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Specificity of POS-advertisement as a Type of Marketing Communications of International FMCG Companies on the Example of Procter&Gamble in Feminine Care Segment in Russia

Student: Sergey Tsoller

Supervisor: Irina Kratko

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2018

Serious and ever-increasing competition in Fast Moving Consumer Goods (FMCG) sector forces companies to regularly attract the attention of potential consumers to the products. Advertising technologies are constantly evolving and new methods and tools of communication appear. The task of modern communication is to be distinguishable from the array of information that falls daily in a consumers’ brain. There are many other types of communications used by FMCG companies to attract new shoppers. One of the most underestimated communication types are Point-Of-Sales materials. These are the materials placed inside a given store to strengthen the brand identity, to persuade people to buy the product at one of the most important moments – when a consumer is already in the store and ready to buy one of the brands on the shelf. The goal of the master thesis is to understand a specificity of POS-materials used by International FMCG companies in Russia on the example of Feminine care segment.

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