Abstract
Advertising developed mainly in twentieth century. The development of technology and research brought sophistication in advertising in recent decades. It has developed significantly after Second World War. After 1950, television became the important medium of advertising. Advertising business changed with the business environment. It is rarely a stable business. Fast Moving Consumer Goods (FMCG) are more in demand and frequently purchased by customers. These goods include all Consumable goods (other than pulses and grains) and consumers buy at regular intervals in small quantities. SWOT Analysis applied to measures the Advertising Strategy of FMCG Sector. Both Primary and Secondary sources of data were utilized for the study. Primary data was collected by means of administering a questionnaire to the customers and advertising manager. Secondary data had been collected from various publications, periodicals, journals, etc. Convenience sampling technique was used for the survey. Questionnaire filled by the selected respondents. The sample size selected is 200. The study concluded that the companies are used the media as a mode of promotion for the FMCG products and tough competition is being faced by the company in market, media planners should be more careful in giving message to the customers.
Highlights
IntroductionThe development of technology and research brought sophistication in advertising in recent decades
After 1950, television became the important medium of advertising
Advertising business changed with the business environment
Summary
The development of technology and research brought sophistication in advertising in recent decades. Fast Moving Consumer Goods (FMCG) are more in demand and frequently purchased by customers These goods include all Consumable goods (other than pulses and grains) and consumers buy at regular intervals in small quantities. Weakness 1) Lower scope of investing in technology and achieving economies of scale, especially in small sector 2) Low exports levels 3) Counterfeit Products. These products narrow the scope of FMCG products in rural and semi-urban market. Threats 1) Removal of import restrictions resulting in replacing of domestic products 2) Slowdown in rural demand 3) Tax and regulatory structure
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