FMCG Commercial Academy
The first complete program for the exponential development of commercial skills for FMCG and retail organizations, with impact in revenue growth in less than 6 months from implementation
The Retail environment is undergoing a complex and accelerated transformation
Apart from modern trade, the fragmented picture of traditional trade (including Instant Consumption and HoReCa) has unique characteristics and is increasingly complex.
More and more different consumption and buying habits, maturing preferences, cross channel behaviors and changing the way of making purchase decisions require different rhythms in the approach.
Increasing investment in the selection and development of sales force skills is required to provide positive customer experiences and increase sales.
Companies capture more and more data, but their relevance and interconnection is increasingly difficult, and decisions are made more difficult by this complexity.
Pandemics, epidemics, political or military tensions frequently lead to shortages in raw materials, affecting production and distribution and ultimately impacting sales and profitability.
They can reduce consumption leading to lower demand for non-essential FMCG products, forcing companies to implement cost-cutting measures and innovate to offer options that generate more value for the consumer.
Labeling requirements or changes in health policies may require costly adjustments to product formulations or packaging, impacting both production processes and marketing strategies for FMCG companies.
Increasing consumer demands and regulations for sustainability practices are forcing FMCG companies to adopt green manufacturing processes, packaging materials and supply chain practices to mitigate environmental impact and maintain brand reputation
We can no longer speak of a single market, especially when we have notable differences between different areas of the same country, which leads to different value chain models and several SKUs.
What would it be like if commercial teams were equipped with all the necessary skill sets - theoretical knowledge, practical experience and soft skills - to face all the above challenges with ease?
Giant in retail, an innovator in CPG or local company, FMCG Commercial Academy develops within the sales teams the knowledge, skills and strategies necessary to produce long-term sustainable growth.
Why choose FMCG Commercial Academy?
Specific industry experience: The team that developed the program as well as the specialists and trainers who support it are former C-levels from top companies in the industry, who produced an impact of over 1.5 billion EUR in the businesses they led. I bring real-world experience into the classroom, putting theory into practical perspective. From "customer & category planning" to operational excellence, we cover everything.
Personalized Learning Journeys: No two companies are the same. That's why the FMCG Commercial Academy by Marco Polo creates learning journeys aligned with the unique goals and challenges of each business.
Collaborative learning environment: We use several learning tools from debate panels, individual learning, case studies, practical simulations and "learning on the job" periods. Our interactive sessions foster collaboration and ignite innovation.
Global trends: The FMCG Commercial Academy curriculum evolves along with industry trends, the specialists who develop it being part of local and global economic initiatives, which ensures a high level of competitiveness for the organizations that implement the program.
Curriculum covered - 5 different levels:
1. Introduction: Understanding products and services, Client portfolio, Key differentiators of the company, Mission, vision and values of the company
2. Bases: Operations with clients, Forecasting and planning, Order-to-cash processes, Effective communication with clients, Effective interpersonal communication
3. Foundation: Commercial mathematics in retail, Building information using data and figures, Understanding retail strategy, Understanding brand suppliers, Customer planning, Effective value chain management techniques
4. Advanced: Effective negotiations, Persuasive selling, Selling to C-level, PRGM, Cost-to-serve strategies, Building effective presentations through storytelling, Understanding channels and buyers, Effective cross-functional collaboration
5. Value creation: Solving business problems, Strategies for shelf availability, Development of growth strategies, Effective P&L management, Portfolio management, Shared value creation - Development of profit scenarios
To whom the FMCG Commercial Academy program is addressed:
- The entire commercial team including:
- Key Accounts
- Field Force
- Product Development
- Packaging Development Specialists
- Trade Market Specialists
- Commercial Operations Manager
- Local/International Customer Managers
- Brand Managers
- Retail Marketing Managers
- Commercial Directors
- Trade Marketing Managers
Program Facilitation Tools
Promote is a platform that supports personalized learning trips such as the FMCG Commercial Academy program and which was developed following numerous researches. It uses 4 principles that generate motivation and provide support at the same time for employees.
- Management Involvement - In Promote, the manager is involved in the learning journey. Promote helps managers see when they are most needed and how best to intervene in the process. Increased managerial involvement creates the conditions for a better performance of the employees and the company.
- Social learning - Promote facilitates the sharing of experiences during the learning process. Participants inspire, share experiences and best practices, reflect, collaborate and collaborate with each other to create a deeper learning experience.
- Effective learning - Promote helps organizations shift their focus from learning in a classroom environment to hands-on learning in the workplace. Effective training leads to greater motivation, greater engagement, reduced training costs and better results.
- Monitoring and improvement - Promote allows programs to be directed toward goals by acting on deviations or encouraging success in real time. The platform is based on recognized training assessment methods by Kirkpatrick and Professor Brinkerhoff.
between 20-200 participants per company
20-
months duration
3-
countries where it takes place until now
languages in which the courses are held
increasing market share
%
million EUR impact in sales growth
The main benefits of implementing the FMCG Commercial Academy program
Here's what participants in the FMCG Commercial Academy program say:
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We are Marco Polo CEE, part of the Marco Polo Performance group, and a partner for numerous visionary, local and international organizations that make the learning process a continuous journey.
Since 2014, we have been supporting Romanian and EU companies to implement programs with high impact in areas such as Leadership & Management, Sales & Customer Success, Change Management, Self-Awareness & Personal Development.
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