Pricing Strategy for Consumer Products
4.3 (2 ratings)
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Pricing Strategy for Consumer Products

Learn how to price consumer products and understand the financial impact of your decisions. Includes advanced templates.
4.3 (2 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
9 students enrolled
Created by FMCG Academy
Last updated 8/2017
English
Current price: $10 Original price: $95 Discount: 89% off
5 hours left at this price!
30-Day Money-Back Guarantee
Includes:
  • 1 hour on-demand video
  • 4 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Create and document a winning Pricing Strategy for Consumer Products
  • Have a sound understanding of the 6 key factors that influence a Consumer Pricing Strategy
  • Understand how key elements of the Pricing Strategy impact a Product P&L
View Curriculum
Requirements
  • Simple Mathematics
  • Basic Marketing Principles
Description

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.


Who is the target audience?
  • Students and Professionals who aspire to or already work in marketing, brand management, category management or sales with a consumer product organisation
  • Business owners and managers who sell any kind of consumer products
  • Finance, Operations & Supply Chain professionals who want to understand a how marketing arrive at and implement a Price Strategy
  • Experienced professionals looking to revisit fundamentals and implement new Pricing methodologies and processes in a consumer product organisation
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Curriculum For This Course
13 Lectures
01:02:58
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Course Structure, Sequence and definition
2 Lectures 10:18
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The 4 Key Components or Decision points of a Pricing Strategy
1 Lecture 02:45

After this video lecture you will be able to have a good understanding of what the components of a Pricing Strategy are

The 4 Key Components / Decision Points of a pricing strategy
02:45

4 Key Components / Decision Points of a Pricing Strategy
5 questions
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6 Key Factors that influence a Pricing Strategy
2 Lectures 09:05
Part 1 of the 6 key factors that influence a Pricing Strategy
02:58

Part 1 of 6 key factors that influence a Pricing Strategy
4 questions

Part 2 of the 6 key factors that influence a Pricing Strategy
06:07

Part 2 of 6 key factors that influence a Pricing Strategy
8 questions
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OLA - Example of writing a Pricing Strategy
7 Lectures 33:21

After watching this video you will be able to understand how Brand Strategy and Positioning influences a Consumer Pricing Strategy

Part 1 OLA - Brand Strategy and Positioning
04:06

After watching this video you will be able to understand how Product Cost influences a Consumer Pricing Strategy

Part 2 OLA - Product Cost
05:40

Part 3a OLA - Category & Competition Pricing
08:05

Part 3b OLA - Conclusion of Category & Competition Pricing
01:41

Part 4 OLA - Product Substitutability
04:14

Part 5&6 OLA - Financial Position & Brand Role
02:02

OLA Final Recommendation, P&L Check and Documentation
07:33

OLA Quiz
10 questions
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P&L Sensitivity to the 4 Key Components of a Pricing Strategy
1 Lecture 07:29
The OLA P&L sensitivity
07:29
About the Instructor
FMCG Academy
4.3 Average rating
2 Reviews
9 Students
1 Course
FMCG / CPG marketing expert with over 20 years experience

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.