Abstract

The objective of study is to discuss key account management practices in FMCG Industry of Pakistan. Key account management (KAM) is considered to be an imperative marketing trend and being practiced from last few years. In this study, Ojasalo framework of KAM practices has been used in terms of their implementation in FMCG industry of Pakistan. The framework comprise of four basic elements of KAM and the two levels which are considered to be necessary in B2B relationships and thus used in key account management for profitable and long lasting relationships with key accounts. The data was collected through structured questionnaire from 100 executives of different companies in FMCG Industry of Pakistan. The companies that have participated are Unilever, Procter & Gamble, Marrina International, Forvil Cosmetics, Asian Food Industries, IFFICO, Coca-Cola Beverages and Nestle. The study contributes in two ways: First, FMCG sector will be facilitated in focusing and prioritizing the factors that are being neglected regarding identification, analysis, selecting suitable relationship strategies and operational level capabilities used in KAM. Secondly, other selling organizations wishing to prosper in Pakistan and eager to adopt KAM program will be benefited with this information.