Title: The Battle of the Customers – Does loyalty exist within the FMCG market? Authors: Emmie Thurn 880909, David Gustafsson 870926  Purpose: The purpose with this study is to examine how relationship marketing strategies can enhance companies’ effectiveness, within the FMCG market, in the sense of more satisfied and loyal customers. The 5Qs model will be applied in order to see if there are any critical quality factors that encourage long-term relationship. Methodology: This quantitative study was based upon positivistic assumptions and carried out by a deductive research approach. The data was collected through two questionnaires, which included 200 customers and 15 representatives from three various FMCG stores. Conclusion: In this study the authors have found that RM, as the current theory present it, does not provide any effective strategies to create customer satisfaction and loyalty within the FMCG market. Therefore, the authors raise the question if price is the new customer loyalty program within the FMCG market? Ten quality factors are identified as critical when generating a long-term relationship between FMCG stores and customers.  To create a successful long-term relationship can these quality factors be combined into a PRODSERV offer. Keywords: Relationship marketing, quality, customer satisfaction, customer loyalty, 5Qs model, the FMCG market.

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.