Research on the Growth Strategy of Fast-Moving Consumer Goods Brands

Author: Ning Changhui
Publisher:
Publish Date: 2006-08-01
Features: Fast-moving consumer goods (FMCGs) are a highly active product category in the industrial sector. According to the 2005 report "China Market Outlook" released by market research firm Nielsen, the Chinese FMCG market grew by 7 percentage points in 2004, with 20 out of 30 major categories showing positive growth, among which 10 categories had double-digit growth rates. The rapid growth of the FMCG market strongly drives consumption, improves people's lives, and enables many companies to achieve high-speed development. The success of a company's business in the market relies on strategic control measures such as technology, branding, and distribution channels. Most FMCGs are not high-tech products, and the success of foreign multinational companies in China primarily depends on brand management. Managing products and managing brands are different. A brand is an asset, so research on brands should start from the composition and value sources of brand assets, brand communication, brand value building, and brand value expansion. The purpose of this book is to systematically explore the brand value growth strategy for the FMCG category.