Since 1.996 TMC Consultores Comerciales (http://tmcconsultores.com/en/) specializes in the design and implementation of solutions in the areas of ​Sales, Account Management, Trade & Shopper Marketing for the Consumer Goods and Retail Industries. Our team of consultants is formed by recognized senior professionals and business school teachers with extensive experience and knowledge in Latin America and Europe. Some of our clients are: Unilever, General Mills, PepsiCo (Frito-Lay), Pernod Ricard, Cargill, Bayer, Coca Cola, British American Tobacco, Shell C-stores, Empresas Polar, Plumrose/Oscar Mayer, PAINSA, Molinos Modernos, Supermercados UNICASA y San Diego, Boehringer Ingelheim y Cervecería Regional. We have worked in projects in Spain, Brazil, Venezuela, México, Guatemala, USA (Florida), Costa Rica, Colombia, Chile and Argentina. In most of those markets, TMC has full time partner

1. Winning @
The Point of Sale
SPAIN – BRAZIL – USA – VENEZUELA – ARGENTINA - MEXICO – COSTA RICA

2. TMC has more than 19 years of experience in the design and
implementation of solutions for Consumer Goods and Retail
Industries in the areas of ​​sales, distribution, trade and shopper
marketing.
We are an international network of recognized senior professionals
and business school teachers.
Our teams counts with extensive experience and knowledge in
Latin America
We offer integrated solutions from diagnosis up to execution
Who are we?
An International Network of Go to Market, Trade & Shopper Marketing Experts

3. Where are we?
VALENCIA - CENTRAL OFFICE
RIO DE JANEIRO
BUENOS AIRES
CARACAS
MIAMI
MONTERREY
SAN JOSE

4. Our Competitive Advantages
The quality and seniority of our global partners directly
involved in projects from the outset
The simplicity of solutions and methodologies provided
by highly experienced professionals
The highly competitive value equation
Customised support all the way up to implementation
Regional capabilities

5. Some of our Clients
INDUSTRY RETAIL

6.  Femme Care.
 Infant Care.
 Toilet paper.
 OTC.
 Personal Care.
 Snacks
 Retail.
 Foods.
 Diary.
 Beverages (Beer, CSD,
others).
 Tobacco.
 Liquor.
 Telecommunications.
 Home Care.
Summary of Knowledge & Expertise
CATEGORIES TRADE CHANNELS
 Off Premise
 Supermarke
t
 Minimarket
 Convenienc
e
 On Premise
 Bar - Disco
 Restaurants
 Cafeterias

7. ORGANISATION
DEVELOPMENT
SHOPPER & TRADE
UNDERSTANDING
WHERE TO WIN
Product Portfolio - Core Areas
• CUSTOMER SEGMENTATION
• ROUTE TO MARKET DESIGN
• SUPPLY CHAIN
ORGANISATION
DEVELOPMENT
HOW TO WIN
• ORGANISATIONAL MODEL
• PROCESS AND TOOLS
• TRAINING & DEVELOPMENT
• SHOPPER PROFILE & BEHAVIOUR
• SHOPPING OCASSIONS
• B2B PROFILING & PURCHASE
PROCESS
• STRATEGIC PLANNING
• JOINT ACCOUNT PLANS
• C&S ACTIVATION PLANNING

8. SHOPPER & TRADE
UNDERSTANDING
WHERE TO WIN
Product Portfolio - Core Areas
• SHOPPER PROFILE & BEHAVIOUR
• SHOPPING OCASSIONS
• B2B PROFILING & PURCHASE
PROCESS

9. • Age
• Gender
• Civil status
• Education
• Address
WHO ARE THEY?
• Shopper are mainly MALE (66%)
• The average age is 37 years old,
• Very low incidence of individuals below
18 years old
• They are mostly employees (61%) and
a Professional Level (48%)
• Spend about of 15min per visit in
stores with Food vs 6min avg.
• 76% of Shoppers arrive in their own
vehicles
• 62% got directly into the store
without buying Gas
Fast & Simple
Increase
visibility of
core
categories
Reduce
ordering,
payment and
preparation
time of Food
Service
Available
Parking
Update
operational
manual of the
Franchise with
clear guidelines
to regulate the
use of Parking
Space in front of
the Stores
FACTS AND IMPLICATIONS
SHOPPER PROFILE SHOPPER &
TRADE

