Strategic Management and the role of Service Brand Marketing: Analysis of FMCG

By

ACKNOWLEDGEMENTS

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

Signature:

Date:

ABSTRACT

As for the FMCG implementation of marketing strategies, there are no standard approaches. In view of the consistent FMCG control strategic areas of business. FMCG's often overlook the importance of corporate culture and human elements in the implementation of marketing strategies. Strategies not only are policy papers for the board, but their philosophy has to all affected members of an organization are understood and internalized. The companies will develop into a new environment. The stage has undoubtedly changed and now we must think of an environment defined by customers individualized needs, with new channels of communication, transaction and distribution, has increased the number and intensity of impacts mass communication by the consumer and the consequent reduction in efficiency and efficiency. Marketing has evolved as rapidly as society has or companies. Marketing is both a philosophy and technique. As philosophy are an attitude and a way of conceiving the relationship of exchange companies with their environment and, especially, consumers. This relationship exchange determines the reason of "being and be" of a company in market. No company can stay in the market without meeting needs and desires of the consumer. And technical, marketing is the how this relationship is performed daily exchange company with its market and to identify, create, develop and serve the demand creating value and satisfaction to consumer. Marketing, therefore, acts on demand. Experts and management gurus and marketing deal with a change paradigm. It is no longer differentiate between the traditional or conventional marketing and the new marketing or digital marketing as if it were a irreconcilable dichotomy between the digital and analog, between the virtual and real but we are in a new society in which the real and virtual analog and digital and mixed live creating a new reality: "what is real and virtual reality is also virtual. The benefits of a strategy of focusing hard affecting a company that is simultaneously serving a wide range of segments with the strategies of cost leadership or differentiation, unless the company manages to create two business units, clearly separated, each with a basic strategy different.

TABLE OF CONTENTS

ACKNOWLEDGEMENTSII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background1

Rationale1

Theoretical framework2

Significance of ...