The Marketing Return On Investment Of FMCG Industry

With the development of China market, fierce competition is foundespecially in FMCG industry. A wide variety of marketing campaigns wasintroduced into the market from original TV advertisement to both Above theLine and Below the Line mixed campaigns; from simple discount topromotion girls, bundle packs, bonus packs and lucky draws. The marketingstrategy focused more on consumers than ever before. Shopping Marketinghas already become a very hot topic among FMCG manufactories. How torecruit more consumers from the market under this uncertain situation hasbecome one of the key objectives of marketing directors. How to betterallocate the marketing budget and achieving higher ROI has become the keyissue. This article will take FMCG industry as an example and introduce2different ways of evaluating Marketing ROI, aim to provide manufactories asolution to review marketing expense and recommend on budget allocation.