The FMCG market has changed with the advent of innovative products. It has emerged as a fast, customized and large market. The primary reason for this change is the changing marketing environment in the FMCG business. Changes in the marketing environment have generated a need to reconsider the managerial perspectives on marketing in the FMCG business. This book points out that, marketing functions in the FMCG business are all about seizing competitive advantage. The FMCG market, which was earlier a seller’s market, has transformed into a buyer’s market that exerts pressure on companies to balance costs, quality, price, time, and so on. To generate growth and excellence, companies need to develop and then implement their marketing mix models in a way that will grab and then sustain their competitive edge in the market The book seeks insights into the marketing environment and marketing practices in the FMCG sector. It looks at the FMCG business from a marketer’s perspective, and brings out various contemporary issues in managing the marketing mix. It is divided into two sections, where, the first section elaborates on the FMCG market concepts and the second section provides FMCG market case studies. Various concepts, which form part of marketing strategies and which contribute towards devising marketing mix models, are discussed in the book. Several cases focusing on Amul Ice cream’s marketing strategy, advertising strategies of Rasna, new product development at P&G, repositioning of Uniliver’s Lifebouy brand, growth strategies of China’s Wahaha Corporation, L’Oreal’s global strategies are all covered in this book.
ABOUT THE AUTHOR Pramod Rao
Pramod Rao holds a Mechanical Engineering degree from the Regional Engineering College, Rourkela. He has 35 years of varied industrial experience. He started his career with Voltas Ltd., where he worked in the marketing division for 18 years and held various senior managerial positions. For the next 17 years he co-founded and ran his own enterprises. He co-founded ‘Raaga Vacations', based at Connecticut, USA and 'BSO', based at Mumbai, India. These firms were involved in tourism marketing business. Later, he co-founded and was Managing Director of 'Glenridge Executives Center Pvt. Ltd.' at Bangalore which offered ready-to-use, fully furnished offices and allied services to MNCs, wanting to begin their operations at Bangalore. He currently heads Icfai Business School Research Centre, Pune.
ABOUT THE AUTHOR Ravikant S. Wawge
Ravikant S Wawge holds an MBA from Shri Sant Gajanan Maharaj College of Engineering, Shegaon. He is also a certified trainer of the Junior Chamber International, India. He is currently working as a Faculty Associate with Icfai Business School, Pune. Prior to joining Icfai, he served as Managing Editor for 'In-House News Service', Academic Director for 'Students Competency Development Program' and Secretary for Khamgaon City Chapter of the Junior Chamber. He was also the member of the board of studies of 'Shaashwat Business and Economic Research' where he had exposure to business management and economics. He also worked as visiting faculty for various institutes and taught Commerce and Management. His areas of interest include finance, marketing, public relations and socio-economic behavioral studies.
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