MASTER OF BUSINESS ADMINISTRATION

BM20207 - RESEARCH METHOD IN BUSINESS

Marketing Techniques of FMCG Goods Pre & Post Digital Era

DONE BY :

NO NAMES REGISTRATION- NUMBER

1 FAIZAN F RA2252001010052

2 RIYA KUMARI RA2252001010060

3 AKIYAS AHMED RA2252001010044

4 GAURAV VERMA RA2252001010047

5 KEVIN HANS JEBAROY RA2252001010014

6 ANTONY SAGAYA HARISH RA2252001010051

GUIDED BY: DR. PRIYA

MARCH 2023

1
 ACKNOWLEDGEMENT

We would like to thank Dr. PRIYA, our professor-in-charge for his support and
guidance in completing our project on the topic (Marketing Techniques of
FMCG Goods Pre & Post Digital Era ). It was a great learning experience. We
would like to take this opportunity to express our gratitude to all our group
members FAIZAN F, RIYA KUMARI, AKIYAS AHMED,GAURAV VERMA
KEVIN HANS JEBAROY ANTONY SAGAYA HARISH. The project would not
have been successful without their cooperation and input.

2
 TABLE OF CONTENT

CHAPTER TITLE PAGE NO

NO
1 INTRODUCTION 4-5
2 REVIEW OF LITERATURE 6-18
3 RESEARCH METHODOLOGY 19
4 QUESTIONNAIRE AND INTERPRETATION 20-30
5 FINDINGS AND CONCLUSION 31-35
REFERENCES 36

3
 CHAPTER -1

ABSTRACT:
In the world of ever growing innovation and technology and digitalization in every
field we could possibly imagine, the main aim for every business/enterprises
especially business plays a major role in people’s day to day life like
manufacturing FMCG product to survive and sustain in the competitive market. It’s
a continuous process of every business to implement new strategy and technology
for better efficiency and results. The business should strategies the method of
various functions within the organization by considering the betterment of the
result produced but also the technology advancement within the demography and
its current phase of technology and digital advancement. The business should
implement its new strategy in terms of technology and digital implementation in
order the ultimate customer are getting benefitted.

KEYWORDS:
FMCG Products - Digitalization – Social media –technology and strategy
implementation - Product approach – Awareness – Digital privacy – customer
convenience.

4
 INTRODUCTION
The continuous growing field of digital technology has created a major alteration
and impact in today's activity. The impact created is not only on the individual’s
lifestyle but also in different fields of business. Every part of the world’s business
is emerging to its full potential by series of managing, monitoring and upgradation.
In the current world of rapid business market growth in terms of technology and
digitalisation, the organization utilizes the latest strategies and its competitive
advantage needs to adapt to this new normal world of the digital era. In the world
of blooming businesses in various streams, the main aim of any
enterprise/organization is to sustain and survive in this competitive market. In
order to do that every business should strive to its maximum capacity to create
awareness of the products (business) or survive in the current market and also the
way of reaching it to the ultimate customers. According to Zuzana Bačíková who is
the author of the book “Marketing in the Digital Era”,digital became the dominant
advertising medium, accounting for more than 50 percent of global advertising
spending. In many leading economies, including China, the United Kingdom, the
United States, Australia, Norway, and Canada, digital has long surpassed
traditional ad spending. Digital has become the dominant advertising medium,
accounting for more than 50 percent of global advertising spending. In many
leading economies, including China, the United Kingdom, the United States,
Australia, Norway, and Canada, digital has long surpassed traditional ad spending.
According to the latest forecasts, most European countries will join that group this
year. Meanwhile, in developing countries, including most of Latin America and
parts of Southeast Asia, digital advertising investments have not yet surpassed their
traditional counterparts, a trend that will shift in the foreseeable future.

