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Impact of social media marketing on FMCG sector in India

Author

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  • Ujjwal Dave

    (Pandit Deendayal Petroleum University)

Abstract

Since the very advent of social media,it borethe potential to transform the dynamic of marketing.This transformation promised to be so dramatic that it could not be ignored or overlooked. The corporate overlords embraced social media and acknowledged its importance in their collective marketing arsenal.The relevance of social media has been observed practically, not just in theory, in every market around the world. The ease of access and the exponential growth in the sheer volume of the market that social media brings is undeniable. Social media?s cause is aided by the ever increasing number of electronic gadgets in every household. In car terminology, if our computing devices are analogous to the wheels of a hypothetical car then the mobile platform is the equivalent of attaching wings to that car. It gives social media a whole new dimension. Social media itself is an all-inclusive term for websites that may provide radically diverse social interactions. For instance, Twitter is a website designed to let people broadcast short inferencesor ?tweets? to the rest of the world. Facebook, in contrast, is a full-fledged social networking site that allows us to share various types of content to a massive audience around the world by transcending almost every restriction posed bygeography. Facebook has effectively made this world a ?smaller? place. The significance of social media in the Indian FMCG market can be observed by analyzing the ?hustle and bustle? of the market.Various FMCG giants like Cadbury, Nestle, Pepsi Co, etc. have designed targeted social media campaigns that have been successful in the recent past. It has been observed that the youth are very responsive to such campaigns. So , the fact that 50% of the total population in India is below 30 years of age (Nelson 2014) gives further incentive to continue investing in conducting such campaigns. This research tries to broadly describe the use of social media inthe various aspects of the Indian FMCG sector. The primary research mainly focuses on the application of various social media tools in marketing of FMCG products and also investigates the use of social media as a tool for collecting feedback.

Suggested Citation

  • Ujjwal Dave, 2016. "Impact of social media marketing on FMCG sector in India," Proceedings of Business and Management Conferences 3405808, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:ibmpro:3405808
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    References listed on IDEAS

    as
    1. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
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    Keywords

    Fast Moving Consumer Goods (FMCG); Supply Chain Management (SCM);

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