Essays about: "FMCG-industry"

Showing result 16 - 20 of 27 essays containing the word FMCG-industry.

1. 16. Lean Production & Sustainable Supply Chains in the Fast Moving Consumer Goods Industry

   University essay from KTH/Industriell produktion

   Author : Per Bondesson; Stefan Liss; [2016]
   Keywords : ;

   Abstract : The Fast Moving Consumer Goods (FMCG) industry consists of a large part of our daily purchases making it to an important industry for the society. Within every industry, operational control and supply chains are important success factors regarding efficiency and profitability. READ MORE

3. 17. The Influence of Brand Equity and Brand Identity on Brand Extension Strategies

   University essay from Högskolan i Halmstad/Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL)

   Author : Katja Hein; Deike Bode; [2015]
   Keywords : brand extension; brand extension strategies; parent brand; brand management; brand equity; brand identity; brand concepts; FMCG; line extension; vertical line extension; category extension;

   Abstract : The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. READ MORE

4. 18. To Launch or Not to Launch? : A study on how retailer acceptance affects the success of a product-launch.

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Carl-Jacob Lernäs; Fredrik Rister; [2015]
   Keywords : Product Launch; Swedish Retail Industry; FMCG; Retailer Acceptance; Relationship Marketing.;

   Abstract : In the Swedish Fast-moving consumer goods industry (FMCG), most suppliers sell their products through retailers. For a successful product-launch, retailer acceptance is essential. Up to ninety percent of all product-launches fail, thus retailers must choose wisely which products to accept. READ MORE

5. 19. Corporate Purpose Endorsement - A Way to Influence and Attract Multiple Stakeholders

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Madeleine Johansson; Eva Skoghagen; [2014]
   Keywords : Corporate Brand Endorsement; Corporate Purpose; FMCG; Employer Brand; Relevance;

   Abstract : Corporate brand endorsement has turned into an increasingly pursued strategy by companies within the FMCG industry, with the aim to connect with consumers beyond the product level. In this study, the element of purpose is added to traditional endorsement strategies, and reveals that this can be an efficient way to influence and attract multiple stakeholders. READ MORE

6. 20. Managing Brand Equity in an Integrated Marketing Communication Strategy : - A Case Study in the FMCG industry of the effectiveness and synergies of digital marketing channels.

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Paola Rashid; [2014]
   Keywords : Digital marketing communication; Digital Touchpoints; Touchpoints; Integrated Marketing Communication; Awareness; Associations; Sales; FMCG;

   Abstract : Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. READ MORE