RESEARCH ON THE PROFITABILITY OF COMPANY BRANDS IN THE FAST-MOVING CONSUMER GOODS MARKET: MARKETING STRATEGIES AND PROMOTIONAL EFFECTIVENESS
Abstract
The article provides a comprehensive analysis of brand profitability in the fast-moving consumer goods (FMCG) market for 2024–2025. The financial performance of leading global FMCG companies, including Nestlé, PepsiCo, Procter & Gamble, Unilever, and Coca-Cola, has been examined. The marketing strategies of enterprises, principles of organizational structure, and dominant strategic approaches under intensified competition from private labels have been analyzed. Special attention is paid to research on brand promotion effectiveness in the digital era, including omnichannel strategies, social media, and loyalty programs. Key market trends have been identified, including the growth of private label market share to 39% in Western Europe and increased competition between national and retailer-owned brands. The necessity of transforming FMCG companies' marketing strategies toward personalization of consumer experience, digital transformation of distribution channels, and integration of sustainability principles has been substantiated. Prospects for further research on the impact of artificial intelligence on personalization of marketing communications in the FMCG sector have been determined. In addition, the article emphasizes the methodological significance of FMCG classification as an analytical tool for forecasting market dynamics and substantiating managerial decisions in conditions of increasing market volatility. Attention is focused on the influence of digitalization of trade, the expansion of omnichannel distribution, and the growth of private labels on the transformation of traditional approaches to the grouping of fast-moving consumer goods. It is substantiated that changes in consumer preferences toward convenience, sustainability, and value orientation necessitate the integration of commodity, marketing, and logistics criteria within a unified classification framework. Such an integrated approach makes it possible to increase the adaptability of assortment structures, improve inventory turnover, and ensure a higher level of responsiveness of trade enterprises to fluctuations in demand, which is especially relevant for the contemporary FMCG market in Ukraine.
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