Marketing and Sales Management
FMCG Marketing Strategy
6 days over 3 weeks (Tuesday & Friday)
Start Date
June 1

The majority of FMCG products today are in mature phases, with a high-level of competition in each category and very low margins. Companies  have to organise and restructure large brand portfolios to address very different consumer needs, with limited opportunities to find new niches. Consumers are overinformed and barraged by too many stimuli, limiting the impact of even the best marketing communication strategies.

This programme will help participants to build a solid foundation in strategic marketing, using concepts and best practices from the FMCG industry. It is also designed 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, to allocate resources and to implement it in the most efficient and effective manner, particularly during challenging times.

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


Key Learning Outcomes

The programme will strengthen your capacity to:

  • Understand the market dynamics and consumer behaviour within the FMCG market.
  • Determine the appropriate market segment, target the right audience and position your brand/product to gain competitive advantage
  • Conduct a brand portfolio review and strengthen your brand identity
  • Design scenario planning for marketing plan development
  • Learn how to use ROI to optimize marketing spend



Target Audience

The program is designed to benefit;

Senior Marketing and Commercial Managers from FMCG sector and other related industries



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