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

What you'll 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?

Requirements
basics in marketing

Description
In this course you will learn some basics tools to use when executing marketing mix1. 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 problems2. 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 promotionsPromotional 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.

Overview
Section 1: Defining issues and opportunities

Lecture 1 Introduction: learn to go deep

Lecture 2 The first level of analysis: how many x how much

Lecture 3 The second level of analysis: what are the 6 P's

Lecture 4 How to grow: penetration, consumption, premiumisation

Section 2: Concept writing

Lecture 5 Concept writing introduction

Lecture 6 Concept writing: key elements that make a concept

Lecture 7 Concept writing analysing in depth the different type of concepts

Lecture 8 Concept writing: how successful concepts look like

Section 3: Promotion and activation

Lecture 9 Promotion and activation: introduction

Lecture 10 Promotion and activation: theme and mechanincs

Lecture 11 Promotion mechanics and marketing objectives

Lecture 12 Promotion and activation: how to write promotion concept

FMCG / CPG brand managers,marketers,marketing students

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