---
title: "Six Key Elements of FMCG Marketing: Product Power, Channel Power, Image Power, Communication Power, Promotion Power, and Visual Power."
description: "To achieve market explosive power and sustained sales, FMCG marketing needs to strengthen and improve in six aspects. These six aspects are the six major marketing elements of FMCG. If you gain an advantage over competitors in any one of them, your product marketing can gain explosive power. If each element is improved, you can achieve sustained market sales capability. These six elements are both the six major marketing elements of FMCG and the six major elements for enhancing FMCG brand power. The six elements are: product power, channel power..."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-01-13"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/six-key-elements-of-fmcg-marketing-product-power-channel-power-image-pow-8db2ae29/"
markdown: "https://xinjignxiao.com/en/articles/six-key-elements-of-fmcg-marketing-product-power-channel-power-image-pow-8db2ae29.md"
original_source: "https://mp.weixin.qq.com/s/yjo9_hpcSfsKMxGALTMU0A"
translation: "https://xinjignxiao.com/zh/articles/%E5%BF%AB%E6%B6%88%E5%93%81%E8%90%A5%E9%94%80%E5%85%AD%E5%A4%A7%E8%A6%81%E7%B4%A0-%E4%BA%A7%E5%93%81%E5%8A%9B-%E6%B8%A0%E9%81%93%E5%8A%9B-%E5%BD%A2%E8%B1%A1%E5%8A%9B-%E4%BC%A0%E6%92%AD%E5%8A%9B-%E4%BF%83%E9%94%80%E5%8A%9B-%E8%A7%86%E8%A7%89%E5%8A%9B-8db2ae29.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/six-key-elements-of-fmcg-marketing-product-power-channel-power-image-pow-8db2ae29/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Six Key Elements of FMCG Marketing: Product Power, Channel Power, Image Power, Communication Power, Promotion Power, and Visual Power.

> To achieve market explosive power and sustained sales, FMCG marketing needs to strengthen and improve in six aspects. These six aspects are the six major marketing elements of FMCG. If you gain an advantage over competitors in any one of them, your product marketing can gain explosive power. If each element is improved, you can achieve sustained market sales capability. These six elements are both the six major marketing elements of FMCG and the six major elements for enhancing FMCG brand power. The six elements are: product power, channel power...

To achieve market explosive power and sustained sales, FMCG marketing needs to strengthen and improve in six aspects. These six aspects are the six major marketing elements of FMCG. If you gain an advantage over competitors in any one of them, your product marketing can gain explosive power. If each element is improved, you can achieve sustained market sales capability. These six elements are both the six major marketing elements of FMCG and the six major elements for enhancing FMCG brand power.
The six elements are:
Product power,
Channel power,
Image power,
Communication power,
Promotion power,
Visual power.

Product power: FMCG products are highly homogeneous, which determines that competition in FMCG is a comprehensive competition involving brand, channels, and marketing. On the other hand, it also shows that once an FMCG product has a unique selling point, it is easy to gain market advantage. This is why new product forms and concepts emerge endlessly in the FMCG market. The essence of marketing is still product competition, or competition over consumer experience with the product. If FMCG products only imitate and follow, we would not see the rich variety of products in the market. Improving product power does not necessarily mean completely overturning or innovating product forms; sometimes even a small change can help a product gain huge market space. For example, the common biscuit, when transformed into 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 stir-fried sunflower seeds, when the preparation method is changed to boiled seeds, not only creates a new category of sunflower seeds but also gives consumers more reasons to consume. There are countless cases in the FMCG field where creating a blue ocean through product power improvement is achieved. 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 nature of FMCG determines that whoever can make it more convenient for consumers to purchase the product will survive. "Channel is king" means that in a homogeneous product environment, whoever controls more channels and has stronger channel control will have market discourse power. No matter how competitive the product and price are, if you cannot control more channels, you cannot convert the product into sales. Because FMCG relies heavily on channels, FMCG companies often find themselves in a passive position when negotiating with channel partners. The high cost of channel fees has become a key factor constraining FMCG development, especially for new FMCG brands, which often fail because they cannot afford high channel fees. Therefore, mature FMCG brands need to build a combined channel strategy and reduce channel costs as an important means to improve profit margins. New FMCG brands need to reduce marketing costs through channel focus and precise channel development to gain market advantage.

