FMCG Commercial Launch Playbook
FMCG Commercial Launch Playbook
Winning in Affordable Segment
Winning in Affordable Segment
Take advantage of our early bird latest January 11, 2026
Take advantage of our early bird latest
January 11, 2026
Take advantage of our early bird latest January 11, 2026
Full Class
Full Class
IDR 1.900.000
IDR 1.900.000
IDR 2.225.000
IDR 2.225.000
IDR 2.225.000
Use promo code:
Use promo code:
FCLP1
FCLP1
Single Class
Single Class
IDR 499.000
IDR 499.000
28 FEB
28 FEB
7 MAR
7 MAR
28 MAR
28 MAR
VALUE SEGMENTS
VALUE SEGMENTS
Built to Win Where It’s Hardest
Built to Win Where It’s Hardest
Most FMCG launches fail exactly where value matters most: small packs, tight margins, brutal competition. This playbook is for managers who own that reality and need to win there—now.
You’ll get a sharp Strategy‑to‑Shelf blueprint, proven RTM and distributor plays, and a disciplined way to read early launch signals so you can intervene fast, protect profit, and turn “cheap SKU” launches into strategic growth engines instead of margin leaks.
Most FMCG launches fail exactly where value matters most: small packs, tight margins, brutal competition. This playbook is for managers who own that reality and need to win there—now.
You’ll get a sharp Strategy‑to‑Shelf blueprint, proven RTM and distributor plays, and a disciplined way to read early launch signals so you can intervene fast, protect profit, and turn “cheap SKU” launches into strategic growth engines instead of margin leaks.
HARD FACTS
HARD FACTS
Why Most FMCG Launches Fail in Value Segments
Why Most FMCG Launches Fail in Value Segments
Around 85% of new CPG products fail within two years of launch.
Around 85% of new CPG products fail within two years of launch.
Harvard Business School
Harvard Business School
Many launches fail due to poor product–market fit and weak consumer insight.
Many launches fail due to poor product–market fit and weak consumer insight.
Harvard Business Review
Harvard Business Review
In‑store design and execution failures at the shelf are a major cause of new product failure.
In‑store design and execution failures at the shelf are a major cause of new product failure.
McKinsey & Company
McKinsey & Company
WHY CHOOSE
WHY CHOOSE
Why Choose FMCG Commercial Launch Playbook
Why Choose FMCG Commercial Launch Playbook
Use a clear Strategy‑to‑Shelf lens to spot where affordable launches usually break.
Use a clear Strategy‑to‑Shelf lens to spot where affordable launches usually break.
Make focused RTM and distributor choices and set a realistic 8–12 week launch rhythm.
Make focused RTM and distributor choices and set a realistic 8–12 week launch rhythm.
Use store reality and simple launch signals to decide when to push, fix, or stop.
Use store reality and simple launch signals to decide when to push, fix, or stop.
SESSIONS
SESSIONS
Inside FMCG Commercial Launch Playbook
Inside FMCG Commercial Launch Playbook
SESSION 01
SESSION 01
•
•
28 FEB 2026, 10.00 - 12.30 WIB
28 FEB 2026, 10.00 - 12.30 WIB
Strategic Choice of Customer:
Strategic Choice of Customer:
Who Is the Win For?
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.
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.
Primary Target
Primary Target
Usage Mission
Usage Mission
Affordable SKU
Affordable SKU
JTBD Alignment
JTBD Alignment
Must-Be-True
Must-Be-True
RTM Ready
RTM Ready
SESSION 02
SESSION 02
•
•
28 FEB 2026, 13.30 - 16.00 WIB
28 FEB 2026, 13.30 - 16.00 WIB
Designing the Value Proposition:
Designing the Value Proposition:
Pack, Price, and Trade‑Offs
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.”
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.”
Value Ladder
Value Ladder
Headline Benefit
Headline Benefit
Pack–Price Ladder
Pack–Price Ladder
Channel Fit
Channel Fit
Pricing Risks
Pricing Risks
Promo Pitfalls
Promo Pitfalls
SESSION 03
SESSION 03
•
•
7 MAR 2026, 10.00 - 12.30 WIB
7 MAR 2026, 10.00 - 12.30 WIB
Market Arena Selection:
Market Arena Selection:
Where the Launch Should Compete
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.
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.
Priority Channels
Priority Channels
Focus Geographies
Focus Geographies
Store Types
Store Types
RTM Rules
RTM Rules
Distributor & Banners
Distributor & Banners
Coverage vs Focus
Coverage vs Focus
SESSION 04
SESSION 04
•
•
7 MAR 2026, 13.30 - 16.00 WIB
7 MAR 2026, 13.30 - 16.00 WIB
Execution Architecture:
Execution Architecture:
Aligning Distributors and Field Forces
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.
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.
Roles & Ownership
Roles & Ownership
Incentives
Incentives
Launch KPIs
Launch KPIs
Launch Calendar
Launch Calendar
Milestones & Reviews
Milestones & Reviews
Essential Tools
Essential Tools
SESSION 05
SESSION 05
•
•
28 MAR 2026, 13.30 - 16.00 WIB
28 MAR 2026, 13.30 - 16.00 WIB
Market Arena Selection:
Market Arena Selection:
Where the Launch Should Compete
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.
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.
