Advances in Economics, Management and Political Sciences

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Proceedings of the 2nd International Conference on Business and Policy Studies

Series Vol. 12 , 13 September 2023


Open Access | Article

The New Approach to Channel Marketing in the FMCG Industry: Based on the Comparative Analysis of Few Cases of Blue Moon and NAIS

Xuanbin Zheng * 1
1 South China University of Technology

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 12, 31-37
Published 13 September 2023. © 13 September 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Xuanbin Zheng. The New Approach to Channel Marketing in the FMCG Industry: Based on the Comparative Analysis of Few Cases of Blue Moon and NAIS. AEMPS (2023) Vol. 12: 31-37. DOI: 10.54254/2754-1169/12/20230587.

Abstract

The epidemic’s impact has led to the adjustment of global supply chains, and the upgrading of Chinese consumers' consumption concepts has brought challenges to the FMCG (Fast Moving Consumer Goods) industry. At the same time, the product homogenization of the consumer goods daily chemical industry is serious, and the brand lacks innovation and vitality. The development of the IT (Information Technology) era to the DT (Data Technology) era has changed the mainstream publicity method of advertising media. In this context, innovation has become the core product of the FMCG industry. Therefore, this paper will analyze the effective new channel marketing scheme from the perspective of channel marketing through the comparison method of a few cases, and study how to use channel marketing to improve the marketing vitality of brands and obtain market growth. The research in this paper will provide theoretical support for the channel marketing of FMCG daily chemical products, and propose a channel marketing model from a new perspective to solve the lack of product innovation and improve brand vitality.

Keywords

new channel marketing model, less case comparison, laundry detergent market, target group

References

1. Chen Xinxin. Research on marketing countermeasures of traditional Chinese FMCG brands under the background of consumption upgrading. Jiangsu Business Theory 1, 8-10 (2022).

2. Cai Yang. Research on the development strategy of Blue Moon Industrial Co., Ltd. from the perspective of SWOT. Modern Marketing 15, 130-131 (2021).

3. Liu Ming. Blue Moon brand development research based on SWOT analysis. Trade show economy 8, 40-42 (2022)

4. Yuan Yihan. The blue moon's channel is lost. Daily Chemical Science (10),25-28(2015).

5. Shen Guoliang. Daily chemical products PK battle, why does Nais win? Advertiser (02),27(2008)

6. Transformation. Blue Moon's self-built channels turned into bamboo baskets to draw water. Sales & Marketing (Channel Edition) (02),19(2017).

7. Veri. Research on product positioning and promotion strategy of Blue Moon Laundry Detergent. Sun Yat-sen University (2009).

8. Liang Shuang. "New channel" marketing, what is the "new"? International Brand Watch 35,44-45(2021).

9. Lv Yudong. A new channel for online marketing based on new media. Successful Marketing 12,76-77(2018).

10. Xu Huan. New channel marketing in the new era should use "new methods." China Fiber Inspection (12),108-110(2020).

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 2nd International Conference on Business and Policy Studies
ISBN (Print)
978-1-915371-67-6
ISBN (Online)
978-1-915371-68-3
Published Date
13 September 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/12/20230587
Copyright
13 September 2023
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated