Marketing in FMCG
the heart of FMCG: brand building and distinctiveness, category management, trade vs consumer marketing, retail media, and shopper marketing.
FMCG marketing operates under structural constraints unlike other sectors: low unit margins, high purchase frequency, fragmented retail distribution, and brand decisions made in seconds at the shelf or screen. This block builds sector fluency across three layers. First, core marketing concepts (segmentation, positioning, brand equity, portfolio strategy) as they actually function in categories like food, beverage, home and personal care. Second, the metrics that FMCG marketers and their finance partners track: trial and repeat rates, penetration, share of voice versus share of market, distribution metrics, and consumer LTV in low-ticket repeat categories. Third, the advertising regulation and pre-launch compliance checks specific to claims, health and safety, and children-targeted marketing that govern what can be said and shown before a campaign goes live.
What you'll master
- Apply segmentation and positioning frameworks to build and defend an FMCG brand portfolio strategy across price tiers and channels
- Calculate and interpret FMCG-specific marketing metrics such as penetration, trial/repeat rates, share of voice, and distribution-weighted metrics against category benchmarks
- Diagnose funnel drop-off from awareness to trial to repeat purchase and recommend marketing mix adjustments
- Run a pre-launch compliance check on advertising claims, packaging messaging, and promotional mechanics against sector-specific consumer protection rules