Top Story

e4m_logo.png

Home >> Media - Others >> Article

Promotions, freebies to form part of FMCG Audits: ORG-MARG

18-May-2002
Font Size   16
Share
Promotions, freebies to form part of FMCG Audits: ORG-MARG

In a move that could lead to the realisation of actual market share positions of players in the fast-moving consumer goods (FMCG) sector, retail audit major ORG-MARG is planning to take into account promotions/ freebies as part of the audits.

ORG-MARG has already commissioned a pilot study. According to industry sources this has been a long standing demand of industry players, who felt that the actual market share position was not being reflected, what with promotions becoming a regular feature now. The impact of the new development is expected to be immense, as with the proposed change, a player offering a one-for-one free promotion on a product could actually witness doubling of its market share.

According to the statistics, in 2001, there were as many as 2,050 promotional schemes of all kinds in the Rs 80,000-crore FMCG industry. The categories, which witnessed the maximum number of promotions are, toilet soaps, toothpastes and biscuits, in that order. In 2000, the number stood at 1,954 schemes. During this year, the categories, which used this route to a great extent to market products included, toilet-soaps, tea and toothpastes.

The industry has been voicing its concern on promotions not being accounted for by ORG-MARG while determining market shares — an indicator to growth among competing brands in a category. However, ORG-MARG had commissioned a separate database on promotions, called Promo Database, in addition to the regular database. Now, it plans to merge the two into one comprehensive database, which will account for the promotional schemes in the marketplace.

According to industry analysts, the new development will bring out the factual picture in terms of market shares and will act as a true indicator for marketers to formulate future strategies.

Source: Financial Express

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017

Foster joins Y&R after serving as President, Global Clients for the Publicis Groupe; also was Worldwide COO and Chairman and Regional CEO, APAC and Greater China at Saatchi & Saatchi