A Case For Change: FMCG: Winning the commercial battle in emerging markets - Paperback

by Ingo Bernhardt (Author)

Case For Change is about succeeding commercially with FMCG in emerging markets. With 60% of all middle class households expected to live in urban areas of rapdily growing Asian cities, this is the primary source of growth for all packaged good companies for the years to come. Case For Change serves up rich knowledge in form of a book, a college lesson or as an interactive online course. MBA students or young professionals will benefit from learning directly from experts in how to build segmented channel plans, the matching customer service model and efficient execution of in store activation. Case For Change leverages the author's long experience for multiple Global FMCG companies in over 30 emerging markets worldwide.Case For Change helps the student to develop the adequate level of commercial planning and to connect it with world-class execution. Tools and best practices are provided for each step. All steps combined constitute the commercial loop, which creates a line of sight from high-level strategic targets to detailed execution metrics. Taking the course will enable students to plan, execute and track A very detailed business case accompanies students on every step of the process and applies all tools described in the course.Case For Change takes a new and scientific approach to the various commercial disciplines, leveraging learning's from commercial veterans in companies like Nestle, Coca-Cola or Mars.

Author Biography

The author has spent over 25 years leading commercial and marketing teams in global FMCG companies, among them Coca-Cola, Nestle and Mars. During these years, he and his family lived in countries in Asia, America, Europe and the Middle East. Still active today, his work allowed him to consult globally. Ingo Bernhardt has developed new commercial tools and methodologies that are globally applied today. He has led projects in more than 40 countries, improving these markets planning and execution capability, yielding significant revenue and share gains. His work allowed him to work not only directly with the world's largest and most sophisticated retailers, like Wal*Mart, Tesco or Metro but more so with virtually hundreds of individual store owners - the dominating retail channel for most emerging and developing markets. Having worked within recognized local and global leaders for commercializing FMCG, and having experienced their variety of locally and culturally different approaches to achieve this leadership has encouraged Ingo Bernhardt to share his learnings. He added publicly accessible data and methodologies to merge this into a unique, new process. He developed the Closed commercial loop and over the course of four years this book was written. A book - and an eLearning course - in a new universal and scientific based way - for it to be globally applicable - irrelevant of corporate, geographic or cultural differences.