It is very difficult to design a promotion mix by marketing managers of companies dealing with Fast Moving Consumer Goods.

Mainly Focusing on Product placement and Visibility of FMCG products.

FMCG stands for Fast Moving Consumer Goods, which are products that are sold quickly and at a relatively low cost. These typically include items such as food and beverages, personal care products, household goods, and other consumables that people buy frequently.

In the world of fast-moving consumer goods (FMCGs), marketing managers have a important as well as difficult job. They have to create a promotion mix plan that grabs people's attention and keeps their product visible over time and boost sales. There are alot of challenges like advertising strategies, sales promotion. digital marketing, consumer behaviour, trade promotions, Brand positioning, seasonal and trend based promotions and so on.. Among the many challenges they face, where to put the product in stores and how easy it is to see stand out as really important parts of the plan.

Hence we will learn more about the promotion mix of FMCG products particularly on The Product Placement and Visibility.

The FMCG sector is very competitive, with products changing quickly and lots of options for consumers. Marketing managers have to come up with plans that stand out and make a big impression. That's where the promotion mix comes in - it's a mix of advertising, sales deals, public relations, direct marketing, and personal selling. Getting this mix right is really important for where the product goes in the store and how easy it is to see.

So Firstly, Effectively displaying the product is extremely important that is Strategic Product Placement which is, product placement goes beyond just putting products on shelves. It means putting products in the right spots where customers will notice them. Things like special displays at the end of aisles, shelves at eye level, and signs, at the cash counter, boards of its benefits in bold letters, handy rack,etc. in the store can make a big difference in what customers choose. Working with stores to get the best spots and teaming up with other companies can make the product really stand out for customers.

In the modern world, getting people to notice products isn't just about stores anymore. Websites, social media, and online shops are really important for FMCGs i.e.  Creating a Digital Presence. Managers have to use these places to make the products stand out. They can use things like interesting posts, working with popular people online, and specific ads to make sure the brand gets noticed online.

In addition to the usual ways of getting products noticed, those in charge of marketing should think with Innovative Visibility Tactics about new and different ways to get attention. Things like special packaging, sales lady, sign boards like, ‘’try toh karo” displays that customers can interact with, and events that give people a unique experience can make the product really popular. Also, using new technologies like AR and VR can give customers a really cool way to experience the brand and make a big impression.

An effective promotion mix isn't the same for every product. Managers should always keep track of the  Measuring Impact as to how well their plans are working. They can use things like how much the product is selling, what customers are saying,  and what's popular in the market to change their promotion plans. Being able to change and trying new things is really important in the always changing world of FMCG.

Trying to find out what is exactly going wrong is one of the key aspect, If the managers do not realise that the sales are not boosting due to wrong display and waste the resources on wrong advertising means, then that can create more issues.

In conclusion, designing a promotion mix for FMCGs is undeniably challenging, but focusing on strategic product placement and visibility can be a game-changer. By understanding the nuances of consumer behavior, embracing digital platforms, exploring innovative tactics, and staying adaptable, marketing managers can navigate this complex terrain and drive success in the competitive world of fast-moving consumer goods.

-Prajkta Mohite

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