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Contemporary marketing practices of FMCG companies in Russia

Student: Voropaeva Polina

Supervisor: Marina M. Dvoryashina

Faculty: Faculty of Management

Educational Programme: Master

Year of Graduation: 2014

<p>This work is devoted to the research of Contemporary marketing practices of FMCG companies in Russia. FMCG is one of the fastest growing sphere of market, that means that competition between actors is very high and it forces companies to lead intensive marketing battles. In this regard, it is important to study marketing practices, metrics, technologies and models of companies operating in this sector.</p><p>This master&#39;s thesis is part of the CMP project (Contemporary marketing practices). CMP is aimed at carrying out the analysis of modern marketing practices of companies and their typology.</p><p>The main objectives of this paper are to identify the relationship between marketing practices of the company and the segment in which it operates, as well as the analysis of the marketing practices used in the FMCG segment.&nbsp; The methodology consists of two parts - quantitative research, which is based on data collected in the frame of CMP project and aimed to identify the relationship between market segment and marketing practices, and to identify the distinctive features of marketing in the chosen segment also. And qualitative research, which is presented by analysis of in-depth interviews with representatives of FMCG companies in Russia and is intended to describe characteristics of marketing practices in this segment.</p><p style="text-align: justify;">The results of the study indicates that FMCG companies are different from others in targeting marketing activities on building long-term relations with consumers, implementation of the personal contact with customers, investment of marketing resources in building personal relationships with clients and the development of personal relationships between managers and clients. Other distinctive features of FMCG companies are &ndash; active implementation of Internet resources in marketing activities. This is reflected in the use of Internet as communication with consumers, and in the same way in active usage of social networks and ways of promotion in social media. These features are typical for the concept of relationship marketing. That indicates that FMCG companies are the ones who are in step with the times, using new marketing methods and modern marketing practices.</p>

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