12
Marketing of Consumer Products
LEARNING OBJECTIVES
Upon completion of this chapter, you will be able to:
• Identify the products and players in the FMCG industry
• Understand how marketing mix can be developed to promote FMCG products
• Provide an overview of the consumer durables industry
• Describe the marketing mix suitable for the promotion of consumer durables
Tall, snub-nosed and egg-shaped, the Tata mini-car priced at Rs 0.1 million is a contemporary automobile even in the global context. The Nano, as it is called, is put together in such a way that it will appeal to its primary target audience—the buyer upgrading to a car from a two-wheeler. The development team’s focus on cost has been two-pronged—keeping production costs ...
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