Marketing Strategies Followed by FMGC Companies and Suggestions for Better Brand Position in Turkey

Authors : Yasemin ORAMAN, M Ömer AZABOĞLU

Pages : 197-203

View : 13 | Download : 6

Publication Date : 2018-12-15

Article Type : Research Paper

Abstract :Fast moving consumer goods insert ignore into journalissuearticles values(FMCG); or consumer packaged goods insert ignore into journalissuearticles values(CPG); are products that are sold quickly and at relatively low cost. That product comprises non-durable goods such as soft drinks, toiletries, and grocery items. Customers noticed or experienced almost every day when visit a shop to purchase some products, they leave from shop by purchasing some other products which were not on their shopping list or they did not think its need. How many times it has happened that you exited shopping malls with the products or merchandise in your shopping bag which you did not intend to buy or had no idea to buy when you entered that mall just to buy some product/s needed by you or maybe you entered that mall just to stroll and kill time. Delivering a right product to the masses which they required is always a key to success. A full detailed market research report is very effective before any product launch. The aim of paper carried out is to understanding FMCG companies followed some effective strategies which make their brand outstanding as compare to the competition. These strategies are multi-brand strategy, product flanking, brand extensions, building product lines, new product development, product life cycle strategy, taking advantages of wide distribution network. As a result of the paper there were significant positive correlations between the successes of an FMCG depends greatly on its marketing strategy. An FMCG marketer pursues a wide combination of strategies. For example, when prices are competitive, the firm would use an extensive distribution network, design suitable advertising and sales promotion schemes from time to time. 
Keywords : Fast moving consumer goods, marketing strategies, multi brand strategy, product flanking