FMCG - yog dab tsi? FMCG kev ua lag luam thiab nws cov secrets marketing

2024 Tus sau: Howard Calhoun | [email protected]. Kawg hloov kho: 2023-12-17 10:28

Koj puas tau pom li cas, sawv hauv qhov ntev ntev ntawm lub khw muag khoom, koj tsis tuaj yeem ncav cuag lub tais uas nyob ntawm lub txee rau khoom noj rau cov qhob noom xim kasfes lossis cov pos hniav, uas raug xa mus rau koj lub pob tawb khoom noj? Lub sijhawm no, tsis paub txog nws, koj tab tom ua lag luam thiab yog li ua kom cov nyiaj tau los ntawm FMCG. "Nws yog dab tsi?" - koj nug. Cov khoom uas peb txhua tus ntsib tsis tu ncua thiab uas peb niaj hnub xav tau. Kab lus no yuav pab teb cov lus nug txog cov khoom no kom ntxaws ntxiv.

Yuav ua li cas thiaj paub FMCG cov khoom?

Los ntawm lus Askiv, cov ntawv luv txhais tau tias "cov khoom siv ceev ceev". Cias muab, qhov no yog yam peb yuav tas li thiab feem ntau vim yog kev noj ceev. Lawv muaj peb yam tseem ceeb:

• nqi qis;
• ua kom sai;
• siv rau lub sijhawm luv luv.

Txhua yam khoom uas poob rau hauv cov kev txwv no yog FMCG. Cov khoom no yog dab tsi? Ua ntej ntawm tag nrho cov, cov khoom uas muaj tsawg lub neej txee (cov khoom noj siv mis, cov khoom bakery) thiab noj sai sai (luam yeeb, dej qab zib, chocolates, cawv). Tsis tas li ntawd, pab pawg no suav nrog txhua yam tshuaj hauv tsev (hmoov, tshuaj txhuam hniav, xab npum) thiab tshuaj pleev ib ce, ntawv thiab cov tais diav yas, txhua yam roj teeb, qhov muag teeb, thiab lwm yam.

Txoj Kev Lag Luam FMCG

Tsis zoo li cov khoom siv ruaj khov, FMCG yog qhov pheej yig dua, thiab yog li ntawd, txhawm rau kom tau nyiaj, cov tuam txhab hauv cheeb tsam no yuav tsum ua kom muaj kev lag luam siab. Qhov zaus ntawm kev yuav khoom txhua hnub ntawm tus nqi qis yog lub hauv paus ua kom tau txais txiaj ntsig zoo.

Tib lub sijhawm, hauv FMCG, zoo li tsis muaj lwm thaj chaw, muaj kev sib tw siab tshaj plaws thiab nyuaj tshaj plaws rau qhov chaw nyob hauv qab lub hnub. Tias yog vim li cas nws tsis tuaj yeem ua yuam kev hauv kev xaiv txoj kev lag luam zoo, txoj cai nqi, koj yuav tsum ua kom koj tus ntiv tes tas li ntawm lub plawv dhia, thaum nrhiav cov khoom tshiab los tso rau hauv kev ua lag luam.

Supermarket yog qhov chaw zoo tshaj plaws rau FMCG

Qhov nrov tshaj plaws hauv kev muag khoom ntawm cov khoom no tau yeej los ntawm txhua tus neeg nyiam niaj hnub no FMCG khw muag khoom chains, hauv lwm lo lus, cov khw muag khoom loj. Nws yog cov khw muag khoom siv tus kheej no uas tau ua pov thawj tias tuaj yeem muag cov khoom lag luam txhua hnub zoo vim yog cov khoom hauv qab no:

• dav davkhoom;
• kwv yees tus nqi qis;
• tag nrho cov khoom lag luam loj ib txwm nyob hauv Tshuag (nruam ntxiv).

