Tt: Traditional trade, traditional channels;

Ka: key customers, (formerly: major customers) hypermarkets, large chain stores;

DM: Direct messages, leaflets;

POP: point of purchase, (formerly: point of purchase) store head advertisement;

Massachusetts Institute of Technology: Marketing Inpact team, store comprehensive display; Stacking boxes;

HBR: hotels, bars, restaurants, hotels, bars, restaurants and other closed channels;

PDCA: Planning, execution, inspection, action, planning, implementation, inspection and measures are short for management circle;

4ps: product, price, place, promotion and marketing combination 4P (product price channel promotion);

4cs: Consumer feedback, cost, convenience and communication marketing mix 4C (cost-convenient communication that customers need and accept);

SWOT: strengths, weaknesses, opportunities, threats, (strengths and weaknesses opportunities) is a tool for internal and external environment analysis;

N frame: end frame;

PM: product manager, product manager, generally referred to as product specialist;

TM: regional manager;

FC: Chief Financial Officer;

GM: general manager;

P-t: part-time, temporary workers;

Logo: graphic text of trademark or company name;

USP: unique special point, unique point;

Fab: features, advantages, benefits, product features, benefits and efficacy promotion methods;

CVS: convenience store, convenience store;

Sp: promotion and promotion;

The purchase channel network of fast-moving consumer goods involves a problem of how to simplify the intermediate links. Manufacturers are busy with production and have no energy to make their own market, and the market is handed over to a third party. In this process, there will inevitably be expenses, which will be passed on to the next level, so that the price of the terminal is much higher than the ex-factory price. To our surprise, everyone is saying that their profits are very low, but the price difference from beginning to end is so big. Where is the extra profit? Hehe, the problem is that no one earns it. How can it not? In fact, the problem itself is a paradox. Profit is produced, but it can be consumed in the long process. Reducing intermediate links is the most important thing. In my humble opinion, a brand quality problem should be considered when making FMCG. The low price of light map will destroy the market credibility.

What channels do FMCG channels have? Generally speaking, they refer to all the links that products go through from manufacturers to consumers.

If there is no link in the process from manufacturer to consumer, it is called zero-level channel, also called direct sales;

If you go through a link (such as a dealer) in the process from producer to consumer, it is called the main channel.

If the process from manufacturer to consumer goes through two links (such as manufacturer-distributor-distributor-consumer), it is called secondary channel, and so on, there can be three-level channel structure and four-level channel structure.

The complete channel structure is usually as follows:

Manufacturer-distributor-distributor-wholesale-terminal retailer-consumer.

In the process of FMCG sales, there are few single-channel sales enterprises, and they are basically multi-channel structures and sales processes. Enterprises can simultaneously use the following channel structures:

Manufacturer-Distributor-Distributor-Wholesale-Terminal Retailer-Consumer (complete channel)

Manufacturer-Distributor-Terminal Retailer-Consumer (Distributor Direct Supply Supermarket)

Manufacturer-distributor-distributor-terminal retailer-consumer (provided by distributor)

Design a channel for fast-moving consumer goods? 1. The first step in designing a channel is to consider the profit distribution in the channel. After the distribution is done, the channels can be unblocked.

2. Pay attention to distribution cost, channel promotion, consumer promotion and sales promotion when distributing profits.

3. The most important thing is the promotion cost, because after the channel is built, the terminal will not pull, and the product will flow back from the channel terminal to the upstream channel when it expires, which is a disastrous scene.

Fast-moving consumer goods first complete the original accumulation. Generally speaking, drinks have a shelf life, depending on the packaging. However, the first thing to look for when beverages enter the market is sales, and of course, the first thing to look for is retail. Because enterprises are generally small in scale and have no advertising support. Therefore, entering the market depends on low prices. Gradually expand sales and stabilize sales. When you have a certain accumulation, you can get involved in advertising and build famous brands. Then the sales volume will further expand. But when the original accumulation is completed, you will know how to manage it yourself.

FYI

Do not set goals for anyone,

Tell them what they can do.

Tell them that they have achieved their goal,

What it will bring to their careers.

How to distinguish the channels of FMCG industry? The distribution channels of consumer goods are similar, which has little to do with fast. What should we distinguish?

Nothing more than: five modes.

