Fmcg Marketing Strategy

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Introduction This chapter highlights topics covered on packaging and its strategic importance in the FMCG industry. It begins with an analysis of packaging as a strategic tool. The second section highlights the importance of packaging and its effect on consumer behavior. It also highlights the growth of green packaging the world over and possible effects on consumers and marketing. It touches on sources of competitive advantage and generic competitive strategies. The consumer decision making process and is highlighted. This chapter also highlights strategy and ethical behavior. Global trends and emerging challenges are also discussed. Competitive advantage According to Porter (1985) competitive advantage stems from characteristics that allow…show more content…
Craven (1996) states that consumer behavior is the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products that they expect will satisfy their needs. Kotler and Armstrong (2008) group factors influencing consumer behavior into psychological, personal, social and cultural. Psychological factors affecting consumer behavior include; motivation, perception, learning, beliefs and attitudes. Need becomes a motive when it reaches to a sufficient level of intensity. The process by which people select, organize and interpret information to form a meaningful picture of the world (Kotler 1999). According to Kotler (1999) change in the behavior also arises with the passage of time as the consumer learns and gets more…show more content…
It is designed to use materials and energy as efficiently as possible throughout the product life cycle. It is made of materials that are cycled continuously through natural or technical systems, thus minimizing material degradation and/or the use of upgrading additives. It is also made of components that do not pose any risks to human health or ecosystems. According to Fuller (1999) green marketing is the process of planning, implementing, and controlling the development, pricing, promotion, and distribution of products in a manner that satisfies three criteria: customer needs are met, organizational goals are attained and the process is compatible with ecosystems. Green strategies are increasingly making their way into different aspects of the marketing mix including packaging (Polonsky, 1997). Ottman (1993) asserts that green marketing serves two key objectives: to develop products that incorporate consumers’ needs for convenience, affordable pricing and performance while having a minimal impact on the environment; and to project an image of high quality, including environmental aspects, both in regards to product attributes and the manufacturer’s record of accomplishment for environmental

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