Perfect Store (MVP)
Perfect Store (MVP)
Store Standards
Store Standards
Lean Dashboard
Lean Dashboard
Sell-In vs Offtake
Sell-In vs Offtake
Commercial Signals
Commercial Signals
Action Decisions
Action Decisions
WHAT YOU WILL LEARN
WHAT YOU WILL LEARN
Throughout the program, you’ll work with practical frameworks, real case discussions, and plug‑and‑play tools designed for winning launches in affordable segments:
Throughout the program, you’ll work with practical frameworks, real case discussions, and plug‑and‑play tools designed for winning launches in affordable segments:
Frameworks
Frameworks
From Strategy to Shelf blueprint, sales-led launch philosophy, affordable segment lens
From Strategy to Shelf blueprint, sales-led launch philosophy, affordable segment lens
Case Studies
Case Studies
Real war stories from facilitator's 20+ years, affordable launch playbooks, field execution rhythms
Real war stories from facilitator's 20+ years, affordable launch playbooks, field execution rhythms
Tools & Templates
Tools & Templates
RTM Canvas, Distributor Brief, KPI Sheet, Perfect Store Checklist, Launch Dashboard
RTM Canvas, Distributor Brief, KPI Sheet, Perfect Store Checklist, Launch Dashboard
WHO
WHO
Who Is This Program For
Who Is This Program For
Brand Managers & Trade Marketing Managers
Brand Managers & Trade Marketing Managers
designing launches for affordable portfolios
designing launches for affordable portfolios
Channel & RTM Managers
Channel & RTM Managers
optimizing distribution models and channel strategies
optimizing distribution models and channel strategies
Regional & Key Account Sales Managers
Regional & Key Account Sales Managers
executing affordable launches in field
executing affordable launches in field
Distributor Owners & Sales Leaders
Distributor Owners & Sales Leaders
understanding launch expectations and partner orchestration
understanding launch expectations and partner orchestration
Sales Operations & Planning
Sales Operations & Planning
S&OP, demand planning alignment with commercial execution
S&OP, demand planning alignment with commercial execution
FACILITATOR PROFILE
FACILITATOR PROFILE
Learn from a Proven FMCG Commercial Leader
Pelitawan is a senior FMCG commercial leader with 20+ years of experience across Nestlé, PZ Cussons, Perfetti Van Melle, Khong Guan Group, and Mustika Ratu. His expertise spans sales leadership, route‑to‑market, distributor management, channel strategy, and execution in value‑driven categories, built through roles such as Sales Director, Commercial Director, and Head of Sales for key regions and channels.
Pelitawan is a senior FMCG commercial leader with 20+ years of experience across Nestlé, PZ Cussons, Perfetti Van Melle, Khong Guan Group, and Mustika Ratu. His expertise spans sales leadership, route‑to‑market, distributor management, channel strategy, and execution in value‑driven categories, built through roles such as Sales Director, Commercial Director, and Head of Sales for key regions and channels.
Today, as Founder & Managing Director of Solusi Prima Distribusi Nusantara (SPDN) and Chief Revenue Officer at KARTINI, he focuses on bridging brand owners, distributors, and sales entrepreneurs—translating strategy into execution in real, often value‑driven markets.
Today, as Founder & Managing Director of Solusi Prima Distribusi Nusantara (SPDN) and Chief Revenue Officer at KARTINI, he focuses on bridging brand owners, distributors, and sales entrepreneurs—translating strategy into execution in real, often value‑driven markets.
Professional Experience:
Professional Experience:
FAQ
FAQ
Frequently Ask Question
Frequently Ask Question
Who is this workshop for?
This workshop is designed for Indonesian professionals aged 25–35 who are actively job seeking, expecting an offer soon, or planning a career move in the next 3–6 months. It’s also useful if you’ve never negotiated before and want to know where to start — or if you’ve negotiated before but never felt fully in control of the conversation.
Do I need to be in FMCG?
Is this an online or in-person event?
What’s included in the Resource Pack?
What’s the difference between Regular and Premium?
What if I can’t attend on the day?
Who is this workshop for?
This workshop is designed for Indonesian professionals aged 25–35 who are actively job seeking, expecting an offer soon, or planning a career move in the next 3–6 months. It’s also useful if you’ve never negotiated before and want to know where to start — or if you’ve negotiated before but never felt fully in control of the conversation.
Do I need to be in FMCG?
Is this an online or in-person event?
What’s included in the Resource Pack?
What’s the difference between Regular and Premium?
What if I can’t attend on the day?
Who is this workshop for?
This workshop is designed for Indonesian professionals aged 25–35 who are actively job seeking, expecting an offer soon, or planning a career move in the next 3–6 months. It’s also useful if you’ve never negotiated before and want to know where to start — or if you’ve negotiated before but never felt fully in control of the conversation.
Do I need to be in FMCG?
Is this an online or in-person event?
What’s included in the Resource Pack?
What’s the difference between Regular and Premium?
What if I can’t attend on the day?
Who is this workshop for?
This workshop is designed for Indonesian professionals aged 25–35 who are actively job seeking, expecting an offer soon, or planning a career move in the next 3–6 months. It’s also useful if you’ve never negotiated before and want to know where to start — or if you’ve negotiated before but never felt fully in control of the conversation.
Do I need to be in FMCG?
Is this an online or in-person event?
What’s included in the Resource Pack?
What’s the difference between Regular and Premium?
What if I can’t attend on the day?
Siapin Bareng!
Siapin Bareng!
Early registrations are encouraged. Seats fill up quickly!
Early registrations are encouraged. Seats fill up quickly!
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