FMCG (from the English fast moving consumer goods.) - Generalizing the name of consumer goods.
They include many products of light and food industry.
Types of FMCG-products
The distinctive features of FMCG goods ischeapness and speed of sale. Such products are used for a limited time period, respectively, the frequency of purchases above. Relative income from the sale of consumer goods is not high, but at the expense of mass merchants they guarantee high turnover.
Determination of FMCG as "goods of high demand" is incorrect, since the demand for certain goods is increased temporarily, while FMCG products it is constant.
Shopping FMCG goods are everyday, in order to receive the guests and with a reserve. Among FMCG-products can be distinguished:
- Hygiene, dental pastu-
- Washing and cleaning materials-
- Beauty products-
- Dishes, batteries, lampochki-
- Cigarettes, alcohol, carbonated drinks-
These products are less susceptible to downturns in sales in times of crisis.
Consumer goods are different from the goodsdurable. For example, consumer electronics and appliances, such products are usually changed only once in 1-2 years. Also, they should be distinguished from basic food products, among them - bread, milk, butter and so on.
Features FMCG market
FMCG market has a high levelcompetition and the frequent introduction of new brands and products. The main factors of maintaining the competitiveness of FMCG companies are the breadth of assortment, affordable prices, as well as regional coverage. In order to maintain their own place in the market, companies need to constantly rotate brand products and bring new products to market.
The list krupneyshihFMCG companies - Unilever, Colgate, Procter & Gamble, Henkel, Danone, Coca-Cola, Kraft, PepsiCo, Nestle, Heinz.
Marketing policy is aimed at companieswork with the target audience to generate demand for the product, the constant increase in trade, as well as to ensure the loyalty of customers to the brand.
An important factor in the growth of sales is effective merchandising, because in many respects the place and location of the goods at the supermarket determines its sale.
All FMCG companies can be divided into several groups, depending on the number of brands in its portfolio:
- Mono-brand - are products of the same category (for example, Coca-Cola) -
- 2-3 offering product - for example, juices and milk products (WBD), drinks and confectionery (Cadbury Schweppes) -
- Its multi - Procter & Gamble, Nestle, Unilever.
FMCG Russian market is under active development, the demand for daily consumer goods is growing every year, on the market there are always new brands and products.