The UK Fast Moving Consumer Good (FMCG) Business

ISBN-13: 9783836416290 / Angielski / Miękka / 2007 / 76 str.

Julia Menke

Opis

With regard to the topic "New Methods of Technology and their Appropriatenessfor the UK Fast Moving Consumer Good (FMCG) Business", this workdeals with the description of the current communication strategy of FMCGmanufacturers compared with new methods of communication. Since advertisementsof FMCGs appeal to a wide audience and are dependent on beingtransmitted frequently, FMCG manufacturers predominantly rely upontraditional mass media. Nowadays FMCGs are characterised as low-involvementproducts and are exposed to higher competition. In order to stay competitiveit is vital for FMCG manufacturers to arouse brand awareness thusensuring the brands perception by the consumer. Since they are not in aposition to recognise the consumers needs due to lack of appropriatemeasurement, FMCG manufacturers need to become attentive to the newmethods, which fulfil the todays requirements of targeting consumerseffectively. In contrast to traditional media the new methods of technologyoffer good opportunities to satisfy the needs of the modern consumer bydelivering customised advertisements. Due to the interactivity of advertisements,the new formats enable better brand awareness by adding value tothe brand in form of entertainment and information.