Academic literature on the topic 'FMCG – marketing – problems'

Examines the issues associated with the creation and development of service brands in corporate branding. Initially considers the increasing importance of the services sector, the appropriateness of corporate versus individual branding and how service organisations have challenged the traditional approach to business. By analysing the success and failure of corporate branding in financial services, illustrates how thinking about service branding needs to change. Outlines the differences between product and service branding and considers how the fast‐moving consumer goods (FMCG) approach to branding needs to be adjusted for the services sector. Particular emphasis is placed on the intangible nature of services and corporate branding and how problems linked to intangible offerings can be overcome. Concludes with an examination of the roles that employees and consumers play in the delivery and strengthening of the corporate service brands.

Rural demand in Automobile, FMCG and retail is growing at a faster pace than anticipated due to rise in its consumption patterns which is creating demand and margins for Indian Inc. even as meltdown is getting deeper, says a Study Paper of The Associated Chambers of Commerce and Industry of India (ASSOCHAM) `The Rise of Rural India’. India is the second largest producer of two-wheelers in the world. In the last few years, the Indian two-wheeler industry has seen spectacular growth. The country stands next to China and Japan in terms of production and sales respectively. Majority of Indians, especially the youngsters prefer motorbikes rather than cars. Capturing a large share in the two- wheeler industry, bikes and scooters cover a major segment. The present scenario of rural marketing especially decision making process of purchasing two-wheeler in rural area, and its importance, current trends, and highlights certain problems related to rural marketing area. In this article study for the demand of two-wheelers in rural area and influence the factors of like family, friends, dealers, service and mileage for the process of purchasing a two-wheeler.

Subject area Marketing management, consumer behaviour, digital marketing. Study level/applicability This case can be used for students studying marketing management courses and also for elective courses on consumer behaviour, digital marketing and strategic management in an MBA programme. Case overview This case is about Anju Pharmaceuticals which dealt in the manufacture and sale of ayurvedic/herbal products such as Panchsudha, Zalim Lotion, Ruz, Vama, Mekado etc. in Madhya Pradesh, India. Started in the year 1983, the company had still not been able to make a mark in the market. For quite some time now Mitesh, the third-generation proprietor of the company, was continuously reading articles which discussed how there has been a positive shift in the consumer preferences for products having herbal ingredients. Indian fast-moving consumer goods (FMCG) companies such as Patanjali, Dabur, Marico were banking on herbal components in their various key products such as toothpaste, shampoo and hair oil to expand their market share and some of these Indian companies seemed to be growing faster than bigger multinationals including Hindustan Unilever and Procter & Gamble. With the changes in consumer perception towards herbal products, Mitesh was hopeful that if he could gear up his distribution it would result in improving the bottom-line of the company. He had also started receiving queries from interested clients for third-party manufacturing and packaging of the ayurvedic products under the desired brand name. Mitesh was very much aware that to improve his bottom-line, just relying on efficient distribution would not suffice and he would need to come up with strategic alliances and newer ways of doing the business rather than just following what had been the norm for the last few years. The idea of becoming a third-party manufacturer somehow did not excite Mitesh because he felt that by going in for third-party manufacturing he would never be able to establish the brand identity of Anju Pharmaceuticals. He wanted his company to ride the FMCG herbal wave but how and at what cost were the big questions facing him. Expected learning outcomes After the successful completion of this case, the readers would be able to accomplish the following: gain insights into the problems faced by small businesses when they want to scale up their business. Get insights into the challenges/difficulties of adopting e-commerce by a small organization. Be aware of the changing consumer preferences for herbal and ayurvedic products and how companies are gearing up to cash on to the changing market opportunities. Comprehend the problem situation. Suggest ways of taking advantage of the current scenario to expand and grow the business. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing.

