Effectiveness of Localized Marketing Strategies in Enhancing FMCG Brand Visibility
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Effectiveness of Localized Marketing Strategies in Enhancing FMCG Brand Visibility
Authors:
Abhishek Wadhera1, Dr. Tushar Ranjan Sahoo2
Post Graduate Student, Amity Business School, Amity University
Chhattisgarh1
Assistant Professor, Amity Business School, Amity
University Chhattisgarh
Abstract: In a country as culturally diverse and linguistically rich as India, a one-size-fits-all marketing approach is no longer effective—particularly for brands operating in the fast-moving consumer goods (FMCG) sector. This research explores the growing relevance and impact of localized marketing strategies on enhancing brand visibility in the Indian FMCG industry. Drawing insights from secondary data sources, case studies, industry reports, and real-world brand campaigns, the study investigates how regional adaptations—such as vernacular advertising, local influencer collaborations, festival-based campaigns, and culturally resonant packaging—improve consumer engagement and recall.
The findings indicate that consumers show a marked preference for content that reflects their local identity and language, with a notable increase in trust and brand recall for such campaigns. Brands that tailor their messaging and outreach to regional sensibilities are not only seen as more relatable but also enjoy stronger loyalty and visibility in competitive markets. The study also delves into how digital platforms and geo-targeting tools have enabled scalability in localized efforts, making it more accessible and measurable for marketers.
While the research highlights the strategic importance of localization, it also acknowledges certain limitations, including the reliance on secondary data and the complexity of applying insights uniformly across India's heterogeneous market. The study concludes with actionable recommendations for FMCG brands aiming to optimize their localized outreach while maintaining brand coherence.
Keywords: Localised Marketing, FMCG Industry, Brand Visibility, Consumer Behaviour
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