business growth commercial & marketing strategies

innovative tools team of experts Latam

profitable growth

methodologies & tools

practical approach We

have been on your side

Export and Branding experts Americas region

WHY US?

SOLUTIONS BUSINESS

GROWTH

BUSINESSSTRATEGY

EXPANSIONS DIGITAL TOOLS

BUSINESS STRATEGY

|ROUTE TO MARKET|

|SALES & MARKETING PLANS|

|DISTRIBUTOR MANAGEMENT|

|INCENTIVE PLANS|

|CHANNEL STRATEGY|

|FAST-TRACK E-COMMERCE|

-

BUSINESS STRATEGY

EXPANSIONS

|PRODUCT INTRODUCTIONS|

|PARTNER ASSESSMENTS|

|SALES REPRESENTATION|

|E-COMMERCE ECOSYSTEMS|

|ASSET & TALENT MANAGEMENT|

|SALES CAPABILITIES|

DIGITAL TOOLS

WHAT ARE THE “RIGHT” THINGS ?

TO DRIVE CONVERSIONONE SHOT

BRANDS HAVE

3,000is the number of brand messages

that a regular person receives

during a day

On-trade consumers decide within 7

seconds on average what they will order

00:27”

Supermarket shoppers interact with alcoholic categories for no more

than

SECONDS

80% of alcoholic beverages shoppers in supermarkets are women.

SUPERMARKETS

CONVENIENCE STORES

93% of alcoholic beverages shoppers in Convenience Stores are men

CHOOSING THE

RIGHT SHOT

EVERY OUTLET IS DIFFERENT

WHAT ARE THE RIGHT

MATERIALS ?

WHAT ARE THE CORRECT MESSAGES FOR EACH MATERIAL

IN EACH OUTLET ?

DIFFERENT IDEAS ABOUT “CORRECT”DIFFERENT DISTRIBUTORS TO EXECUTE THEM

DIFFERENT DISTRIBUTOR REALITIES

HERE WE CAN HELP

1 2 3

PLATFORMSTraining & Execution

STRATEGYTrade Marketing

ACTIVATIONSBack Line Marketing

1. STRATEGYFrom segmentation to strategy execution we guide your organization in the path to success. Our secret weapons: Proved methodologies and 15 year of experience in the consumption industry.

� Segmentation

� Channel Strategy

� Category Management

� Go to Market

� Perfect Execution (point of sales)

EMBEDBUILD EXECUTE

CHANNEL SEGMENTATION

CHANNEL PRIORITIZATION

STRATEGY SUMMARY

HOT SPOT- MATERIALS

PERFECT EXECUTION GUIDE

PREPARATION AND ADMINISTRATION

GO LIVE

MEASUREMENT & REWARD

1

2

3

4

5

9

7

8

ROUTE TO MARKET6

WORKSHOP 1

PROVED, SIMPLE, FLEXIBLE AND EFFECTIVE METHODOLOGY

One strategy for 17 different markets:(Direct and indirect distribution)

AMERICAS

� Canada

� United States

� México

� Puerto Rico

� Dominican Rep.

� Ecuador

� Argentina

� Paraguay

� Uruguay

� Bolivia

� Caribe

NEW YORK

MIAMI

NEW YORK

COMMERCIAL CONSULTANCY

ROMAR TRADING @ARUBA

FROM STRATEGY TO EXECUTION

Design and execution of activation programs, with focus on the middle client. (Back Line marketing)

� Volume activation program (Internal and external)

� Loyalty programs

� On-Site Training

� Massive Training Events

2. ACTIVATION

BACK LINE

BELOW THE LINE

ABOVE THE LINE

↓ ↓

CONSUMER

STAFF

SALES

DISTRIBUTION

CLIENT

Innovative digital training platforms.Simple, Inspiring and real-time.

• Giving them the materials they need

• With Messages they understand

• Through Platforms they use

• And tools that empower them

… while we measure, improve and

ensure understanding

3. PLATFORMS

VIDEO

The cicle starts showing the monthly video which

explains each the content in an

entertaining way

Right after, we will evaluate digitallly the audience knowdledge

and understanding about the content

EVALUATION

Once the audience has understood, it is time to

give them the right complimentary info with

specific instructions to follow

INFOGRAPHICS

WHAT ARE THE MAIN COMPONENTS OF OUR TOPPLATFORMS

RESULTS SO FAR

PLATFORM RANKING

KEEPS CONSISTENCY IN COMMUNICATION UNTIL THE LAST SALES LEVEL

+50,000More than 50,000 people are being empowered with our platforms every month

REMEMBRANCE

96% of users (Sales Reps) remembers the most important messages after being trained

of users wants to keep receiving our tools for the next year+99%

98% PERCENT OF ACCEPTANCE WITH AUDIENCE

|EDUCATE| |ENABLE| |EMBED|

SKILLS = CONFIDENCE = SALES

❏ Methodology design is based on the fact that the acquisition of skills is different from the acquisition of knowledge. There are variations between the mix of doing, seeing and hearing for each situation

