Modeling and Optimization of the Business Process of Planning and Implementing Advertising Campaigns in Large FMCG Companies

The FMCG (fast-moving consumer goods) sector comprises companies that specialize in the production, marketing, and sale of various consumer goods, such as food and beverages, household products, and personal care items. Marketing plays a crucial role in these companies, as it helps to create brand awareness, attract customers, increase sales, and ensure a competitive advantage in the marketplace. At present, the process of planning and executing advertising campaigns within the FMCG industry is structured in a manner that regularly shifts launch dates and leads to inefficient budget implementation. This negatively impacts the competitiveness and market share of companies, which are key success indicators within the sector. The aim of this project is to propose a solution for optimizing the business process of advertising campaign planning and execution in large FMCG companies, using the example of Mars as a case study. It will be accomplished through a series of measures designed to automate the decision-making process and create a well-organized plan for the advancement of the WoW (ways of working) process.