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Essay / Research Paper Abstract
A 6 page paper discussing a cereal producer's need to conduct market research to determine consumers' current feelings about the producer's products. The information provided by the company's active consumers can inform the use of promotions and their effectiveness in influencing consumers to buy Shannon Foods' cereal brand. The company needs to ask the consumer rather than relying on assumptions about consumers that may or may not be valid. Consumer answers to questions such as those above can provide the basis for other assumptions grounded in consumers' current views. Includes a questionnaire. Bibliography lists 11 sources.
Page Count:
6 pages (~225 words per page)
File: CC6_KSmktgFMCG.rtf
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Unformatted sample text from the term paper:
breakfast foods division of the category always gains great attention. The market for breakfast cereal alone was estimated to be more than $7.5 billion several years ago (Adding zip
to stop a dip, 1999), though the largest manufacturers have witnessed slightly declining sales year on year. One company has been experiencing sales
variations it cannot explain and seeks to level out those sales through marketing efforts. The company believes it can make assumptions about the consumer, but it needs to conduct
research to be certain that its assumptions are valid. Introduction The Fast Moving Consumer Goods
(FMCG) is a category containing a variety of items that are low in unit price, often have a short shelf life and are in generally continuous use by consumers.
The category contains consumer items ranging from shampoo to soft drinks. These items are not in themselves ones that consumers need to work into their budgets aside from consumers
overall total cost, such as that for weekly groceries. Shannon Foods manufactures a breakfast cereal that has been a consistently strong brand but
follows an erratic path of sales each year. The company seeks to discover the reasons for that inconsistency, increase sales and diminish the inconsistency it currently experiences as a
matter of course. Company and Industry Background Shannon uses the term "consumer pack" to represent
any promotion made directly to the consumer. They usually take the form of a 20? price reduction in the store, though they also may be extended as a coupon,
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