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Master in FMCG Product Management Excellence

Name: Master in FMCG Product Management Excellence
Rating: 4.4 (507 reviews)

Become an Excellent Product Manager with Innovative Product Management Frameworks from Unilever, JNJ and Danone

Created byArun Singhal B-Tech MBA With 45+ Exp with Unilever, J&J, Danone, etc.

Last updated 8/2026

English

English [Auto],Korean [Auto],

What you'll learn

Formulate innovative strategies for existing products using SWOT, U&A Studies, Market Structure Analysis, Strategic Choice Matrix and Gabor-Granger Pricingormul
Implement innovative Product Management strategies using Action Planning, Budgeting, P&L, Risk & Upside, Resource Gap and Capability Building frameworks
Develop and launch successful new products using Idea Screening, U&A Studies, Concept Testing, Prototype Testing, GE Matrix, Porter’s Five Forces & GTM Strategy
Build stronger brands using Brand Audit, Message Maps, Brand Books, Brand Experience Design, Brand Equity and Brand Valuation frameworks.
Develop Digital Marketing strategies using Customer Journey, U&A Studies, Platform Selection, Landing Page Optimization and Digital Experimentation
Learn how leading companies such as Coca-Cola, P&G, Amazon, Apple, Tesla, Airbnb and McDonald’s applied these frameworks to real business challenges.
Connect Product, Brand, Pricing, Distribution, Promotion, GTM and Digital Marketing decisions into an integrated Product Management strategy.
Apply the frameworks to real Product Management situations and build the confidence to make decisions like an excellent FMCG Product Manager.

Course content

12 sections • 98 lectures • 9h 53m total length

Introduction5:40
Build excellence in product management through practical tools and assessments aligned with recruiter expectations. Explore strategy formulation, implementation, new product introduction, and brand and digital marketing for FMCG.
Introduction Case Study14:52
At the end of this lecture you will achieve the following
A case study of building excellence in FMCG Product Management for a new Product Manager
Abbreviations
Abbreviations used in this course

Overview I-Excellence Requirements4:26
Excellence Requirements
Overview I
Overview II- How can you do the Product Management in excellent way?7:29
How can you do the Product Management in excellent way?
Overview II
A case study of excellence in Product Management in FMCG industry6:34
At the end of this lecture you will learn the following
A case study of excellence in Product Management in FMCG industry
Coca-Cola Case Study
Coca Cola Case Assignment Solution8:19
What would be your recommendation to your management to address the challenge Coca Cola was facing?
Our Answers

