Marketing Strategies of Consumer Brands (FMCG/CPG) from Udemy

This course will equip you with a good understanding of the 4 most common strategies followed by large consumer brands (FMCG/CPG) and how they differ in execution. If you are looking for detailed academic theory then this course is definitely not for you.

In this course we will cover the following

1. What is a Marketing Strategy? A very brief but simple definition

2. The 4 practical marketing strategies used by most consumer brands

3. What are the 13 different Execution variables which differentiate these 4 strategies

4. How do the execution variables change for each of the four strategies (Because it is all nice and well to state the strategy, but what do you do or how do you behave differently)

Please view the "Course Overview and Structure" and "What is a Marketing Strategy?" and other free course videos before purchasing this course so you are clear on what you are about to pay for.If you are not comfortable with the English language and basic Mathematics, then this course may not be for you.

You can download the Marketing Strategy Grid in Excel and use it as a guide when evaluating competition or framing the execution variables of your strategy..In about 35 minutes of video you will gain from our 20+ years of senior marketing and category management experience with some of the biggest consumer brands in the world across both developed and emerging markets. Whether you work for a large consumer product business or are a small business competing against the global brands or you are a start up in the food and consumer product space or you are a management and strategy consultant advising consumer brands, this course will add to your understanding and capability on the practical aspects of executing marketing strategies in FMCG/CPG.

What's inside

Learning objectives

Understand the 4 common, practical marketing strategies applied by fmcg/cpg brands
Appreciate how execution varies across the 4 marketing strategies

Map out competitor strategies using execution variables
Execution frameworks that work in the fmcg / cpg industry

Understand the 4 common, practical marketing strategies applied by fmcg/cpg brands
Appreciate how execution varies across the 4 marketing strategies
Map out competitor strategies using execution variables
Execution frameworks that work in the fmcg / cpg industry

Syllabus

Understand what is contained in the course and take an informed decision to purchase or not

This lecture will give you an idea of what is contained in the course, the recommended student profile and will help you decide on whether you should buy it or not.

This video explains in simple terms "What is a marketing strategy?" and further expands on how in large multi brand organisations, the assigned brand role influences what strategy will be pursued.

Names the 4 Practical Marketing Strategies and defines and explains Strategy 1

Defines and explains Strategy 2

Defines and explains Strategy 3

Defines and explains Strategy 4

Understand the Marketing Mix Ps and defining the Product P Execution Variables.

Defining the Price P Execution Variables.

Explains how retailer margin influences consumer price

Defining the Price, Place and Profit P Execution Variables.

Differences between the Product P Execution Variables for the 4 Strategies

Differences between the Price P Execution Variables for the 4 Strategies

Differences between the Promotion P Execution Variables for the 4 Strategies

Differences between the Place and Profit P Execution Variables for the 4 Strategies

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Offers practical frameworks applicable to real-world scenarios in the FMCG/CPG industry, which is valuable for professionals seeking to refine their strategic approaches

Provides insights into how execution varies across different marketing strategies, enabling consultants to tailor their advice to specific client needs and market conditions

Focuses on practical application rather than academic theory, which is ideal for professionals looking for actionable strategies and frameworks they can implement immediately

Requires a comfort level with the English language and basic mathematics, which may pose a barrier for some international students or those with limited quantitative skills

Draws upon 20+ years of senior marketing and category management experience, offering learners a wealth of practical knowledge and insights from seasoned industry experts

Includes a downloadable Marketing Strategy Grid in Excel, which can be used as a practical tool for evaluating competition and framing the execution variables of a marketing strategy

Reviews summary

Practical fmcg marketing strategies overview

According to learners, this course offers a practical overview of the four core marketing strategies in FMCG/CPG. Students highlight the focus on execution variables and appreciate the instructor's instructor experience. Many found it concise and providing applicable insights, particularly for those new to the sector. However, some reviews suggest that while it offers a solid foundation, professionals seeking theory or depth might find it too basic. The included Strategy Grid is mentioned as a useful tool. Overall, it's considered a good introduction for understanding how large consumer brands operate.

Provided Excel tool is very helpful.

"The downloadable grid is a great reference tool I can keep using."

"...Using the excel grid helped me map competitor strategies easily."

"Found the framework provided in the course super useful."

Highly relevant for FMCG/CPG roles.

"Perfectly tailored for anyone working in the consumer goods sector."

"Found the examples highly relevant to my job in CPG marketing."

"If you work in FMCG, this course is spot on for practical understanding."

Benefits from lecturer's background.

"You can tell the instructor has real, hands-on experience in the field."

"His insights are clearly drawn from years in FMCG/CPG."

"Grateful for the practical tips based on his extensive career."

Gets to the point quickly.

"The 35 minutes were packed with valuable information..."

"Perfectly concise, easy to fit into my busy schedule."

"The short videos make it easy to digest and review key concepts."

Focuses on real-world application.

"Loved the practical examples directly from FMCG/CPG..."

