← Concept index

ConceptMETA

FMCG

fast-moving consumer goods · fast moving consumer goods

FMCG stands for fast-moving consumer goods: everyday products with high turnover and low unit price, from soft drinks to detergent. The sector is more than a category: it is the evidence heartland of marketing science. Nearly all large buying-behaviour datasets come from FMCG, because people buy frequently and repeatedly and scanner data captures everything. The marketing laws are replicated here at full strength. Precisely for that reason the sector is also the benchmark for portability: translating the laws to services, B2B or durables requires explicitly testing what travels and what turns out to be FMCG-specific.

Covered in

M1

M1-02 FMCG — The Evidence HeartlandCore lecturestill locked

M1-01 The Portability Test — Which Laws Travel and Which Do Notstill locked

M1-03 Mental and Physical Availability at Full Strengthstill locked

M1-04 The Limits of the FMCG Templatestill locked

M1-05 Do the Laws Hold in Subscription Markets?still locked

M1-06 Churn, Retention and the Leaky Bucketstill locked

M1-07 Product-Led Growth, Category Creation and Tech Folklorestill locked

M1-09 Trust and Availability in Low-Interest Categoriesstill locked

M1-13 The Grudge Purchase — Marketing a Commoditystill locked

M1-14 Green Claims and the Purpose Temptationstill locked

M1-16 Marketing Under Ethical and Regulatory Constraintstill locked

M1-17 Choosing Care — Insurers, Hospitals and the Annual Switchstill locked

M1-18 The Retailer as Brand — Shopper Lawsstill locked

M1-20 The Sector Test as Methodstill locked

Show all 79 mentions

A1

A1-03 Retention, Acquisition and the Leaky Bucketstill locked

A1-09 Price Promotions and Loyalty Programmes — What the Evidence Saysstill locked

A1-10 The Case Against Sharp — Limits, Critics and Boundary Conditionsstill locked

A1-12 Penetration AND Loyalty — The Synthesisstill locked

A2

A2-01 What Does 'Effective' Actually Mean?still locked

A5

A5-01 B2B Is Not a Different Universe — Where It Is and Isn'tstill locked

A5-02 The Brand Laws in B2B — the Dawes Evidencestill locked

A5-05 Brand vs. Activation in B2B — the B2B Institute Datastill locked

A5-10 Measuring the Long Cycle — the B2B Growth Audit (Capstone)still locked

A6

A6-04 De Mooij and the Convergence Mythstill locked

A6-05 Do Sharp's Laws Cross Borders?still locked

A6-08 Market Entry and the International Audit — Capstonestill locked

A8

A8-01 The Store Is the Medium — Why Retail Is Marketing's Forgotten Halfstill locked

A8-06 Retail Media — Big Money, Young Evidencestill locked

A8-07 Promotion Pressure — What Fifty Years of Purchase Data Say About the Dealstill locked

A8-08 Capstone — Omnichannel Is Not a Channel Strategy but One Shelfstill locked

A9

A9-06 Distinctiveness When Everyone Has the Same Toolsstill locked

A10

A10-07 Crossing the Chasm: Diffusion Beyond the Early Marketstill locked

F1

F1-05 The Marketing Process: From Analysis to Action§ 3. The Process in Different Contexts

F1-08 Integration: the marketer

F2

F2-08 Price Perception and Behavioural Economicsstill locked

F2-10 Habit, Loyalty, and Repeat Purchasestill locked

F4

F4-01 The STP Framework — Leader or Challenger, Not the Same Game§ Sharp's laws — and where they stop holding

F4-02 Segmentation — Dividing Markets That Don't Want to Be Dividedstill locked

F4-03 Targeting — The Great Mass vs Niche Debatestill locked

F4-04 The Penetration Imperative — the leader disciplinestill locked

F4-06 Differentiation — Real, Relative, and Perceivedstill locked

F4-09 STP in B2B Marketsstill locked

F4-11 When STP Goes Wrong — Anti-Casesstill locked

F4-12 Integration: the STP strategist — leader, challenger, and the peer debatestill locked

F5

F5-01 What is Brand Equity?

F5-04 How Brands Grow: The Ehrenberg-Bass Challengestill locked

F5-06 Physical Availability: The Forgotten Growth Leverstill locked

F5-07 Distinctiveness vs. Differentiation: The Core Tensionstill locked

F5-11 Brand Health Measurementstill locked

F5-14 Integration: the brandstill locked

F6

F6-03 Price — The Only P That Generates Revenuestill locked

F6-05 Place: Physical Availability and the Unfinished Revolutionstill locked

F6-06 Promotion: Communications Within the Mixstill locked

F7

F7-01 Communications strategy — System 1, social phenomenon, and the diagnostic questions§ A gorilla on a drum kit and a Kendall Jenner with a can

F7-02 The IPA Databank: What the Evidence Actually Saysstill locked

F7-03 The Long and the Short of Itstill locked

F7-04 Creative Effectiveness: Why the Ad Matters More Than the Media Planstill locked

F7-08 Media Planning Principlesstill locked

F7-09 ESOV and Share of Voicestill locked

F7-12 Integration: the communications strategist — conversation or dashboardstill locked

F8

F8-02 The Fundamentals Still Applystill locked

F8-08 Personalisation and the Privacy Endgamestill locked

F9

F9-01 Marketing finance — pricing as the lever, MROI as the instrument§ Simon's pricing discipline

F9-02 ROI, ROMI, and the Measurement Trapstill locked

F9-03 Customer Lifetime Value (CLV) and Its Limitsstill locked

F9-05 Marketing Budgeting — SOV, ESOV, and the Share Lawsstill locked

F9-06 The Business Case for Marketing Investmentstill locked

F9-07 Marketing as an Asset — Brand on the Balance Sheetstill locked

F12

F12-05 The STP Core — Segmentation, Targeting, Positioning in Practicestill locked

F12-06 Budget, Allocation, and the 60/40 Rulestill locked

F12-09 Measurement, Feedback Loops, and Adaptive Strategystill locked

M3

M3-02 Brand Equity as an Entry Barrier — what the evidence supportsstill locked

M4

M4-04 60/40 Revisited — Median, Not Lawstill locked

M4-06 Creative Quality as Effectiveness Multiplier — The Evidencestill locked

M6

M6-11 Dove Real Beauty: purpose before purpose was coolstill locked

M6-12 Liquid Death: entertainment-first brandingstill locked

M6-14 Airbnb: the pivot from performance to brandstill locked

M6-19 Burberry: elevating a brand back to luxurystill locked

M6-24 Pepsi × Kendall Jenner: borrowed purposestill locked

Related concepts

Physical availability NBD-Dirichlet

Referenced by

Sector triptych

Sources

Byron Sharp (2010)

Machine-written definition; editorial curation in progress.