Formulating innovative strategies for existing products I- What Strategies8:04
What Strategies?
Existing Products Strategy Formulation I
Formulating Innovative Strategies for Existing Products II-Overall Approach5:42
Overall Approach
Existing Products Strategy Formulation II
Formulating Innovative Strategies for Existing Products III- Success Factor Anal5:42
Success Factor Analysis
Existing Products Strategy Formulation III
Formulating Innovative Strategies for Existing Products IV- Strength & Weakness5:55
Strength & Weakness
Existing Products Strategy Formulation IV
Formulating Innovative Strategies for Existing Products V-Opportunity & Threats9:25
Opportunity & Threats
Existing Products Strategy Formulation V
Formulating Innovative Strategies for Existing Products VI- SWOT Analysis5:56
SWOT Analysis
Existing Products Strategy Formulation VI
Formulating Innovative Strategies for Existing Products VII- Current Strategies4:58
Current Strategies
Existing Products Strategy Formulation VII
Formulating Innovative Strategies for Existing Products VIII- Strategic Alternat5:05
Strategic Alternatives
Existing Products Strategy Formulation VIII
Formulating Innovative Strategies for Existing Products IX- Strategic Choices4:41
Strategic Choices
Existing Products Strategy Formulation IX
Formulating Innovative Strategies for Existing Products X- Objectives8:07
Objectives
Existing Products Strategy Formulation X
Formulating Innovative Strategies for Existing Products XI- Market Structure6:26
Market Structure
Existing Products Strategy Formulation XI
Formulating Innovative Strategies for Existing Products XII- Competition Analysi6:17
Competition Analysis
Existing Products Strategy Formulation XII
Formulating Innovative Strategies for Existing Products XIII-Overall Marketing6:38
Overall Marketing Strategy
Existing Products Strategy Formulation XIII
Formulating Innovative Strategies for Existing Products XIV- Brand Positioning6:17
Brand Positioning
Existing Products Strategy Formulation XIV
Formulating Innovative Strategies for Existing Products XV- Product Strategy4:40
Product Strategy
Existing Products Strategy Formulation XV
A Case Study-How did P&G solve their Pringles potato chips problem5:04
At the end of this lecture, you will learn the following
•A Case Study-How did P&G solve their Pringles potato chips problem
GE Gas Turbine Case Study5:38
At the end of this lecture, you will learn the following
•A Case Study- How did GE address issues with their gas turbines?
Formulating Innovative Strategies for Existing Products XVI- Pricing Strategy6:00
Pricing Strategy
Existing Products Strategy Formulation XVI
Formulating Innovative Strategies for Existing Products XVII- Distribution Strat5:28
Distribution Strategy
Existing Products Strategy Formulation XVII
A Case Study -How did Amazon solve the challenge of improving the delivery exp.5:58
At the end of this lecture, you will learn the following
•A Case Study- How did Amazon solve the challenge of improving the delivery exp.
Formulating Innovative Strategies for Existing Products XVIII- Promotions Strat.7:33
Promotions Strategy
Existing Products Strategy Formulation XVIII
Airbnb Case Study
Airbnb Case Assignment Solution12:55
Solution to the Airbnb Case
Tesla Case Study
Tesla Case Assignment Solution13:17
Our solution to the Tesla Case Assignment
McDonald's Case Study
McDonald’s Case Assignment Solution9:46
Our solution to McDonald's Case Assignment

Implementing Strategies I- Overall Approach4:44
Overall Approach
Implementing Strategies I
Implementing Strategies II- Action Planning- Annual Plans and Budget Summary5:36
Action Planning- Annual Plans and Budget Summary
Implementing Strategies II
Implementing Strategies III- Action Planning- Month wise Action Planning4:42
Action Planning- Month wise Action Planning
Implementing Strategies III
Implementing Strategies IV- P&L and Risks & Upsides6:44
P&L and Risks & Upsides
Implementing Strategies IV
Implementing Strategies V- Resource Planning3:18
Resource Planning
Implementing Strategies V
Implementing Strategies VI- Motivating People5:55
Motivating People
Implementing Strategies VI
Implementing Strategies VII - Building Capabilities4:14
Building Capabilities
Implementing Strategies VII
Implementing Strategies VIII - Providing Support5:46
Providing Support
Implementing Strategies VIII
Implementing Strategies IX- Monitoring Implementation6:15
Monitoring Implementation
Implementing Strategies IX
OKR Frame work
OKR: Objective Key Result Framework

