FAST MOVING CONSUMER GOODS
Fast Moving Consumer Goods (FMCG) are products that can be available almost everywhere and it is easily sold at low cost. FMCG companies earn a little in just an items but their distribution and volume of sales everyday is generally and collectively large. Some of the few examples are products that you can see in supermarket, grocery, drugstores etc. these are like soft-drinks, bottled water, toiletries; like soap, detergent, toothpaste, shaves, pharmaceutical products and others. Customers usually buy such products without much thinking or proper planning like they do in other products because most of these products are their usual daily needs or at least they need to replace such items at least every month or every year. Some companies who are generally well known to distribute fast moving products are Nestle, Unilever, Procter and Gamble, Pepsi, Coca-Cola and more.
Unilever creates a positive potential and synergy using their logo or ice cream brand in many countries when they try to push their products in other countries when they put the heartbrand in their ice cream even if they change its brand name. Customers can still figure out that this product is made by the same manufacturer because of its label of hearts and it carry through diversified products when it is newly launch. In their effort to create international to local brand awareness and create a symbol of nationalism they use a different names like Selecta in the Philippines is Algida in Hungary while it is called Starbucks in US but still they use the same classic heartbrand and it carries through the same customers satisfaction and pride of differences and identification of nationalistic approach while it is being sold in 40 countries worldwide.
Each country can choose to diversify their own flavor of this ice cream according to their favorites they can even create product segmentation ice cream for slimming, for all time favorite and for special occasions but they make sure that all products comes from strict process of freshness, ingredients, flavor and quality before the distribution. Their promotional strategy may include a different variety they may choose to launch in the local television programs using well known individual and celebrities, they may even give product launching or free tasting in supermarkets and groceries they also conduct taste challenge and comparison from other brands. Usually their price do not exceed to the product standard that has been expected in public although some of their items may usually cause a bit higher even in their new products or depending on the flavor.
In their distribution of Shampoo it is expected that Unilever is probably the leader in distribution when almost all their own brands compete in itself in stores, supermarket, groceries and other retail and wholesale stores. This is probably to replace or eliminate competition that if they have to compete in sales and distribution they can compete on their own. Their brand has becomes very popular that even children remember their brand names and it is being sold for everyone therefore their target market includes a very large degree of people that only the bald people would not buy their shampoo products. Their Close Up toothpaste seems to target the audience of the youth, while most of their Zwitsal products are usually designed for babies, most of their laundry products like Surf usually targeting mothers and house helper.
When Unilever tries to position their laundry products in India especially Surf brand they replace its name as Surf Excel to compete with wheel. In the Philippines they popularized the commercial of a wise mother who uses the brand for quality, freshness and economical value for the family and they have penetrated the market to become very effective in positioning their brand by identifying common target market which is usually the mother who often do the laundry in the Philippines although other brand still persist, the battle of the laundry brand is still steep. Most of their popular products includes Sunsilk, Creamsilk, Clear, Vaseline, Dove, Lifebouy, Lux, Zwitsal, Close up and many other popular products.
One of the best and latest preparation that they have done in 2011 product launching is using UK’s well known TV personalities, Vernom Kay and his mother Glady’s about their latest product which is Flora Cuisine liquid all in one use for frying, baking and roasting that they have promoted a unique product in supermarkets, television and the internet with Yahoo, MSN and YouTube. They promise to give healthy choice for consumers of 45% less saturated fat than cooking oil, the secret of this product why it can be used for multi function is the ingredients. Their objective includes brand promotion of products with minimal competition and their target markets are household users and restaurant. Unilever makes sure that in offering this product, they offer highly beneficial product like they always do and it is sold in a good price that people will surely love and continue to patronize.
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