How do FMCG companies add value to their consumer?

Saturday, 7 June 2025 01:42 - - {{hitsCtrl.values.hits}}

For many FMCG products, clinically, there is hardly any difference in their actual composition.
The market has significantly more production capacity than consumption capacity, so how do businesses survive and thrive?
In many cases, they resort to ‘hyped differentiation’, which largely happens through branding, advertising, and promotion — mostly imaginary!
Given that there is hardly any difference in the product itself, companies focus on influencing the consumer’s mind. This then becomes the preoccupation of the marketing function, and in some cases, the entire organization!
As a result, significant energy across the industry is spent on competing with each other — but does this truly add value to the consumer?

MTI Strategic Reflections: Hilmy Cader

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