Social Media as a tool of Creating Brand

Awareness in
Fast Moving Consumer Goods

Dessertation submitted in partial fulfillment of the requirements

For the award of the two year full time degree of
Post Graduate Diploma in Management
By
MANISH JOSHI (Roll no. GM18119)
Under the Guidance of
Mrs. ARPITA SRIVASTAVA
(ASSOCIATE PROFESSOR)
Background.
The investment in Social Media is increasing day by day in the FMCG
industry all around the world. It is becoming an important way to
communicate with customers and sometimes could help companies to
measure customer satisfaction much cheaper than extensive marketing
research. When we discuss about the FMCG sector, we can see that
nowadays consumers are provided with numerous choices in every shelf
of every category. In order to identify the core consumers, FMCG
brands should not think of segmenting their social media audience.
Instead, they should try engaging with the existing customers
irrespective of whether they are core or not and utilize the social media
tools to achieve brand's goals.

INTRODUCTION
Social media has become an integral part of the internet and our daily
lives. It manifests itself in many different ways, with the term capturing
a range of online platforms that are intended to facilitate global
communication. Through using social media, everyone can create and
share content among friends or globally to strangers, meaning it is now
one of the greatest tools for spreading information around the world.
Popular social media networking sites like Facebook, Instagram.
Twitter, LinkedIn, and other content communities provide a platform for
people to create and share content inside and outside of their
professional context. This makes social media an invaluable tool for
marketers, as it is a way for customers to share information, and for
marketers to create awareness and empowerment for a brand to their
customer base.
LITERATURE REVIEW
The purpose of this research is to critically review literature related to
the theoretical concept of the topic of social media, traditional marketing
channels and brand awareness. The literature review is to develop a
theoretical framework for the study. The main papers for the study are
the work of Palmer and Lewis (2009) titled an experiential, social
network-based approach to direct marketing and Ralf Beuker and Erik
Roscam Abbing (2010) paper titled Two Faces of Social Media: Brand
Communication and Brand Research.

The aims and Objective of the study

 To study the perception & role of consumers regarding the
FMCG brand awareness through social media.

 To identify the most potential medium of social media in creating

brand awareness.

Research Methodology
 Research – Exploratory.
 Method – Quantitative.
 Research Strategy – Case Study and Survey.
 Data Collection Method – Primary.
 Sample Size - 50
Questionnaire

Gender

1 – Male

2 – Female

3 – Other

Age

1 – below 15

2 – 15-25

3 – 25 -40

4 – above 40

Occupation

1 – Student

2 – Self employed

3- Employed

4- other
Do you shop online?
1- Yes
2- No

Which social media platform do you use regularly?

1- Facebook
2- Instagram
3- Twitter
4- You Tube
5- Other

Whether you see any Fast Moving Consumer Product on any of social
media platform which you use?
1- Yes
2- No

Do you see any new brand of Fast Moving Consumer Goods on any of
social media platform which you use?
1- Yes
2- No
Whether you influence to buy any Fast Moving Consumer Goods by
seeing them on social media?
1- Yes
2- No

Which social media platform influence you the most in buying any new
brand of Fast Moving Consumer Goods?
1- You Tube
2- Twitter
3- Linkdin
4- Facebook
5- Other

What attracts you the most in social media advertisement of Fast

Moving Consumer Goods?
1- Celebrity Endoresement
2- Discounts and Offers
3- Visual Merchandising
4- Other