The world of fast moving consumer goods is possibly the hardest, cruelest and disciplined industries all them all: the sheer science, and extraordinary thought, the investment in consumer and competitor analysis for truly focused market orientation, the value validity and constancy of marketing knowledge determines market share, profitability and survival. A number of variations of the industry life cycle model are used to direct the focus of the marketing activities during each phase of the model. Launch engineering helps FMCG businesses be more productive, improve branding, expand marketing communications, control ad agencies and refine category management.