Why FMCG companies are cutting down on advertising costs in India -Bidya Sapam

-Livemint.com

* Consumer goods companies are likely to post their worst revenue growth in the last 15 years, as per report
* With slump in consumer demand, most firms are stepping up their efforts to entice consumers through discounts and offers

Mumbai: Fast moving consumer goods (FMCG) companies are shifting their focus to consumer promotions to drive volume in a sluggish market while being cautious on investing heavily on advertisements to save cost, said company executives and industry watchers.

With slump in consumer demand, most firms are stepping up their efforts to entice consumers through discounts and offers while incentivizing trade partners like distribution partners and wholesalers to push sales, according to analysts. Such measures work better at the time of slowdown as consumers look for more value while cutting back on their overall spends, they added.

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