5
 CHAPTER -2
REVIEW OF LITERATURE

OBJECTIVE OF THE STUDY

In the above backdrop, an attempt is made to make comparative study to undertake

an in-depth enquiry into buying behavior of consumers in urban and rural area with
regard to FMCGs, in terms of the consumption patterns, buying motives, factor
influencing the buying behavior, brand preferences, level of satisfaction etc. for
different consumers and to suggest measures for effective and efficient marketing
practices in the light of the findings. The sub -objective of the study include:

1. To study the brand influence on various SED (Socio Economic Demographic)

factors of consumers on purchase behavior of FMCG in selected Rural-urban
respondents.

2. To examine the brand preference, awareness and intention of rural and urban
consumers towards FMCG products.

3. To examine the post-purchase behavior of sample consumers in terms of their

levels of satisfaction and consumerism.

4. To suggest measures for effective marketing practices to be adopted in the light

of the findings of the study.

6
Individual Literature Review

FMCG GOODS AND THEIR CHARACTERISTICS:

Fast-Moving Consumer Goods (FMCG) are the products that are sold quickly in
the market and at relatively low cost. It includes non-durable goods like soft
drinks, toiletries, and grocery items. Though the profit margin made on FMCG
products is comparatively small, since it is sold in large quantities, the profit
margin is sufficient for retailers and is more than the supplier's‟ profit. Global
leaders in the FMCG segment include Johnson & Johnson, Unilever, Kellogg’s,
Heinz, Nestlé, Colgate-Palmolive, and the Coca-Cola Company. In recent years,
the fast moving consumer goods sector (FMCG) is observing increased activities in
the promotion of sales all over the world. Characteristics: ● This sector touches
every aspect of human life, from hygiene to palate. ● This industry is characterized
by a strong focus on the four P’s: Product, Price, Place, Promotion. ● In most of
the categories, it is a high volume, low value driven industry. ● The Major area in
marketing: brand building and promotion. ● Distribution networks are extremely
popular for the success of an organization in the industrial sector.

REFERENCE
:https://www.researchgate.net/publication/342865949_A_STUDY_ON_FAST_MOVI
NG_CONSUMER_GOODS_FMCG-WITH_SPECIAL_REFERENCE_TO_KANCH
EEPURAM_DISTRICT

7
Effectiveness of Online Digital Media

Advertising as A Strategic Tool for Building Brand Sustainability: The purpose of

the undertaken study is to examine the effectiveness of online digital media
advertising as a strategic tool for building brand sustainability. For this purpose, we
investigate the impact of different channels of online media, such as email
marketing, mobile phone marketing, search engine optimization and companies’
websites, and social media marketing for the effectiveness of online digital media
advertising. The researchers have taken 910 responses through a modified
questionnaire and employed quantitative research methods, such as the structural
equation modeling, exploratory factor and confirmatory factor analyses, and Hayes
process approach for examining the mediation and moderation amongst the
variables. The results have significant industrial implications for the marketers and
digital media managers that they can devise effective media and marketing
strategies to maintain optimum market share and competitive advantages.

REFERENCE:
https://economictimes.indiatimes.com/small-biz/marketing-branding/marketing/pre-pa
ndemic-purchasing-habits-unlikely-to-return-anytime-soon-report/articleshow/863881
05.cms?from=mdr

DONE BY: FAIZAN F

ROLL NO: RA2252001010052

8
CHALLENGES FACED BY FMCG SECTORS FOR RURAL MARKETING:

● The peculiarities of the rural markets and rural consumers pose challenges
to the marketers in reaching them effectively.

● There are a large number of small villages which are not easily accessible
because of weather beaten roads. Rural consumers are far less homogeneous
than urban consumers. The main problems of rural marketing are discussed
below:

Transportation problems: Marketing activities require transportation facilities. Due

to poor transportation facilities,farmers and marketers find it difficult to reach
markets. Transportation infrastructure is quite poor in rural India. Nearly 80
percentages of villages in the country are not connected by well-constructed roads.

Media Problems: Media have lots of problems in rural areas.Television is a good

medium to communicate messages to the rural people. But due to non-availability of
power, as well as television sets, the majority of the rural population cannot get the
benefits of various media.

