Fast-moving Consumer Goods 

Fast-moving consumer goods (FMCG) is an extremely competitive industry with a long history. The high expendability and homogenization of products produces fierce competition within the industry. Meanwhile, as a sector that is deeply woven into consumers’ daily life, FMCG confront more issues and crisis potentials. These factors mean brand awareness and reputation are critical in the marketing. In recent years, Chinese consumers have increased their brand loyalty to FMCG, which has stimulated the industry to resort to PR for brand maintenance in a more credible way. As a result, the target audience covers not only consumers, but all stakeholders. As new media sees dramatic growth, integrated marketing communications (IMC) and digital marketing have become effective communication vehicles for FMCG.

As one of the leading international public relations firms to operating in Mainland China, Burson-Marsteller is dedicated to helping FMCG clients, both at home and abroad, to develop brand strategies and implement them via versatile and creative communication vehicles. On one hand, we influence the target audience’s consumption behaviors by changing their perception of the brand and the product. On the other, we support clients to build up multi-layer, trusting and long-term relationships with stakeholders, while fully preparing them to efficiently respond to potential or existing issues and crises.

In-line with new market trends and changing communications habits, Burson-Marsteller has taken the lead to customize IMC and digital communications for clients. Our cross-industry knowledge, professional talents and matured resource networks enable us to initiate 360°communications.

As the founder and leader of perception management, Burson-Marsteller possesses unique Perception Management^TM , Evidence-based Communication, and Brand Asset Valuator (BAV). Leveraging all these methodologies and tools with our advanced marketing insights, Burson-Marsteller’s professional team is able to help the client achieve its business objectives with added-value service.

Our capabilities include:

• Marketing communication strategy and counseling
• Brand/product communication strategy
• Integrated Marketing Communications and event management
• New product launches and promotion
• Word-of-mouth
• Strategic media relationships
• Issue/crisis management
• Sponsorship program development and management
• Key Opinion Leader/third-party management
• Study and development on the frontier domain of communication