• What will I learn?

    Create and document a winning Pricing Strategy for Consumer Products after gaining a sound understanding of the 6 key factors that influence Pricing. Understand how key elements of the Pricing Strategy impact a Product P&L

  • Who should take this course?

    Students and Professionals, Business Owners and Managers as well as Experienced Professionals looking to revisit fundamentals

  • Minimum Requirements

    Simple Mathematics Basic Marketing Principles and Concepts


This course will equip you with a sound understanding of how large consumer brands (FMCG) set and manage product pricing in the real world. Please view the "Course Overview and Structure" and free course videos before purchasing this course so you are very clear on what you are about to purchase. The course showcases in simple language the concepts behind pricing a consumer product, and then puts them to practical use with a detailed example. You can download the P&L and Category grid templates in Excel, which you can then customize for your brand or business. In about 60 minutes of video you will gain from my 20+ years of senior marketing and category management experience with some of the biggest consumer brands in the world. Whether you work for a large consumer product business or are a small business competing against the global brands, this course will add to your understanding and capability on pricing and category management, while helping you be in control of your P&L.


  • 1
    Course Structure, Sequence and Definition
  • 2
    The 4 Key Components or Decision points of a Pricing Strategy
    • 3. 4 Key components and decision points of Pricing
    • The 4 Key Components or Decision points
  • 3
    6 Key Factors that influence a Pricing Strategy
    • Part 1 of the 6 key factors that influence a Pricing Strategy
    • Quiz Part 1 of 6 Key factors to Influence Pricing
    • Part 2 of the 6 key factors that influence a Pricing Strategy
    • Quiz Part 2 of 6 key factors to influence Pricing
  • 4
    OLA - Example of writing a Pricing Strategy
    • Part 1 OLA - Brand Strategy and Positioning
    • Part 2 OLA - Product Cost
    • Excel file : Everyday Price Options with Product Cost
    • Part 3a OLA - Category & Competition Pricing
    • Part 3b OLA - Conclusion of Category & Competition Pricing
    • Excel File : OLA Category Grid
    • Part 4 OLA - Product Substitutability
    • Part 5&6 OLA - Financial Position & Brand Role
    • OLA Final Recommendation, P&L Check and Documentation
    • Excel File: OLA Product P&L check
    • Quiz OLA Pricing Strategy
  • 5
    P&L Sensitivity to the 4 Key Components of a Pricing Strategy
    • The OLA P&L Sensitivity
    • Excel File : P&L Sensitivity of 4 Key Components


Global FMCG Brands I have managed over the last 20 years

  • Gillette