In.Company Business School & TMC Consultores Comerciales have joined knowledge and experience to design the Trade and Shopper Marketing Excellence Program. Participants will learn by doing with a balanced pre-during-after set of exercises to be covered on the job with the support of an assigned coach who will not only answer theoretical doubts but also will support them during the implementation. An international team of MBA teachers from recognised European and Latin-American business schools will work together with senior consultants in different categories and retail channels to guarantee the best mix of academic knowledge and business experience conducting the program. All programs from the In.Company Business School are certified by the European Community.

1. NUESTRA ALMA MÁTER ES EL ÁMBITO CORPORATIVO EMPRESARIAL
Trade & Shopper Marketing
Excellence Program

2. An integrated Trade and Shopper Marketing strategy aligned with Category and Brands plans is a critical departing
point to reach competitive advantages in a modern world where traditional marketing model is not working as before.
Unfortunately, claiming to be a consumer driven organization will take you half the way towards success. Those who
better understand the real needs and motivations behind attitudes and behavior of most profitable shoppers, across
different channels and outlet types, will have advantages in the race to conquer the leadership in their segments.
The way industries promote their products is changing, migrating from traditional consumer marketing towards a
more balanced equation incorporating shoppers. As a result of this, Trade Marketing budgets are growing fast and in
many cases, ahead of the necessary commercial capabilities required to guarantee the achievement of business
objectives. Obviously, all the above is creating the need for specific know how and expertize not found in regular
University programs.
The In.Company Business School & TMC Consultores Comerciales have joined knowledge and experience to
design and deploy the Trade and Shopper Marketing Excellence Program certified by the European Community.
Introduction

3. General Objectives
1
2
3
Develop knowledge and world-class skills in the areas of Trade and Shopper Marketing, Promotion
Development , Excellence in execution in the Point of Purchase and Development of Key Accounts
Developing a cognitive and attitudinal platform in the commercial area to achieve excellence in the
Trade Marketing team from day one in the company.
Contribute to motivation and retention of the best talent in the area of ​​Trade Marketing

4. Shopper
Marketing
Fundamentals
2
Trade
Marketing
Introduction
1
Developing
Effective
Promotions
3
Excellence in
Retail
Execution
4
4
MODULES
Program Structure

5. Module I. Trade Marketing Introduction
• What is Trade Marketing and why ? The process of changing business dynamics.
• Trade Marketing alignment with categories and brands. Objectives and Strategies.
• Benefits of Trade Marketing: Traditional Sales model vs Trade Marketing model.
• Retail Classification and Segmentation process. Channel and Store´s business role.
• Identification of customer needs. Practical Model.
• Aligning business objectives (categories, brands, sales) with channels and customers needs and requirements.
• Establishing service level agreements by customer type.
• Investment models IN and THROUGH the customer. Calculating ROI in Trade Marketing.
• Trade Marketing organization: structures, profiles, competencies, processes and tools. Planning, coordination and
implementation.
• Implementation of a Modern Trade Marketing function .
16hr

6. Module II. Shopper Marketing fundamentals
• Shopper Marketing concept and objectives
• Consumer understanding. Consumption drivers, motivations, habits, occasions and trends.
• Basics of Shopper research. What do you really need to know about your shopper.
• Shopper needs and purchase mission by outlet type. Shopper habits, behavior and segmentation. The purchase decision process.
• The power of information. Shopper Behavior Funnel: Conversion rates, Ticket value, Traffic Flow at the point of purchase, Time.
• What to do with the information? Basic notions of Shopper Activation. Alignment of Brand and Retail Strategy. Pricing, Placement,
Communication and Planograming.
• Practical experience – observing shoppers.
16hr

7. • Promotion alignment with brand positioning, strategy and objectives of categories and brands.
• Changes in regular shopper behavior during promotions
• Relevance and Strategic criteria of promotions.
• Shoppers, Customers and/or staff promotions; Promotional Objectives, Strategy and Tactics.
• Development of promotional activities; historical analysis , setting objectives and definition of target shopper.
• Defining promotional incentives and promotional mechanic
• Critical factors: legal, procurement, selection and training of suppliers, communication)
• Financial analysis at planning stage: objectives.
• Final evaluation of Promotions: post- promotional effect
Module III. Developing Effective Promotions
24hr

