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To achieve market explosive power and sustained sales in FMCG marketing, six aspects need to be strengthened and enhanced. These six aspects are the six major marketing elements of FMCG. As long as you gain an advantage over competitors in any one of these elements, your product's marketing can gain explosive power. If each element is improved, you can achieve sustained market sales capability. These six elements can be said to be not only the six major marketing elements of FMCG but also the six major elements for enhancing FMCG brand power.
The six elements are: Product Power, Channel Power, Image Power, Communication Power, Promotion Power, and Visual Power
Product: FMCG products are highly homogeneous, which determines that competition in FMCG is a comprehensive competition of brand, channel, and marketing. On the other hand, it also means that once an FMCG product has a unique selling point, it is easy to gain market advantage. This is also an important reason for the endless emergence of product forms and concepts in the FMCG market. The essence of marketing competition is still product competition or competition in consumer product experience. If FMCG products only imitate and follow, we cannot see the rich and colorful products in the market. Improving product power does not necessarily mean a complete subversion and innovation of product form; sometimes even a small change can help a product gain huge market space. For example, the common biscuit, just by becoming the foreign "cookie," immediately created a new category and became a successful model. Also, tea and milk combined into milk tea became a popular beverage in the market. And fried sunflower seeds, by changing the production method to boiled seeds, not only created a new category of sunflower seeds but also gave consumers more reasons to consume. There are countless cases in the FMCG field of creating blue oceans through product power enhancement. As long as we pay more attention to consumer needs, we can always create our own market blue ocean through small changes.
Channel Power: In the FMCG field, we often hear the theory of "channel is king." The fast consumption characteristics of FMCG determine that whoever can make it more convenient for consumers to purchase products can survive. Channel is king means that in a homogeneous product environment, whoever can master more channels and has stronger control over channels can have market discourse power. No matter how competitive the product and price are, if you cannot master more channels, you cannot convert products into sales. Because FMCG relies heavily on channels, they are often passive when negotiating with channel partners. The high cost of channel fees has become a key factor restricting FMCG development, especially for new FMCG brands, which often die because they cannot afford high channel fees. Therefore, mature FMCG brands need to build combined channel strategies and reduce channel costs as an important means to improve profit margins. New FMCG brands need to focus on channel concentration and precise channel development to reduce marketing costs and gain market advantage.
Image Power: Consumers' attention to FMCG is not only limited to the product itself but also focuses more on the dual experience of brand and product. Consumers, especially urban consumers, often pay more attention to the consistency of brand with their own temperament and social identity when consuming FMCG. Even for the same mineral water, different consumers or consumers in different consumption environments have different brand needs. For example, a white-collar worker with a monthly income of 8,000 yuan, if drinking mineral water alone or at home, may pay more attention to the product itself, but when drinking with colleagues and friends, they may choose a brand with a slightly higher image. If with important clients, they may consume a higher-end mineral water brand. Even for daily beverage consumption, just to quench thirst, different people choose different types and brands of beverages, and this difference on the surface comes from different products and prices, but the root is the consumer's sense of identity with the brand image experience.
Communication Power: For FMCG, the intensity of product and brand communication basically determines our market position, of course, on the premise of accurate positioning. Otherwise, our communication becomes burning money. Products sold naturally through channels usually find it difficult to have discourse power in the industry and a truly competitive market position. Even for products without more communication budget, it is necessary to plan a precise communication strategy suitable for ourselves, so that we can survive longer in the FMCG red ocean. Especially for investment-attracting enterprises, distributors usually focus on product power, supply price, and marketing communication support. If we have a distinctive communication strategy, our agent distributors will be more willing to cooperate with us. In fact, communication is not equal to advertising. If our terminal packaging is more distinctive, or if we have more novel consumer interactive communication, we can also gain communication advantages.
Promotion Power: For FMCG, promotion is a marketing weapon that enterprises both love and hate. FMCG is a product type with high consumer price sensitivity. Promotion, as a marketing means of disguised price reduction, is an indispensable competitive and sales-driving means for FMCG. However, the sameness and frequency of promotions have weakened consumer sensitivity to promotions. Promotion has become a routine marketing method for enterprises, so that there is sales only with promotion, and no sales without promotion. Promotion has become a marketing chicken rib. To avoid consumer aesthetic fatigue with promotions, the key to enhancing promotion power is to have more promotional innovation. To stimulate consumer enthusiasm for participating in promotions, we cannot rely solely on strengthening promotional intensity. Unless in important sales seasons, to cope with competitors' bottomless promotions, we have to resort to painful promotions that cut into our own flesh.
Visual Power: FMCG is a terminal sales product with strong randomness. Therefore, whether it can attract consumers' attention and whether it can reflect the fit between brand and consumer aesthetics becomes an important factor in the success or failure of random consumption. Enhancing visual power is not only about innovation in packaging visuals but also innovation in packaging forms. Although Ganten Mineral Water plays a noble brand image, Ganten's fashionable and architectural bottle shape is an important reason for its attention in the channel. Uni-President's ALKAQUA natural water's unique label design gave it shelf eye-catching effect as soon as it was launched. For Coca-Cola, a classic in FMCG, its classic red arc has become its standard symbol. Even without the Coca-Cola logo, we can still find its uniqueness.
It should be specially noted that the above six elements of FMCG do not require each element to be perfect to gain a competitive advantage in the market. If we can truly achieve competitive advantages over competitors in one or several aspects, we can establish our own competitive blue ocean in the market. If your product is still struggling in the market, then you must not have gained a competitive advantage in any of these six elements.
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