This is an industry, which is known for each of us. We buy its products daily or weekly, which is very often. Customers have favorites brands and products, but they are not so loyal as in the case of other industries. Products of fast moving consumer industry (or consumer packaged goods industry – CPG) are produced in big scale, which means low manufacturing costs, low sale prices, and huge volume of sales. It is not oil or heavy engineering industry, but is worth billions of dollars. Everybody knows its companies, like Coca-Cola, General Mills, Johnson & Johnson, Nestle, Wal-Mart, Kraft, Procter & Gamble, Pepsi and many more. And products like: personal care items, liquor stuff, cleaning and laundry, household items, OTC medicines, food stuff, entertainment products. Items such as milk, gum, fruit and vegetables, toilet paper, soda, beer and over-the-counter drugs like aspirin. Nearly everyone in the developed and developing world uses fast-moving consumer goods (FMCC) every day. They are the small-scale consumer purchases we make at the produce stand, grocery store, supermarket and warehouse outlet. But where you have massive sale and a lot of customers, you have big competition. That is the reason why it is so important for companies on this market to conduct FMCG market research Poland.
How to use information and data
For managers from FMCG companies, it is essential to obtain actual, reliable information about market on which its company operate. There are many data, which might be useful, for example about consumers (active and perspective), products, sale, cooperatives, competitors, package design, shelf space, marketing, satisfaction. It is possible for huge companies to obtain those data themselves, but most of the companies hire professional market research agencies, which has measures to obtain it. In the beginning of this process it is decided which divisions of the company to study and which aspects of their activities are most important, e.g. sales department activity, marketing department activity, customer service activity, production activity, distribution activity, prices and quality, social media activity. A Poland market research agency conduct for you those data.
The process of research
For the Poland FMCG surveys you can use qualitative and quantitative techniques, both online and offline. It depends from objectives of a research process. It is important to design the research according to the specific parameters of the category and clients’ research aims. Some examples:
- Brand positioning;
- Packaging testing;
- Range optimization;
- Category management;
- New product development;
- Ad testing;
- Consumer insights;
- Segmentation research;
- Measurements of products presence in the media, including social media;
- Purchase decision process.