Essays about: "FMCG"

Showing result 16 - 20 of 88 essays containing the word FMCG.

  1. 16. Managing Product Allocation in a Scarce and Uncertain Supply Chain : Activities in a FMCG Company

    University essay from KTH/Skolan för industriell teknik och management (ITM)

    Author : Adam Wikensten; [2022]
    Keywords : Product Scarcity; Product Allocation; FMCG; Supply Chain; CRM; Produktbrist; Produktallokering; FMCG; Leverantörskedja; CRM;

    Abstract : This case study is investigating the challenge of managing product scarcity in the supply chain by allocating scarce products to customers while maintaining customer relationships in the Fast-Moving Consumer Goods (FMCG) sector. Previous solutions on how to manage the situation of allocating scarce products have been inadequate, highly manual, and timeconsumingwork for all stakeholders. READ MORE

  3. 17. Get broke or build hope - The implications of woke brand activism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Renyo Aslan; Omid Mirkhandan; [2022]
    Keywords : Brand Activism; FMCG; Consumer-Brand Relationship; Attachment-Aversion Model; Netnography; Business and Economics;

    Abstract : .... READ MORE

  4. 18. Small Purchases Make A Big Difference

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Alice Pettersson; Charlotte Sternberg; [2022]
    Keywords : FMCG; Brand Loyalty; Brand-Cause Fit; Brand Activism; Repurchase Intentions; Business and Economics;

    Abstract : The high competition in the FMCG market today has led to an increased focus on retaining customers and adding value beyond the core business interest. Consequently, most brands engage in cause-related activities to drive brand loyalty. READ MORE

  5. 19. Stories in product descriptions - How advertising creativity in narrative advertising affects consumer responses

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

    Author : Albert Bäckman; Eden Lev; [2022]
    Keywords : Narrative advertising; Advertising creativity; Product descriptions; Transportation theory; Product stories;

    Abstract : Narrative advertising, ads that contain events, characters, and a plot (Boller & Olson, 1991a) has become widely popular among marketers. Simultaneously, advertising creativity, known as how original or relevant an ad is (Rosengren, Eisend, Koslow, & Dahlen, 2020), has been said to be the most important tool in a marketer's arsenal (Reid, King, & Delorme, 1998). READ MORE

  6. 20. Bridging the Attitude-Behavior Gap : A case study for how an FMCG company may decrease the attitude-behavior gap

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Josefin Norstedt; Felix Sjölinder; [2021]
    Keywords : ;

    Abstract : Marketing has a vital role in encouraging sustainable consumption. The purpose of this study is to examine how a company’s holistic green marketing orientation affects the ability to decrease the attitude-behavior gap in the FMCG industry. The attitude-behavior gap is caused by different barriers consumers face in sustainable consumption. READ MORE