"...Gave me actionable insights I can use at work right away."

"It's not academic theory, which is exactly what I needed for my role."

May be too basic for experienced learners.

"Good introduction, but I needed more detail for my intermediate level."

"I wish it included more examples and deeper dives into execution."

"Found it a bit too high-level, expected more nuanced strategy discussion."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Marketing Strategies of Consumer Brands (FMCG/CPG) with these activities:

Review Marketing Mix (4Ps)

Show steps

Solidify your understanding of the foundational marketing mix elements (Product, Price, Place, Promotion) to better grasp how these variables are manipulated within different marketing strategies.

Browse courses on Marketing Mix

Show steps

Review definitions of the 4Ps.
Find examples of each P in real-world FMCG/CPG brands.
Consider how each P might be adjusted for different target markets.

Read 'Positioning: The Battle for Your Mind' by Al Ries and Jack Trout

Show steps

Understand the fundamental principles of brand positioning, which is a key element in developing effective marketing strategies for FMCG/CPG brands.

View Positioning: The Battle for Your Mind, 20th... on Amazon

Show steps

Read chapters related to positioning strategies.
Identify examples of positioning strategies used by FMCG/CPG brands.
Consider how positioning strategies relate to the execution variables discussed in the course.

Read 'Marketing Management' by Philip Kotler

Show steps

Gain a broader and deeper understanding of marketing principles, providing a solid foundation for understanding the nuances of FMCG/CPG marketing strategies.

View Marketing Management on Amazon

Show steps

Read chapters related to marketing strategy and execution.
Take notes on key concepts and examples.
Relate the concepts to FMCG/CPG brands you are familiar with.

Three other activities

Expand to see all activities and additional details

Show all six activities

Develop a Marketing Strategy Grid

Show steps

Create a practical tool, based on the course's Excel grid, to evaluate and compare the marketing strategies of different FMCG/CPG brands.

Show steps

Download the Marketing Strategy Grid from the course.
Populate the grid with data from different FMCG/CPG brands.
Analyze the data to identify patterns and trends.
Present your findings in a clear and concise manner.

Analyze Competitor Strategies

Show steps

Apply the course's framework to analyze the marketing strategies of competing FMCG/CPG brands, identifying their execution variables and strategic positioning.

Show steps

Select 2-3 competing FMCG/CPG brands.
Gather data on their marketing activities (product, pricing, promotion, distribution).
Map their strategies using the course's execution variable framework.
Identify their strategic positioning and key differentiators.

Write a Blog Post: FMCG Marketing Trends

Show steps

Research and write a blog post on current trends in FMCG/CPG marketing, demonstrating your understanding of the strategies and execution variables discussed in the course.

Show steps

Research current trends in FMCG/CPG marketing.
Outline the key points of your blog post.
Write the blog post, incorporating examples from real-world brands.
Edit and proofread your blog post.

Career center

Learners who complete Marketing Strategies of Consumer Brands (FMCG/CPG) will develop knowledge and skills that may be useful to these careers:

Brand Manager

A brand manager shepherds a brand, building strategies around it. This course provides a foundation for understanding the practical marketing strategies used by consumer brands, directly impacting a brand manager's ability to make informed decisions. Knowing the 13 execution variables that differentiate the four strategies, as covered in this course, would be invaluable in developing and implementing brand strategies. Brand managers can use the downloadable Marketing Strategy Grid to evaluate competitors and refine their own brand's execution variables. This course provides a pragmatic, experienced-based understanding that many brand managers would find beneficial.

See salaries and explore the career path for Brand Manager

Marketing Manager

A marketing manager plans, directs, or coordinates marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors. This course focuses on the practical marketing strategies used by consumer brands. The course explains how execution varies across these strategies. With this knowledge, a marketing manager can better tailor marketing campaigns to specific consumer segments and achieve measurable results. The course's coverage of 13 execution variables is directly applicable to the daily tasks of a marketing manager who must optimize the marketing mix.

See salaries and explore the career path for Marketing Manager

Category Manager

A category manager is responsible for the performance of a specific category of products within a retail environment. This course is valuable because it provides insights into the marketing strategies and execution variables relevant to consumer brands. Understanding how the execution variables change across different marketing strategies, as explained in the course, enables a category manager to optimize product placement, pricing, and promotions within their category. This course's emphasis on practical application and the downloadable Marketing Strategy Grid directly support the decision-making processes of a category manager.

See salaries and explore the career path for Category Manager

Marketing Consultant

Marketing consultants advise organizations on the most effective ways to market their goods or services. This course offers a practical understanding of the strategies employed by consumer brands when marketing. The course details 13 different execution variables. Marketing consultants can utilize this knowledge to assess client strategies and offer actionable recommendations. The downloadable Marketing Strategy Grid can be used as a tool for evaluating client approaches. This course is especially valuable to marketing consultants focused on fast-moving consumer goods.