REFERENCE: https://core.ac.uk/download/pdf/236436144.pdf

9
FACTORS ACCOUNTABLE FOR UPCOMING PARADIGMS OF RURAL
MARKETING:

Accessibility of market: Improvement in the road systems linking the villages has led
to a systematic product distribution system. Earlier, there was a “trickle down “of the
stocks observed to the buyers in the interior villages. These days, companies use
delivery cum promotion vans that travel 8-10 haats/markets daily as a part of direct
contact with villagers.

Competition in the urban market: The urban markets have got extremely saturated
with the presence of all big players. This is very much evident in the automobile
market. Motorcycles and scooters often find more acceptances in rural market as
compared to urban market, since there is more proliferation of brands in the latter
markets.

Reduction of risk during recession: It has been observed that the companies which
cater to both urban and rural markets tackle the recession in a better way.The demand
for goods in the urban market often follows a cyclic whereas in the rural market it is
steady.The companies are bound to tailor the strategies depending on various factors
to appeal to the rural market. For example, Hindustan Unilever Limited came out with
the concept of “Shakti Ammas” (female social entrepreneurs) which was an
innovative way of marketing products.

REFERENCE:
https://www.interscience.in/cgi/viewcontent.cgi?article=1056&context=imr

DONE BY: RIYA KUMARI

ROLL NO: RA2252001010060

10
Marketing strategy of FMCG product: A case study of Hindustan Unilever
limited:

The Indian rural market with its vast size offers great opportunities to Companies.
The rural economy contributes nearly half of the country's GDP. More than 50
percent of the sales of FMCG companies come from the rural areas. In recent
years, rural markets have acquired significance in India. In this context, a special
marketing strategy, namely, rural marketing has taken form. As markets change
and develop, companies must be able to develop the strategy and choose the
correct way to enter the markets and remain competitive. This paper aims to gain
an understanding of how FMCG companies are creating exclusive rural marketing
strategies and the initiatives and marketing strategies of Hindustan Unilever
Limited which is India’s largest Fast Moving Consumer goods company, touching
the lives of most of the Indians.

REFERENCE:
https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=marketing+strategies+o
f+FMCG+&btnG=#d=gs_qabs&t=1679742059922&u=%23p%3D8HEevlyO37sJ

11
Marketing Strategies of FMCG Companies-A Study on Factors Influencing
Buying Food, Health and Beverages in Mysore:

C Somashekar, A Kapoor: International Journal of Engineering and Management

Research (IJEMR) 6 (5), 393-397, 2016

Business organization reaches to the customers through their goods or services. To

sell the products to the customers a number of activities are being performed. This
is called marketing and it is an important function. Marketing is the performance of
business activities that directs the flow of goods and services from producer to the
customer. Marketing starts with the identification of a specific need of customers
and ends with satisfaction of that need. The customer is found in the beginning and
end of marketing process. In marketing a large number of activities are performed.
The elements are product, price promotion, placement for products and three
additional elements for services are process, people and physical evidence. These
are called elements of marketing mix. India is a growing nation with 125 crore
population with wide opportunities for business and FMCG service sector has
many leading player in the market for all segments. The present study reviews the
marketing aspects of FMCG in Indian analyses the factors influencing buying of
food, health and beverages in mysoreDistrict.

REFERENCE:
https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=marketing+strategies+o
f+FMCG+&btnG=#d=gs_qabs&t=1679742087459&u=%23p%3DRCJG7MP04XQJ

DONE BY: GAURAV VERMA

ROLL NO: RA2252001010047

12
Customer Perceptions about Branding and Purchase Intention: A Study of
FMCG in an Emerging Market:

Muhammad Irfan Tariq, Muhammad Rafay Nawaz, Muhammad Musarrat

Nawaz, Hashim Awais Butt.

