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1, FMCG industry, introduced the
1.1 What is FMCG? 1.2 Industry simple classification 1.3FMCG industry trends related businesses 1.4
2, FMCG marketing in the end doing?
2.1 Marketing personnel job descriptions 2.2 requirements 2.3 daily work of junior posts 2.4 Typical career development 1, FMCG industry, introduced the
That fast moving consumer goods, you may be unable to accurately define its meaning. However, when Procter & Gamble, Unilever, L'Oreal these names, you will not feel strange. In recent years, the rapid development of fast moving consumer goods industry, making many of the students will be set for their own career goals. Among them, Procter & Gamble, Mars, L'Oreal, Unilever and other multinational consumer company's marketing department soon post is highly job-seekers of all ages.
1.1 What is FMCG?
FMCG is an acronym FastMovingConsumerGoods, on behalf of fast moving consumer goods, which refers to a shorter service life, consumption, faster, consumers need to constantly repeat purchase of products, involving food, beverages, cosmetics, cleaning products, batteries, toilet paper and other industry. A typical day of fast moving consumer goods, including supplies, food and beverage, tobacco, etc.; drugs non-prescription drugs (OTC) usually can be classified as such.
The reason is known as fast, because they first of all daily necessities, they are relying on consumers to high-frequency and repeated use and consumption of the size of the market by volume and value of the realization of profits. So, fast moving consumer goods industry will have a \”three laws\”, if you make a new competitor in the amount of three months, unable to obtain a breakthrough, you are likely to destroy it.
In some cases, fast moving consumer goods, also known as PMCG (PackagedMassConsumptionGoods). By definition, products have been packaged as an independent small units to be sold. Merchant greater emphasis on packaging, branding and mass on the impact of this category. The easiest people to understand it was defined to include packaged food, personal hygiene items, tobacco and alcohol and beverages.
Fast moving consumer goods have their own unique attributes:
① product turnover cycles are short;
② access to enter the market short and wide;
③ lively market-oriented, flow of people is large, high-grade areas of the product image to do outdoor advertising billboards, in stores on-site demonstrations, promotions, discount sales and other activities;
④ generally branch or agent system, sales organization form, the Treasury set up branch areas of jurisdiction;
⑤ service focus is primarily reflected in the rapid feedback and customer complaints effectively addressed.
Fast moving consumer goods, compared with other types of consumer purchase decision-making and buying process there is a clear difference. Fast Moving Consumer Goods belonging to the impulse purchase products, spontaneous purchasing decisions on the recommendations of the surrounding large numbers of people are not sensitive, depending on personal preferences, a similar product without comparison, the product appearance / packaging, advertising promotions, prices, sales outlets and other sales from an important role. Therefore, the fast moving consumer goods has the following three basic characteristics:
① Convenience: Consumers can be used to purchase of the nearest
② visual products: consumers purchase are vulnerable to the impact of store atmosphere,
③ brand loyalty is not high: The Consumer is very easy to convert similar products of different brands
These characteristics determine the fast moving consumer goods consumer buying habits are: simple, rapid, impulsive, emotional.
1.2 fast moving consumer goods industry, a simple classification
Because the fast moving consumer goods industry, was very broad and inclusive, so far, China's fast moving consumer goods sector can be divided into manufacturing and consumer goods to retailers (supermarkets, hypermarkets and convenience stores and other commercial form).
The manufacturing of consumer goods is divided into four sub-sectors:
1, personal care products industry, from oral care products, hair care products and other industries composed of
Second, home care products industry, from textile cleaning products, as well as the platter utensils cleaner, floor cleaning agent composition of
3, brand packaging food and beverage industry, from health drinks, soft drinks, dairy products, bottled water, and the composition of such industries as sugar, rice and flour brands
Fourth, tobacco and alcohol industry
1.3FMCG industry trends
Today, the fast moving consumer goods industry has become the world's largest industry;
Only the sub-sectors in the food industry, since 1998 had become the world's largest industries;
Annual turnover of nearly 4 trillion U.S. dollars far exceeds the automotive, electronics and information industry;
Market research firm AC Nielsen recently released the 2005 \”Eyes on the Chinese Market\” report: 2004 China's rapid overall growth in consumer goods market of seven percentage points.