10. • Decision Tree
• Related products
• Ticket Value
• Product format
HOW DO THEY SHOP?
FACTS AND IMPLICATIONS
SHOPPER
BEHAVIOURSHOPPER BEHAVIOUR

11. • Link to consumption
occasions
• Most relevant Skus
and promotions
• Ticket value and size
• Day of the week, Time
of the day
• Alone vs Together with
family/friends
WHEN DO THEY SHOP?
Consumption Occasions Shopping Occasions
MORNING PLAN
DAILY CONVENIENCE
BEFORE HOME
EMERGENCY SHOP
Moment of
Truth
68% of Juice
Volume is sold
in the Morning,
together with
Food Service.
Second most
relevant moment
is Before Home
which
represents 25%,
in bigger formats
SHOPPER
OCCASIONSSHOPPER OCCASIONS

12. B2B Purchasers Profile – Behavior - Occasions
• Shopper profile by channel
• Most relevant Skus and
promotions
• Ticket value and size
• Day of the week, Time of
the day
• List vs POS decisions
HOW DO THEY SHOP?USER PROFILE CHANNEL PREFERENCE
INDUSTRIES
PROFESSIONALS
SHOPPER
OCCASIONS
FAMILY MEMBER OR
HOUSE EMPLOYEE
CONSTRUCTORS
HOME CENTRE
SPECIALIST STORES
NEIGHBORHOOD
STORES
DISTRIBUTORS
UP TO
6,4MM
TICKETS
30
DAYS
How do they shop?

13. Product Portfolio - Core Areas
WHERE TO WIN
• CUSTOMER SEGMENTATION
• ROUTE TO MARKET DESIGN
• SUPPLY CHAIN

14. WHERE
TO WIN
What is the most profitable segment and how
is the product consumed in those occasions?
CUSTOMER SEGMENTATION
Based on Consumption Behaviour

15. WHERE
TO WIN
ON PREMISE
WHO
WHAT
HOW
WHEN
HOW MUCH
WHERE
WITH WHOM
1.351
Segmented
Customers
30
DAYS
CUSTOMER SEGMENTATION
Based on Consumption Behaviour

16. WHERE
TO WIN
CUSTOMER SEGMENTATION
Based on Commercial Variables

17. WHERE
TO WIN
Methodology
Management
Model
Organisational
Model
Process
Model
Implementation
Plan
• Reduce Head Count
• Optimize Cost to Serve
• Improve Executional
Excellence Level
• Block Competitors in low
profitable and/or high risk
areas
Objectives Tools
ROUTE TO MARKET DESIGN
Territory Franchising Model

18. WHERE
TO WIN
Deliverables: Structure - Processes - Financial Assessment
Clear step by step process to
implement the recommended solution
ROUTE TO MARKET DESIGN
Territory Franchising Model

19. WHERE
TO WIN
Improved ModelPrevious Model
Prompt Sales
Pre Sales Own Delivery
Prompt Sales
Pre Sales Tele Sales
Third Party Delivery
Deliverables & Results
• New Logistic Processes,
Responsibilities and Role
Profiles
• Selection of Logistic
Operator
• Definition of KPI’s
• Compensation Model
-25%
Cost to Serve
ROUTE TO MARKET DESIGN
More Efficient Alternatives to Sale & Deliver your Products

20. Product Portfolio - Core Areas
HOW TO WIN
• STRATEGIC PLANNING
• JOINT ACCOUNT PLANS
• C&S ACTIVATION PLANNING

21. HOW
TO WIN
STRATEGIC PLANNING
Planning & Coordinating Mechanism
Objectives
• Align Cycle Commercial
Planning W/ Annual
Planning and S&OP.
• Design a market-driven
S&OP
• Assure adequate market
understanding and
programs and initiatives
evaluation.
Deliverables

