FMCG is a branch, which means Fast Moving Consumer Goods. It is a branch of articles of daily use. So, as a company from this branch you have many clients and high demand, also: low manufacture cost and bulk sale. But, on the other hand, companies from this branch are very competitive (for example, imagine typical client, who has – in each shop – choice of many brands based on the size of the shop). You can also imagine debut on this market, which is very difficult. The company which is new in this market, has to allocate properly financial resources for marketing and advertising strategy. Therefore it is highly recommended to conduct market research Poland in this branch. It is essential for customer service departments, sales departments, marketing departments.
Products
In this market you can find companies which produce domestic detergents, cosmetics, groceries. And every company is aware of the fact, that customers are rather loyal, although proper marketing campaign may change their habits. So, producers should take care of products quality, distribution channels (e.g. Internet sale), prices, social media activity, advertisements.
Research
For a release of a new product on this market (FMCG), on which customers does not like novelty, it is important to conduct marketing research. It is not unusual for many companies, to appoint such research, because results of research projects provide data essential to develop appropriate strategy for the company. Marketing strategy, sales strategy, customer service strategy, advertisement strategy, distribution strategy and so on. It begins from the conception of research project (such as: product, target group, sale price, marketing, distribution channels, advertising and many more). Additionally, it is essential to conduct research about cooperators and commercial oppurtunities. Market research in Poland means, among other things: product concepts and prototypes research, consumer insights, advertising campaign tracking, advertising concept testing (packaging/advert – storyboards/stillomatics), segmentation research, life time value, decision makers surveys.
Methods/techniques
Within methods of this research projects you can find sometimes quantitative research, but mostly – qualitative research. But it is relatively long-lasting and expensive. Qualitative research also menas, that results are difficult to generalize to the entire population of customers (current and potential), cooperators and others. But, with the help of research company, it is possible to choose wisely respondents according to lifestyle, demographic and economic variables, shopping preferences. Within the techniques of the qualitative research you can find: Mystery Client, FGI – focus group interview, IDI – individual in-depth interview. And it is highly recommended to use at least two of these techniques for proper conduct of the research project.
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