<ul><li>FMCG myths debunked include 'brand loyalty drives growth' or 'niche targeting is smart.' Empirical data shows that mass reach and mental availability grow brands.</li><li>Former Procter & Gamble CEO simplifies strategy into five core questions, emphasizing 'Where to play?' and 'How to win?' critical in portfolio decisions and market entry.</li><li>Olay's revitalization strategy involved repositioning as a premium skincare brand with efficacy claims, resulting in turning Olay into a $2B global brand.</li><li>UK retailer restructuring baking category by shopper missions led to double-digit uplift in conversion and improved basket size, highlighting the importance of organizing shelves based on consumer thinking.</li></ul>

Top 10 Books for FMCG Product Managers

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