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
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

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video