Strategies of non-price competitionthe case of advertising in the Indian FMCG sector
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Date
2018Author
Saini, Aashutosh
Dora, Hanumantu Kaushik
Bhatia, Sumiran
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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.
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