Reference

1. Konstantinos Poulis, Efthimios Poulis, "Promotional channels of FMCG firms and tourism: A standardisation/adaptation perspective", EuroMed Journal of Business, Vol. 6 Iss: 1, pp.5 23 2. Prof. Raffaello Balocco, Prof. Giovanni Miragliotta, Prof. Alessandro Perego, Dr. Angela Tumino, (2011) "RFId adoption in the FMCG supply chain: an interpretative framework", Supply Chain Management: An International Journal, Vol. 16 Iss: 5

3. Philip J. Kitchen, (1989) "Competitiveness in FMCG Markets", European Journal of Marketing, Vol. 23 Iss: 1, pp.41 51 4. Lisa Wake, (2011) "Applying NLP tools and techniques in an FMCG environment", Industrial and Commercial Training, Vol. 43 Iss: 2, pp.121 125

5. Rose Leahy, (2011) "Relationships in fast moving consumer goods markets: The consumers' perspective", European Journal of Marketing, Vol. 45 Iss: 4, pp.651 672
6. http://www.palgrave-journals.com/bm/journal/v8/n1/abs/2540004a.html-Out-of-home

sales for FMCG companies: An opportunity or a problem?

7. http://bimtech.ac.in/INDIARETAILREVIEW1.html-Paper Title :The Role of Point

of Purchase in Shopping Behavior in An Emerging Market-The Indian Context Author(s) : S. Ramesh Kumar, Rajeev Ravi, Jeevish Jain (July- December 2007) 8. http://www.britannica.com/bps/additionalcontent/18/34410955/FMCG -DistributionChannels-in-India-Challenges-and-Opportunities-for-Manufacturers-and-Retailers FMCG Distribution Channels in India: Challenges and Opportunities for Manufacturers and Retailers.Journal of Global Business Issues, 2008 by Debi P. Mishra 9. http://www.emeraldinsight.com/journals.htm?issn=0007070X&volume=113&issue=3&articleid=1913549&show=abstract Citation:Ranga Chimhundu, Robert P. Hamlin, Lisa McNeill, (2011) "Retailer brand share statistics in four developed economies from 1992 to 2005: Some observations and implications", British Food Journal, Vol. 113 Iss: 3, pp.391 - 403

Out-of-home sales for FMCG companies: An opportunity or a problem?

This paper is the second in a series, based upon empirical research. It is a discursive paper, because while the evidence on this topic within the research is limited, it seems significant enough to merit examination. This paper, therefore, is primarily intended to stimulate further debate and discussion. The aim of the research was to investigate systems of brand management within leading fast moving consumer goods (FMCG) companies, in order to examine current and emerging approaches to brand management. Specifically the research considered the main external pressures that FMCG companies face and the suitability of current and emerging organisational structures for dealing with these pressures. Typically FMCG includes product categories which are of low unit value and high turnover, for example packaged, canned and frozen foods, tobacco products, soap and cleaners, soft drinks. In undertaking the research, four high profile, leading blue chip organisations were investigated in detail (two of which are reported within this paper). The research entailed depth interviews with marketing directors, marketing managers, senior brand managers and brand managers within each of the four case-study companies. The primary research findings relevant to this paper, revealed that FMCG companies face many pressures, in particular a lack of market growth, increased power of the retail multiple and growth of own label. FMCG companies have responded in numerous ways, but of key significance to this paper is the development of opportunities out-of-home (ie products consumed in restaurants, pubs etc.). For instance, case-study company (A) has developed branded burger bars at a theme park while company (B) is developing branded food and drink outlets. Although out-of-home consumption is not of course new, the culmination of different pressures within FMCG markets now requires a formalised strategic approach to the management of opportunities out-of-home.

