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

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.