Thesis analyses process of marketing communication creation. It also shows how such marketing communication is done in real market environment.

Increasing competition on a global scale is forcing companies to rethink their strategiesconcerning their supply chains, launch new products and services, increase customer serviceoriented activities. When launching a new product on a new or an existing market it is crucial toestimate the market potential. The market for fast consumer goods is one of the mostdemanding markets globally and requires special attention from the logistic service providers.There is a lack of theoretical material written on this topic for starting practitioners and forexperienced specialists. Hence we try in this thesis to shed light on what the necessaryprerequisites that a freight forwarder ought to consider when launching a new product in thecategory of fast moving consumer goods, hereafter named “Fresh” products. Schenker Arkasprovides a good example for building a theoretical framework around their case due to theTurkey’s strategic position in the region and the ideal climate for “Fresh” products market.From empirical findings we can conclude that Turkish exports is experiencing a strong growth,in particular “Fresh” products which is growing at a higher rate that the total. For freightforwarders there is a great opportunity capitalize on the steady growth in “Fresh” exports butto completely take advantage of growth it is essential that freight forwarders convincecustomers of the value they bring by participating in the supply chain.

The primary purpose of this study is to uncover the future FMCG industry trend in the Taiwanese market. After literature review, five aspects of industrial forces based on Porter¡¦s Five-Force Model are used as the framework of this study. Qualitative research method is used to generate insight understanding of FMCG industry phenomena and the meanings behind each one of them. Three consumer manufacturing companies are selected and interviewed with each of the firm¡¦s market-leading consumer goods that belong to different categories in the FMCG industry. Trends from each product category are found through the interviews; by comparing and contrasting the trends of each three investigated categories, the overall FMCG industry trend are uncovered. Moreover, suggestions and recommendations are presented at the last chapter of this study with particular focused attention on the managerial implication of the study.

Diploma thesis focuses on main forms of ATL and BTL communication and describes the most important factors of creating a successful ad-campaign. It's importance is ilustrated on three real examples.

The Master's Thesis'goal is to identify specifics of maketing planning in FMCG market and prepare marketing plan for brand Lovela in 2012. Thesis is divided into three related sections. The first part is purely theoretical and summarizes lessons learned from the available literature dealing with the topic of marketing planning and its phases. The second part is focused on description of each phase from experts'point of view. This part is based on interviews with three FMCG brand managers. The third part is devoted to the creation of the specific annual marketing plan.

No description available.

The diploma thesis describes current situation of customer care in FMCG with focus on supermarkets, shops and restaurants. The thesis is based on research of customer satisfaction with current situation and proposal for improvement. Proposal is described in theoretical way and suppported by implementation on the concrete company.

In the Swedish Fast-moving consumer goods industry (FMCG), most suppliers sell their products through retailers. For a successful product-launch, retailer acceptance is essential. Up to ninety percent of all product-launches fail, thus retailers must choose wisely which products to accept. Failing product-launches cost large sums of money for both retailers and suppliers. A number of factors have been shown by previous research to affect the success of a productlaunch and retailer acceptance, but there are factors that have been previously ignored, such as inter-organizational relationships. The authors of this study have chosen to conduct a study regarding how retailer acceptance and relational factors affect the success of a product launch in the Swedish FMCG-industry. The focus of this study has been on the relationships of Swedish retailer ICA AB and three of its suppliers. ICA AB was chosen because it is the largest retailer on the Swedish market. This study shows that retailer acceptance is positively affected by mutual trust, commitment and the relationship itself between the supplier and the retailer. However, the importance of these factors varies depending on the size of supplier and type of product.

Inom logistiken finns det ett antal frågeställningar, där struktur är ett viktigt område. Strukturfrågorna berör bland annat distributionen, exempelvis om en färdig produkt ska lagras eller skickas direkt till kund samt hur själva transporten ska gå till. Distributionsstrukturen syftar till att överbrygga de gap som uppstår mellan producerande företag och konsumenterna av deras produkter. Distributionen är i vissa fall mer komplex än företaget i sig, där beslutsfattandet kan handla om vilka delar som ska outsourcas och vilka externa aktörer som ska samarbetas med. Val gällande distributionen kan vara avgörande för ett företags lönsamhet och konkurrensförmåga. Många författare hävdar dock att det inte finns någon generellt svar på hur en distributionsstruktur ska utformas utan det skiljer sig från situation till situation, exempelvis beroende på produkttyp. En produktgrupp där distributionen är av betydelse är FMCG-varor, då de bland annat kännetecknas av en stor geografisk spridning, hög lageromsättningshastighet och frekventa inköp.

A consumer research panel is a representative collection of individuals whose consumption habits are continually monitored by a marketing research company. It is designed to study the behaviour rather than the attitudes of consumers in the fast moving consumer goods (FMCG) sector. The analysed and interpreted reports help the retailer and manufacturing clients to better understand their markets and the changing dynamics within markets which are largely overseen by retail studies. It is shown that consumer research panels have a very high per panellist cost due to the nature of the data collection methodologies currently used being either very labour-intensive with the in-home interviewer visits, or due to the cost of the technology needed when using an in-home audit terminal to scan the barcode of items. The ubiquitous use of the mobile phone begs the question whether this technology, already in the hands of people, could be used as a data collection device. In 2007, Robert Adelmann demonstrated that it is possible to recognise linear barcodes using a mobile phone equipped with a camera and a barcode recognition algorithm. Three requirements are set for a mobile phone to be used as a data collection device in a consumer panel and are indicated by various studies researching each, focused on Gauteng, South Africa. The technology is shown to be quick and accurate enough to be used in everyday barcode scanning albeit not very prevalent among the responding sample. The data communication infrastructure needed to communicate the audited data was found to be 100% present although few of the respondents displayed their interest in joining a research panel based on mobile phones. It is, therefore, recommended that a phone-based consumer panel be used to supplement existing consumer panels to extend in hard-to-reach demographics like the upper-LSM households, and that the privacy and usage concerns raised by the respondents be addressed. It is also recommended that similar studies be conducted in developed economies where required mobile phone technology could be more prevalent. / Thesis (M.B.A.)--North-West University, Vaal Triangle Campus, 2010.