The Role of Point of Purchase in Shopping Behavior in An Emerging Market-The Indian Context
As India moves into modern retailing with several changes with regard to its markets, bands and consumers there are unique challenges that a multinational company entering India has to cope up with, whether it is a fast moving consumer goods (FMCG) company or a multinational retail chain like Tesco or Wal-Mart. There are unique retailing aspects that need to be studied in detail by these companies. While the world over the retail density (number of shops per 1000 consumers) is on the decline, the retail density in India is on the increase. This is because of the fact that small neighbourhood shops called kirana shops about eleven million in India. They have been a part of the Indian shopping culture for several decades and even toady organized retailing (modern retail outlets) contribute just 2-3% of the total retail sale in the country. Point of Purchase (POP) materials are used both by kirana shops and by organized supermarket retail outlets. This study investigates the impact of POP materials on kirana shop purchases and the purchases of consumers from supermarkets. Given the importance of POP material on the purchase of FMCG purchases, the authors feel that this study will be useful to bridge the gap between theory and practice and will provide valuable insights to managers involved in retailing.

FMCG Distribution Channels in India: Challenges and Opportunities for Manufacturers and Retailers.Journal of Global Business Issues
Summary: India's economy is projected to grow at a fast clip over the next few years. With increasing purchasing power and a rising middle class, the fast moving consumer goods (FMCG) industry is posed to grow dramatically. To leverage opportunities, FMCG manufacturers and retailers will have to develop and implement deliberate strategies for gaining market access. This paper provides an in-depth look at the strategic role of distribution channels in the FMCG industry. Specifically, it surveys the state of current distribution channels in India and identifies four archetypes that FMCG firms can use as a starting point to develop their distribution strategy. ABSTRACT FROM AUTHORCopyright of Journal of Global Business Issues is the property of Journal of Global Business Issues and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.

Retailer brand share statistics in four developed economies from 1992 to 2005: Some observations and implications
Purpose This paper seeks to examine long-term trends in retailer and manufacturer brand shares in grocery product categories, and to relate these trends to retailer category strategy with regard to these two types of brand. Design/methodology/approach The study makes use of secondary data and empirical materials from the literature to establish and explain the trends in four countries: the UK, the USA, Australia, and New Zealand. Additionally, interview data are used to develop issues. Findings The results indicate the existence of long-term equilibrium points between the shares of manufacturer brands and retailer brands in grocery product categories in the USA, New Zealand and Australia. Only the UK shows strong growth of retailer brands in line with retailer consolidation and power, but this trend is arrested, reversed and brought to equilibrium in 2001. Research limitations/implications The data presented are restricted to four major Englishspeaking economies between 1992 and 2005. The data are also consolidated national data. Equilibria within individual categories will vary due to variations in category structure and pace of innovation. Practical implications This research indicates that major retailers deploy manufacturer brands to drive the categories via innovation and retailer brands to generate additional profit for the retailers. Therefore manufacturer brands do have a long-term future. Individual manufacturer brands are likely to be assessed by the retailer primarily on this driving capability, and on the manufacturers' ongoing investment in the capacity to innovate that supports it. Originality/value The paper provides a fresh perspective of looking at retailer and manufacturer strategy via brand share trends.

Relationships in fast moving consumer goods markets: The consumers' perspective",

Purpose This paper aims to explore relationship marketing and the existence of relationships in mass consumer markets from the consumers' perspective, with the focus on the fast moving consumer goods (FMCG) sector. Design/methodology/approach Ten focus groups were conducted with consumers from a broad range of demographic and socio-economic backgrounds to enable in-depth exploration of the research issue. Findings The study highlights the dominant negative attitudes that exist among consumers to relationship marketing as it is operationalised in FMCG markets. It is found that from the consumers' perspective relationships do not and cannot exist in these markets and that the nature of exchange in such markets is not relationship based. Consequently, the research concludes that there is a necessity to move away from relationship rhetoric in FMCG markets, and to explore the true nature of exchange in the quest for effective marketing strategies. The research also suggests that further research on relationship marketing should focus on situations where relationships do and can exist and consequently the boundaries of relationship marketing should be limited to only these situations. Originality/value By offering the consumer perspective on relationships and relationship marketing this study broadens understanding of the phenomenon and makes an important contribution to the relationship marketing debate

