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FMCG industry is witnessing a paradigm shift today and is reaping possibilities. India alone is experiencing an elemental statistic shift with the expeditious adoption of the internet and drift in the consumer behaviour based on the disruption created by e-commerce retail. There is a continual extension inflowing from the increased demand and consumption from the consumer end. The companies need to recognize this influential phase and re-engineer their operations accordingly. 
 A significant shift is expected in the growth profile of the FMCG industry by 2025: 

Consumption share of elite households set to double by 2025 to 50%
Approximately 500 cities including Tier 2, 3 and 4 would become 4.5 times their size today accounting for 40% of consumption by 2025
Greater digital influence in FMCG by 2020 triggering 35% market spend by the customers
GTM traditional model would require re-engineering
E-commerce growth would account for >12% in various categories. 

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This creates an engaging opportunity which is also a test for the FMCG companies. There are a few key mandates for FMCG companies required to accomplish a better success rate in the evolving market trend. 
FMCG companies require: 

To Construct a consumer based winning model to acquire an equitable proportion of this demand based consumption opportunity. 
Focus on selling online profitably based on brand advocacy by building a digitally connected consumer base that is mutually influential within the consumers.
Winning through new channels by leveraging last mile connectivity and redrafting certain market models that fit the cost structure. 
Building human resources by leveraging talent capabilities of leadership and employee engagement. 

The traditional understanding is that the consumers are not consistent and hard to predict. This is solely based on the assumption of various factors including psychographic, demographic and others responsible for customer engagement and choice.
A demand-centric approach can initiate growth as it can lead to the base of the consumer decision-making process. It can provide companies with insights of consumer behaviour coherent with the why’s building a demanding process based on them. This demanding process uncovers a plethora of insights and lays the base to examine the opportunity view. Importantly, companies/brands should not stretch across multiple requirements as they would be at risk of specific demand spaces positioned to source requirement volume. Companies can use digital platform after taking a strategic top to bottom view of the opportunity. This can be done by stepping up digital marketing capability by taking a data-driven approach in terms of a level of digital spend by understanding customer engagement. This can be done by writing rich content creating a win-win situation. Companies can take a structured approach to emerging channels and continue to evolve in India. This can be based on investing in the growth space by creating joint business plans. Restructuring trade terms to give maximum results. 

It is clear that FMCG companies that have created the apt organizational structure with specific teams and the right KPI’s are set to win in modern trade practices. 

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