Producer-consumer,

Producer-retailer-consumer,

Producer-wholesaler-retailer-consumer,

Manufacturer-agent-retailer-consumer,

Manufacturer-agent-wholesaler-retailer-consumer

Which consumer goods are fast-moving consumer goods? Fast-moving consumer goods refer to those with short service life and fast consumption speed. A new name is PMCG (packaged mass consumer goods), which pays more attention to the influence of packaging, branding and popularization on this category. The most understandable definitions include packaged food, personal hygiene products, tobacco, alcohol and beverages. The reason why they are called fast is that they are first of all daily necessities, relying on consumers' frequent and repeated use and consumption, and realizing profits and value through large-scale market volume.

FMCG has its unique attributes:

① The product turnover cycle is short;

② Short and wide market access;

(3) The market is lively, outdoor billboards are set up in areas with high traffic and high grade to promote product image, and live demonstrations, promotions, discounts and promotions are carried out in the store;

④ Generally, it is the sales organization form of branch or agency system, and warehouses are set up in the areas under the jurisdiction of branches;

⑤ The focus of after-sales service is mainly reflected in quick feedback and effective handling of customer complaints.

Compared with other types of consumer goods, FMCG has obvious differences in purchase decision and purchase process. FMCG is an impulse purchase, which makes an impromptu purchase decision and is insensitive to the suggestions of many people around. They depend on personal preference, and similar products do not need to be compared. Product appearance/packaging, advertising and promotion, price and point of sale play an important role in sales. Therefore, FMCG has three basic characteristics, namely:

Convenience: consumers can habitually buy nearby.

② Visual products: Consumers are easily influenced by the atmosphere of the store when purchasing.

③ Low brand loyalty: It is easy for consumers to switch different brands among similar products.

These characteristics determine that consumers' buying habits of FMCG are simple, fast, impulsive and emotional.

FMCG industry is mainly divided into four sub-sectors:

First, it is the personal care products industry, which consists of oral care products, hair care products, personal cleaning products, cosmetics, paper towels, shoe care products and shaving products.

The second is the household care products industry, which consists of fabric cleaning products mainly made of laundry detergent and synthetic detergent, and household cleaning products mainly made of dishwashing liquid, floor cleaner, toilet cleaner, air freshener, insecticide, mosquito repellent and polishing agent.

The third is the brand packaged food and beverage industry, which consists of health drinks, soft drinks, baked goods, chocolate, ice cream, coffee, processed meat, vegetables and fruits, dairy products, bottled water, brand rice flour candy, etc.

Fourth, it is the tobacco and alcohol industry.

There is nothing to recommend for the marketing channel management of FMCG. I graduated about/kloc-0 years ago, but I tell you from experience that the topic may be a bit big. You'd better refine the marketing channel management of an industry of FMCG.

Fast moving consumer goods brand? Fast moving consumer goods English

What is FMCG? FMCG is the abbreviation of fast-moving consumer goods, which stands for fast-moving consumer goods. A new name is PMCG (packaged mass consumer goods), which pays more attention to the influence of packaging, branding and popularization on this category. The most understandable definitions include packaged food, personal hygiene products, tobacco, alcohol and beverages. The reason why they are called fast is that they are first of all daily necessities, relying on consumers' frequent and repeated use and consumption, and realizing profits and value through large-scale market volume. Therefore, the FMCG industry will have a "three-month rule". If you let a new competitor fail to make a breakthrough in quantity within three months, you are likely to eliminate it.

Fast-moving consumer goods are aimed at consumers' daily use and meet some basic life needs. Because the entry threshold of the industry is relatively low, there will be countless competitors pouring in, and consumers can have many choices. How to choose consumers' needs (positioning), how to better meet consumers' needs (concepts), how to make consumers buy conveniently (channels), how to better attract consumers' attention and love (brand preference), and how to create differences with competing brands (brand image) are the main themes of this market, which is also the basis for the beginning of classical marketing theory. Procter & Gamble, Unilever, Johnson & Johnson and Coca-Cola represent the most classic fast-moving marketing and provide us with almost perfect teaching materials. And 4P also made a complete summary of the marketing mix of such products. Philip kotler's marketing textbooks refer more to the marketing of FMCG.

I am a fast-moving consumer product. Please ask questions if you have any questions.