The UK Fast Moving Consumer Good (Fmcg) Business - Julia Menke

With regard to the topic "New Methods of Technology and their Appropriateness for the UK Fast Moving Consumer Good (FMCG) Business," this work deals with the description of the current communication strategy of FMCG manufacturers compared with new methods of communication. Since advertisements of FMCGs appeal to a wide audience and are dependent on being transmitted frequently, FMCG manufacturers predominantly rely upon traditional mass media. Nowadays FMCGs are characterised as low-involvement products and are exposed to higher competition. In order to stay competitive it is vital for FMCG manufacturers to arouse brand awareness thus ensuring the brand's perception by the consumer. Since they are not in a position to recognise the consumers needs due to lack of appropriate measurement, FMCG manufacturers need to become attentive to the new methods, which fulfil the today's requirements of targeting consumers effectively. In contrast to traditional media the new methods of technology offer good opportunities to satisfy the needs of the modern consumer by delivering customised advertisements. Due to the interactivity of advertisements, the new formats enable better brand awareness by adding value to the brand in form of entertainment and information.