Tsis tas li ntawd, kev npaj muaj peev xwm ntawm kev tso cov khoom thoob plaws hauv lub tsev loj (kev xav txog kev lag luam zoo) txhawb nqa cov neeg siv khoom siab. Nws yog nyob rau hauv lub moj khaum ntawm lub trading network uas lub hauv paus ntsiab lus ntawm impulsive purchase yog feem ntau yooj yim siv. Koj puas tau xav tias yog vim li cas lub rooj nthuav qhia nrog chocolates, lollipops thiab zom cov pos hniav yog ib txwm nyob ntawm qhov nyiaj them poob haujlwm, thiab cov txee nrog cov khob cij feem ntau nyob tom qab ntawm lub khw (kom ncav cuag lawv, koj yuav tsum tsis txhob taug kev yav dhau los lwm yam khoom)? Tag nrho cov no tsis yog kev huam yuaj, tab sis kev lag luam ploy, nrov heev hauv FMCG. Nws muab dab tsi? Muaj cib fim nce kev muag khoom thiab khwv tau nyob rau hauv cov xwm txheej ntawm cov khoom qis.

Txoj kev ua lag luam txoj cai hauv FMCG-sphere

Cov yam ntxwv ntawm kev lag luam hauv cheeb tsam no suav nrog:

• nce ntxiv hauv kev hloov pauv (thaum txhua tus neeg cov khoom pheej yig, tsuas yog qhov tseem ceeb ntawm kev muag khoom tuaj yeem ua rau muaj txiaj ntsig zoo);
• qhov tseem ceeb tshaj plaws ntawm kev ua haujlwm yog ua haujlwm nrog lub siab ntawm cov neeg siv khoom (ntawm no nws yog ib qho tseem ceeb rau kev txhawb siab rau cov neeg yuav khoom tsis tu ncua thiab feem ntau tsis nco qab xav yuav khoom, tsim kom muaj kev xav tau);
• ob yam tseem ceeb - qhov chaw uas cov khoom tso tawm (txuas hauv lub khw muag khoom) thiab cov neeg siv khoom ncaj ncees (koj yuav tsum muaj peev xwm nyiam lawv cov xim, nce lawv txoj kev ntseeg siab).

Yog li kom muaj sia nyob hauv ntau yam khoom txhua hnubnoj thiab kev sib tw siab nyob rau hauv cheeb tsam no, koj yuav tsum tau ua hauj lwm nyuaj thiab tsis tu ncua, tas li nrhiav cov khoom tshiab rau kev muag khoom thiab tshiab kev lag luam secrets, tuav tus nqi txaus thiab nce turnover.

FMCG kev ua lag luam kev muaj tiag

Nyob rau hauv Asmeskas thiab Sab Hnub Poob Tebchaws Europe, FMCG kev ua lag luam tau muaj nyob rau lub sijhawm ntev heev thiab ua tau zoo ua ntej ntawm Lavxias teb sab kev lag luam nyob rau hauv cov nqe lus ntawm kev txhim kho thiab koom haum. Pawg FMCG nyob rau hauv Russia tau pib zoo li ntau dua los yog tsawg dua nyob rau hauv post-Soviet era. Nyob rau tib lub sijhawm, ib qho ntawm thawj lub tuam txhab uas pib kov yeej Lavxias teb sab kev lag luam ntawm cov khoom siv ceev ceev yog lub tuam txhab "MARS". Txawm li cas los xij, nws tseem nyob hauv ib qho ntawm txoj haujlwm tseem ceeb hauv daim teb no niaj hnub no. Txhua tus paub Snickers lossis Bounty tuav, Dove chocolates thiab Skittles khoom qab zib. Txawm tias peb cov tsiaj noj lawv cov khoom, gobbling Whiskas lossis Pedigree zaub mov. Thaum muas khoom los ntawm ntau pawg thiab hom, peb tsis txawm xav tias qhov tseeb ntau ntawm lawv tsuas yog sib txawv ntawm ib leeg xwb. Rau ib tug xov tooj ntawm lwm yam khoom muag nyob rau hauv txawv hom, nws muaj peev xwm hais tias feem ntau ntawm lawv yog ib tug loj hom (Nestle, Wimm-Bill-Dann, Coca-cola). Qhov no qhia tias kev ua lag luam no tau ua tiav los ntawm kev ua lag luam monopoly, nrog ntau lub tuam txhab loj tshaj plaws tuav feem ntau ntawm nws cov feem. Cov tuam txhab me hauv cov xwm txheej no muaj lub sijhawm nyuaj, tab sis qee tus ntawm lawv pom lawv cov niche thiab ua tiav nyob rau hauv kev lag luam FMCG niaj hnub. Nws yog dab tsi,yog tias tsis yog txoj cai lag luam ua tiav uas pab yeej (lossis yeej rov qab) lub siab ntawm cov neeg siv khoom?