The purchase behavior of the customers shows how the general public is attracted
to make purchases of the branded product and also reveal the important aspects
which are quite necessary to capture the purchase intention of the customers. This
research helps to categorize among these aspects which factors have significant
effect on the purchase intention of the patrons. A cross-sectional field study of 362
individuals was conducted to explore the factors affecting purchase intentions
among FMCG consumers of Pakistan. Variables namely brand image, product
quality, product knowledge, product involvement, product attributes and brand
loyalty were studied as determinants of consumers’ purchase intentions and were
found to have a positive association with purchase intentions. As a result,
brandimage can be influenced by the advertisement. The above survey shows that
there is a moderate significant relationship between brand image and purchase
intention. Advertisement is the major mode of promotion but the companies are
making ads ignoring the social issues of the people.

Link: https://www.tandfonline.com/doi/full/10.1080/23311975.2021.1885574

13
Marketing–Quality Interface: An Empirical Analysis of FMCG Customers

Sumreen Khalil

This research intends to study the interface of key concepts of Marketing and
Quality in relation to Fast Moving Consumer Goods (FMCG) Customers. For
achieving the objectives of this research and test the developed hypotheses, a
quantitative research strategy has been followed. In order to collect data, on the
basis of literature, a questionnaire has been developed by the researcher. This
research has significance in terms of its contribution both theoretically and
practically as it has developed an instrument for measuring FMCG customers’
quality perception. The conclusions suggest that product does not have an interface
with quality perception in FMCG customers while price of FMCG have an
interface with quality perception of customers. Similarly, placement of FMCG
influences quality perception and promotional activities also have a direct
relationship with perceived FMCG quality.

Link:https://www.tandfonline.com/doi/full/10.1080/23311975.2021.1885574

DONE BY: AKIYAS AHMED

ROLL NO. : RA2252001010044

14
Influence of brand image on purchase intention towards FMCG products:

Florian Dost, Ulrike Phieler, Michael Haenlein, Barak LibaiJournal of Marketing

83 (2), 62-81, 2019 Seeded marketing campaigns (SMCs) have become part of the
marketing mix for many fast-moving consumer goods (FMCG) companies. In
addition to making large investments in advertising and sales promotions, these
firms now encourage seed agents or micro influencers to discuss brands with
friends and acquaintances to create further value. It is thus critical to understand
how an FMCG seeding program interacts with traditional marketing tools when
estimating the effectiveness of such efforts. However, the issue is still
underexplored. The authors present the first empirical analysis of this question
using a rich data set collected on four brands from various European FMCG
markets.

REFERENCE: https://link.springer.com/article/10.1007/s11747-019-00683-5

15
A study on brand perception of FMCG goods:

Federico Mangiò, Giandomenico Di Domenico Business Horizons 65 (6), 765-776,

2022 Affiliate or partnership marketing programs are a performance-based
approach to online marketing whereby brands only pay when a sale occurs and is
traced back to the affiliate who made it happen. Affiliate marketing programs
conquered Web 2.0 and are now one of the most used channels for marketers and
publishers online. Despite their success, affiliate marketing programs are exposed
to different and problematic degrees of falsity, which finally threaten both
consumers and brands. Acknowledging the lack of strategic and academic
guidance about how to prevent and handle affiliate frauds, in this article we
provide an original classification differentiating between and influencer falsity

REFERENCE:
https://www.sciencedirect.com/science/article/pii/S0007681322000775

Done by: Antony Sagaya Harish

Roll No: RA2252001010051

16
MARKETING STRATEGY ON DIFFERENT STAGES PLC AND ITS
MARKETING IMPLICATIONS ON FMCG PRODUCTS

DR. NEETU SHARMA

"The world of fast moving consumer goods is possibly the hardest, cruelest and
disciplined industries of all of them all: The sheer science, and extraordinary thought,
the investment in consumer and competitor analysis for truly focused market
orientation, the value validity and constancy of marketing knowledge determines
market share, profitability and survival. “A number of variations of the Industry Life
Cycle model are used to direct the focus of the marketing activities during each phase
of the model FMCG persisted with the use of the product life cycle concept and
continued to have a competitive advantage over those who did not. It is clear that the
use of the model has a significant impact on the success of the business strategy and
the associated corporate performance. The goals in respect of strategy, competition,
product, price, promotion and distribution will be different for the different stages of
the product life cycle. This article is focusing on a number of the primary product life
cycle management techniques that can be used to optimize a product's revenues in
respect to its effective positioning in a market during the introduction stage of the
product life cycle.

