FMCG

Articles in FMCG

Marketing:

Book Review: Patanjalize Your Brand

Marketer and author Paritosh Sharma’s new book Patanjalize Your Brand gives a solid insight into the rise and rise of this swadesi brand, notes Ushnota Paul.

Research:

Celebrity Brand Ambassadors And Brand Fidelity

A celebrity, signed for a fee and for a period of time to endorse a brand, has the responsibility to do what is right for that brand.

Advertising:

Impact Of GST On Advertising Budgets

The levy of GST will have diverse impacts across sectors, and this could impact their ability to spend on advertising. We have attempted to list down, in this article, the impact of GST on the advertising budgets on some trades and subsequently a broad impact on the key economic sectors.

Marketing:

Amul – The Number One Nobody Talks About

The $4.1 billion dollar organization is not situated in Mumbai or New Delhi, but tucked away in Anand in Gujarat, about 45 minutes from Baroda. The organization is the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), India’s largest food product marketing organization, hawking a slew of brands in an astonishing 450 stock-keeping units. Considering the size, GCMMF is extraordinary nimble, having built a capability to launch new products within 60-90 days of conceptualization. 85% percent of their revenue is spent on their most critical raw material, milk. Advertising, the second largest cost head, is a mere 1% of their revenue. How does Amul achieve these metrics?