See salaries and explore the career path for Marketing Consultant

Product Manager

A product manager is responsible for the strategy, roadmap, and feature definition for a product or product line. This course helps a product manager by clarifying the common marketing strategies used by consumer brands and detailing how execution varies across those strategies. A key element of product management is understanding the competitive landscape and positioning products effectively. The course's coverage of execution variables enables a product manager to map out competitor strategies and identify opportunities for differentiation. This course is valuable for its highly practical focus.

See salaries and explore the career path for Product Manager

Sales Manager

A sales manager directs the sales team. This course can help sales managers selling products from consumer brands, with its overview of marketing strategies. The course's breakdown of the 13 execution variables helps sales managers to more effectively sell the benefits of their products. The course's practical approach combined with the downloadable Marketing Strategy Grid would be particularly useful. This course would enhance a sales manager's ability to align sales efforts with overall marketing strategy.

See salaries and explore the career path for Sales Manager

Business Development Manager

A business development manager identifies new business opportunities for an organization. This course is useful because it provides an understanding of the marketing strategies and execution variables relevant to consumer brands. Knowing how execution varies across the 4 marketing strategies covered in this course will equip a business development manager to better identify opportunities for growth and expansion. The course's practical focus along with the downloadable Marketing Strategy Grid would support better alignment of business development efforts with overall marketing strategy.

See salaries and explore the career path for Business Development Manager

Market Research Analyst

A market research analyst studies market conditions to examine potential sales of a product or service. This course may be useful by giving a background in the marketing strategies and execution variables in use today. The course's explanation of the 13 execution variables can help a market research analyst to get a better idea of the marketing landscape. The downloadable Marketing Strategy Grid can also be used as part of the process of research and analysis. This course may allow analysts to better understand the context of their research.

See salaries and explore the career path for Market Research Analyst

Advertising Manager

Advertising managers oversee advertising and promotional activities. The course may be useful in helping advertising managers to get a better understanding of the marketing strategies of consumer brands. The course's coverage of the execution variables can help with the creation of advertising campaigns. The downloadable Marketing Strategy Grid could come in useful to advertising managers analyzing competitor advertising campaigns. The course may allow advertising managers to more fully understand the context in which their campaigns are being viewed.

See salaries and explore the career path for Advertising Manager

E-commerce Manager

An ecommerce manager is responsible for overseeing a company's online sales channels. This course may be helpful for ecommerce managers who work with fast-moving consumer goods. The course's breakdown of strategies, along with the 13 execution variables, provides insight into how established brands approach online sales. The downloadable Marketing Strategy Grid could assist an ecommerce manager in evaluating the online strategies of competitors. This course may allow ecommerce managers to take a broader view of their work.

See salaries and explore the career path for E-commerce Manager

Retail Manager

Retail managers oversee the daily operations of a retail store. This course may be beneficial for retail managers, especially those working with consumer brands. The course's focus on marketing strategies and execution variables can help retail managers understand how brands approach the retail environment. The downloadable Marketing Strategy Grid could be used to evaluate competitors' strategies within the retail space. This course may help retail managers to understand the broader marketing context.

See salaries and explore the career path for Retail Manager

Public Relations Specialist

Public relations specialists manage an organization's relationship with the public. This course may be useful by offering insights into marketing strategies employed by consumer brands. The course's exploration of execution variables could broaden a practitioner's understanding of marketing. The downloadable Marketing Strategy Grid may be helpful in competitor analysis. This course may give a new perspective for those in public relations.

See salaries and explore the career path for Public Relations Specialist

Social Media Manager

Social media managers oversee a company's social media presence. This course may be useful by offering some insights into the broader marketing strategies of consumer brands. The course's coverage of marketing variables can allow for improved social media executions. The downloadable Marketing Strategy Grid may be helpful in competitor analysis. This course may contribute to a more well-informed approach to social media.

See salaries and explore the career path for Social Media Manager

Copywriter

Copywriters are responsible for creating compelling written content for advertising and marketing materials. This course may be useful for copywriters working with consumer brands. The course may give insights into the brands' marketing strategies. The downloadable Marketing Strategy Grid may also be useful. This course may help copywriters to write copy that is in line with a brand's broader marketing strategy.

See salaries and explore the career path for Copywriter

Graphic Designer

Graphic designers create visual concepts that communicate ideas. A course like this may be useful for graphic designers working on marketing materials for consumer brands. This may help graphic designers ensure their designs align with the brand's overall marketing strategy. Although not directly related to design, understanding the marketing context makes designs more effective. The downloadable Marketing Strategy Grid may also be useful. This course may help graphic designers be more effective.

See salaries and explore the career path for Graphic Designer

Marketing Strategies of Consumer Brands (FMCG/CPG)

What's inside

Learning objectives

Syllabus

Traffic lights

Save this course

Reviews summary

Practical fmcg marketing strategies overview

Activities

Career center

Reading list

Share

Similar courses