REFERENCE: https://www.ceeol.com/search/article-detail?id=809274

17
Impact of Sales Promotion Techniques on Consumers towards FMCG:

B. Karthikeyan, Dr. N. Panchanatham

Sales promotion as a pivotal component of marketing mix has been heavily used as
a major incentive tool to pull consumers to stores and increase short-run sales
volumes. No matter what effects of sales promotion would be, all the convictions
alleged by the preceding studies indicate that sales promotion may activate or
facilitate certain consumer psychological mechanism based on the notion that sales
promotion "affects consumer by acting on basic mental processes common to all
decisions" Although sales promotion has become a ubiquitous element of
consumer marketing, large portions of ineffective promotional activities indicate a
great need of refining and redirecting the focus of the impact sources. Numerous
studies have focused on consumer attitudinal and behavioral responses to price
promotion and its utilitarian benefits (see Dobson et al. 1978, Gupta 1988).

Sales promotions are generally looked at as tools that undermine the brand; yet a
tool that is necessarily meant to speed up sales. Consumer sales promotion take up
a large share of the total marketing expenditure despite which it remains an area
that still attracts attention as an essential component of the promotion mix meant to
increase short term sales. It is therefore not surprising that most of the marketers
resort to sales promotions to attract the competitor's market share.

REFERENCE:

https://www.researchgate.net/profile/B-Keyan/publication/331787104_Impact_of
_Sales_Promotion_Techniques_on_Consumers_towards_FMCG/links/5c8bae369
2851c1df94358a1/Impact-of-Sales-Promotion-Techniques-on-Consumers-towards
-FMCG.pdf

Done by: Kevin Hans Jebaroy Roll no. : RA2252001010014

18
 CHAPTER - 3

RESEARCH METHODOLOGY & DATA BASE

➢ RESEARCH DESIGN

- Descriptive Research Design

➢ SOURCES OF DATA
* Primary Data : Questionnaire
* Secondary Data : Company profile ,Google Scholar,Websites,Magazines
Journals

➢ SAMPLE DESIGN
• SAMPLE FRAME : Distribution of FMCG products in, chennai

• SAMPLING METHOD : Convenient sampling method

• SAMPLE SIZE : 129 samples

➢ TOOLS USED FOR DATA ANALYSIS

- Percentage analysis

➢ TOOLS USED FOR DATA COLLECTION

- Questionnaire
➢ LIST OF VARIABLES
• Locations ,• Ideology of the product ,• Customer
satisfaction • Customer security, • Awareness scale , • Product approach

19
 CHAPTER - 4

QUESTIONNAIRE AND INTERPRETATION

QUESTIONNAIRE :

1. What gender do you identify as?

• Male
• Female
• Prefer not so say
• Others

2. What is your age?

• 0-15 years old

• 16-30 years old
• 31-45 years old
• 46+
• Prefer not to say

3. What is the highest degree or level of education you have completed?

• Literate
• 10th
• 12th
• Bachelor’s degree

20
• Master’s degree
• Ph.D or higher
• Prefer not to say

4. What is your current employment status?

• Employed full time

• Employed part-time
• Seeking opportunity
• Retired
• Prefer not to say
• Not applicable

5. Where is your home located ?

• Urban
• Rural
• Semi- urban

6. Are you aware of these brands available in the market?

➢ Lux
➢ Lifebuoy
➢ Dettol
➢ Hamam
➢ Santoor
➢ Mysore sandal
• Yes • No

21
7. Are you aware of the different variants available in the soaps listed below?

