DEVELOPING FMCG BRAND USING MARKETING COMMUNICATION TOOLS – A CONCEPTUAL STUDY

Now-a-days, markets have taken a different dimension owing to the overpopulation of both large and small companies.
As a result, markets have become overcrowded with many marketing messages. This has altogether make it quite difficult for the
customers to perceive the marketing messages. With the rising cost of advertising and other promotional tools, the marketing
objective of the company has evolved not only to control the expenses but also to confirm superiority over the competitors. To
create the edge over the competitors, the companies are adopting effective brand strategy for new products and also redesign its
old brand strategy. Therefore, to be unbeaten in the markets, both in national and international level, the marketing organizations
must create, redesign and protect its brand so that the company will prosper in the long run. It is the marketing communication
which ideally has positioned and presented a brand to people. Keeping it in mind, an effort would be there to provide an in depth
study on how marketing communication manages to ascertain relationship with the customers. This study is based on various
models that have proven how marketing communication has developed as an apparently integral part of the marketing and
corporate communication strategies of many companies. The present study would also highlights how the messages are to be
disseminated effectively to make the brand remain in the mind of the customers for longer time.