The Fast-moving Consumer Goods (FMCG) industry is one of Indonesia's major industries and contributes significantly to Indonesia's economic development. Increasing purchasing power due to increased personal income and the development of urbanization that changes people's lifestyles are cited as some of the industry's primary growth drivers.
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Digital media is reshaping the marketing landscape across the board, particularly in the fast-moving consumer goods (FMCG) industry. Campaigns for every FMCG product have traditionally relied on determining the appropriate marketing mix of the 4 Ps (Product, Price, Place, and Promotion) to influence the target audience's buying decisions.