Producers and retailers have been put in the position todiversify their marketing and promotional strategy considering thatmost categories of fast moving consumer goods have recordeddeclines in the past two years, according to Unileverrepresentatives.
"The detergent market, for instance, fell by 50 million euros ina single year. We basically went back three years, which forced usto increase promotional pressure. We invested increasingly more inpromotion in order to keep up with consumer needs. However, timehas come to tell customers 'stay with me, I have something to offeryou,' even if they move from one segment to a cheaper one becausethey earn lower incomes," Albert Davidoglu, customer developmentdirector within Unilever, told ZF.
The FMCG giant has turnover worth nearly 200 million euros inRomania and a portfolio which includes Dero and Omo detergentbrands, Dove body care products, Knorr soups, Delma and Ramamargarines, Napoca ice cream, and other products.
The aggressive promotional campaigns conducted in years offinancial crisis especially in order for "companies' sales targetto be hit," need to be combined with marketing conducted in stores,because these become "the main channel of communication with theconsumer," announced Davidoglu at an event about the FMCG sectororganised by Magazinul Progresiv magazine.
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