AN EMPIRICAL STUDY OF BRAND BUILDING STRATEGIES IN FAST MOVING CONSUMER GOODS SECTOR

Abstract

The positive growth drivers mainly pertain to FMCG companies' focused initiatives and strategies including mergers and acquisitions, overseas expansion, new product innovations and launches with smaller packs/ sachets to tap vast niche segment, aggressive rural market penetration to cater to rising rural demand. The growing economic fundamentals with changing lifestyles and preferences for branded products, continuance of the bail-out packages more or less with reduced tax incidence, improved incomes and the pay hikes of the government employees, improved standard of living in most tier II and tier Ill cities, increasing income earning young population.