• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16

The purpose of this report is to explain what is marketing associated with fast-moving consumer goods companies, why it is important and the role it plays in the profitability of the company.

Extracts from this document...


Table of contents 1 Introduction 2 1.1 Purpose 2 1.2 Scope 2 1.3 Methodology 2 1.4 Limitations 2 1.5 Assumptions 2 1.6 Background 2 2 Definition of FMCG 4 3 Definition of marketing 4 4 Evolution of marketing 4 5 Marketing involves planning 6 6 Marketing as a set of business activities 7 7 Importance of marketing 11 8 The role of marketing 12 9 Conclusion 14 References 15 1 Introduction 1.1 Purpose The purpose of this report is to explain what is marketing associated with fast-moving consumer goods companies, why it is important and the role it plays in the profitability of the company. 1.2 Scope The report generally describes the whole process of marketing and also discuss the importance and the role of marketing within the organisations. 1.3 Methodology In order to complete this report, journal articles, secondary data contained in books are used to research the topic. Besides these, internet resources are selected to supplement the report. 1.4 Limitations The limitations of the report were limited resources relating the topic and the report may not cover completely the whole information in this area due to the words limitations. 1.5 Assumptions In this report, it was assumed that all information gathered is relevant and unbiased. It is also assumed that Unilever conducted marketing research to get information about their customers and the consumers' perception may determine which brand they choose. 1.6 Background Marketing is a widely used philosophy in operating business. As a fast-moving consumer goods company, business activities are inevitable involved in dynamic environment, which requires respond to the environment effectively and efficiently. Therefore, it is important to understand what marketing is, why it is important and what role it plays in the organisations. 2 Definition of FMCG Fast moving consumer goods are goods (FMCG) that the consumer usually buys frequently, immediately and with a minimum of comparison and buying effort. ...read more.


Organisations establish marketing information systems in order to provide managers with good information to assist their decision-making (Kotler, et al., 2004, p.207). Marketing research is an efficient, cost-effective management tool that gets marketers close to the consumer, customer and public through the relevant, accurate, reliable, valid and current information. The most common researches are measurement of market potential, market share, long-range forecasting (Malhotra, Hall, Shaw and Oppenheim, 2002, p.11). Marketing research consists of four steps including defining the problem and research objectives, designing the research, implementing the research plan and interpreting and reporting the findings (Kotler, et al., 2004, p.216). The most difficult step in marketing research is claimed to be the first step, defining the problem and research objectives, as the problems may be defined to be too narrow or too broad (Malhotra, 2002, p. 13). Take an example, Unilever conducted a research in food and health area. It focused on four areas which are Cardio-vascular diseases, vitality & performance, food & health in developing countries and weight control. Its budget amounts to � 15 million (Unilever, 2004). In this research Unilever may collect secondary data and primary data by looking up the existing information about the health situation of people or by conduct observational, survey and experimental research. Markets have to be understood before marketing strategies can be developed. Consumer behaviour is influenced by the buyer's characteristics and by the buyer's decision process. Marketers must understand how consumers transform marketing and other inputs into buying responses (Kotler, et al., 2004, p. 272). Consumer buying behaviour is influenced by several factors including psychological factor, such as motivation, perception; personal factors, such as age, gender; culture factors, such as subculture and social class and social factors, such as household types (Clark, 2003, p.199). People purchase goods through a buying decision process, which consists of need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour (Kotler, et al., 2004, p. ...read more.


For example, as hospital costs and room rates increase, many hospital faces under-utilisation. One hospital may adopt the marketing concept to compete with the other hospital. They may use innovative billboards to promote its emergency care service (Kotler, et al., 2004, p.23). Marketing can also be applied in service organisations, such as banks. Marketing management in the banks uses the extended marketing mix, which includes process, people and physical evidence, to assist the organisation to provide better service than its competitors. Therefore, marketing helps both profit making organisation and non-profit organisation in meeting its financial objectives in fierce competition (Koslowsky, 2001, p.168). 9 Conclusion Marketing, as a process of integrated activities to deliver the satisfactions to the customers based on what they need and want, is adopted by a large number of companies including fast-moving consumer goods companies. The fast-moving consumer goods are the goods that require low involvement in consumer buying behaviour. Marketing allow the company to plan ahead in order to satisfy consumers and generate long-term profit. Marketing as a set of business activities involves planning, implementing, and controlling. Organisations set plans on three levels, which are corporate level, strategic business unit level and functional level. The organisations need to analyse and assess the opportunities and threats to determine how to achieve the objectives and goals more effectively and efficiently. This can be done through analysing the organisation's macro and micro environment. Marketing research is a useful tool to get better information. By understanding the opportunities and threats, companies can then segment, target and position itself in the target market. Consumer behaviour must be understood before the marketing strategies are developed. Marketing mix includes product, price, place and promotion is the essential part of marketing strategy. Marketers must then carry out the actions based on these strategies. Controlling is necessary for correcting, monitoring the process. Marketing is important in several ways. It provides a philosophy, acts as a culture and designs a strategy for the organisation to achieve its profitability objectives. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Introduction to the fashion Industry report

    The buyer also has to have a good under standing of finance. There are different types of buying, depending on the type of retail organizations. Multiples tend to buy centrally while department stores generally merge buying with the management of selling and operate local buying systems.

  2. Free essay

    Marketing Simulation Game

    This is advantageous because team-working skills are necessary for effective performances in reality. It is Problem-solving Inclined: According to Pellegrino and Glaser (1982), knowledge and understanding of the general problem-solving strategies is acquired through practical resolution of very complex problems (Proserpio & Luigi, p.2).

  1. What is the marketing concept? Explain the importance of customer orientation and use examples ...

    approach to customer orientation, which at the end of the day should be a major objective of the business, which helps to build, maintain or gain entry to the market. Marketers may not agree with me on this, as the idea for a product and the customer needs are found

  2. Marketing mix

    The variables of the marketing mix used for the services marketing are described below: Product as a marketing mix variable for services comprises of the variables listed in figure 4. Lovelock (1996) viewed the service product as the technical outcome of the service.

  1. Explain the marketing concept and its importance to an organisation making particular reference to ...

    This is a brilliant tactic because although the customer may be able to get an improved deal elsewhere they keep purchasing from the same place due to their desire for the 'rewards'.

  2. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability.

    Successful marketing is important to a business because it has an effect on the profit you make (depending on how good the marketing is.) The basics of marketing come from the 4 P's They are: Price - pricing the product correctly or calculating a successful pricing strategy.

  1. Sullivan Ford Auto World Report - Discussing Marketing in the Service Industry

    the advice given at the "front end" by one of the seven sales people will have a very direct effect upon the choice made by the customer. If the choice is guided by this advice and as a result the customer's needs are better fulfilled, then the result will be greater customer satisfaction.

  2. Describe and examine the major components of market orientation in relation to the marketing ...

    When looking at a customer orientated business from an economics and value-based perspective, consumers do not search for products with maximum quality or minimum price but seek products which are optimal to them on the quality-price-ratio (Rust and Oliver, 1994).

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work