Marketing Strategy of Fmcg

7/31/2019 Marketing Strategy of Fmcg

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MARKETING STRATEGY:

It follows 4P plan

1. PRODUCT: a. it consist of various brand packs and flavor.

Like coca cola Mazza

Sprite limca

Fanta thumps up

Diet coke

b. introducing the product in new flavor

PRICING:

a. To effectively achieve the stable balance between sales and covering the productioncost.

b. Company has priced the product same as that of its major competitor of the marketleader

PLACE: it is having a large distribution network.

C &F agent ---distributor---retailer---customer.

PROMOTION:

1. Sponsoring big events like cricket world cup, FIFA world cup and Olympics for publicity and to

attract a large mass.

2. Holiday /Festivals campaigns: UTC (under the crown) offers.

3. Alloting refrigerator, Display racks, free empty bottles and shells for bottle, coolers to

retailers for giving customers chilled cokes to meet customers demand.


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4. Caught Red Handed campaign: anyone being caught drinking Coca-Cola will be awarded a

nokia mobile phone & if someone is caught talking on a nokia mobile will win free supply of

Coca-Cola.

5. Company use different mediums for advertisements like Print media , Pos material , Tv

commercial , Billboards and holdings.

6. Innovative and attractive packaging often attract customers.

7. Promotion through cinema halls and restaurants.

MARKET SHARE AND COMPETITORS: Major competitor of coca cola is PepsiCo. Market

share of Coke is 60%.

CUSTOMER CHOICE PARAMETER:

1. Price. 4. Brand

2. Quality. 5. Offers

3. Packaging. 6. Quantity

MARKETING PLAN:

Caring, Global Teamwork and Continuous Improvement are the foundations for Colgates

business strategy.

Caring: company cares about people; Colgate employees, customers, shareholders andbusiness partners with compassion, Integrity, honesty and high ethics.

Global Teamwork: Is part of a global team that is committed to working together across

countries and throughout the world. By sharing ideas, technologies and talents, the company

can achieve and sustain profitable growth.


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Continuous Improvement: By better understanding consumers' expectations and continuously

working to innovate and improve products, services and processes, Colgate will "become the

best."

PROMOTION:

The advertisements and promotions are located in a targeted media selection that appeals to

the target consumer.

Website: has a dynamic website: Colgate World of Care,

that details products, oral care, company history, e-newsletter and special offers; has a social

networking page called Colgate Smile to engage the consumer to get involved with their oral

health; has social media pages on Face book, Twitter and MySpace.

Coupons: Have printable weekly coupons online in the special offers section of the website.Colgate coupons can also be found as cutouts in the weekend coupon sections of 500+

newspapers around the country.

Television, Magazines/Outdoor: its advertising agency produces several television

advertisements a year using humor and pseudo scientific displays to appeal to consumers.

Colgates marketing campaigns have been known to use Historical, sexual, cultural and social

inferences in their advertisements.

Donations:

Colgate donates millions of dollars annually.

Colgates product distribution is immense: Almost all super markets, discount chains and

pharmacies.

Offers & Discounts: extra quantity, free toothbrush, price discounts.

MARKET COMPETITORS:

Meswak Pepsodant

Close Up Babool

Nimboo. Colgate captures 43% of toothpaste market.


Availability, flavour, packing, past usage, price, size, freebies, scratch cards.


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MARKETING AND SALES PLAN:

Develop a "media kit" or info packet about the product that can go out to the media orinterested buyers

Get the product into the hands of every beauty editor for every magazine in the country make sure to clip and copy every positive thing written about your product to use as a

sales tool

Send free samples along with wholesale order forms to the owners of upscale boutiquesand salons

Have a web site / blog / and e-newsletter that offers free beauty tips. Make sure tocapture customer information through an opt-in form.

Find bloggers that write about health and beauty and get samples with info packets tothem

Go to conventions, hair shows, etc. as an exhibitor. This is one of the best ways to get infront of buyers.

Focus on a word of mouth campaign. Run a promotion on your web site where ifsomebody buys one unit you will ship another unit free to a friend.

Offers and Discounts. Advertising through tv commercials, website billboards, panel discussions ,interviews

,the dove self-esteem fund programs.

USP: moisturizer and pH =0. Real beauty campaign.


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MARKET COMPETITORS:

Lux , pears are the major competitors.

CUSTOMER CHOICE PARAMETERS:

Quality. Brand value

Price. Fragrance

Offers/discounts.

MARKETING PLAN:

Position the product as the healthy oil for healthy people. Ensure that this did not erode the delivery of the taste benefit. Positioning had to be perceptually as far away from other brands. Young, modern and premium feel. Execution had to be distinct and original to stand out from the clutter.


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SALES PROMOTION ACTIVITIES:

1. Free gifts like pen, soaps etc., on return of oils wrapper.

2. Money Savers.

3. Company can announce consumer contests (with proof of purchase) with attractive

prizes, supplemented by an advertisement campaign.

4. Shop Displays

5. Schemes such as, a certain percent off on the purchase of Rs 5000 or Rs10000; A 15 ltr tin

free with every Rs50, 000 purchase.

6. Packaging is made attractive and durable to long last.

7. Distribution foot prints all across the country.

8. Advertising through tv commercials, print media, billboards, internet.

9. Sponsoring events and TV programmes.

MARKET COMPETITORS:

Sunflower

Saffola

Dhara are the major players. Fortune has a market share of40 %.


1. Advertising. 8. Health

2. Attractive. 9. Conscious

3. Packaging. 10. Odour

4. Retailer. 11. Taste

5. Shop display.

6. Pricing.

7. Discount


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AXES 4PS OF MARKETING STRATEGY.

PRODUCT: axe offers a wide range of fragrance and flavors in their deodorants.

Also quality wise deodorants are Tested dermatologic ally which do not have side effects

and Fragrance last long.

Design/Packaging: bottle looks more sturdy and has twisting top which is better. Have

unique made which makes it different and creates brand for itself.

PRICE:

Price is same for all products.

Pricing has been done considering the middle and higher income group.

PLACING: in metros distribution channel are malls and in tier 2,3cities Local kirana shops.

PROMOTION:

Advertising: adding humor to tv adds it attracts a people very easily.

Conducting online campaigns.

Biggest strength is its underlying message that the brand users are HIGH ON CONFIDDENCE.

apart from TV adds they also use print ads with Polaroid photos.


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DISCOUNTS AND OFFERS:

Slashing down prices at occasions.

More quantity in same price

MARKET COMPETITORS:

Set wet

Wild stone

Old spice are major competitors with highest market share of around 25%.

CUSTOMERS CHOICE PARAMETERS:

Affordable Price.

Offers.

Wide variety.

Packaging

Fragrance

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Marketing Strategy of Fmcg