From Great to Gone: Why FMCG Companies are Losing the Race for

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From Great to Gone: Why FMCG Companies are Losing the Race for Customers

The modern consumer is no longer attracted by single-minded, predictable and one-benefit-focused brand promises. The old-fashioned FMCG communication strategies based on television, radio and print with constant repetition have become outdated. From Great to Gone shows that whatÃ¢â‚¬â„¢s needed are Ã¢â‚¬ËœLegoÃ¢â‚¬â„¢ strategies, whereby the marketing and communication strategies are built up by many key facets (like building blocks) and delivered to the consumer through a mix of various touch points. Most importantly, you need to leave consumers to put all of that together themselves. There are major internal and external hurdles to transforming FMCGs successfully into FICGs - Fast Innovating Consumer Goods. It requires new brand strategies and flatter, more top-down than bottom-up, decision-making organisations and a 21st-century model for advertising agencies. Externally these companies need a new route to market through transformation of their old retail dependencies. Changes are also required in all communication delivery, reflecting modern consumersÃ¢â‚¬â„¢ connectivity and unlimited access to information. In the book the authors showcase what the winners of the 21st century have in common that has enabled them to become FICGs. New, unimagined models continue emerge, to which, with the authorsÃ¢â‚¬â„¢ guidance producers and retailers may develop their own sustainable responses.

Country	USA
Binding	Hardcover
EAN	9781472435569
Edition	New edition
ISBN	1472435567
Label	Routledge
Manufacturer	Routledge
MPN	Includes 4 b&w illustrations
NumberOfItems	1
NumberOfPages	174
PartNumber	Includes 4 b&w illustrations
PublicationDate	2014-05-30
Publisher	Routledge
Studio	Routledge
ReleaseDate	0000-00-00

From Great to Gone: Why FMCG Companies are Losing the Race for Customers

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