➢ Lux
➢ Lifebuoy
➢ Dettol
➢ Hamam
➢ Santoor
➢ Mysore sandal
• Yes • No

(A)If yes, how many u are aware of ?

* Lux
* Lifebuoy
* Dettol
* Hamam
* Santoor
* Mysore sandal

8. Do you look for various schemes in FMCG products?

• Yes • No
If yes, then in which schemes?
• Coupons
• Price off
• Bundling offer
• Lucky draw
• Scratch card
• Extra quantity

9. Out of the listed category for FMCG products advertisement, which one are

22
you most likely to relate with?

• Humorous
• Emotional appeal
• Fictions
• Societal values
• Children in advertisement
• Others

10. What mode of purchasing would you prefer for FMCG products?

• Online mode • Offline mode

11. In day to day life, how do you prefer to know more about the product?

• Google search about the product

• Reviewing the comments in online shopping
• Indore visit
• Suggestion from friends and family

12. Do social media pages/websites or advertisements affect your vision for the
product?

• Yes • No • Maybe

13. Do you have any concern or issue of trust for the product that has been
ordered online?

• Yes • No • Neutral

14. Do you feel safe sharing sensitive information(contact details and address)

23
in online shopping?

• Yes • No • Neutral

15. How likely are you to recommend online shopping for soaps to others on a
scale of 1-10?

• 0 (Extremely Unlikely)
•1
•2
•3
•4
• 5 (Neutral)
•6
•7
•8
•9
• 10 (Extremely likely)

16. Will digital marketing replace traditional marketing? Comment your

views.

24
DATA ANALYSIS AND INTERPRETATION :

TOTAL RESPONSES = 129

25
26
27
28
29
30
 CHAPTER - 5

FINDINGS AND CONCLUSION

FINDINGS:

From the above data analysis from the data collected from 129 responses,
there were a series of conclusions from the analyzed data. Developing countries
like India, where the evolution of digitalization and implementation of technology
is in a growing phase. People had mixed responses in the survey taken in terms of
the positive, negative and neutral approaches towards the adaptation towards
digitalization for FMCG products.

When looking into the purchase preference among the people between
online or offline mode, there was a leading 29.5% for offline purchase than the
online purchase. The main cause of this ratio is because India is in the phase of
digitization of every platform. On the other hand, nearly half of the people research
about the FMCG products in the markets with the technology and digital media.
Thus, people prefer to look into digital platforms for gaining more information
about a particular product.

From the above survey, it is proven that the digital marketing techniques of
FMCG products have played an important role as the results shows that nearly 2/3
of the responses felt that the social media pages and websites have an effect on the
brand image of the product. One of the major factors of the people not preferring
the online purchase is the technical glitches during the purchase process. Parts of
rural places in India have limited access to technology or internet services which

31
makes for the people living in rural areas to have the most use of digital
technology.

There is a sense of unsafeity in sharing personal information like Name,

Contact number, Address and other information to be fed in online. Nearly 2/3 of
the people responded either they feel neutral or unsafe in sharing the information to
the online websites. As a factor of safety is very important for the people in
whatever they do, information security is playing a major role in opting for usage
of online platforms for the purchase of FMCG products.

CONCLUSION:

In this aggressive world, purchasers have many alternatives to choose

manufacturers. Their belief in online purchasing will increase every day as
they become acquainted with the net e-trade web sites and select among such
a lot of competition that we want to apprehend their choices and provide
merchandise accordingly. Social media is taken into consideration because it
is the maximum essential device for carrying out virtual advertising which
suggests correct knowledge and in-intensity utilization of virtual advertising
equipment . It has additionally been determined that there's an important
distinction among the shopping for behavior ranges of purchasers with
buying merchandise online

32
 The FMCG industry has undergone significant changes in marketing
techniques in the pre and post digital era. In the pre-digital era, FMCG
companies primarily relied on traditional marketing techniques such as
television advertisements, print media, and outdoor advertising. However,
with the advent of the digital era, FMCG companies have started to rely on
digital marketing techniques such as social media marketing, search engine
optimization, and email marketing.

