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

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old-fashioned FMCG communication strategies based on television, radio and print with constant repetition have become outdated.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
Brand Routledge
Manufacturer Routledge
Binding Hardcover
ItemPartNumber Includes 4 b&w illustrations
UnitCount 1
UPCs 001472435567
EANs 9781472435569
ReleaseDate 0000-00-00

Country	USA
Brand	Routledge
Manufacturer	Routledge
Binding	Hardcover
ItemPartNumber	Includes 4 b&w illustrations
UnitCount	1
UPCs	001472435567
EANs	9781472435569
ReleaseDate	0000-00-00

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

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