Globalization
and technology driven economy has given the consumer access to a wide
range of FMCG products from across the world. Moving down the
supermarket with trolley at hand, the customers have the liberty to pick
and choose products from a wide array of available goods. As one rolls
the trolley along these shelves, consumers find familiar products, with a
different name, brand and packaging or a new product vying for
attention either with a new and attractive packaging, competitive rates,
or innovative marketing. The consumer finally ends up buying five more
newly launched products.
However,
not all products are sold like hot cakes as consumers are dubious of
the contents. To provide the consumers with the required know-how before
purchasing a product is a herculean task. The concept of supermarkets
facilitated customers to walk through the shelves stacked with variety
products, read through the packaging, understands the benefits and
selects the product. The acceptance of innovation products by today’s
next generation consumers find supermarket shelves lined with well
accepted creative products and uncommon combinations such as oats
noodles, Manchurian upma or a lemon flavored salt.
Fueled by
innovation, the FMCG business machinery does not just relate to creating
new products but also includes the process of renovating, restructuring
the products. Brand renovation is a process aimed to constantly renew
the product equity with the consumer by making the product current and
contemporary in tune with the emerging consumer preferences. Further,
with a number of untapped markets, ideas and customers available, the
need of the hour is to find the right idea which would click for the
business to surge ahead. Companies today are extremely aware and have
the capability to listen to the consumer and develop innovative products
tailored to their needs.