Consumer packaged goods (CPG), also known as Fast Moving Consumer Goods (FMCG), are consumable goods such as food and beverages, cleaning products, home healthcare products and tobacco that are replaced frequently by consumers.
Consumer packaged goods are used up and must be replaced frequently in contrast to goods that people keep for a long time, such as cars and furniture.
CPG products are sold in large quantities to compensate for their relatively low profit margin per unit.
CPG manufacturers seek to differentiate themselves from commodity manufacturers by developing product brands that enable them to attract a loyal return customer base, maintain higher margins and premium pricing for real or perceived product attributes.
Brand maximization requires a clear brand proposition, loyal customer base that values that brand proposition above those of competitors and disciplined customer relationship management in support of the branding strategy.
It is this combination of tangible product value combined with the intangible brand value that results in a successful branded product that differentiates itself from commodity products that CPG companies seek to achieve.
CPG companies face significant challenges:
The CPG data models provide a comprehensive corporate data architecture to support CPG marketing, manufacturing, business analytics and reporting.
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