The factors which resulted in not only changes in basic consumers’ requirements to the goods, but also in changes in their preferences and expectations and, moreover, in their value orientations, are determined. Today, the consumer has an opportunity to choose a variety of goods on a shelf, a place of a purchase, a convenient channel of communication and also a way of life. The development of digital technologies has led to a decrease in the dependence and physical commitment of a consumer to a place of work, residence or communication channel. For a successful business marketing strategy, one needs to identify these changes quickly and reliably, analyze them, and, based on the analysis, formulate their marketing strategy, both in terms of assortment policies and in terms of marketing communications. An example of instrumental consumer research conducted by well-known brands of the FMCG segment analyzes the techniques of studying consumers’ behavior and the preferences that they give to one or another product, and the possibility of targeted influence on the adoption of relevant decisions. Problems with the reliability of data obtained by traditional methods of quantitative research are revealed. Since modern methods are extremely simplistic, they often do not take into account the peculiarities of the mentality of the consumers of a particular region, their behavioral and value settings, which determine their answers during surveys. Even with an individual approach to developing a questionnaire that takes into account the characteristics of respondents, there is no guarantee of the reliability of the data. However, management decisions are made and marketing strategies are developed being based on these data. Similar errors, typical for traditional methods of research, make it necessary to look for alternative solutions. Such an alternative would be Big Data, a tool that has already proven itself as an effective technology of sociological research during the presidential campaign of D. Trump in the United States and Brexit in the UK.

Modern Fish Market (MFM) is the result of relocation from the Fish Marketing Center (FMC) located at the Nizam Zachman Ocean Fisheries Port in Jakarta (NZOFPJ). The relocation of the market has caused traders to protest against the manager. One of their actions is to go on a fish payment strike, which affects the stability MFM cash flow. Accordingly, the management needs to investigate the financial condition of MFM to determine future actions for the market sustainability. However, no study has been conducted regarding the financial condition of MFM. This study aims to determine the comparison of MFM and FMC revenue and strategies to improve the existing situation. A case study was conducted in the Nizam Zachman Fishing Port in Jakarta. Financial data of MFM and FMC including problems encountered by MFM were collected from the business division of Perum Perindo Jakarta, MFM management team and MFM traders. Revenue analysis, SWOT analysis as well as Quantitative Strategic Planning Matrix were perfomed in this study. The results showed that revenue generated by the MFM was IDR 1,474,085,972.00, which is lower than the FMC revenue (IDR 2,360,855,000.00). In order to improve MFM financial situation, nine strategies have been formulated and primarily it has been focused on the development of small and medium enterprises. Keywords: revenue, management, modern fish market, NZOFPJ, strategy.

This paper highlights the way in which a distribution system can be made operational in FMCG, starting from the interaction between three components of the system: selling, delivery and trade marketing. On this basis, I have categorized the improvement opportunities of each component, using the appropriate key performance indicators (KPIs) of the system objectives. The optimal configuration of instruments and successful interaction of these components, improve the distribution system contribution to company performance. A specific system, defined for solving marketing problems, must be designed according to this purpose, and in this regard, all the significant elements and relationships must be subordinate to the objective by which it will achieve the desired solution. Business objectives achievement can be measured as effectiveness - the degree to which objectives were achieved, or as efficiency - the degree to which objectives have been achieved in the available resources. For evaluating the effectiveness with which an operative marketing system turns its sources into necessary results to solve a problem, it requires certain criteria to measure performance. These three elements: selling, delivery and trade marketing, are a trident of distribution which can lead to an optimal approach of market opportunities.

Without a machine, human beings cannot process the massive data volume produced by us nowadays for business analysis purposes. Being part of the critical decision-making process in the commercial sector, the usage and role of Big Data, especially those collected from social listening are getting important: how a company listen to the true voices from a group of genuine customers and avoid those misleading, fake comments generated by the robot, to enhance the efficiency on measuring competitor's performance towards their marketing return compared to the investment (MROI), is critical and more challenging.In this paper, we will discuss various analytical methodologies from the angles of business and technological viewpoint: what decision-makers want from social media, what kind of information are they looking into, how visualization provides instant insights and what kind of system design provides enough interaction to the decision-maker. We will investigate the real-world challenges and difficulties: how the data inconsistency affects the computational analysis, what kind of obstacles was facing in the existing product de-sign in the market. Finally, we will conclude the used machine learning techniques that can address the mentioned business problems, including the successful rate, accuracy and various efficiency level in the studied samples.