FMCG is fast-moving consumer goods. It is also known as CPG – consumer packaged goods. This market include articles of daily use, which every consumer need to buy regularly. This products are known for short shelf life. For example vegetables, meat, fruits, baked goods. This market is characterized by high demand, many clients, low price, high volumes, and low manufacture cost with massive sale. Another element is a very high level of competitiveness, because of these attributes. So, when a company from this market wants to release a new product or enter a new branch. Company have to invest in big marketing campaign. And this does not mean, that company succeed. Therefore it is recommended to conduct market research Poland, which results help to establish good position of the company on this market.
Which consumer goods
As mentioned before, FMCG/CPG articles are: food, soft drinks, alcohol drinks, tobacco products, over-the-counter drugs, detergents, cosmetics, toiletries. Representatives of the companies know, that customers may be rather loyal, but good designed marketing campaign may change their habits. This market is worth huge money, so each producer should be prepared for this eventuality. It is essential to take care of products quality, prices, distribution channels, advertisements, social media activity, complaints and many more objectives, which can improve brand loyalty. Company need to conduct research such as: consumer insights, product concepts and prototypes research, advertising concept testing, advertising campaign tracking, segmentation research.
Characteristics of market surveys Poland
The main divisions of the FMCG company, in the context of brand loyalty, are: sales department, marketing department, customer service department or its counterparts. Company needs to conduct marketing research in Poland. Such projects provide divisions mentioned before in data essential to develop appropriate strategy (information, marketing, advertising, quality) for the company. Before the research project begins company representatives has to decide which aspects of the company activity is essential to research. So, the first step is a conception of research project, which include decisions about products, target groups, sale price, marketing strategies, distribution channels, advertising efficiency and other (e.g. competitiveness, cooperators).
Method/technique – possibilities
Within methods of research are two main: quantitative and qualitative. The first one is divided on following techniques: CATI, CAPI, CAWI, PAPI. The second one: IDI, FGI, case studies, mystery client/shopping. Additional analysis are: desk research and SWOT analysis. Qualitative research is relatively expensive and long-lasting, but allows to conduct comprehensive information. Results of the quantitative research are possible to generalize on population. The best option for marketing research in Poland is to choose at least two of them, this way, that one is quantitative and the second one is qualitative.