Strategic Deal-Making in FMCG Commercial
A practical program to help FMCG professionals plan, structure, and execute value-protected negotiations in MT & GT using the CDM Framework™.
IDR 2.750.000
Course duration: 04 April - 6 June 2026
Number of Sessions: 9 Sessions (Live Zoom)
Introducing CDM Framework™
The CDM Framework™ (Commercial Deal‑Making Framework) is your operating system for turning everyday FMCG customer conversations into structured, value‑creating negotiations that protect margin and grow business.
Inside Strategic Deal-Making
in FMCG Commercial
Session 1
18 Apr 2026, 13.00 - 15.00 WIB
Strategic Negotiator Mindset in FMCG
Establish a rigorous, shared language for commercial negotiation and the behavioural patterns that systematically create or destroy value in FMCG deals. Participants connect negotiation theory with the day‑to‑day realities of selling into MT and GT.
Value Mindset
•
Negotiator self‑awareness
•
Deal‑structuring lens
•
Seller bias recognition
Session 2
2 May 2026, 13.00 - 15.00 WIB
Retailer Economics and Value Creation Logic
Build commercial acumen by linking proposals to retailer economics: how margin is built, how trade spend flows through the P&L, and how retailers actually assess “good” vs “bad” deals.
Retailer P&L literacy
•
Margin & trade‑spend logic
•
Joint‑value deal design
•
Retailer value checklist
Session 3
9 May 2026, 13.00 - 15.00 WIB
Modern Trade Deal Architecture and Levers
Decode how Modern Trade really operates—structures, annual negotiation cycles, decision drivers, and key levers—so participants can prepare like strategic partners, not reactive sellers.
MT mechanics fluency
•
Buyer vs supplier levers
•
MT prep blueprint
•
Strategic question set
Session 4
16 May 2026, 11.00 - 12.00 WIB
Inside the Buyer’s Room: Modern Trade Dialogue
Engage directly with an MT buyer to stress‑test assumptions from the previous session, surface non‑obvious constraints, and refine how participants frame and position their proposals.
Buyer perspective insight
•
Real‑world constraint mapping
•
Refined MT strategy
•
Sharper negotiation hypotheses
Session 5
16 May 2026, 13.00 - 15.00 WIB
Modern Trade Deal Lab: Annual Terms Simulation
Translate MT theory and buyer insight into a high‑stakes, time‑bound negotiation simulation that mirrors real annual terms discussions and tests value‑trading behaviour under pressure.
Live MT negotiation practice
•
Value‑trading behaviour
•
MT “do/don’t” code
•
Upgraded MT prep template
Session 6
23 May 2026, 10.00 - 12.00 WIB
General Trade Economics and Route‑to‑Market Design
Unpack the operating reality and economics of General Trade—distributors, wholesalers, and outlets—and how GT deal structures influence sell‑in, sell‑out, and cashflow.
GT mechanics fluency
•
GT levers map
•
GT deal structure draft
•
Targeted GT question set
Session 7
23 May 2026, 13.00 - 14.00 WIB
Inside the Partner’s Business: GT Dialogue
Engage a GT distributor/wholesaler to understand how they think about capital, risk, assortment, and growth, then refine the GT deal design with those realities in mind.
Partner perspective insight
•
Risk & cashflow lens
•
Refined GT proposal
•
Richer GT levers map
Session 8
30 May 2026, 13.00 - 15.00 WIB
General Trade Deal Lab: Distributor Negotiation Simulation
Put GT concepts and partner insights into practice through a negotiation lab that balances hard economics with relationship equity and execution realities.
Live GT negotiation practice
•
Sell‑in vs sell‑out balance
•
GT “do/don’t” code
•
Practical GT checklist
Session 9
6 June 2026, 10.00 - 12.00 WIB
Cross‑Channel Deal‑Making Studio (Capstone)
Integrate MT and GT decision‑making in a capstone experience that forces participants to manage channel trade‑offs and codify their personal Commercial Deal‑Making (CDM) Playbook™.
MT–GT trade‑off view
•
Channel strategy blueprint
•
Applied CDM Framework™
•
Personal CDM Playbook™
The CDM Framework™ Toolkit
01
Systemic FMCG Deal Architecture Map
02
MT & GT Levers and Economics Maps
03
MT & GT Negotiation Preparation Canvases
04
MT & GT “Do / Don’t” Codes
05
Personal CDM Playbook™
Curated Learning Resources:
Who Is This Program For
Annisa Rahma
VP FMCG Academy & Brand Manager
Brand and key account leader with strong expertise in modern trade strategy and shopper development, delivering sustainable growth and a proven track record at Nestlé.
Satriyo Purbowaseso
Modern Trade Director
Modern trade and sales professional with strong strategic account management expertise, delivering sustainable growth and a proven track record at Beiersdorf, Danone, Arnott’s, and Heinz ABC Indonesia.
Bayu Isnawan
Sales Director
Sales leader with expertise in channel development and trade marketing, delivering growth and a proven track record at Kalbe Nutritionals, Blackmores, Mengniu Diary, Frisian Flag, Beiersdorf, Arnott’s, and Nestlé.
Reza Aprilianno Putra
National Key Account Manager
Modern trade and key account leader with expertise in channel development and trade marketing, delivering sustainable growth and a proven track record at Nestlé, Danone, Beiersdorf, XL Axiata, and L’Oréal.
Adji Pradipta
National Key Account Manager
Key account and modern trade sales leader with strong expertise in channel strategy and commercial execution, delivering sustainable growth and a proven track record at Wyeth Nutrition, Sampoerna, and Nestlé.
Hendra Ricky Tambunan
Route To Market & Trade Marketing Head
Route-to-market and trade marketing leader with strong expertise in sales force effectiveness and commercial strategy, delivering sustainable growth and a proven track record at Godrej Consumer Products and Frisian Flag Indonesia.
Reza Pahlawan
General Manager Sales & Operations
Sales and operations leader with strong expertise in strategic business development and channel management, delivering sustainable growth and a proven track record of performance at Nestlé.
Riko VU
Trade Sales Director
Trade sales leader with strong expertise in FMCG commercial strategy and sales operations, delivering sustainable growth and a proven track record at Coca-Cola Europacific Partners, Kraft Heinz, Reckitt, and Nestlé.
Frequently Ask Question
