The Scenario of Marketing Innovation in FMCG Sector

Author(s):

Priyanka Khare; Syed Haider Ali

Published in:

HCTL Open International Journal of Technology Innovations and Research (IJTIR), eISSN: 2321-1814

Published on:

02-May-2015

Volume:

Volume 14, April 2015, ISBN:978-1-62951-946-3.

Copyright Information:

© 2015 by the Authors; Licensed by HCTL Open, India.

License Information:

This article is an open-access article distributed under the terms and conditions of the Creative Commons Attribution 4.0 International License.

Abstract

India is one of the largest emerging market with a total population above one billion. After post-liberalization the presence of MNC showing intense competition among companies for their product. They are coming with new products to attract customers. In such a cut-throat-competition era companies are coming with differentiated and innovative products to gain market share. Approximately 73 percent of the population lives in rural area while rest 28 percent in urban agglomerations. Since the major Indian population resides in rural area so there is a need to replace traditional urban strategy with innovative rural strategy. The current paper attempt to discuss the role of innovative marketing and innovative strategy in the market and it’s impact on customers.


Keywords

Innovation, FMCG, Rural customers.

Cite this Article

Priyanka Khare; Syed Haider Ali, The Scenario of Marketing Innovation in FMCG Sector, HCTL Open International Journal of Technology Innovations and Research (IJTIR), Volume 14, April 2015, eISSN: 2321-1814, ISBN (Print): 978-1-62951-946-3.

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