Role of BTL Marketing in the FMCG Sector

This research focuses on how below-the-line marketing plays an important role in increasing consumer purchases at the store and retail outlet level of the fast-moving consumer goods sector. consumer packaged goods or Fast-Moving Consumer goods (FMCG) sector is a highly competitive market with the quick sale of goods and low-profit margin. BTL marketing strategies have become progressively vital and intended for businesses to reach the customer successfully. Below-the-line marketing involves direct dealings with customers through promotions, events, and sponsorships and can help build brand loyalty, drive sales. This research aims to examine the impact of BTL marketing on consumer purchase behaviour at the store and retail outlet levels. This study will use quantitative methods to analyse consumer data and examine the effectiveness of BTL marketing strategies in increasing sales and brand loyalty. The conclusions of this research will provide an understanding of the role of BTL marketing in the FMCG industry and help the company progress with effective marketing strategies to influence consumers at the point of sale.