Marketing Process: Page 5 of 8

This makes it a highly competitive marketplace and brands relentlessly fight for market share in their respective sectors and there is a continuous battle for FMCG businesses to expand in to more sectors.

For example:


From a simple spread … a healthy snack…..and chocolate confectionary…even toiletriesThe FMCG market structure and nature has a very real impact on the marketing plan and marketers concentrate on creating the right mix that will cut through the noise of a busy and overcrowded market place.


For example, FMCG marketers focus on:

  • Building highly valuable consumer brands
  • Gaining intense retail distribution to ensure widespread availability
  • Closely tracking consumer trends and changes
  • Manipulating price for competitive advantage
  • Finding new channels to engage with their target consumers
  • Increasing impulse purchases at point of sale