Image power: Consumers' attention to FMCG is no longer limited to the product itself but more focused on the dual experience of brand and product. Consumers, especially urban consumers, often pay more attention to the consistency between the brand and their own temperament and social identity when consuming FMCG. Even for the same mineral water, different consumers or the same consumer in different consumption environments have different brand needs. For example, a white-collar worker earning 8,000 yuan per month may pay more attention to the product itself when consuming mineral water alone or at home, but when with colleagues and friends, they may choose a brand with a slightly higher image. When with important clients, they may consume a higher-end mineral water brand. Even for daily beverage consumption, even 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 fundamentally it comes from consumers' identification with the brand image experience.

Communication power: For FMCG, the intensity of product and brand communication basically determines our market position, provided that the positioning is accurate. Otherwise, our communication becomes burning money. Products sold naturally through channels usually find it difficult to have a voice in the industry and a truly competitive market position. Even for products without a large communication budget, it is necessary to plan a precise communication strategy that suits them, so that we can survive longer in the red ocean of FMCG. Especially for companies seeking distributors, distributors usually focus on product power, supply price, and marketing communication support. If we have a distinctive communication strategy, our distributors will be more willing to cooperate with us. Communication does not necessarily mean advertising; if our terminal packaging is more distinctive, or if we have more innovative consumer interaction communication, we can also gain communication advantages.

Promotion power: For FMCG, promotion is a marketing tool that companies both love and hate. FMCG products are highly price-sensitive, and promotion, as a marketing means of disguised price reduction, is an indispensable competitive and sales-boosting tool. However, the monotony and frequency of promotions have weakened consumers' sensitivity to them. Promotion has become a routine marketing tactic, to the point that sales only happen with promotions, and without promotions, there are no sales. Promotion has become a chicken rib. To avoid consumer fatigue with promotions, the key to improving promotion power is to have more promotional innovation. To stimulate consumer participation in promotions, we cannot rely solely on increasing promotional intensity. Unless it is an important sales season, and to counter competitors' unscrupulous promotions, we have to resort to painful promotions that cut into our profits.

Visual power: FMCG is a terminal-sales product with strong randomness. Therefore, whether it can attract consumers' attention and reflect the brand's fit with consumer aesthetics becomes an important factor in the success of random consumption. Improving visual power is not only about innovation in packaging visuals but also innovation in packaging forms. Although Ganten mineral water promotes a noble brand image, its fashionable, architectural bottle shape is an important reason it gains attention in channels. Uni-President's ALKAQUA natural water, with its unique bottle label design, achieved shelf attention as soon as it launched. Coca-Cola, a classic in FMCG, has its classic red curve as its standard symbol; even without the Coca-Cola logo, we can still recognize 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 a competitive advantage 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 have not gained a competitive advantage in any of these six elements.

For our products, we can use these six elements to check and see which element our product can more easily gain a competitive advantage in, so that we can purposefully improve our marketing competitiveness and brand competitiveness, without wasting too much hopeless opportunity cost and missing our market opportunities.

Featured Content
**Reply with the following keywords to query and read related articles:**
Sales Supervisor, Second-tier Management, Regional Manager, Distributor Management, New Channels, City Manager, Competition, 2015, Manufacturer-Dealer Game, Product Slow Sales, Terminal Visit Management, Route Management, Deep Distribution, Internal Management, Sales Skills, Profit Improvement, Recruitment, Distribution, Daily Management, Team Motivation, Trade Promotion, Sales Misconceptions, New Product Launch, Township Market, New Product Pricing, Sales Target Achievement, Closing Deals, Market Visit Inspection, Baijiu, Beer, Sales Increase, Agency Products, Channel Crossing, KA, Terminal Merchandising, New Market, Market Operation, Learning, Book Recommendations, Inventory Management, New Salespeople, Consumer Promotion, Execution, Old Products, Expired Product Handling, Model Market, Investment Attraction, New Media, Distributor Development, Performance Appraisal, Assessment, Annual Planning, Shopping Guide, Morning Meeting, Display, Transformation, Stock Pressure, Holidays, Distributor Cost Control Channel Operation, Marketing Theory and Laws, Brand Truth, Order Meeting, Team Management, Training, Debriefing, Debriefing Report.


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671