3 Fundamental marketing tools you must learn for FMCG

3 key tools in marketing mix: how to identify issues and opportunities 2) marketing concepts 3) promotion and activation

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Description

In this course you will learn some basics tools to use when executing marketing mix

1. Identify the right problems/opportunities to focus our marketing activities on. Most of the times we have no clarity of what are the key problems affecting our brands. We tend to stop at the surface without attacking the root causes. This tool forces us to deepen our analysis and focus on the right problems

2. Marketing concepts: what are they and how to write them?
As marketers we will have to write concepts in several occasions; however not all concepts are the same and therefore we need to understand the differences to make sure we give the best chances of success.
Innovation concepts, activation concepts, communication concepts. What are they and how do they differ one another?
Learn how to effectively write a concept.

3. Promotions and activations: what are they and how to plan for promotions
Promotional activities are the basics of marketing activities. As marketers we will work on promotions on daily basis, especially in FMCG/CPG.
This section will go through the topic of promotions. It will help you distinguish between promotion theme and promotion mechanics.
Moreover will force you to think how to link mechanics to marketing objectives.
Lastly we will share some tip on how to write and judge a promotion concept.



What You Will Learn!

  • basic tools in marketing
  • how to define issues and opportunities
  • analysis of each element of the marketing mix to identify key problems
  • how to look at the dynamics that affect our business?
  • what are penetration? frequency? AWOP
  • how to write a marketing concept
  • what are communication concepts, innovation concepts and activation concepts? How do they differ one another?
  • how does successful marketing concepts look like?
  • What works and what works less when writing marketing concepts
  • what are promotions and activations? how do they differ one another?
  • what are theme and mechanics in promotion?
  • how to link promotional mechanics to marketing objectives?

Who Should Attend!

  • FMCG / CPG brand managers
  • marketers
  • marketing students