A Study on Marketing Fast Moving Consumer Goods (FMCG)

The paper focuses on marketing of fast moving consumer goods. Fast moving consumer goods are generally low profit margin products and therefore sold in large quantities. Therefore, it is very important to focus on how to improve brand value for the customers as many brands are available for the same categories of products. Another area focussed in the paper is how recession affects the demand for fast moving Consumer Goods and what are the reasons for these changes. In such a situation, it becomes necessary for the producers or the companies to increase the investments in these brands and products so that consumers are attracted towards them. In order to support these observations Dove’s Real Beauty Campaign has been elaborately discussed and the points which lead to the success of this campaign have been highlighted. Unilever was able to create a brand value for Dove by taking regular consumers in its advertisements rather than professionals or celebrities. Consumer women became its brand ambassadors in place of celebrities. In such a manner it was able to relate better with the consumers and public at large in various companies where it was implemented. Although it suffered from various points of criticisms, Unilever was successful in creating a brand value for its products in the minds of the consumers.