FMCG Commercial Launch Playbook
Winning in Affordable Segment
Full Class
IDR 1.400.000
IDR 1.725.000
Use promo code:
FMPA1
Single Class
IDR 425.000
7 FEB
14 FEB
28 FEB
11 MAR
18 MAR
VALUE SEGMENTS
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.
WHY CHOOSE
Why Choose FMCG Commercial Launch Playbook
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.
Use store reality and simple launch signals to decide when to push, fix, or stop.
SESSIONS
Inside FMCG Commercial Launch Playbook
SESSION 01
•
7 FEB 2026, 9.30 - 12.00 WIB
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.
Primary Target
Usage Mission
Affordable SKU
JTBD Alignment
Must-Be-True
RTM Ready
SESSION 02
•
14 FEB 2026, 9.30 - 12.00 WIB
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.”
Value Ladder
Headline Benefit
Pack–Price Ladder
Channel Fit
Pricing Risks
Promo Pitfalls
SESSION 03
•
28 FEB 2026, 9.30 - 12.00 WIB
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.
Priority Channels
Focus Geographies
Store Types
RTM Rules
Distributor & Banners
Coverage vs Focus
SESSION 04
•
11 MAR 2026, 9.30 - 12.00 WIB
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.
Roles & Ownership
Incentives
Launch KPIs
Launch Calendar
Milestones & Reviews
Essential Tools
SESSION 05
•
18 MAR 2026, 9.30 - 12.00 WIB
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.
Perfect Store (MVP)
Store Standards
Lean Dashboard
Sell-In vs Offtake
Commercial Signals
Action Decisions
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:
Frameworks
From Strategy to Shelf blueprint, sales-led launch philosophy, affordable segment lens
Case Studies
Real war stories from facilitator's 20+ years, affordable launch playbooks, field execution rhythms
Tools & Templates
RTM Canvas, Distributor Brief, KPI Sheet, Perfect Store Checklist, Launch Dashboard
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.
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.
FAQ