In 2005, China's retail industry continues to maintain steady and rapid growth. Full-year total retail sales of social consumer goods reached 6.7177 trillion yuan, up 12.9%.
Personal and home care sales in 1990 3.0 billion in 2001, more than 40 billion yuan in 2010 will be years more than 80 billion yuan is expected to average annual growth of 15% in the next few years.
1.4 fast moving consumer goods industry related businesses
In China, the fast moving consumer goods industries are relatively well-known multinational companies Procter & Gamble, Johnson & Johnson, Unilever, L'Oreal, Henkel, Avon, Amway, Coca-Cola, Nestle, Pepsi, McDonald's, KFC, Kraft Foods, Danone, Ma s, Shiseido and so on.
More well-known domestic companies NICE, Li Bai, Wahaha, light, Mengniu, Yili, Wuliangye, Tsingtao Beer, Huiyuan Juice, Master, uniform, Ashley, Guanshengyuan, C-BONS Group, Long Li Qi, Chongqing Olive, Jahwa, Beijing, 3 Lu, Shenzhen Li Sida, Guangzhou Ya-so.
2, FMCG marketing in the end doing?
2.1 The marketing department of the job duties
Fast Moving Consumer Goods is the start of modern marketing theory, using a formula to sum up the industry, that is, fast moving consumer goods = basic industry principles for more attention to detail and innovative product concepts necessary for long-term brand advertising investment to maintain. Marketing can be seen in the fast moving consumer goods industry, an important role.
Such as soap have 100 years of history, the main component, or as just adding more new value, or moisture, or cool, or flowers, or feelings. Safeguard soap in the Chinese market for many years, the main ingredients do not change much, but every year new packaging will change and put in a new ad, the introduction of new promotions, new activities, form new ideas and opinions than on the novelty of all, Coca-Cola and Pepsi exactly the same way. Little difference between fast moving consumer goods with each other, when the functional demands of each other fairly, the battlefield shifts to have emotional appeal, or preference-driven rendering, which are the marketing department to do.
In order to Procter & Gamble, for example: Procter & Gamble to establish a complete marketing plan in order to function-oriented marketing organization, has three departments: Marketing (MKT), Sales (CBD), sales and marketing (CMI, ie ConsumerMarketingInside).
This is the main work of the three departments responsible for:
Marketing (MKT): development of distribution targets and marketing strategies, promotional activities, planning, and with the sales related activities. Is responsible for doing products, engage in activities, engage in advertising.
Sales (CBD): is responsible for practical implementation of the implementation of the goods in the promotional opportunities for the implementation of approved marketing plan and established marketing strategy to achieve predetermined sales targets. For example, with the path of the retailers, supermarket store sales department to deal with that matter.
Sales and marketing (CMI): This sector is a marketing and sales is not a lack of lubricant between the Department is responsible for sales of monitoring, sales forecasting and training work, to communicate the relationship between the brand and sales, as well as between product planning and sales relations and to promote effective integration of sales and marketing.
This does not mean marketing (MKT) and Sales (CBD) is totally not take the industry two departments to look at the last marketing sales bonuses, so the MKT, or co-operation with the CBD.
The Marketing (MKT), and sales and marketing (CMI) of the difference between popular to say, CMI's work is done in front of, through various market research data, CMI to give the decision-making advice for people MKT, such as the consumption of this product What are those groups of people, how to price, advertising what it needs to be improved, whether there are vacancies in the market and so on. MKT was responsible for the practical implementation of, such as this year to do the advertising, what media, advertising, how much volume, which a few months to do promotional activities, how to do, where to do?
In Unilever, the market sector is divided into two.
Such as Sunsilk, on sub-HazelineBrandBuilding

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