Role of promotional mix in brand building: A study of fast moving consumer goods in India

The present study investigates the promotional mix with regard to the branding of fast moving consumer goods. A plethora of studies has been done on branding; this investigation will focus on how the promotional campaigns can be successfully used to create a powerful brand. This study through the use of secondary data sources attempts to determine the extent to which branding and promotion are integral components with reference to fast moving consumer goods and how it influences the purchasing patterns of consumers in India. These findings have provided evidence to suggest that building brand equity for fast moving consumer goods impacts positively on the sales and the popularity of these products. The challenge for marketers in this type of an environment will be to design communication messages that not only move the products off the shelves of supermarkets but also capture the imagination and attention of the target audience. This study concludes with the findings that business entities should also adopt a long-term view with regard to brand-building activities.