One of the most common searches that hits this Blog is for definitions of FMCG terms and an explanation of acronyms.
I will start a list below and feel free to add to them.
FMCG – Fast Moving Consumer Goods
NPD – New Product Development Wiki says “is the term used to describe the complete process of bringing a new product or service to market.”
ATL – Above the Line Wiki says they are “Promotional activities carried out through mass media, such as television, radio and newspaper, are classed as above the line promotion.”
BTL – Below the Line Wiki says “The terms “below the line” promotion or communications, refers to forms of non-media communication, even non-media advertising.”
TTL – Through the Line Wiki says “”Through the line” refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the “line”. An example would be a TV commercial that says ‘come into the store to sample XYZ product’. In this example, the TV commercial is a form of “above the line” advertising and once in the store, the target customer is presented with “below the line” promotional material such as store banners, competition entry forms, etc..”
B2B – Business to Business – Marketing or Sales related
B2C – Business to Consumer – Marketing or Sales related
Posted under Uncategorized


what is the meaning of the word “down trading” with reference to FMCG industry.
thanks & regards
sage
“Down Trading” refers to consumers moving to lower priced brands or generic “house brands”. This is caused by a number of factors but generally due to consumers having less to spend.
Tim
Sir,plz send me a cvs format as brand product manager in fmcg as im unable to mke one n i badly need a job