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  • Overview

    In today’s highly competitive market, traditional retailers, and Consumer Packaged Goods  (CPG) companies are facing mounting pressure from the rapid growth of Everyday Low-Price players and online business models. This has forced retailers to reevaluate their pricing strategies, often resulting in price decreases and increased promotional pressure at the expense of the CPG companies’ long-term revenue and brand equity. 

    Winning CPG companies successfully ride this trend by using Trade Promotion Optimization (TPO) as a strategic lever for revenue growth. 

    TPO implies tracking and managing trade investments to ensure that they are in line with the company and category objectives.  TPO implementations that are successfully embedded in an organization yield an ROI increase of 8%-15%, with a direct bottom-line impact of 4-30% on the operating profit!

    This training program is a comprehensive learning journey on how to design, implement, and embed successful TPO practices in your organization. The program will show you how to create sustainable value for your organization and your customers, by adopting an integrated perspective for Trade Terms, Promotion Management activities, Post-event analysis, and Promotion Optimization techniques.

    The program covers all in and out for effective TPO management. Maximize Your ROI and Boost Profitability with our TPO Training!

    Our Participant Profile

    This training designed for professionals who are involved with setting up, managing, or optimizing trade promotions in the FMCG/CPG
    industry with the following functions:

    •    Trade Promotion Managers
    •    Category Managers
    •    Trade Marketing Managers
    •    Pricing/Revenue Managers
    •    Commercial Controllers
    •    Sales Analysts
    •    Retail Strategy Managers
    •    Channel Managers

    Collaboration between distinct functions is crucial for the successful development, execution, and refinement of trade promotion optimization strategies and tactics.    We encourage the participation of teams of key-contributors to TPO in your organization to this program.

  • Embark on a  TPO journey, with a focus on the process, the techniques, and the use of TPO as an important lever of profitable revenue growth. Take a deep dive into the best practices at each step of the TPO journey.

    The Learning Journey
    This training program is designed as a TPO journey, focusing on the process, the techniques, and the use of TPO as an important lever of profitable revenue growth. It is an intensive, interactive 1.5-day deep-dive into the best practices at each step of the TPO journey: pre-event, execution (management), and post-event activities in line with category management strategy, pricing, trade terms, data, and performance analysis.

    These are the main topics to be covered during these 1.5 days.


    1 | Understanding trade promotion objectives from 360° perspective:
    •    What are the objectives of internal stakeholders (marketing, category mgt, RGM, account mgt…), and how do they translate into promotional objectives
    •    How do retailer & shopper insights impact promotional strategies

    2 | Trade promotion as a lever within the overall pricing & trade terms context
    •    Promotions within the overall pricing & trade terms structure
    •    Building a granular (SKU level) understanding of margin pool and evolution (Manufacturer vs. Retailer)

    3 | Creating a promotional strategy, and translating it into a promotional plan
    •    Develop a promotional plan at the customer level, aligned with the customer & product strategy.

    4 | Promotion implementation & the importance of getting the execution right.

    5 | Evaluation of promotional effectiveness (impact) against commercial objectives
    •    Sales execution is routinely adjusted based on promotional learnings.

    6 | Evaluation of Return on Promotional Investments (ROPI) against financial targets
    •    Dynamic and frequent reallocation of promo budget to maximize overall performance.

    7 | Understanding the key levers to optimize the effectiveness & ROPI of promotions
    •    Effectiveness and meta-learnings of different promotional mechanisms 
    •    Projecting promotional impact on retailer’s total category performance to maximize ‘win-win’ promotions.

    8 | Enablers: Organization, capabilities, processes, data & tools for successful TPO journeys
    •    Evolving from ad-hoc Excel analysis towards standardized (basic and advanced) optimization and visualization tools. 
    •    Building processes for actively testing and learning promotional mechanisms enabled by digital capabilities.

    The training combines state-of-the-art TPO expertise with practical real-life business case exercises.

  • Avatar

    Partner, Chronion
    Bert Vandewiele

    Bert has 15 years of experience both as a practitioner and consultant in consumer goods, retail, and consulting. where he worked for both retailers and consumer goods companies. 

    Bert is the co-founder of Chronion, a boutique consulting firm specializing in customer-centric growth, and Rootit, an analytical platform for revenue growth managers. Bert brings in-depth expertise in trade spend optimization and trade promotion optimization, but as an all-around expert in Revenue Growth Management can connect the dots and leverage his expertise and experience in Category management, Trade & shopper marketing, Customer segmentation, and Value proposition design.

  • Dates & Fees

    Start : 21 May 2024 at 09:00
    Duration : 1.5 days
    Location : Lisbon (Eurostars Universal Lisboa)
    Fees : €1695.00


    15% discount if you register with 2
    25 % discount if you register with 3 or more
    10% discount for our CPM Alumni
    €300 discount on certification programs for EPP Prime Members
    €150 discount on open programs for EPP Prime Members

    Hotel info

    Eurostars Universal Lisboa

    Location: Avenida do D. João II (13), Lote 1.12.01 Parque das Nações Lisbon
    1990-221 Portugal


    EPP has secured a preferential room rate at the Hotel Ikonik Lisboa (2 minutes walking from the Forum venue), exclusively for the attendees of this Forum for €145.00 per room per night (buffet breakfast and VAT included).

    To benefit from this preferential rate and more information, please get in touch with Francisco Porcel at


    Avenida do Mediterrâneo, Lote 1.12.04 Parque das Nações, Parque das Nacoes, 1990-221 Lisbon,

    • Please note that the program fee does not include travel expenses, accommodation, individually organized dinners and other incidentals.
    • VAT shall apply at prevailing rates according to local (country of training) laws and regulations.
    • We try to negotiate special hotel rates if possible - please ask the hotel for the best rates.
    • If you have special requests, please connect with
    • Please note that EPP reserves the right to cancel or postpone events/sessions, or alter the country, location or venue in case of force-majeur, unforeseen circumstances, or if minimum registration numbers are not met. In case of such cancellation, postponement or alteration by EPP, registrants will receive a rollover credit for attendance at the rescheduled sessions.
    • For more information we refer to our Terms and Conditions.

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