Introducing Successful New Products I- Overview6:34
New Product Development-Overview
New Product Intoduction I
Learnings from Failures- Tata Nano11:41
Important Product and Brand management learnings from Tata Nano's failure
Learnings from Failures- Google Glass8:28
Important Product and Brand management learnings from Google Glass's failure
Learnings from Failures- Pepsi Blue15:37
Important product and brand management learnings from Pepsi Blue's failure
New Product Intoduction II
Introducing Successful New Products III- Business Idea Generation and Selection5:52
Business Idea Generation and Selection- Resources & Limitations Determination
New Product Intoduction III
Introducing Successful New Products IV- Business Idea Generation & Selection6:13
Business Idea Generation and Selection- Idea Generation
New Product Intoduction IV
Introducing Successful New Products V- Business Idea Generation & Selection-KSFs4:59
Business Idea Generation and Selection-KSFs
New Product Intoduction V
Introducing Successful New Products VI- Business Idea Evaluation6:28
Business Idea Generation & Selection-Evaluation
New Product Intoduction VI
Introducing Successful New Products VII- U&A Studies8:32
U&A Studies
New Product Intoduction VII
Introducing Successful New Products VIII- Concept Development7:22
Concept Development
New Product Intoduction VIII
Introducing Successful New Products IX- Concept Testing7:18
Concept Testing
New Product Intoduction IX
Introducing Successful New Products X- Prototype Development & Testing8:29
Prototype Development & Testing
New Product Intoduction X
Introducing Successful New Products XI- Business Strategy Formulation3:09
Business Strategy Formulation & Modelling
Business Planning
New Product Intoduction XI
Introducing Successful New Products XII- New Market Development4:22
New Market Development
New Product Intoduction XII
Introducing Successful New Products XIII- Go To Market Strategy Formulation3:26
New Market Development
Go To Market (GTM) Strategy Formulation
New Product Intoduction XIII
Introducing Successful New Products XIV- GTM Strategy Formulation8:09
New Market Development
Go To Market (GTM) Strategy Formulation
New Product Intoduction XIV
Introducing Successful New Products XV- GTM Strategy Formulation5:56
New Market Development
Go To Market (GTM) Strategy Formulation
New Product Intoduction XV
Introducing Successful New Products XVI- GTM Strategy Formulation-GTM Tactics6:18
New Market Development
Go To Market (GTM) Strategy Formulation-GTM Tactics
New Product Intoduction XVI
Product Road Map Models
Kano and RICE Models
Successful development and launch of the Apple's iPhone9:00
At the end of this lecture, you will learn the following
•A Case Study of Apple iPhone
A Case Study- How did Dollar Shave Club disrupt the traditional razor industry?5:44
At the end of this lecture, you will learn the following
•A Case Study- How did Dollar Shave Club disrupt the traditional razor industry?

Brand Building I- What is a Brand and Brand Management4:59
At the end of this lecture you will learn the following
What is a Brand and Brand Management
Brand Building I
Brand Building II- Building an existing Brand-Overview3:22
At the end of this lecture you will learn the following
Building an existing Brand-Overview
Brand Building II
Brand Building III- Understand the current position5:55
At the end of this lecture you will learn the following
Building an existing Brand
Understand
Brand Building III
Brand Building IV- Create Strategy7:32
At the end of this lecture you will learn the following
Building an existing Brand
Create Strategy
Brand Building IV
Brand Building V- Deploy Strategy9:09
At the end of this lecture you will learn the following
Building an existing Brand
Deploy Strategy
Brand Building V
Brand Building VI- Monitor Brand Image6:16
At the end of this lecture you will learn the following
Building an existing Brand
Monitor Brand Image
Brand Building VI
Brand Building VII- Monitor Brand Equity5:17
At the end of this lecture you will learn the following
Building an existing Brand
Monitor Brand Equity
Brand Building VII
Brand Building VIII- New Branding Decisions7:11
At the end of this lecture you will learn the following
New Branding Decisions
Global vs local
Single vs Multiple
Good Brand name
Brand Building VIII
Brand Management Softwares
Softwares to use as product/brand manager based on specific requirements, budget, and the size of organization
A Case Study- How did Tylenol rebuild its brand image in US?6:23
At the end of this lecture, you will learn the following
•A Case Study- How did Tylenol rebuild its brand image in US?
A Case Study- How did J&J Baby Care build its brand image in India?5:34
At the end of this lecture, you will learn the following
•A Case Study of JNJ Baby Care
A Case Study- How did Lux build its brand image?5:43
At the end of this lecture, you will learn the following
•A Case Study of Lux

