Adapting digital marketing in FMCG market : A Case study of Fu-Wang Foods

Abstract

Nowadays, social media, video-content apps, and the internet are where most individuals spend their time. The reality of consumers has changed, and many now lead parallel lives while maintaining a significant online presence. The people's spending and purchase patterns also changed. For a business-like Fu-Wang Foods Limited, integrating numerous online marketplaces like Chaldal.com to promote their goods is highly convenient. The thesis sought to understand the effects of digital marketing and how it has been adapted to the FMCG market of Fu-Wang Foods Limited. By developing an appropriate methodological framework, the thesis carefully examined the process of integrating digital marketing into the FMCG market of Fu-Wang Foods Limited. The framework concentrated on the use of quantitative and qualitative data to comprehend the trends, patterns, and degree of the process of integrating digital marketing.

One of the key challenges faced by Fu-Wang Foods was competing with its existing business rivals in the industry. With strong business rivals, it required established brand value and increased consumer engagement to ensure a better position in the industry. Its use of digital marketing activities using virtual platforms helped it to increase its brand value in the market. With increased brand value, it was able to retain better profit and customers compared to its existing business rivals in the market. It used digital marketing strategies such as social media marketing and SEO marketing. It used the Relationship Marketing Theory to ensure a personalized experience for the customers so that they can become more satisfied with the company’s service. With the help of this theory, Fu-Wang Foods used social media sites as a key promotional channel. It also used a CRM strategy to increase the engagement of the target audience with increasing activity in different virtual platforms. Such strategies improved its digital marketing activities.