Pdf the aim of this paper is to contribute to the debate on the future of the brand management structure in fast moving consumer goods fmcg by examining current managerial perceptions of the . Fast moving consumer goods are products that sell quickly at relatively low cost these goods are also called consumer packaged goods fmcgs have a short shelf life because of high consumer demand . Fast moving consumer goods are products that are relatively inexpensive and tend to sell quickly some examples include soft drinks alcoholic beverages candy bars and chewing gum fmcgs generally do not make the manufacturer or retailer much of a profit individually but can generate a good profit on total sales because the product sells . Fast moving consumer goods fmcg or consumer packaged goods cpg are products that are sold quickly and at a relatively low costexamples include non durable household goods such as packaged foods beverages toiletries over the counter drugs and other consumables many fast moving consumer goods have a short shelf life either as a result of high consumer demand or as the result of fast . Fmcg in new zealand coriolisresearch fmcg pathways in new zealand iibthe fmcg retailing sector is highly competitive and changing rapidly fast moving consumer goods retailers are defined by the high volume low margin nature of their business appendix ii g fast moving goods travel to consumers through a large number of pathways from the
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