FMCG Commercial Launch Playbook
Winning in Affordable Segment
Take advantage of our early bird latest December 28, 2025
IDR 1.500.000
IDR 1.950.000
Single Class:
IDR 650.000
31 JAN
7 FEB
13 FEB 2026
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.
HARD FACTS
Hard Facts: Why Most FMCG Launches Fail in Value Segments
Around 85% of new CPG products fail within two years of launch.
Harvard Business School
1
Many launches fail due to poor product–market fit and weak consumer insight.
Harvard Business Review
2
In‑store design and execution failures at the shelf are a major cause of new product failure.
McKinsey & Company
3
Securing distribution without velocity leads to delistings, write‑offs, and failed launches.
NielsenIQ / BASES
4
Heavy discounting and trade promotions erode margins and undermine long‑term brand health.
NielsenIQ
5
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
•
31 JAN 2026, 9.30 - 12.00 WIB
Cracking the Value Game
From Concept to Shelf
Focuses on what experienced managers usually miss in affordable launches: misplaced value proposition, wrong battlegrounds, and lack of a single, sales‑led Strategy‑to‑Shelf view that aligns brand, trade, and sales.
Value mindset
Launch blueprint
Risk mapping
Success metrics
Cross‑functional view
SESSION 02
•
7 FEB 2026, 9.30 - 12.00 WIB
Execution Engine
RTM Choices, Distributors, Field Force
Goes beyond listing channels and targets; challenges participants to choose trade‑offs in RTM and distributor focus, and to design a launch engine that their actual organization can execute—without hiding behind “ideal” playbooks.
RTM focus
Coverage choices
Distributor alignment
Field rhythm
Execution ownership
SESSION 03
•
14 FEB 2026, 9.30 - 12.00 WIB
Last‑Mile Excellence
Perfect Store & Profit Signals
Treats launch tracking as decision support, not reporting. Focus is on how mid‑level managers read store reality and a simple set of KPIs to decide: continue, course‑correct, or cut losses on an affordable launch.
Perfect store
Execution basics
Launch dashboard
Health 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
WHO
Who Is This Program For
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