❏ Methodologies are varied to align to the particular learning objective or knowledge gap identified per resource

❏ Successful sales are anchored by the understanding of your market, knowledge of your brand,

❏ Sales skill depends on self confidence

❏ Customers sense whether or not you believe in yourself and whether you believe in what you are talking about. That belief plays a very significant role in persuading the customer or client to buy from you. Cultivating self-confidence forms part of the skills acquisition process

Structured Business Sales ❑ Understanding Customer Needs and converting into Strong

Sales Arguments ❑ Setting Objectives ❑ Sales Skills ❑ Handling Objections ❑ Closing the Sale ❑ Interpersonal Relationship

Develop and Maintain Superior Customer Relations

❑ Customer Planning ❑ Interpersonal Relations❑ Negotiations❑ Team Building

Structured Business Negotiation❑ Negotiation Planning ❑ Interpersonal Styles❑ Negotiation Strategy❑ Objection Handling

Business Planning❑ Data Gathering ❑ Developing Joint Business

Plan and Joint Value Creation

Brand Activation in the Outlet ❑ Strategy Development❑ Understanding Shopper -

Consumer Drivers

5 SKILL DEVELOPMENT WORKSHOP

1 2

3 4 5

+500

Spanish, English, French

+40

+15K

USA Mark Hunter : CEO, The Sales Hunter:• Outstanding• Capable• Motivated • Team

Mexico: M Bernal Grupo Colectivo• Apasionado• Entregado• Alto Nivel de Servicio

Amsterdam: Stephanie de Wolf• Consistent• Responsive• Pro-Active• Personal

Puerto Rico: Fernando Rodriguez• Excellent Resource • Highly Capable• Great Professional

Panama: Azuiri Lopez SD• Logra Transmitir de Manera

Directa en el lenguaje de la audiencia (Vendedor, Supervisores, Mercaderistas)

Ecuador: Daniel Moran HR Partner• Experto enfocado en enseñar de

manera práctica

Bahamas: L. Brarrington Archer TM• Concise• Informative • Fun • Interactive

Front line sales employee trained

Trainings in every country of the americas

Distributor in 35 different countries

Virtual workshop

Developed Sales academy for Americas

region

DEEP DIVE

CRAFT THE STRATEGY

UNLOCK POTENTIAL

GO LIVE!

OUR APPROACH

W E K E E P I T S I M P L E

+16 years of experience working in commercial roles in FMCG,

leads portfolio strategies with a deep comprehensive commercial

approach. Has led Marketing teams and Commercial organizations in leading

companies such as : Kraft Foods, Heineken, Coca-Cola, Mercado Libre in both local and regional

roles

+18 years of experience in the beverage and FMCG industry in

Latin and North America, has held executive positions in companies such as FEMSA,

Cervecería Cuauhtémoc Moctezuma, HEINEKEN and INCECA, in the Commercial

Marketing, Supply Chain, Export and business Development areas.

+14 years of experience in multinational companies in

services Maersk & FMCG Heineken industries developing businesses,

products and services in Latam and Caribbean markets. Has held

various roles in Commercial, Digital Management, Project

Management, Ecommerce, Supply Chain. Last role as AEM for Central

America markets.

TEAM

Jose Luis Lopez Pablo Beltrán Jeancarlos Girón

More than 20 years of experience in sales, marketing and trade marketing in multinational

companies

+6 years as Trade Marketing Consultants in more than 14 countries (Channel Strategy,

Segmentation, Picture of Success, Route to Market, Variable Compensation, and Incentive

Programs)

Design and deployment experience of Sales Incentives Programs directed to customers and consumers aligned with company´s objetives

Creator of award winning Sales Training Platform (ECO) and tool - apps developers to engage with customers, external sales reps, and internal sales

reps.

In the last 6 years has helped more than 20 companies from Canada to Argentina develop their Channel Strategy from segmentation to

channel activation.

Passionate about execution and with a user centric approach, has developed and installed

tools that help organizations reach their goals at point of sales. (PICOs, DMTP app, ECOs training

platform, Horeca’s incentive program)

More than 18 years of experience in FMCG commercialization, Rebeca has held strategic roles like KAM for major off-trade accounts in

México, Strategy Manager and Content Director.

10+ years of vast experience in developing & performing Sales Training (Product Knowledge

Training, Capability Building Training, Leadership Training among some examples)

Overall management and development of Capability Virtual Tools to improve Sales, Trade Marketing,

Marketing and Front Line Managers. Commercial Excellence to help improve operations

+20 years working in the Caribbean, LATAM Region in diverse position. Excellent business knowledge of all

countries

Extensive traveling and knowledge in the Americas Region from Canada to Argentina.

TEAM

Rebeca Tella Mauricio Bernal Victor Portugues

https://smrt.one/

Financial Park Tower, 35th Floor, Boulevard Costa del Este Panama City

+507 232.2538 / 232.2539