Fast moving consumer goods (COSMETICS)
Fast moving consumer goods are any type of goods that are designed to attract consumers and promote a rapid volume of sales even while providing those goods to consumers at very affordable prices. Goods of this type are often non-durable, meaning that they are quickly consumed and require frequent replenishment by making additional purchases. Due to the nature of this type of consumer packaged goods, sales volume is normally very high and consistent throughout the course of the year.
With most fast moving consumer goods, the products are not only produced at high volumes but also carry a price that is considered within reason by consumers. In some cases, the producer of the manufactured goods does not generate a great deal of profit on each unit sold, but does realize a considerable to be return when a good appeals to a wide range of consumers and is sold in large volumes on a regular basis. Manufacturers offer volume purchase pricing to supermarkets and other retail outlets, which buy in bulk then set the unit pricing to also make a small amount on each unit sold. The end result is that both the manufacturer and the retailer generate profits by selling high volumes of fast moving consumer goods, as long as the quality and appeal is present, and the retail price paid by consumers is considered equitable enough to maintain consumer interest.
The main features of FMCG products from market's angle:
1. Generally replaced and used for a short span
2. High turnover at relatively low-cost
3. Sold quickly
4. Having fast move in the marketplace
5. High volumes
6. Marginal profit but sold in large quantities
7. Extensive distribution networks
8. High stock turnover
In this report, the fast moving consumer good that we are going to highlight is the cosmetic goods. And we are going to emphasis on “Pond’s by Unilever”
Pond's Cream is a brand of beauty and health care products that is produced by