FMCG - chii? FMCG pamusika uye ayo Marketing zvakavanzika

Wacherechedza pachavo, kufanana akamira mumutsetse refu panguva Supermarket, nokusaziva kuminyuka ruoko kuti nzvimbo iri mari remazita tireyi chocolate zvipfigiso kana kutsenga chingamu, vakatumwa zvakanaka yako Grocery engoro? Panguva iyoyo, pasina ndazviziva, muchitungamirirwa kune imwe yokutengesa nzira uye nokudaro rikurumidze turnover mari mumunda FMCG. "Chinyiko?" - You kubvunza. Products kuti tose tinotarisana nguva dzose uye izvo nguva dzose vanoda. mhinduro hwakadzama mibvunzo pamusoro zvigadzirwa izvi zvichabatsira munyaya ino.

Sei kuziva FMCG zvigadzirwa?

Tiine Chirungu chidimbu rinoshandurwa se "mutengi zvinhu" (kutsanya mooving nevatengi nhumbi). Zvichitaurwa zviri nyore, ndizvo zvatinofanira kutenga achigara uye kakawanda nokuda kufambira rinodyiwa. Ivo vanoonekwa ne chikuru matatu zvinhu:

• pasi mutengo;
• zvakasimba Implementation;
• shandisa kwenguva pfupi nguva pfupi.

zvigadzirwa zvose kuchizvivanza parameters izvi ukama FMCG. Ndezvipi zvinhu izvi? The zvigadzirwa wekutanga shoma pasherefu upenyu (mukaka, bhekari zvigadzirwa) uye akakurumidza kuparadzwa (fodya, kunwa, chocolate, doro). Uyezve, boka iri vanosanganisira vose veimba makemikari (Nezvakakuyiwa, mushonga wemazino, sipo) uye zvizoro, bepa uye nemidziyo mapurasitiki, mhando dzose mabhatiri, chiedza Mabumba uye zvichingodaro.

Zvikurukuru FMCG musika

Kusiyana, mutengi durables, FMCG vari isingadhuri zvikuru, uye saka kuti awane, makambani ari mumunda ichi vanofanira kuramba tiine yakakwirira turnover. Frequency rwokutenga nevatengi nhumbi yakaderera zvakakwana varasikirwe - hwaro kuwana purofiti akanaka.

Mune FMCG, sezvo pasina mumwe munzvimbo ine soro uye kukwikwidzana nzvimbo pasi pezuva. Ndokusaka hatigoni kuita chikanganiso pakusarudza zvakarurama yokutengesa nzira, PRICING mitemo, unofanira kuramba kuchengeta sezvaaienderana, ari kutsvaka zvinhu zvitsva kuunza kumusika.

Supermarket - nzvimbo yakanakisisa FMCG

The rakakurumbira kuzadziswa nenhumbi vakadaro dzakakundwa zvose kufarira FMCG chitoro ngetani dzako nhasi, nyore, muzvitoro. Ndivo vaizviita basa zvitoro vakakwanisa zvinobudirira kutengesa zvigadzirwa zvavo zviitwe nezuva nokuda zvinotevera zvinoriumba:

• zvakasiyana-siyana dzowokwake;
• vade yakaderera mari inoshandiswa;
• zvose zvikuru chigadzirwa Categories nguva iripo (chichiitwa updating).

Uyezve, zvakanaka kuronga placement kwenhumbi pamusoro nharaunda yose Supermarket (zvakanaka pfungwa yokutengesa nzira) Chinosimudzira nevatengi basa. Zviri mukati zvokutengeserana pomumbure dzika nyore nheyo zvechivhurumukira anotenga. Unoshamisika nei showcase pamwe Chocolates, candies uye kutsenga chingamu anogara iri panguva mari mazita, uye nechingwa echiShinto kazhinji zviri pakadzika chitoro (kufamba kwavari, involuntarily kufamba zvekare nezvimwe zvinogadzirwa)? Zvose izvi hapana tsaona, asi yokutengesa nzira, yakakurumbira zvikuru pakati FMCG. Chii anopa? Mukana kuwedzera rokutengesa uye kuwana yakaderera chigadzirwa mitengo.

Chaizvo zviri yokutengesa Mutemo FMCG-bhora

Pakazosvika zvinhu chinoratidza kumusika munharaunda iyi anosanganisira:

• kuramba kuwedzera turnover (apo mumwe nomumwe chinhu chiri isingadhuri, matunhu anodzoka vanogona chete kuunza zvinokosha mari rokutengesa);
• chinonyanya kukosha pabasa - basa pamwe mutengi pfungwa (zvakakosha vanodana vatengi akadzikama uye kazhinji chavanoziva chido kutenga chigadzirwa, kuumba kudiwa it);
• zvinhu zviviri zvinokosha - nzvimbo chigadzirwa marongerwo (echiShinto ari Supermarket) uye mutengi kuvimbika (vanofanira kukwezva pfungwa dzavo, kuhwina chivimbo).

Saka, kuti vararame nenzira dzakasiyana-siyana, nenhumbi zvinodyiwa mazuva ose uye yakakwirira pamwero makwikwi munharaunda iyi, uye zvakawanda kushanda ichi-, nguva dzose kundotsvaka zvigadzirwa zvitsva uye kushandisa itsva yokutengesa zvakavanzika, hurambe mutengo pamwero uye kuwedzera turnover.

FMCG pamusika chaizvoizvo

In America uye Western Europe FMCG musika chakavapo kwenguva refu kwazvo nguva uye zvakanaka mberi Russia maererano kukura uye sangano. Category FMCG mu Russia yava kana kusatonzwa kuumbwa mune post-kweSoviet. Muchiitiko chino, mumwe okutanga makambani kuti akatanga kukunda Russian musika rokutsanya nevatengi nhumbi, vakava boka "Mars". Zvisinei, iye zvino ane nzvimbo aitungamirira chinzvimbo mumunda uyu. Munhu wose anoziva mbariro "Snickers" uye "zvipo" chokoreti "Njiva" uye zvihwitsi "Skitls". Kunyange mhuka dzatinochengeta pamba edu uchapedza zvigadzirwa zvavo, gobbling zvokudya "Whiskas" kana "Pedigree". Buy akasiyana mavanga, hatidi kunyange kufunga kuti chaizvoizvo vazhinji vavo - dzakasiyana chokuita chimwe rose. A nhamba mishonga yakasiyana kuti vanotengeswa pasi pezvitsiga akasiyana, tinogona kutaura kuti vakawanda vavo ndezvaJehovha chete pezvitsiga guru ( "Nestle", "Wimm-Bill-Dann", "Coca-cola"). Izvi zvinoratidza kuti kumusika anotonga dzinenge anotambura, kana vanoverengeka makambani kupfuura abate yayo inokosha mugove. yemakambani Small mu izvi ezvinhu vane dzakaoma, asi vamwe vavo vanowana niche dzavo uye ipapo zvakachengeteka pamusoro FMCG musika nhasi. Chii ichi kana asiri munhu akabudirira yokutengesa nzira inobatsira kukunda (kana kuhwina) mwoyo vatengi?