Marketing Communication: Inevitable for Promoting Brand Awareness

ISBN-13: 9786200285652 / Angielski / Miękka / 2020 / 180 str.

Dr Soumya Mukherjee;Dr Mrinal Kanti Das

Opis

Fast moving consumer goods (FMCG) constitute the basic necessities of the consumers and the consumers have plethora of options before them in selecting their preferred products. In this era of digital revolution, Marketing Communication (MC) has evolved as a more versatile and robust tool which has the power to generate positive inclination of the consumers towards FMCGs and thus help to build customers' trust and loyalty to the producers. Today, FMCG markets are clattered with both large and small companies and overcrowded with many marketing messages. The present study intends to assess how FMCG companies have set favorable promotional strategies for their brand recognition depending on demographic characteristics of prospects of West Bengal to have a better impact on the mind of the prospective and existing customers. An analysis is also made to find out the different attributes which really play a convincing role while purchasing FMCG Brand and also concentrates on exploitation of both the traditional and social media to establish FMCG Brand in Indian market.

O autorze

Mukherjee, Dr. Soumya
Dr. Soumya Mukherjee is Assistant Professor of Business Administration at Techno College Hooghly. Dr. Mrinal Kanti Das is Assistant Professor in Commerce at Kanchrapara College, 24 PGS (S), West Bengal. They have published a number of research articles in reputed journals. Dr. Mukherjee earned his PhD under the supervision of Dr. Das.