In this episode, co-hosts Sudeep Chawla and Sharan Raghavan challenge a widespread belief in the marketing world: Can marketers outside of FMCG develop world-class marketing skills? Or is FMCG truly the only space where marketing talent can be honed?
With insights from Sudeep’s experience across FMCG, B2B, and B2C industries, this conversation breaks down the essential skills every marketer should master—regardless of industry.
KEY TAKEAWAYS:
1. The Myth of FMCG as the Only Training Ground
Many believe FMCG is the best place to learn marketing, but core marketing principles apply across industries.
Marketing is about understanding consumers and influencing behavior—skills that transcend any sector.
2. The Four Pillars of Marketing
Product Management – Exists in every industry, from physical products to services and digital platforms. It covers ideation, need-gap analysis, launch strategy, and growth.
Behavioral Marketing – The real differentiator of great marketers. It focuses on understanding consumer behavior, creating behavior shifts, and building long-term habits.
Traditional Media Management – Covers TV, print, radio, cinema, and outdoor advertising—essential for large-scale reach and awareness.
Digital Media Management – Encompasses social media, search, performance marketing, and direct digital engagement with consumers.
3. Why Behavioral Marketing is the Game-Changer
The most successful marketers focus on shifting consumer behavior, not just pushing products.
Convenience drives decisions—people naturally choose the easiest option, whether physically or mentally.
To influence behavior, marketers must:
Make it convenient for people to think and act differently.
Give a compelling reason to change existing behavior.
Reinforce the new behavior until it becomes a habit.
Stay relevant as consumer convenience benchmarks evolve.
4. Applying Marketing Beyond Consumers
Behavioral marketing is not just for consumers—it also applies to internal stakeholders, sales teams, and distribution partners.
Convincing them to adopt a new way of working requires the same principles as marketing a product.
5. The FMCG Learning Model vs. Other Industries
One challenge in non-FMCG industries (especially tech) is the siloing of product marketing, brand marketing, and media management.
However, by actively applying behavioral marketing principles across functions, marketers can break down these silos and build stronger expertise.
QUOTES:
"People are not loyal to your brand—they are loyal to their own habits. Your job as a marketer is to create those habits."
"Convenience is king. If you don’t make it easier for consumers to change, they won’t."
"Great marketing isn’t about flashy ads—it’s about influencing behavior in a way that sticks."
WHY LISTEN?
This episode is a must-listen for marketers, entrepreneurs, and brand builders across industries. Whether you work in FMCG, tech, B2B, or services, Sudeep and Sharan share a structured approach to learning and applying marketing skills that will help you grow—no matter where you work.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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