Analysis of competitive marketing strategies in the FMCG industry

Abstract

Fast Moving Consumer Goods (FMCG) also known as consumer packaged goods are goods that have a relatively quick turnover, relatively low cost and low involvement for the consumer. Though the profit margins on the FMCG products are small, the volume at which the goods are traded result in the cumulative profits to be large. FMCG are non-durable goods used by a consumer on a day to day basis. Examples of FMCG include goods that are purchased at least once a month. A wide range of products such as soaps, shampoo, toothpaste, shaving products, detergents, beverages, paper products, cosmetics, batteries etc fall under the FMCG category.