When a client asks about optimizing trade promotion spend and you respond with a generic answer about retail, the room knows. In consumer goods, the gap between credibility and catching up comes down to industry fluency: knowing the language, economics, and tensions that drive your client’s decision-making. This course was designed to help you build your consumer goods fluency from the ground up.
Learn to distinguish the six subsegments, navigate the canonical tensions that shape every strategic decision, and speak the commercial vocabulary your clients use daily. Interpret the KPIs that signal where a client is under strain, trace how the value chain creates and defends margin, and identify where consulting engagements have the highest impact. Case studies from P&G, Unilever, Kraft Heinz, and Costco ground each concept in documented business outcomes.
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