Synopsis The FMCG market has changed with the advent of innovative products. It has emerged as a fast, customized and large market. The primary reason for this change is the changing marketing environment in the FMCG business. Changes in the marketing environment have generated a need to reconsider the managerial perspectives on marketing in the FMCG business. This book points out that, marketing functions in the FMCG business are all about seizing competitive advantage. The FMCG market, which was earlier a seller’s market, has transformed into a buyer’s market that exerts pressure on companies to balance costs, quality, price, time, and so on. To generate growth and excellence, companies need to develop and then implement their marketing mix models in a way that will grab and then sustain their competitive edge in the market The book seeks insights into the marketing environment and marketing practices in the FMCG sector. It looks at the FMCG business from a marketer’s perspective, and brings out various contemporary issues in managing the marketing mix. It is divided into two sections, where, the first section elaborates on the FMCG market concepts and the second section provides FMCG market case studies. Various concepts, which form part of marketing strategies and which contribute towards devising marketing mix models, are discussed in the book. Several cases focusing on Amul Ice cream’s marketing strategy, advertising strategies of Rasna, new product development at P&G, repositioning of Uniliver’s Lifebouy brand, growth strategies of China’s Wahaha Corporation, L’Oreal’s global strategies are all covered in this book.