NLP tools and techniques in an FMCG environment",

"Applying

Purpose This article aims to give an overview of how neuro-linguistic programming (NLP) has been applied in a fast moving consumer goods (FMCG) environment over a number of years. Design/methodology/approach The article includes practical examples of how tools have been applied and lessons learnt from integrating NLP into a commercial setting. Findings This paper demonstrates that for NLP to be effectively applied it needs to be: paced to organisational needs; paced to stage of development; championed from within; delivered with credibility; and directly relevant to the workplace. Practical implications NLP is a soft skills tool kit which is not necessarily a business priority and therefore needs to be responsive to organisational needs. NLP jargon needs to be changed to make it readily accessible and understandable for most business people. Organisations are at different stages of development and some tools and techniques within NLP are inappropriate. Champions need to have sufficient leadership credibility for the model to be accepted. Credibility of the trainer is a core requirement have they earned their stripes? Tools and techniques need to be directly relevant to the workplace. Social implications All organisations are reliant on their workforce to deliver business outcomes to a lesser or greater extent. Often training programmes do not directly relate to the competencies required of an employee in a range of contexts or take into account the human factor. NLP provides an evidence based tool kit to harness performance excellence within the arena of soft skills. Originality/value The article proposes that NLP can be applied in industrial and commercial environments with success and provides simple examples of how this has worked.

"Competitiveness

in FMCG Markets",

The links are explored between competitive rivalry and market structure using a convenient sample of FMCG markets of known structure (91 per cent response). Competing rivalry is analysed for each company using an American model which is then further developed into an Index of Market Rivalry . The findings indicate that marketing managers in FMCG markets would do well to analyse their strategies in relation to market share goals. Mix element usage should correspond to share goals. Competitive and market rivalry measures, given further development, will prove useful tools in market analysis.

adoption in the FMCG supply chain: an interpretative framework

Purpose - In 2003, Walmart issued a sensational RFId mandate for its top 100 suppliers, including a detailed deployment plan under compelling deadlines. After seven years, very little of that mandate has become a consolidated industry practice. This paper tries to offer a complete and thorough explanation of the reasons behind this fact, providing a sound strategic view of what is happening and could happen in the future. Design/methodology/approach - The study is based on a twofold methodological approach: first, it relies on an in-depth literature review covering the assessment of RFId applications in the Fast Moving Consumer Goods (FMCG) industry; second, it leverages on a 5-year research program carried out by the RFId Solution Center of Politecnico di Milano in cooperation with GS1 Italy, which provided both quantitative data (used to develop and feed an analytical profitability assessment model) and qualitative knowledge to understand the "soft" implications of RFId adoption in the industry. Findings - Despite the great potential of RFId technology, there are still some significant barriers preventing its diffusion. Case-level tagging is required to enable a substantial redesign of the supply chain, but profit-sharing and reading reliability should be carefully considered to ensure economic and technological feasibility. The comparison with the Fashion industry evidences some key success factors of RFId; while some of them are industry-specific, others can be replicated in the FMCG as well, but further efforts are still needed. Originality/value - This is one of the first attempts to provide a comprehensive analysis of RFId potential in the FMCG supply chain, taking into account all the major factors involved. Moreover, the quantitative results illustrated in the paper could be a valuable support to companies in defining their RFId strategies.

"RFId

"Promotional channels of FMCG firms and tourism: A

standardisation/adaptation perspective",
Purpose The purpose of this paper is to shed more light on the influence of a tourismoriented environment on the promotional channel strategies of fast-moving consumer goods (FMCG) firms. Design/methodology/approach The study utilises an exploratory, qualitative research design among 14 case studies of FMCG firms operating in the tourism-oriented environment of Greece. Findings Findings show that most firms utilise adapted promotional channels due to the influence of structural characteristics of the tourism industry and tourists' modes of behavior. Research limitations/implications The outcomes of this qualitative study are limited to the context that is investigated and thus, future researchers are encouraged to investigate similar contexts with the goal of generalising findings. Practical implications Findings suggest that firms ought to appreciate the contextual idiosyncrasies of Euro-Mediterranean countries (as a result of international tourism) and thus, tailor their programs to these idiosyncrasies, which are distinct from other non-tourismoriented environments. Originality/value To the best of the authors' knowledge, this is the first paper that investigates the effect of tourism-induced idiosyncrasies of Euro-Mediterranean countries on FMCG firms' promotional strategies. In light of the increasing importance of global consumer mobility, such studies are expected to increase.