8. Module IV. In Store Execution
• Definition of the Brand objective and the desired response Shopper: buy more, more expensive or more often.
Source of Business. Cannibalization effect. What does it mean for Shoppers? How to motivate Shoppers to get the
desired response?
• Strategy and plan1: Which channels and stores? How many stores do we need? What resources are needed?
Channels integration.
• Strategy and Plan 2: Where in the store? Definition of critical areas within each store: purchase decision areas,
identification of correlated products by channel, high-traffic areas.
• Communication Plan: Direct vs Indirect. Beyond Visual. Prioritization of senses based on existing conditions and
shopper behavior by in-store location. What do we need to make it happen? Touchpoints integration.
• Retail Execution: Implementation plan. Execution Standards by Store. Motivation. Turnover and Training.
• Monitoring and evaluation. Methodologies: Mystery Shopper, Store checks, etc.
16hr

9. Teaching Methodology
Participants will “learn by doing” with special focus on how to implement new knowledge on their day to day jobs.
By module, participants will:
1. Be exposed to new concepts and ideas during the course.
2. Visualize through examples and team exercises the potential value on their jobs
3. Solve specific cases leveraging on each participant’s experience and profiles.
4. Build an implementation plan of all knowledge gathered.
Knowledge
Gathering
Application
Conclusion
Link
Knowledge
Gathering
Application
Conclusion
Link
Knowledge
Gathering
Application
Conclusion
Link
Sequential Program Development

10. A snapshot of our
staff
academic
ACADEMY
INDUSTRY

11. Currently Associate Professor of Marketing in both IE Business School and ESCP Europe. Additionally,
she is a guest lecturer on Digital Marketing and Marketing Strategy subjects in the In.Company Business
School.
Ana Rumschisky has extensive experience in marketing in Spain, having worked in national and
multinational blue chip companies (manufacturers and retailers). She has combined on the job with
excellent academic experience.
"Marketing" she says, "is a science in constant evolution, which reflects the changes in consumer
society and technology." With her characteristic energy and enthusiasm, Ana combines her job as an
associate professor and independent consultant. She has worked for clients based in Latin America and
Europe. She is regularly consulted by the Spanish media.
Ana Rumschisky - Spain
Digital and Strategic Marketing Management

12. César Piqueras is a lecturer , certified executive coach and author of over 8 books on
management , leadership and sales. CEO of EXCELITAS Global, EXCELITAS Talent and Co-Founder
Global Leaders.
Executive coach certified by ICF and senior coach by AECOP, Master in Management Psychology of
Organizations by the London Metropolitan University Business School, Executive Master in Business
Administration, Master and Trainer in Neuro-Linguistic Programming, Master in Gestalt therapy, CTI
Coaching Training Program, Coach ORSC of organizations, systems and relations.
In his professional career he has directed purchasing and production departments in the industrial
sector. He teaches at several universities such as ESADE and Cambridge University Press and working
with top level companies and institutions such as Virgin, CEOE , Abertis among others.
César Piqueras – Spain
Coaching Management and Commercial Negotiation

13. More than 24 years of successful career in sales, marketing, new business, mergers and acquisitions,
including processes involving several countries such as France, UK, USA, Holland, Mexico, Argentina,
Chile, Peru, among others. He always worked in large local and global companies such as Brahma
(Inbev), Kraft / Philip Morris, Master Foods (Mars Group), Virgin / EMI.
In 2002, he opened his first company called Anima Competitive Intelligence. He has worked as
Associate Consultant for Kantar Retail in the past 10 years, leading Shopper and Trade Marketing
projects and trainings for major global customers.
He currently is part of the Management Board of Directors in five companies in Brazil and professor of
Trade Marketing and Key Account Management subjects at the University Getulio Vargas and at the
In.Company Business School.
He is the author of the book “Trade Marketing – Strategies and Practices for the Sales Force”
Sergio Simonetti – Brazil
Trade & Shopper Marketing Management

14. Mechanical Engineer from Universidad Metropolitana, PAG 58 INCAE (Costa Rica) and Executive MBA
at IE Business School (Spain), with over 14 years experience in the commercial area. Throughout his
professional career has been responsible for many projects related to Trade & Shopper Marketing, Key
Account Management and Field Sales Management.
He specializes in issues related to segmentation and prioritization of channels and customers,
development of Service Level agreements, strategic Trade Marketing plans, optimizing functional
structures, process design and development of learning experiences in these areas.
Previously, he held positions of leadership in Sales, Marketing and Trade Marketing in leading
companies of Personal Care, Home Care and Food segments.
He has been Professor of Trade Marketing and Key Account Management at several business schools.
He currently serves as a guest lecturer on the In.Company Business School.
Francisco Teleña S. · Miami, USA
Trade & Shopper Marketing and Key Account Management

