Promotions of Retail Formats in Creating Brand Image of FMCG
*Shruti Dholi Bhawsar, Research Scholar
**Dr. Alok Mittal, Director, Lal Bahadur Shastri Institute of Technology and Management, Indore
Abstract
In today’s competitive environment where the customer has got tremendous choice for selecting brands, it is a very challenging task for a marketer to attract new and retain the old customer. To accomplish this objective the marketer uses different types of marketing strategies to position their product in the mind framework of the customer and establish their brand image in the market.With liberalisation and globalisation the availability of products and services has increased. The customer has wider choice and he is demanding more and more benefits and the competition is increasing in the market place. The core of marketing concept is that the customer and not the product shall be the axis of business systems. All business operations revolve around customer service and satisfaction and many companies are following customer oriented philosophy to ensure growth in sales, profits and market share.Fast moving consumer goods are the products which are used by the consumer frequently and have a small shelf life and are purchased at a fast rate thus marketer must focus on strategies to make their customers satisfied which ultimately helps a marketer to bring in new customers. FMCG are known as low involvement products as consumer spends less time and energy in buying these goods.Consumers prefer to visit a retail store where they can purchase variety of products under one roof, not only consumers but producers also prefer to sell their products through various retail stores. Earlier the products were sold through local stores or Kirana stores where the shopkeeper only provides those products which were asked by the consumer, but the store culture allow them to have a look at all the various available options which they can compare and then select the best among the lot.
Keywords:competitive environment, availability of products, customer oriented philosophy,
