Analysis of Communications in the Sustainable Development Strategy of FMCG Companies (in the Case of Procter & Gamble)

Student: Lebedeva Daria

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2020

Nowadays, a sustainable development strategy is one of the ways of company growth in the FMCG market. The present research focuses on the interdependence of communications of FMCG companies and the sustainable development strategy that they follow. This correlation and communication projects help to describe how the audience understands and believes messages and ideas of the company. The focal purpose of the paper is to analyse the main prospects and efficiency of sustainable integrated communications of FMCG brands. Many types of research cover the main problems of the modern world that are the base of sustainability and development for FMCG corporations. The activities of Procter & Gamble are examples that are taken for this work. Using qualitative research methods: a case study of P&G sustainability reports and interview with consumers of FMCG companies, it is expected to point out the major features of the sustainable communication and the fact that brand loyalty and trust depends also on integrated communications and the cooperation of subjects in the strategy of company’s sustainable development.

Full text (added May 16, 2020)

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