Course Name

Basics of Commercial Demand Forecasting: Sales, Shopper Marketing and Marketing Perspective


May 23, 2020 - May 30, 2020

8:30 am - 4:30 pm

Regular Rate:


Early Eagle Rate:


Valid Until:

May 11, 2020

Basics of Commercial Demand Forecasting: Sales, Shopper Marketing and Marketing Perspective


The Basics of Commercial Demand Forecasting course is part of the entire S&OP process which deals primarily on the commercial side of the volumes/business involving Marketing, Shopper Marketing and Sales Management. This course considers the significant emphasis on historical data analysis and baseline numbers review together with the 'enrichments' or incremental and reductions drawn from initiatives like promotions, new brands and product discontinuation. This also takes into account the segmentation approach from product SKUs to channels and customers/accounts.

Given the increasing focus on operational efficiencies, accurate forecasting from the commercial teams will contribute in improving the inventory levels across product lines in both company and trade channels. This will allow the participants to appreciate the detailed methodologies needed to come up with better forecast numbers that will lead to higher forecast accuracy performances. The exercises will also allow the participants to look closely into the impact of promotions, new product introductions, product discontinuity as well as seasonality factors.

End in mind is for the commercial team members to be able to develop more realistic forecast numbers to be used in their annual volume planning, monthly/weekly volume planning and review cycles.

Who should attend

Sales Managers – Handling Distributors & Top Modern Trade Accounts. Sales Managers in-charge of a group either GT or MT. National Sales Managers. Demand Managers. Shopper Marketing personnel.

After the course, the participants will be able to:

1. Understand the key principles, methodology and application of Basic Commercial Forecasting;

2. Apply the usage of the forecasting to their respective sections, customers or channels;

3. Develop an action plan for the Commercial Forecasting team and integrate the processes into the Sales organization; and

4. Appreciate the basics of Forecasting/Demand Planning and Key Customer Forecasting which can help the lead team members to define the key next steps in forecasting.

I. Overview of Forecasting - Big Picture on Forecasting/S&OP

II. Creating a Commercial Demand Planning Team

III. Generation & Analysis of Historical Data/ Guidelines on Historical

IV. Segmentation

V. Generation of the Baseline / Enrichments or Improvements

VI. Trade/ Customer Forecasting/ Customer Forecasting Framework

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