This course will equip you with a sound understanding of how large consumer brands (FMCG) set and manage product pricing in the real world. The course showcases in simple language the concepts behind pricing a consumer product, and then puts them to practical use with a detailed example.
You can download the P&L and Category grid templates in Excel, which you can then customize for your brand or business.
In about 60 minutes of video you will gain from my 20+ years of senior marketing and category management experience with some of the biggest consumer brands in the world.
Whether you work for a large consumer product business or are a small business competing against the global brands, this course will add to your understanding and capability on pricing and category management, while helping you be in control of your P&L.
After this video lecture you will be able to have a good understanding of what the components of a Pricing Strategy are
After watching this video you will be able to understand how Brand Strategy and Positioning influences a Consumer Pricing Strategy
After watching this video you will be able to understand how Product Cost influences a Consumer Pricing Strategy
FMCG Academy is an Auckland, New Zealand based technical video training arm of FMCG Consulting. Established by Vikram Khanna, a skilled consumer marketing and category management professional with an MBA and 20+ years of experience growing global FMCG/CPG brands in New Zealand and India.
I have held senior management roles as Marketing Director/Head of Category/Trade Marketing, with global consumer product organisations such as Gillette-P&G, Ferrero, SC Johnson and Simplot managing and growing powerful brands such as Gillette, Oral-B, Nutella, Ferrero Rocher, Tic Tac, Parker, Papermate, Kinder, Mr Muscle, Raid, Duracell, Braun, Pledge, Glade etc.
FMCG Academy's video training philosophy is based on two pillars : being Short and Simple. We believe that it takes extensive research, knowledge and good recording and editing capabilities to produce videos that work effectively in less time.
Our videos and templates are easy to understand and our courses are normally less than 60 minutes. All the course material is created through extensive study and practical application in world class consumer product organisations. It works in real organisations, in real business situations and delivers real results.