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: Tsoller Sergey

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, and to increase the perception of a specific information. Nowadays, people are well-aware of a TV-advertisement or a digital one. However, 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. The goal of the master thesis is to understand a specificity of POS-materials used by International FMCG companies.

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