EFFECTIVENESS OF DIFFERENT MARKETING STRATEGIES ON FMCG PRODUCTS

Abstract

The paper “Effectiveness of Different Marketing Strategies on FMCG Products” draws from comparative literature on traditional marketing, digital marketing, and hybrid techniques used across various consumer communities. Using mixed methodologies including survey studies, interviews, focus group discussions, and campaign analysis, the literature reveals the effectiveness of traditional media like print, radio, and television in creating trust, cultural relevance, and brand awareness amongst the rural and elderly consumers. On the other hand, digital campaigns using social media platforms, SEO optimization, and influencers perform well in engaging consumers, creating conversions, and establishing enduring relations with the young, urban and digitally savvy populations. Hybrid techniques, which combine the trust and brand equity created through traditional marketing with interactive and engaging nature of digital campaigns, prove to be most effective and create better results. The most valuable part of the literature is its comparative framework that illustrates the value of hybrid techniques and the need for contextualizing the campaigns to suit the needs of specific demographics Baker (2007), Bustinza and Chamorro-Premuzic (2013). However, there still exist several research gaps in this area, including lack of longitudinal study on consumer loyalty, cross-cultural analysis, understudied consumer behaviour, and sustainable marketing practices. Future opportunities in this regard will thus be to carry out longitudinal studies in order to study changing preferences, use AI to personalize and predict behaviour, design sustainability-based marketing campaigns due to the growing trend of ethical consumption, and utilize hybrid marketing techniques based on affordability, reliability, and adaptability to the digital world. Agarwal and Srivastava (2022), Agarwal and Srivastava (2023).