Program Overview
This program is designed to equip FMCG marketing professionals with a foundational understanding of consumer behavior analytics and its practical applications. Participants will learn to interpret data-driven consumer insights, apply them to product positioning and promotional strategies, and analyze case studies of successful campaigns. Through interactive exercises, real-world examples, and actionable takeaways, the program focuses on solving real-life marketing challenges, empowering participants to optimize decision-making and drive impactful outcomes.
Features
- Develop a foundational understanding of consumer behavior analytics and its relevance in FMCG.
- Learn to use consumer data to enhance product positioning and promotional strategies.
- Analyze successful FMCG marketing campaigns to extract actionable insights.
- Gain problem-solving skills to address real-world marketing challenges using analytics.
Target audiences
- Marketing Professionals,
- Brand Managers
- Product Managers
- Junior data analysts supporting marketing teams.
Curriculum
- 4 Sections
- 22 Lessons
- 1 Day
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- Foundations of Consumer Behavior Analytics6
- 1.1Introduction to consumer behavior and analytics: Definitions, scope, and relevance in FMCG.
- 1.2Understanding consumer data sources: POS data, social listening, surveys, and focus groups.
- 1.3Key metrics in consumer analytics: CLV (Customer Lifetime Value), RFM (Recency, Frequency, Monetary), and segmentation insights.
- 1.4Behavioral triggers and patterns: Identifying buying behaviors and decision-making processes.
- 1.5Interactive Exercise: Identify key consumer data points relevant to your own product or campaign.
- 1.6Value Addition: Develop an understanding of analytics tools and their importance in capturing actionable insights
- Functional Application in Product Positioning and Promotion7
- 2.1Data-driven product positioning: Aligning product features with consumer preferences.
- 2.2Promotion strategies: Crafting tailored campaigns using behavioral insights (e.g., emotional vs. rational appeals)
- 2.3Utilizing analytics for pricing and promotional effectiveness.
- 2.4Introduction to A/B testing in marketing campaigns
- 2.5Group activity to design a positioning strategy for a hypothetical FMCG product based on given consumer data.
- 2.6Analysis of marketing campaigns from leading FMCG brands (e.g., Procter & Gamble, Unilever).
- 2.7Value Addition: Learn to optimize product messaging and promotional efforts using consumer insights.
- Case Studies of Successful Marketing Campaigns5
- 3.1Breakdown of iconic FMCG campaigns driven by consumer analytics (e.g., Dove’s Real Beauty campaign, Coca-Cola’s “Share a Coke”).
- 3.2Identifying the analytics strategies behind their success.
- 3.3Lessons learned: How analytics mitigated campaign risks and enhanced ROI.
- 3.4Case simulation: Participants will analyze a case study, derive insights, and propose actionable marketing strategies.
- 3.5Value Addition: Strengthen problem-solving abilities by replicating real-world scenarios in a controlled environment.
- Collaborative Wrap-Up and Action Planning4
- 4.1Recap of the day’s learning and key takeaways.
- 4.2Overcoming typical challenges in applying consumer analytics in FMCG marketing.
- 4.3Interactive Exercise: Draft a mini action plan to implement consumer behavior analytics in your current role.
- 4.4Open discussion to address specific challenges faced by participants in their roles.
Instructor
