Project brief

FMCG companies perfected the art of marketing brands towards consumers (creating pull) and selling their brands to their retailers (push). Traditionally retailers were taking care of the last step, selling brands to end consumers. In this new digital world of FMCG brands, executives have to develop the art of marketing and selling to consumers. The essence of successfully selling direct to consumer online is developing strong digital consumer value propositions. This study aims to develop a guide/checklist for this.