FMCG - kuyini? FMCG emakethe nokumaketha izimfihlakalo zayo

Uke waqaphela yini ukuthi bona, sengathi simi ujenga esuphamakethe, engaqondile ukudansela isiginci sakhe ngengalo indawo ugqoko yemali ka kashokholethi noma ushingamu, ithunyelwa ngokuphepha zokudla cart? Ngaleso sikhathi, ngaphandle kokuqaphela lokhu, wena kwaholela icebo ukumaketha futhi ngaleyo ndlela kusheshiswe inzuzo izimali emkhakheni FMCG. Ngathi: "Kuyini?" - You buza. Imikhiqizo sonke sibhekana njalo futhi lapho njalo kudingeka. izimpendulo okuningiliziwe zemibuzo ephathelene mikhiqizo kuzosiza kulesi sihloko.

Indlela ukuqaphela FMCG imikhiqizo?

Nge isifinyezo English ngokuvamile lihunyushwa ngokuthi "ezidayiswayo" (okusheshayo mooving ezidayiswayo). Ngamafuphi nje, lo is babe we ukuthenga njalo futhi ngokuvamile kakhulu ngenxa ukusetshenziswa ngokushesha. Basuke izimpawu izici ezintathu eziyinhloko:

• eziphansi;
• ukuqaliswa okusheshayo;
• zisebenzisa i kwesikhathi esifitshane.

Yonke imikhiqizo ehlanganiswa lezi nemingcele ezihlobene FMCG. Yiziphi mikhiqizo? Imikhiqizo yokuqala nge elinganiselwe eshalofini yokuphila (ubisi, imikhiqizo ebhikawozi) futhi kudliwe ngokushesha (osikilidi, iziphuzo, ushokoledi, utshwala). Ngaphezu kwalokho, leli qembu zihlanganisa wonke amakhemikhali yasendlini (izimpushana, wokuxubha, insipho) izimonyo, iphepha nezinto plastic, zonke izinhlobo amabhethri, ama-globe kagesi nokunye.

Ikakhulukazi FMCG emakethe

Ngokuphambene, umthengi durables, FMCG ishibhile, ngakhoke ukuze uthole, izinkampani kulo mkhakha kumele njalo ukugcina inzuzo okusezingeni eliphezulu. Imvamisa sokuthenga ezidayiswayo ngezindleko eziphansi ngokwanele alahlekelwe - ngesisekelo ukuthola inzuzo enhle.

Esikhathini FMCG, njengoba kunoma iyiphi enye indawo inenani kanye ekuncintisaneni okushubile indawo phansi kwelanga. Yingakho asikwazi ukwenza iphutha ngokukhetha ilungelo lokumaketha isu, lokukhokhelwa inqubomgomo, kudingeka bahlale ngiwufeze, ifuna imikhiqizo emisha ukuletha emakethe.

Supermarket - Iyiphi indawo engcono kakhulu FMCG

Ethandwa kakhulu ukufezwa zimpahla ziye won zonke ozithandayo FMCG amaketanga zakho zokuthengisa namuhla, uma sikubeka kalula, nezitolo ezinkulu. Lawa ezitolo self-service bakwazi ukuthengisa ngempumelelo imikhiqizo izimfuno zazo nsuku zonke ngenxa zingxenye ezilandelayo:

• anhlobonhlobo izimpahla;
• izindleko iphansana zokukhiqiza;
• zonke izigaba eziyinhloko umkhiqizo bekulungele (Ukuvuselela okuqhubekayo).

Ngaphezu kwalokho, ukubekwa ukuhlela okuhle kwezimpahla ku yonke indawo esitolo (kahle ezicatshangwe ukumaketha isu) ikhuthaza umsebenzi omkhulu umthengi. Kuyinto ngaphakathi inethiwekhi ukuhweba kalula liqalise isimiso uthenga ungacabanganga. Uyazibuza ukuthi kungani Umbukiso nge ushokoledi, candies futhi ushingamu njalo sise yemali, futhi emashalofini isinkwa ngokuvamile ezindaweni ezijulileyo esitolo (zihambe nabo, ngenxa yezimo abhekene kudingeke bahambe esidlule kanye neminye imikhiqizo)? Konke lokhu kungekho ngozi, kodwa icebo ukumaketha, zithandwa kakhulu FMCG. Yini eyenza? Ithuba ukwandisa yokuthengisa futhi uthole at ongaphakeme amanani umkhiqizo.

Ukucaciswa kwenqubomgomo kwemakethi FMCG-sphere

Ngu izici isici ukumaketha kule ndawo zihlanganisa:

• ukwanda okuqhubekayo e inzuzo (lapho into ngayinye umuntu engabizi, uyabuya okusezingeni eliphezulu kungaba ukuletha esibalulekile yokuthengisa);
• ingxenye ebaluleke kakhulu umsebenzi - umsebenzi nangengqondo somthengi (kubalulekile ukubiza abathengi owaziwayo kanye ngokuvamile isifiso equlekile ukuthenga umkhiqizo, dala isidingo ke);
• izinto ezimbili ezibalulekile - endaweni kusakhiwo umkhiqizo (emashalofini esitolo) kanye ikhasimende ukwethembeka (kudingeka ukuba bakwazi ukuheha ukunaka kwabo, ukuba bawine i-trust).

Ngakho, ukuze sisinde kule ezihlukahlukene izimpahla ukusetshenziswa nsuku zonke futhi ezingeni eliphezulu mncintiswano kule ndawo, futhi kuningi ukusebenza ngokuqhubekayo, njalo befuna imikhiqizo emisha futhi usebenzise izimfihlo entsha ukumaketha, silondoloze ngentengo ezingeni ezinengqondo futhi ukwandisa inzuzo.

FMCG emakethe ezingokoqobo

EMelika naseNtshonalanga Yurophu FMCG emakethe sekuneminyaka isikhathi eside kakhulu futhi kahle ngaphambi Russia mayelana nokuthuthuka nenhlangano. Isigaba FMCG eRussia isibe kwakhiwa ucishe e kuqala inkathi yangemva Soviet. Kulokhu, omunye izinkampani yokuqala waqala ukunqoba emakethe Russian lokuzila ezidayiswayo, baba inkampani "KUYI-MARS". Nokho, manje usesikhundleni okuholela kulo mkhakha. Wonke umuntu uyazi nemigoqo "Snickers" futhi "Bounty" chocolate "Ijuba" futhi candy "Skitls". Ngisho nemfuyo yethu ukudla imikhiqizo yabo, ngokuhlafuna zigwinye ukudla "Whiskas" noma "Lozalo". Thenga amaqembu ehlukene nemikhiqizo, singazi ngisho ukucabanga ukuthi empeleni iningi lawo - izici nje ezahlukene linye. Inani imikhiqizo ehlukene zidayiswa ngaphansi amagama emikhiqizo ehlukahlukene edayiswa, singasho ukuthi iningi labo basonta brand efanayo omkhulu ( "Nestle", "Wimm-Bill-Dann", "Coca-Cola"). Lokhu kusikisela ukuthi imakethe ebusa cishe esinakho, lapho eziningana yezinkampani ezinkulu ubambe share kwayo okusemqoka. amafemu amancane kulezi izimo ube nezikhathi ezinzima, kodwa abathile bekuthola niche yabo futhi khona ngokuphepha emakethe FMCG namuhla. Kuyini lokhu uma hhayi lokumaketha oluyimpumelelo isu esisiza ukunqoba (noma bawine) izinhliziyo abathengi?