Strategies of non-price competitionthe case of advertising in the Indian FMCG sector

Abstract

The project cover the advertisement trends of top FMCG firms. The FMCG sector has been saturated with homogenous products, high competition and little scope for innovation. Thus, it provided a right kind of platform for the study as firms have no option but to resort to non-price competition for increasing sales. The report identifies various parameters that define the success of an advertisement, the variables that are kept in mind deciding on what kind of advertisement is to be made etc. It also tries to understand how a consumer perceives an advertisement and how advertisers tackle various segments of their target audience depending on their characteristics. The report focuses on understanding how a firm makes a decision of which kind of advertisement to be shown and on what platform. An effort has been made to evaluate the success of the advertisement campaigns and how a firm measures its return on the investment. The report tries to compare the advertising campaigns with standalone advertisements in terms of reach, return and creating an impact. Briefly, the report tries to bring an understanding of the managerial implications in advertising in FMCG sector.