Develop your own marketing communication model derived from academic Assignment - 2

Develop your own marketing communication model derived from academic research. Analyse the Marketing Communications Campaign of FMCG brand of Heineken - Assignment Example In spite of certain difficulties, it has been able to place itself as an international premium beer brand. The uncertain or certain risks faced by Heineken beer could be tackled by the market communication models like advertising and relationship communication among others. It has been identified that Heineken can make use of advertising and relationship communication models to overcome obstacles and sustain their position in the market. Fast moving consumer goods (FMCG) can be defined as the sector that includes foods as well as dairy products, wine, conventional foods, pharmaceuticals, packaged and non–packaged goods among others. FMCG is alternately also known as Consumer Packaged Goods (CPG). FMCG plays a very vital role in a country’s economy. FMCG stands as one of the largest industries in terms of the role, the market size, the tax paid to the government and the number of employees. FMCG goods are essentially consumed at usual intervals. Purchasing, selling, financing and marketing are a few of the important roles played by the FMCG industries (Economy Watch, 2010). Heineken is one of the leading fast moving consumer goods companies. To be precise, Heineken is one of the world’s leading or premium beer brands. It is a Dutch Brewing Company founded in 1864 by Alfred Heineken. It can be identified that Heineken’s story started 140 years ago in 1864 when Adrian Heineken occupied a small brewery in Amsterdam. Since then, Heineken’s four generation families expanded the brand throughout Europe and the world. Heineken’s principal brands are Heineken and Amsteel. Heineken continues to reinforce its brand through innovation in the field of marketing, packaging and production (Heineken Romania, 2007). It holds the world’s most important brand portfolios and is one of the greatest, strongest and also independent brewers. It is world’s one of the most esteemed international premium beer brands. It is available throughout the world. Heineken