Digital Marketing I- What is Digital Marketing?4:50
At the end of this lecture you will learn the following
What is Digital Marketing
Digital Marketing I
Digital Marketing II- What are Digital Marketing Strategies?4:53
At the end of this lecture you will learn the following
What are Digital Marketing Strategies
Digital Marketing II
Digital Marketing III- How to formulate and test Digital Marketing Strategies4:12
At the end of this lecture you will learn the following
How to formulate and test Digital Marketing Strategies
Digital Marketing III
Digital Marketing IV- Identify Target Customers3:22
At the end of this lecture you will learn the following
Identify Target Customers
Digital Marketing IV
Digital Marketing V- Determine Key Marketing Tasks5:33
At the end of this lecture you will learn the following
Determine Key Marketing Tasks
Digital Marketing V
Digital Marketing VI- Formulate the Promotions and Communication Strategy8:11
At the end of this lecture you will learn the following
Formulate the Promotions and Communication Strategy
Digital Marketing VI
Digital Marketing VII- Formulate the Distribution and Sales Strategy6:20
At the end of this lecture you will learn the following
Formulate the Distribution and Sales Strategy
Digital Marketing VII
Digital Marketing VIII- Test and Refine the Strategies5:03
At the end of this lecture you will learn the following
Test and Refine the Strategies
Digital Marketing VIII
Frameworks to understand user experience
Frameworks to understand user experience
A Case Study-How did Nike enhance digital presence?6:04
At the end of this lecture, you will learn the following
•A Case Study of Nike
A Case Study-How Airbnb leverage digital marketing to revolutionize the industry7:24
At the end of this lecture, you will learn the following
•A Case Study of Airbnb
A Case Study- How did Starbucks leverage digital marketing to enhance CX7:18
•Train leaders to remain calm, decisive, and empathetic under pressure
A Case- How did GoPro utilize user-generated content for its digital strategyy6:11
At the end of this lecture, you will learn the following
•A Case Study of GoPro

E-commerce Platform Enhancement1:09
ShopMart is an established e-commerce platform that wants to increase customer engagement and boost sales. As a product manager, your task is to lead a team to identify areas for improvement and enhance the platform
Mobile App Expansion1:03
TravelEas has a successful mobile app that focuses on a specific niche market. However, they want to explore opportunities to expand their user base and revenue streams. As a product manager, you are tasked with conducting market research to identify potential new target markets and user needs. Based on the findings, you must develop a roadmap to add new features or adapt the app's functionality to cater to the new audience while maintaining the existing user base's satisfaction.
Health and Fitness IoT Device1:01
FitLife Wearables is a startup that has developed a wearable health and fitness IoT device. They are preparing for the product launch and need a product manager to plan the go-to-market strategy. Your responsibilities include defining the target audience, setting pricing, creating marketing campaigns, and coordinating with the development team to ensure a smooth product launch. The challenge is to position the device in a competitive market and communicate its unique selling points effectively.
Enterprise Software Integration0:59
DataTech Solutions provides a popular enterprise software solution used by various businesses. As a product manager, you are tasked with integrating the software with third-party applications, such as CRM systems, project management tools, and accounting software. Your goal is to make the software more versatile and appealing to a broader range of businesses. You must collaborate with the engineering team, conduct feasibility studies, and work with external partners to implement seamless integrations
Digital Learning Platform Optimization1:00
EduPro operates a digital learning platform that offers online courses to students. As the product manager, you need to optimize the platform to increase user engagement and course completion rates. You must analyze user behavior, gather feedback from instructors and students, and then propose improvements. This might involve enhancing the user interface, gamifying the learning experience, introducing personalized content recommendations, or implementing a better progress tracking system.
Social Media Analytics Tool1:05
SocialTrack Insights wants to develop a social media analytics tool that allows businesses to track and analyze their social media performance across multiple platforms. Your task as a product manager is to define the key metrics and features the tool should offer, conduct competitor analysis, and prioritize the development roadmap. You'll need to ensure the tool is user-friendly, provides valuable insights, and stands out in a crowded market of social media management tools.

Requirements

Open mind, willingness to learn and make successful career in marketing

Description

Can you become an excellent FMCG Product Manager if you know the tools—but don't know how to turn them into innovative strategies that deliver results?

That is the challenge this course is designed to help you solve.

If you want to become an Excellent Product Manager in FMCG, or want to become much more effective in your current Product, Brand or Marketing role, you need more than knowledge of individual marketing tools. You need to know how to diagnose a business situation, formulate innovative strategies, choose between alternatives and then implement those strategies successfully.

