PROGRAM OVERVIEW

This course is for:

• FMCG Entrepreneurs/Start-ups
• FMCG professionals
• Students who want to take up FMCG sales as their career

This is an ONLINE COURSE. We will be using Zoom for the sessions.

This course covers the following topics:

1. How To Select The Product

• Identify A Consumer Need 
• Who are your target consumers? 
• Quantity and Quality of Ideas 
• Competitor Analysis 
  
• Idea Selection - Product Mix - Width, Length, Depth 

2. Creating The Brand

• Brand Mission 
•  Brand Vision 
• Brand Personality 
• Brand Identity 
• Brand Positioning 

3. Brand Strategy/Positioning & Pricing Strategy

•   Target Audience 
•   Decide - High/Premium/Low 
  
•   Product Cost 
  
•   Category & Competition Pricing 
  
•   Product Substitutability 

4. Brand Communication

•   USP 
•   Single sentence that communicates the brand - catch-line 
  
•   Communication on Packaging 

5. Go To Market Strategy :

•   Channel Classification
•   Outlet Classification
•   Product - Outlet Fitment
•   Sales Tools
•   Trade Schemes
•   Consumer Offers

6. Offtake Strategy

•   In-Store Display Element 
•   Store Classification wise display 
  
•   Digital Marketing 

7. Inventory Management

• The key Metrices of inventory management
• The key tools for inventory management
• Inventory control at different levels - Retail, Distributor and CFA

8. Modern Trade Terms Of Trade

• What are business elements while dealing with Modern Trade
• What all to prepare before starting to deal with Modern Trade Stores

9. Creating The Sales Organization

• What are the levels in a sales organization hierarchy
• What are their Roles Accountabilities and KPIs
• How select the right candidate

10. How To Identify New Markets And Expand Coverage

• How to identify the coverage gaps
• How to set target for new outlet opening
• How to do Retail Mapping
• How to do Beat Designing
• How to do delivery beat planning

11. Distributor Management

• How identify a Distributor
• How to calculate the Distributor Infra required
• Distributor appointment process
• Setting up the distributor point processes
• Distributor ROI calculation
• Distributor Evaluation
• Joint Business Plan

Session Details - This is a 8  session  training program. Each session is of 3 hours. Online Sessions will be held on every Sunday 11 am To 2 pm starting from 20.09.2020 to 15.11.2020