employee from 01.01.2019 until now
Military Educational and Scientific Centre of the Air Force «Professor N.E. Zhukovsky and Y.A. Gagarin Air Force Academy»
employee
Tomsk, Tomsk, Russian Federation
The modern FMCG (Fast Moving Consumer Goods) market in Russia, as well as globally, is highly competitive and dynamic. This article examines the main components of the FMCG segment. It analyzes the current state of the Russian FMCG market, discusses key trends in this industry, and explores the dynamics of sales channels using the confectionery market as an example. The authors analyze existing product launch management models and propose a more advanced omnichannel model for consideration. The omnichannel model is characterized by flexibility and versatility, enabling it to solve complex product launch challenges; however, it comes with high implementation costs. At the same time, within the FMCG segment, this model is one of the most promising, as it can significantly accelerate product launches even in highly competitive markets.
FMCG market, product, consumer behavior, online shopping, sales structure, digitalization, omnichannel model
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