relationship can these quality factors be combined into a PRODSERV offer. Keywords: Relationship marketing, quality, customer satisfaction, customer loyalty, 5Qs model, the FMCG market.
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