Fast-moving consumer goods (FMCG) are products that can be quickly sold at a reasonably low cost. Companies that specialize in FMCG incorporate manufacturers of retail products with a considerable short shelf-life. short shelf-life can be as a result of high turnover rate or because of product’s rapid deterioration. Presently,  FMCG sector is among the largest industries globally. FMCG are commonly referred to as consumer packaged goods (CPG).

consumer goods markets are markets where consumers are purchasing products and services on their own or possibly their family use.

In FMCG market, the primary motives for purchase; thus, are personal in nature. Such consumers can be contrasted with those buyers who purchase mainly for their organizations or companies. Profit margins on FMCG products are generally low for retailers.

As a result, retailers attempt to offset this by selling large volumes of FMCG products.

An important characteristic of the FMCG companies is price competition among retailers. In order to boost profitability, FMCG companies employ marketing mix strategies. Marketing mix strategies aim to establish products’ loyalty and make it possible for the companies to charge higher prices. Mostly, FMCG Company carries out its marketing task by making a market offer. First, the company creates a product that will meet the needs and value of the consumer. Secondly, the company completes auxiliary functions, for example, transportation, warehousing and retaining. Such features allow the product to reach the consumer conveniently. Third, the company communicates, through various promotional activities, the benefits/value of the market offer to the customers.

Personal selling, advertisements, and sales promotion are examples of promotional activities employed. Lastly, the company undertakes the price mechanism and perfects the marketing task by arriving at a
pleasant task.

FMCG companies employ different marketing policies, and customer relationship approaches to increase profitability, customer loyalty, and brand awareness. It also presents advertising and pricing strategies of FMCG companies revealing that FMCG companies spend millions on their annual revenue to reach the broad market, face-off competitors, and change the product line.

The product, place, promotion and pricing represents the primary elements of company’s market offer. With these four elements, the FMCG Company sets to attain its value delivery tasks. A competing offer from fellow competitors is a similar bundle.

All activities and programmes, which FMCG marketers designs and perform to deliver value to the FMCG consumers and to win their loyalty, relate to one element or the other components. So, in FMCG sector, the marketing mix can be seen as a combination of the product, the price, the distribution network, and the promotional methods.