Deskripsi
FMCG growth is shifting to value, but most companies are still launching like it’s business as usual—pushing cheap SKUs into red, low‑margin battlegrounds with “sell‑in + promo” playbooks that bleed profit and exhaust the field. If you manage brands, trade, or sales in these segments, how you design and execute launches over the next 1–2 years will decide whether your portfolio builds real, scalable growth engines—or a string of costly, short‑lived experiments.
Sesi bootcamp
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Session 1: Strategic Choice of Customer: Who Is the Win For?
Most affordable launches jump straight to pack and price without a disciplined choice of who they are really trying to win. This session forces participants to define a sharp primary customer and the specific “job” the launch must do for consumers, retailers, and the field before any execution talk....
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Session 2: Designing the Value Proposition: Pack, Price, and Trade‑Offs
Participants convert those jobs‑to‑be‑done into a concrete value proposition and pack–price ladder that can compete in real value battlegrounds. The focus is on designing “good value,” understanding trade‑offs across shopper, retailer, and P&L instead of defaulting to “cheap + promo.”...
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Session 3: Market Arena Selection: Where the Launch Should Compete
Instead of “launch everywhere, hope somewhere sticks,” this session guides managers to select the specific arenas—channels, geographies, and outlet types—where the launch can credibly win first. Participants learn to prioritize, say no to low‑return complexity, and connect RTM choices back to target and value....
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Session 4: Execution Architecture: Aligning Distributors and Field Forces
A sound strategy fails if distributors and field teams cannot or will not execute it. This session turns strategic choices into an 8–12 week launch engine, clarifying roles, KPIs, incentives, and rhythms so that the launch becomes a manageable, motivating play for those closest to the customer....
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Session 5: Market Arena Selection: Where the Launch Should Compete
Participants learn to treat launch tracking as a decision system, not a reporting ritual. Using simple store‑level standards and a lean dashboard, they practice deciding when to double‑down, adjust, or cut back, with the explicit goal of protecting profit and long‑term brand health in value segments....