15. MBA Professor at Catholic University Andres Bello and Metropolitan University in Venezuela.
Academic coordinator and facilitator of the exclusive Sales and Trade Marketing Diploma of Polar
Industries in Caracas.
He is an international facilitator certified by ASTD (American Society for Training & Development) and
Associate Facilitator of Door International, working for companies such as GMAC International .
Johnson and Johnson, Kellogg , Bayer, Pfizer, General Motors, Mapfre Seguros , Revlon , Coca Cola ,
Movistar, among others. He also has conducted seminars and conferences in almost all countries in
Latin America, Spain , USA , Berlin and recently in Beijing, China.
He is the author of the book “Personas compran personas – People buy People”
Carlos Rosales - Venezuela
Sales Management

16. Consultant, lecturer and teacher with over 25 years experience in the areas of Marketing, Trade &
Shopper Marketing, Sales and Distribution.
Since 1996 he is director and current CEO of TMC Commercial Consultants advising many of Fortune 500
companies and large international retailers such as Unilever Middle Americas , General Mills, PepsiCo,
Pernod Ricard , Cargill , Coca Cola , BAT, Shell C -stores , PAINSA , Boehringer Ingelheim , Modern Mills ,
Polar Industries, among others.
He has worked as guest lecturer of Marketing at the Metropolitan University and IESA in Venezuela.
Currently he is professor of In.Company Business School in Spain.
Juan Manuel Domínguez - Spain
Commercial Management and Direction
TOBACCO
BEVERAGES
RETAIL
FOOD
PHARMA
PAPER

17. Industrial engineer from Catholic University Andres Bello with Marketing Specialization (IESA, Venezuela
2000 – Honors) with more than 19 years of international experience in Venezuela, Brazil, Argentina,
Canada and UK where he worked as Global Head of Shopper and Customer Engagement in British
American Tobacco.
In 2012, he became Business Consultant at Kantar Retail working for multinational companies in the
Consumer and Retail business such as Diageo, Coca Cola and Shell Select in projects related to Strategic
Retail Segmentation, Category Management, Optimization of Store Operation and Shopper Activation.
Currently he is lead professor of different commercial subjects in the In.Company Business School and
Partner of TMC Brazil.
Carlos Ignacio Alfonzo – Brazil
Shopper Marketing, Retail Management and Account Management
TOBACCO
BEVERAGES
RETAIL
FOOD

18. Catalog of Courses
Development Programs
&

19. 1. Marketing Management Strategies
2. Marketing Plan as a Strategic Tool
3. Price Strategy: Capturing and Sizing Value
4. Promotional Development (consumer & shopper)
5. Customer centric organizations
6. Digital Retail Marketing
7. Social Media Management
8. Marketing Finance
9. Category Management
10. Trade Marketing Strategies
11. Effective Customer Engagement Programs
12. In Store Execution Excellence
13. Optimizing In Store Promotions
14. Shopper Marketing. The new era.
15. Measuring retail performance 2020
16. Implementing Trade Marketing in the organization
17. Implementing Shopper Marketing in the organization
Marketing Programs Trade y Shopper Marketing Programs

20. 18. Commercial negotiation
19. Key Account Management
20. Sales Planning
21. Territory & Distributor Management
22. Persuasion triggers
23. Persuasive Sales
24. Advance Selling techniques
Sales Programs
25. Leadership and Direction of Sales
Teams
26. Sales teams supervision
27. Commercial Coaching
28. Coaching of Sales teams
29. Implementing Coaching techniques in
modern sales
30. Finance for Sales I and II
31. Understanding customer needs
32. Assessing Customer Satisfaction
33. Driving Customer Service Quality
34. Customer Service Excellence
35. Effective complaint management:
driving customer loyalty
36. Use and abuse of Telemarketing
Customer Service

21. At the end, our students
receive the
certificate
European Union
IBS
Educational Institution of
Spain recognized by the

22. For further information please contact us: school@incompanybs.com
Valencia, España
Rio de Janeiro, Brasil
Monterrey, México
Miami, USA
San José, Costa Rica
Caracas, Venezuela
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