How to Identify Core Issues and Opportunities in Marketing Plans

The course starts with a basic understanding of old-school marketing concepts (penetration, AWOP, loyalty) that are still crucial metrics in FMCG. We then move into clarifying the difference between Observations and Insights before diving into the 6P’s analysis to understand what is the crucial Issue or Opportunity you need to tackle with your marketing activities.
Lastly we will go through a simple matrix to help us planning how to grow our brand.