3 weeks
Start Date
November 18

The majority of FMCG products today are in mature phases, with a high-level of competition in each category and very low margins. Organizations have to handle large brand portfolios to answer very different consumer needs, with almost no opportunities to find new niches. Consumers are overinformed and bombarded by too many stimuli, limiting the impact of Marketing Communication strategies. This programme will help decision-makers to build a solid foundation in strategic marketing, using concepts and best practices from the FMCG industry. It is also meant to train marketing and non-marketing managers to set up objectives and strategies to build and maintain brand equity and growth. Participants will be equipped with the skills and competencies required to develop a successful marketing plan, allocate resources, and implement it in the most efficient and effective manner, particularly during challenging times.


Key Learning Objectives/ Benefits

The programme will strengthen your capacity to:

  • Observe and understand the consumer and shopper behavior within the FMCG market
  • Innovate in overcrowded categories
  • Identify the consumer needs your brand is currently addressing
  • Segment the market and choose the right target consumer
  • Identify your brand’s key competitive advantages and your competitor unique selling propositions
  • Review your Brand Portfolio and define your Brand Identity
  • Develop a full Communication and Promotional plan
  • Evaluate and determine the best Channel Strategy for your brand
  • Set up a Price Strategy
  • Develop and implement a full marketing plan
  • Deliver a consistent message across all elements of the Marketing Mix


Programme Curriculum

  • The Fast Moving Consumer Goods Market and Consumers
    • Identifying and Understanding FMCG Consumer trends and insights
    • Best Market Research Tools and Methodologies
    • Segmenting and Targeting your Consumer
    • New Product Development
    • Packaging Development – Key issues and Major trends

    Brand Management for FMCG

    • From Branding to Brand identity
    • Brand equity and Brand Health indicators
    • Portfolio Strategy
    • Price strategy and positioning

    Constructing Your Marketing Plan

    • Digital Marketing and Social Media for FMCG products
    • Integrated Marketing Communication for FMCG products
    • Trade Marketing, Category Management, and Merchandising
    • Retail Marketing Strategy
    • Marketing Plan: development & implementation

Target Audience

The program is designed to benefit

Category Managers, Brand Managers and Product Managers from the Fast Moving Consumer Goods (FMCG) sector and Managers from other industries who want to learn advanced marketing techniques. Innovation Managers, Production Managers, and Sales Managers who work directly with  Marketing departments; as well as Managers from companies directly related to the FMCG industry (e.g. Retail companies, Communication Agencies, Packaging companies, Market Research companies)



  • Vanessa Burgal
  • Dr. Ogechi Adeola
  • Dr. Uchenna Uzo
  • Dr. Tayo Otubanjo
  • Ogbo Awoke Ogbo
  •    Rose Ogbechie

Upcoming Sessions

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