Promotions and Activation in FMCG: What are They and How to Plan from a Strategic Standpoint

Effective promotional activities are vital for enhancing customer engagement and boosting sales in the competitive FMCG (Fast-Moving Consumer Goods) sector. However, many promotions do not achieve their intended impact due to a lack of alignment with strategic objectives. This course offers a deep dive into the art of designing successful promotions and activations. It starts with fundamental definitions and terminology, discusses how to align promotional strategies with business goals, and explores a variety of promotional types specific to FMCG. Through real-world examples, the course illustrates innovative activation ideas and teaches participants how to craft coherent promotional concepts that resonate with consumers and meet business targets.