Special Feature:

F M I G^© - 
FAST-MOVING INDUSTRIAL GOODS

In most cases UK industrial companies are still using antiquated marketing techniques to develop their products, believing that their own markets are so special that they cannot be penetrated  by using the standard marketing methods more usually associated with FMCG (fast-moving consumer goods).

The fact is that the basic requirements of FMIG and FMCG are the same, namely:

Profitable sales

To achieve this, industrial companies have to provide:

• Quality design
• Efficient production
• Volume production
• Quality control
• Management control

In parallel to product development industrial companies need to commission an outside overview of their operations in the form of a marketing strategy to determine the company's long-term policies over a five-year span.

Without a properly planned marketing strategy industrial companies are virtually rudderless.

To some extent this is the reason why the UK's industrial marketing base has dwindled to such a small part of the economy.  Adverse exchange rates should no longer be the excuse for failure.

Instead, those UK industries facing possible closure should seek to redevelop ;their products and skills and explore new overseas markets where they can sell and produce their products with 100% share ownership.

MPC's FMIG marketing strategies 
- see panel, right

© Copyright 2001 MPC Associates

MPC's FMIG Marketing Strategies cover the following:

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