Increasing customers' loyalty on FMCG market

Student: Absalyamov Damir

Supervisor: Sergey Shkarovsky

Educational Programme: Bachelor

Final Grade: 7

Year of Graduation: 2014

The permanently increasing level of the competition between firms on the particular market makes it vital for the firms’ owners and managers to understand  how not just to attract customers and make them satisfied, but to retain them, i.e. to increase customers’ loyalty. This investigation is of current interest due to the fact that constraints for customer loyalty for those markets, on which loyalty is not exhibited explicitly by customers, as well as means of increasing it, are scrutinized within this study, taking into account the peculiarities of the Russian FMCG, i.e. fast moving consumer goods, markets.  The general purpose of this study is to find out the ways of increasing customer loyalty for the markets considered, relying on the results of the conducted research of the Russian distilled beverages market. Thus, the main tasks of this research are meant to be the following:·        To formulate recommendations of elaborating different methods of increasing customer loyalty on the Russian distilled beverages market and on the Russian FMCG markets and putting them into practice.·        To utilize the method of conducting opinion poll of the commodities’ customers (the questionnaire was devised on the basis of Likert’s scale) in order to measure the current level of customer loyalty, exhibited towards several Russian distilled beverages brands and to elicit the pivotal features of the customers’ behavior on the market considered.·        To reveal the restrictions for customer loyalty increasing on the markets consideredThe constraints for customer loyalty increasing on the Russian distilled beverages market turned out to be the following:·        Lower level of the commodities’ customers medium income than the one specifying any mature economy·        Unsuccessful brand positioning·        Overly frequent discountsAs the result of this investigation the following means of customer loyalty augmenting on FMCG markets were proposed:·        Direct advertising·        Utilizing BTL – tools of the company’s communications policy·        Word-of-mouth seeding programs·        Methods, pertaining to internal marketing and  customer service·        Holding down the characteristics of the product on the required level of quality and enhancing these attributes.·        Techniques, related to the social/ community support ·        Procedures, referring to  improving the company’s sales policy·         Brand repositioning meansConcerning the Russian distilled beverages market, the conditions of building up customer loyalty are the following:·        Holding down the particular vodka brand’s tastiness at an adequate level·        Ensuring that the particular vodka brand is well-known enough·        Fixing adequate price for the goods considered·        Making the considered brand of vodka as much available as  possible in different kinds of point of sales.

Full text (added June 10, 2014) (243.42 Kb)

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