Marketable World Podcast
At Marketable, we understand that the best way to learn marketing isn't through textbooks. It's by engaging with people. Throughs, strategies, and career shifts, we share the voices that drive the industry forward. real experience
From boardrooms to startups, we share unfiltered journeys, celebrate wins, and learn from missteps through podcasts, features, and events.
WE’RE CREATING A SPACE WHERE MARKETERS GROW TOGETHER
A Podcast spotlighting the marketers behind powerful campaigns. Discover the journeys, struggles, and wins of those shaping the industry.
A Marketable World.
Marketable World Podcast
Derisking FMCG with Marketing
Bold claim: Marketing is business insurance. From Nigeria’s ad bans to quick-commerce wins, learn how brands stay compliant, relevant, and cash-positive. Curious where your strategy is exposed? Listen and tell us your biggest blind spot.
We unpack how marketing acts as business insurance for FMCG, turning regulation volatility, consumer whiplash, and fast trends into manageable risks. From Nigeria’s tight ad rules to quick commerce wins, we show practical ways to stay compliant, relevant, and profitable.
Finally, we get tactical on channels: why digital shelves and quick commerce reward speed and assortment craft, and how Nigerian FMCG players who jumped early now lead on repeat and contribution margin. The throughline is simple—marketing is risk management in plain clothes. Done well, it turns chaos into clarity and timing into an advantage. If you’re building or defending share in a tough market, this playbook helps you ride the wave instead of getting pulled under.
How marketing derisks FMCG in a tough market? Let's be honest, guys. Even FMCG, you know the struggle is real. Regulations keep changing. Consumer behavior is as unpredictable as I mean, like Lagos traffic. Market trends are moving faster than your favorites, influencers, changing brands. So, how does marketing help businesses stay ahead and the risk in this madness? Let's talk about it. Marketable world podcast. Marketing is the business insurance you never knew you had. Yes, marketing is the business insurance you never knew you had. A lot of people think marketing is just about flashy hats and catchy slogans. That's your opinion. Marketing is actually risk management in disguise. It helps FMCG to navigate regulations without getting fined, navigate consumer changes without losing the relevance, and also making shifts without sinking the business. Let's talk about how marketing deris FMCG. They're a moving target. Regulations for FMCG. One day, your product is fine. The next day, government has banned something. Just say, no, ban it. Look at alcoholic brands in Nigeria. We have very tight apps restrictions. There's SKU ban, product Igodent ban. It's a tourney though. You cannot even tame it. The best of brands actually invest in brand storytelling instead of relying on traditional ads. That's a smart move because regardless of the regulations or the changes, you're still relevant. Another one today is today's consumers have one thing in common change. One minute they want sugar free. The next, they are back at indulging in a brand that's filled with sugar. Today, it's glass bottle. Tomorrow, they are looking for eco-friendly packaging. Today, your product was good. Next day, one influencer posts and says your product causes cancer. As in, it's such a delicate place to be as a marketing leader. But marketing helps brands predict and adapt by continuous market research, by testing small product changes before the rollouts, or even building brands with flexible messaging that evolves with trend. So you're not always just catching up on any trend. So the brand that survives, they don't guess, they study, and then comes market trends. They can either be opportunities or they can be traps. You jump too late, you look outdated. You jump too early, you wasted money. You paid school fees for everybody to do what to do and what not to do. Marketing helps brand ride the tide waves. If you say your data says Gen Z are shifting to all these snacks, don't just copy, you innovate. If e-commerce is booming, you don't just join, you dominate. Look at FMCG brands in Nigeria. Those who jumped on digital and quick commerce early, they are winning. Those that stayed relying on traditional retail, we know them, they're struggling. Marketing isn't just about selling, it's about survival. It keeps your brand compliant, it keeps the brand relevant, and of course it keeps the brand profitable. Without strong marketing in FMCG, FMCG brands are not just at risk. They're a ticking time bomb. Save it, share it with someone who needs to hear it. Catch you on the next one on Market Table.