Customer centricity approach to managing FMCG-companies in the Russian market

Abstract

The research provides the theoretical ground of customer centricity attributes and discusses their popularity among FMCG companies in Russia. The methodology rests upon theoretical principles of strategic marketing, the findings of the studies conducted by global consulting agencies and holding marketing research. In academic publications, there is still no single approach to understanding the concept of customer orientation, as well as the operationalization of this concept in relation to the conditions of emerging markets and particular industries. Based on a meta-analysis of the research results of the largest consulting companies, the authors clarify the fundamental theoretical model, which contains attributes of a company’s customer centricity. The theoretical model is adjusted to the UPRAVLENETS/THE MANAGER 2019. Vol. 10. No. 2 Market Development: A Management Aspect 19 FMCG sector. The paper reveals how widespread these attributes are among FMCG companies in the Russian market. FMCG companies, which traditionally build their relationships with “intermediate” customers (wholesalers and retailers), influence the end consumer mainly through developing a strong brand. We find that, with the development of information and communication technologies, they switch to immediate interaction with end consumers: analyze consumer insights, track changes in consumer preferences, form personalized offers and engage consumers in interaction with the company and its brands. Such practices open up new opportunities to enhance business productivity.

Keywords

• customer-oriented approach
• customer centricity
• attributes of customer centricity
• emerging market
• FMCG market