FMCG - ntoni na? FMCG market kunye ezifihlakeleyo yayo nokuthengisa

Ukhe waqaphela ukuba ngokwabo, simi umgca elide kwivenkile, singaqondanga olawula ingalo kwindawo kwerejista cash itreyi imivalo chocolate okanye gum ukuhlafuna, zithunyelwa ngokukhuselekileyo inqwelo yakho evenkileni? Ngelo xesha, ngaphandle kokubonakala oko, nina nikhokelwa ukuba icebo intengiso yaye ngaloo ndlela ukukhawulezisa ingeniso kwemali kwinkalo FMCG. "Yintoni na?" - ubuze. Products ukuba sonke sijamelana rhoqo kwaye rhoqo kufuneka. iimpendulo eneenkcukacha imibuzo malunga ezi mveliso kuya kunceda kweli nqaku.

Indlela ukuqaphela iimveliso FMCG?

Ngenxa abbreviation IsiNgesi iguqulelwe ngokuthi "impahla yorhwebo" (mooving ngokukhawuleza iimpahla yabathengi). Ngamafutshane, oku yinto thenga usoloko kwaye kakhulu ngenxa rhoqo kokusetyenziswa ngokukhawuleza. Bona luphawulwa iinkalo ezintathu ezingundoqo:

• ixabiso eliphantsi;
• likhawulezise;
• sebenzisa nje ixesha elifutshane.

Zonke iimveliso ehlanganiswa ezi parameters ezinxulumene FMCG. Yintoni le mveliso? Iimveliso yokuqala ngobomi oluncinane kwithala (ubisi, iimveliso yokubhaka) kwaye ngokukhawuleza walidla (icuba, iziselo, itshokolethi, utywala). Ukongeza, eli qela ziquka zonke iikhemikhali yasekhaya (Ithatyathwe emigutyeni, intlama, isepha) kunye zokuthambisa, iphepha kunye nempahla zeplastiki, zonke iintlobo iibhetri, iibhalbhu ukukhanya njalo njalo.

market Ikakhulu FMCG

Ngokwahlukileyo koko, kwizinto zabathengi, FMCG abiza kakhulu, ngoko ke ukuba uthole, iinkampani kweli candelo kufuneka ukugcina rhoqo owenza eliphezulu. Ubuninzi impahla yentengo ngumboleki elisezantsi ngokwaneleyo alahlekelwe - isiseko okufumana ingeniso elungileyo.

Kule FMCG, njengoko akukho ndawo inenani kunye ukhuphiswano ukuba indawo phantsi kwelanga. Yiloo nto sinako ukwenza impazamo ngokukhetha ilungelo yoLawulo, amaxabiso nkqubo, kufuneka bahlale benolwazi, ukhangela iimveliso ezintsha ukuzisa emarikeni.

Supermarket - eyona ndawo ifanelekileyo onokufundela FMCG

Ethandwa kakhulu ekufezekisweni mpahla baye baphumelela yonke yakho FMCG ozithandayo ngemixokelelwane yentengiso namhlanje, ndibeke nje, iivenkile. Ezi koovimba self-nkonzo bakwazi ukuthengisa ngempumelelo iimveliso zabo imfuno mihla ngenxa macandelo alandelayo:

• uluhlu olubanzi impahla;
• iindleko esiphantsi sexabiso imveliso;
• zonke iindidi zemveliso ephambili isoloko ifumaneka (uNyulo eqhubekayo).

Ukongeza, ukubekwa ucwangciso elungileyo impahla yonke ummandla wevenkile (kakuhle wacinga-out iqhinga lokuthengisa) ikhuthaza umsebenzi eliphezulu kubathengi. Kungenxa ngaphakathi network yorhwebo ngokulula kakhulu ukuphumeza umgaqo uthenga ngokwentshukumisa. Uyazibuza kutheni Umboniso enetshokoleti, epha kunye seentsini ukuhlafuna isoloko ibekwe kwirejista eziinkozo, kunye iishelfu isonka adla ezinzulwini ivenkile (ahambe phezulu kubo, engathandi kufuneka bahambe elidlulileyo kunye nezinye iimveliso)? Konke oku akukho ngozi, kodwa amacebo okuthengisa, zithandwa kakhulu FMCG. Yini eyenza? Ithuba lokuba ukwandisa kwiintengiso uzuze ngamaxabiso imveliso eliphantsi.

Ezicacileyo-nkqubo lokuthengisa apha FMCG-mali kwisigaba

Xa iimpawu uphawu lorhwebo kule ndawo ziquka:

• Ukwanda okuqhubekayo kwi ingeniso (xa umba ngamnye ayibizi, imbuyekezo aphezulu kuphela ukuzisa isixa esikhulu kwentengiso);
• inxalenye ebalulekileyo yomsebenzi - umsebenzi nangengqondo lomboleki (kubalulekile ukubiza abathengi ngcembe yaye ngokufuthi umnqweno isiqaqa ukuba bathenge imveliso, ukudala imfuno yona);
• ezibalulekileyo izinto ezimbini - indawo ubeko imveliso (ezishelifini evenkileni) kunye nomthengi ukunyaniseka (kufuneka ube nako ukutsala umdla wabo, ukuze aphumelele trust).

Ngenxa yoko, ukuba baphile iintlobo ngeentlobo impahla umbane ngemihla kunye nomphakamo ophezulu ukhuphiswano kule ndawo, kwaye kufuneka kakhulu ukusebenza rhoqo, rhoqo xa bekhangela neemveliso ezintsha kunye nokuphumeza iimfihlelo ezintsha nokuthengisa, nokugcina inqanaba ngexabiso elifanelekileyo nokunyusa ingeniso.

kwimeko zemarike FMCG

E Melika kunye Western Europe FMCG eemarike waphila ixesha elide kakhulu yaye kakuhle ngaphambi Russia ngokubhekiselele kuphuhliso mbutho. Udidi FMCG eRashiya iye ngaphezulu okanye ngaphantsi eqalisiweyo ocalu-eSoviet. Kulo mzekelo, enye nkampani yokuqala baqalisa ukoyisa imarike Russian lempahla yabathengi ekhawulezayo, waba inkampani "mars". Noko ke, ngoku usesikhundleni phambili kule nkalo. Wonke umntu uyazi imivalo "Snickers" kunye "Bounty" itshokolethi "iHobe" kunye neelekese "Skitls". Nkqu nezilwanyana zethu kudliwe iimveliso zabo, konwatyelwe ukutya "Whiskas" okanye "nemvelaphi yakhe". Thenga amaqela ezahlukeneyo amancinci, ayikhe ithi ucinga ukuba eneneni abaninzi babo - ziinkalo nje ezahlukeneyo wonke omnye. Iqela iimveliso ezahlukeneyo ithengiswa phantsi yemiyinge ezahlukeneyo, sinokuthi uninzi lwabo ngamalungu brand enye enkulu ( "Nestle", "Wimm-Bill-Dann", "Coca-cola"). Oku kubonisa ukuba imarike uyalawula phantse esinakho, xa abaliqela iinkampani ezinkulu ubambe isabelo zalo ezisisiseko. Iinkampani ezincinane ezi meko kufuneka maxesha nzima, kodwa abanye babo bafumane niche zabo apho ngokukhuselekileyo kwi kwimarike FMCG namhlanje. Yintoni na le nto ukuba akukho isicwangciso sokuthengisa yimpumelelo enceda ukuba uwine (okanye aphumelele) iintliziyo kwabathengi?