The pre-digital era was characterized by mass marketing, where

FMCG companies targeted a broad audience with a standardized message. In
contrast, the post-digital era is characterized by personalized marketing,
where FMCG companies target specific audience segments with tailored
messages.

FMCG companies in the post-digital era are leveraging digital

technologies to collect and analyze data on consumer behavior, preferences,
and needs. This data is used to create targeted and personalized marketing
campaigns, which are more effective in driving sales and building brand
loyalty.

Overall, the shift towards digital marketing techniques in the FMCG industry
has been significant and has had a positive impact on the industry. The use of
data-driven marketing techniques has enabled FMCG companies to create
more effective and targeted marketing campaigns, resulting in increased sales
and brand loyalty. However, traditional marketing techniques still hold value,

33
and a balanced approach to marketing is necessary for FMCG companies to
succeed in the competitive market.

Impact of digital marketing on FMCG sales:

According to a report by Nielsen, a global measurement and data
analytics company, FMCG companies that use digital marketing techniques
to promote their products experience an average of 2.8 times higher sales
growth than those that rely on traditional marketing methods. Furthermore,
the report found that FMCG companies that invest in digital marketing
channels such as social media, search engines, and mobile applications see a
1.8 times higher return on investment (ROI) than those that do not.

Consumer behavior changes in the digital era:

The digital era has also led to changes in consumer behavior, which
has influenced FMCG marketing techniques. For example, consumers are
increasingly using mobile devices to research products and make purchases.
A report by Statista found that mobile devices accounted for 53.9% of global
website traffic in the first quarter of 2021. In response to this trend, FMCG
companies have developed mobile applications and optimized their websites
for mobile devices to enhance the consumer experience.

Social media marketing in the FMCG industry:

Social media has become an essential platform for FMCG companies
to reach their target audience. A report by eMarketer found that social media
advertising spending by FMCG companies in the United States is expected to

34
reach $15.6 billion in 2021, up from $10.8 billion in 2019. Furthermore,
social media platforms such as Facebook, Instagram, and Twitter have
introduced features such as shoppable posts, enabling FMCG companies to
sell their products directly to consumers through social media.

Challenges in the digital era:

While digital marketing techniques have provided many benefits to
FMCG companies, they also present challenges. One of the challenges is the
constantly evolving digital landscape, which requires FMCG companies to
stay updated with the latest digital marketing trends and technologies.
Additionally, the abundance of data available through digital channels can be
overwhelming, and FMCG companies need to invest in analytics tools and
expertise to make sense of the data.

REFERENCES:

1. Effectiveness of Online Digital Media -

https://economictimes.indiatimes.com/small-biz/marketing-branding/marketing
/pre-pandemic-purchasing-habits-unlikely-to-return-anytime-soon-report/article
show/86388105.cms?from=mdr

2. Factors accountable for upcoming paradigm of rural marketing -

https://core.ac.uk/download/pdf/236436144.pdf

35
3. Marketing strategy of FMCG product: A case study of Hindustan Unilever
limited-
https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=marketing+strate
gies+of+FMCG+&btnG=#d=gs_qabs&t=1679742059922&u=%23p%3D8HEe
vlyO37sJ

4. Customer Perceptions about Branding and Purchase Intention: A Study of

FMCG in an Emerging Market -
https://www.tandfonline.com/doi/full/10.1080/23311975.2021.1885574

5. Influence of brand image on purchase intention towards FMCG products-

https://link.springer.com/article/10.1007/s11747-019-00683-5

6. Impact of Sales Promotion Techniques on Consumers towards FMCG-

https://www.researchgate.net/profile/B-Keyan/publication/331787104_Impact_
of_Sales_Promotion_Techniques_on_Consumers_towards_FMCG/links/5c8ba
e3692851c1df94358a1/Impact-of-Sales-Promotion-Techniques-on-Consumers-
towards-FMCG.pdf

36