It’s too complex.
Marketing FMCG products and branding a company active in this industry is not as easy as it looks like. The challenges are multi-fold. Let us briefly discuss them one by one.
1. Precisely defining the TG is difficult.
Normally, a company has multiple product brands under its banner. And the TG changes from product to product. So how would you effectively define the TG? Should it be ‘product-centric’ or ‘parent brand-centric’? If you go for a product-centric approach, how many campaigns would you run and for how many times to keep a dialogue going? And if you decide in favour of parent brand-centric way of communication, the whole mass of society is the TG.
2.Out of sight is out of mind.
A FMCG product is something the customer consumes, uses for personal need or keeps close to her. So naturally they have personal attachment with these products. In order to ensure that prototype customer continues to buy them, you need to maintain that ‘top-of-the-mind’ recall. That’s precisely why, the research shows that the spends of FMCG brands on TV are the highest and they consistently burgeon too. To summarize, constantly being in front of the fraternity of prospective buyers…is an uphill task.
3.A lot depends on distributors, retailers etc.
Despite having planned everything meticulously about your product display and promotions, your competitors could very well sabotage your plan. How? They could do it by giving exorbitant schemes to your distributors & retailers and thus manage them. Imagine what would you feel when you come to know that after such a pricey & painstaking campaign, your product is not there on the shelves.
4.You need to have separate drives for urban & rural markets.
What works in tier-1/2 cities, may not prove to be that effective in tier-3. And moreover, you essentially need to plan something different for rural markets. And the task doesn’t end here. Two separate drives mean different execution and diverse manpower requirements too. Phew…Quite a challenge, isn’t it?
5.Shifting loyalties of customers is a perennial problem.
How much ever you endeavour to strengthen your bond with customers, they inevitably get attracted to other brands. So how could you put a deterrent to competitor brands and stay connected with your customer base, all the time?
It’s certainly too complex. But the good news is there are ways & means of perfecting your marketing management. And let we assure you, along with your offline strategy,
DIGITAL MARKETING PLAYS A VITAL ROLE.
If you are in agreement with our views or even if you have a different perspective,