An investigation of the application of technology-based marketing strategies in top 100 companies in consumer-packaged goods industry

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Sinha, Shushank
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MSc in Marketing
Dublin Business School
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Purpose - The primary objective of this research is to investigate the application of 3 major emerging technologies to enhance marketing strategies as well as to find how the ongoing convergence of traditional marketing with digital marketing is enabling top-tier CPG companies to increase sales, profitability, customer equity and brand equity. Analog marketing based sales and business model enabled the major CPG companies to build strong brands and market share in the past many years, but evolving technologies and changing consumer buying behaviours are compelling them to transform at a rapid pace to embrace digital marketing powered by the emerging technologies like mobility, social CRM, advance analytics, Internet of things and cloud to become digital enterprises driving product innovations, multi-channel marketing, real time customer service and collaboration with partners & vendors. The convergence of emerging technologies in the recent years has deeply impacted marketing and led to emergence of trends such as “omni-channel-marketing”, Social CRM, advance data analytics, content marketing and many more. Research Methodology - The researcher has followed the research onion framework (Saunders et al, 2011) comprising of the research philosophy, the research approach, the research strategy, the research choices, time horizon, the data collection, the research sample and population, ethical issues, and the limitation of the research for this dissertation. The researcher decided to use mixed or multiple methods research design approach for the primary research on the chosen topic by leveraging a judicious combination of qualitative and quantitative methods supported by inductive and deductive research philosophies to derive the conclusion for research question and objectives in the 12 weeks’ time provided by Dublin Business School to conclude the entire dissertation work. The researcher has based his work more in favour of interpretivist research philosophy and given the complexity of business world, an Inductive approach would have been more suitable, however, during actual research work the researcher found few “Surprising facts” and ended up combining inductive and deductive methods. Data Collections and Findings – The detailed research for this dissertation clearly establish that the digital age has made consumers buying behaviours very different from what it was few years back and to meet these changing consumer behaviours, marketers are compelled to revamp their marketing strategies by frequently leveraging state of art tools and technologies. The primary research findings from this work focusing on leveraging of emerging technologies esp. Mobility, Social CRM and Advance Data Analytics in marketing strategies of Top 100 CPG companies across globe supports the secondary research finding of academic and research firms in recent years that marketing as a business function is becoming more and more dependent on technologies to reach and meet consumers expectations.