That is what you will learn here.

Become an Excellent Product Manager with Innovative Product Management Frameworks from Unilever, J&J & Danone

During my 26 years with Unilever, Johnson & Johnson and Danone, I developed and applied Product Management approaches to real business situations. In this course, I bring those approaches together into a practical journey toward Excellence in FMCG Product Management.

You will first learn how to formulate innovative strategies for existing products. Rather than simply learning SWOT or the 4Ps, you will learn how to use frameworks such as Market Structure Analysis, Competitor Analysis, Strategic Choice Matrix, U&A Studies and Gabor-Granger Pricing to identify opportunities, evaluate alternatives and make better strategic choices.

You will then learn how to turn innovative strategies into action using Annual Action Planning, Budgeting, P&L, Risk & Upside Analysis, Resource Gap Planning and Capability Building frameworks. This is where strategy moves from a presentation into an executable business plan.

Next, you will learn how to develop and launch successful new products using Business Idea Screening, U&A Studies, Concept Testing, Prototype Testing, GE Matrix, Porter's Five Forces and Go-to-Market Strategy. You will see how Product Managers move from an idea to a product that can succeed in the market.

You will also learn how to build and strengthen brands using Brand Audit, Message Maps, Brand Books, Brand Experience Design, Brand Equity and Brand Valuation frameworks.

And because today's Product Manager must understand how digital channels influence consumers and business growth, you will learn to formulate Digital Marketing strategies using Digital Customer Journey, Platform Selection, Landing Page Optimization and Digital Experimentation frameworks.

But there is an important difference in how you will learn all this.

You will not just be told what the frameworks are. You will see how they are used to make real business decisions.

Throughout the course, we use real cases from Coca-Cola, P&G, Amazon, Apple, Tesla, Airbnb, McDonald's, Tata Nano, Google Glass, Pepsi Blue and other companies to understand how different Product Management challenges can be analysed, how innovative strategies can be formulated, why particular choices were made and how those strategies were implemented.

So as you progress, you move from:

Understanding frameworks → Formulating innovative strategies → Choosing the right strategy → Implementing it → Learning from real business results.

That is the difference between knowing Product Management and developing Excellence in Product Management.

By the end of the course, you will have learned how to connect Product, Brand, Pricing, Distribution, Promotion, Innovation, Go-to-Market and Digital Marketing decisions into a coherent Product Management strategy—and apply the frameworks to real FMCG business situations.

Whether you are aspiring to become a Product Manager, already working as a Product or Brand Manager, moving from Marketing into Product Management, or preparing for greater responsibility in an FMCG or FMCD business, this course is designed to help you develop the structured thinking and practical decision-making capability required to become an Excellent Product Manager.

If you are ready to move beyond learning individual tools and learn how excellent FMCG Product Managers formulate innovative strategies and make them happen, I invite you to start the course and experience the frameworks, cases and decision-making approach for yourself.

This Course is Part of a Structured Learning Path

Learning Path: MARKETING & GROWTH PATH (Starter → Builder → Advanced)

This course is your BUILDER step.

Next Recommended Courses

After completing this course, continue your growth with:

Digital Marketing (Starter)

Marketing Management (Builder)

Brand Management (Builder)

Marketing Cases (Advanced)

AI for Marketing (Advanced)

Who this course is for:

Marketing professionals
MBA students aspiring to become Product Managers
Product Managers
Brand Managers
Undergraduate students

Master in FMCG Product Management Excellence

What you'll learn

Explore related topics

Course content

Introduction3 lectures • 21min

Overview4 lectures • 27min

Real Life Case Reviews1 lecture • 11min

Formulating innovative strategies for existing products24 lectures • 2hr 46min

Implementing Strategies10 lectures • 47min

New Product Introduction21 lectures • 2hr 24min

Brand Building12 lectures • 1hr 7min

Digital Marketing13 lectures • 1hr 9min

Digital Product Management Case Studies6 lectures • 6min

More Strategies for Excellence in Product Management2 lectures • 20min

Requirements

Description

Who this course is for: