Introduction to FMCG Data Analysis Course

FMCG Data Analysis for Non-Analysts

Course Summary:

A great deal of decision-making in the FMCG industry is grounded in data and insight.  Companies like Coca-Cola, Cadbury, Nestle, Unilever and the like purchase ongoing data and regularly review this data to see how they are performing versus competitors.  This course provides an introduction and overview of the types of data and metrics that are regularly used in the FMCG industry.  If you are looking for a career in the FMCG industry as a brand or product manager, this course will give you a headstart.  The course is designed for people that are brand new to the FMCG industry or are looking to enter the FMCG industry in a marketing capacity.

Course Outline:

FMCG Scan Data & Processing Flow

  • Ex-Factory, Warehouse Withdrawal & Scan Data
  • Scan Data Agents & Scan Data Processing Agents

4 Core Data Selection Dimensions

  • Product/Category
  • Measures
  • Geography/Market
  • Time Periods

Growth

  • Drivers of Growth - Push & Pull Factors

Market Shares

  • Market Shares - defining the market
  • Importance of market share
  • Impact of growth rates on market share

Distribution

  • Weighted vs Numeric Distribution

Interpreting Promotional Metrics

  • Baseline vs Incremental Sales
  • Impact of Promotions: Depth, Lag and Duration

Brand Health Metrics

  • Awareness
  • Trial, Repeat, Loyalists & Switchers
  • Penetration
  • Frequency
  • Preference Scores
  • Purchase Intent
  • Imagery
  • 5 W's and growth opportunity tree/brand planning