Marketing
London
April 19, 2001
Globalisation has led to the increasing emergence of global FMCG brands as these companies come to view the whole world as their oyster. The Internet revolution has accelerated the trend of consumers travelling world-wide, also leading to an increase in the consumption of global media by consumers. FMCG companies have had to adapt their marketing mixes to reflect these trends. For example the Internet now means that consumers the world over are exposed to a companies website. Consequently some FMCG firms have changed their brand names in an attempt to standardise products across borders. For example, FMCG giant Procter & Gamble risked short-term consumer confusion when they turned Oil of Ulan into Oil of Ulay.