marketing.

1. What are Fast Moving Consumer Goods (FMCG)?
FMCG is an acronym for Fast Moving Consumer Goods.
Products which have a quick turnover, and relatively
low cost are known as Fast Moving Consumer Goods
(FMCG).
Fast Moving Consumer Goods (FMCG) goods are
popularly named as consumer packaged goods
FMCG is the fourth largest sector in the Indian
Economy
FMCG sector generates 5% of total factory
employment in the country

2. Pears Face Wash
 Pears transparent soap is a brand of soap first produced and sold in 1789
by Andrew Pears
 factory just off Oxford Street inLondon, England.
 Pears soap is now made in India by Hindustan Lever a company in
which Unilever

3. Garnier Face Wash
 Garnier is a mass market cosmetics brand of L'Oréal that
produces hair care and skin care products.
 Garnier is a worldwide company affiliated with 29 other
brands owned by L'Oreal.
 The first Garnier product was made by Alfred Garnier in
1904, a hair tonic.

4. Overview: Segmentation, Targeting & Positioning

5. Step 1. Market Segmentation
Bases for Segmenting Consumer Markets
Geographic
Nations, states,
regions or cities
Demographic
Age, gender, family size
and life cycle, or
income
Psychographic
Social class, lifestyle,
or personality
Behavioural
Occasions, benefits
sought, user status,
usage rate, loyalty

6. Market Targeting
Evaluating Market Segments (developing selection
criteria)
 Segment Size and Growth
 Analyze sales, growth rates and expected profitability for various
segments.
 Segment Structural Attractiveness
 Consider effects of: Competitors, Availability of Substitute
Products and, the Power of Buyers & Suppliers.
 Company Objectives and Resources
 Company skills & resources relative to the segment(s).
 Look for Competitive Advantages.

7. Positioning
The place a product occupies in consumers’ minds
relative to competing products.

8. Steps to Choosing and Implementing
a Positioning Strategy
 Step 1. Identifying Possible Competitive Advantages:
Competitive Differentiation.
 Step 2. Selecting the Right Competitive Advantage:
Unique Selling Proposition (USP).
 Step 3. Communicating and Delivering the Chosen
Position.
 Step 4. Support the positioning strategy with a unique
marketing mix