22. HOW
TO WIN
RETAIL & SUPPLIERS COLLABORATION
Joint Category Plans Approach
MethodologyObjectives
• Improve understanding of C-
STORES business dynamics:
 shopper behavior
 category performance
 store operation
• Identify the maximum Business
Potential by Category, Segment
and Stores
• Strengthen business relationship
between Key Suppliers, Accounts
and Franchisees
• 900 Shopper Interviews
• 350 Shopper Observations
• 350 Food Service Shoppers Interviews
• Basket Analysis of 6,5 Million tickets
• 10 Stores nationwide
• First Workshop
• Desk Research
• Second Workshop

23. HOW
TO WIN
Deliverables
KEY CATEGORY PLANS
Note: alternative approach is
used for Industry driven Plans
across channels
RETAIL & SUPPLIERS COLLABORATION
Joint Category Plans Approach

24. HOW
TO WIN ACTIVATION PLAN: CUSTOMERS & SHOPPERS (C&S)
MethodologyObjectives
• What are the most relevant
incentives to motivate
target to:
a. Buy more
b. More expensive
c. More frequently
• What are the most
effective mechanics to
deliver those incentives?
a. Sampling
b. Instant Win
c. Collectable
d. Raffle
• What is the required
frequency of contacts to
achieve the desired target
response?
HISTORICAL ANALYSIS
DESK RESEARCH
INTERVIEWS
STATISTIC
CORRELATION
CYCLE
PLAN
Build a well
balanced
annual
calendar by
store
segment,
channel or
account
Validate
with
Category
Leaders
and
selected
customers
Impact on
Headcount,
Processes, Roles
and Responsibilities
ORGANIZATION
PILOT
Optimize model in a
controlled
environment before
rolling out

25. HOW
TO WIN
Deliverables
LIST OF MOST EFFECTIVE PROMOTIONS
LIST OF KPI’S
CYCLE PLANCORRELATED
PRODUCTS
PRODUCT 1
PRODUCT 2
PRODUCT 3
ACTIVATION PLAN: CUSTOMERS & SHOPPERS (C&S)

26. Product Portfolio - Core Areas
ORGANISATION
DEVELOPMENT
ORGANISATION
DEVELOPMENT
• ORGANISATIONAL MODEL
• PROCESS AND TOOLS
• TRAINING & DEVELOPMENT

27. ORGANISATION
ORGANISATIONAL MODEL:
Development of a Sales & Trade Marketing Organization
Methodology
ANALYSIS OF SALES
FUNCTION
PROCESSES MODEL
DESIGN
ORGANIZATIONAL
STRUCTURE DESIGN
ROLE PROFILE
CHANGEMANAGEMENTPLAN
Tools
Mecanismos de
Planificación y
Control
In Store
Marketing
Efectividad
Comercial
Objetivos y
Estrategias
Canales
Comerciales
Estructura
Organizacional
Sistemas de
Información

28. ORGANISATION
Tools
ORGANISATIONAL MODEL:
Development of a Sales & Trade Marketing Organization

29. TRAINING AND DEVELOPMET
PARTNERSHIP TO
OFFER AN
INTEGRATED
COMMERCIAL
TRAINING
SOLUTIONS

30. ORGANISATION
TRAINING & DEVELOPMENT
What is it?
The In-Company Business School is
a revolutionary education concept
specially designed for mid-senior
managers and directors of the
Commercial Area.
Training programs are designed by
recognised teachers and consultants
from the most renowned International
Business Schools.
It is an integral training solution
customised to the needs of each
company.
Specialities
• Marketing
• Sales
• Field & Account Management
• Customer Service
• Trade & Shopper Marketing
• Marketing Finance
• Supply Chain & Logistic
• Management and Commercial skills
Models
• IBS Programs
• Adjusted Programs
• Exclusive Programs

31. ORGANISATION
Objective
Develop knowledge and world class
skills in the areas of Strategic
Planning, Execution Excellence in the
Stores, Category Management and
Customer Development.
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
Program Structure
MODULAR APPROACH
TRAINING & DEVELOPMENT
Adjusted Program: Trade Marketing Excellence

32. ORGANISATION
Objective Program Structure
MODULAR APPROACH
TRAINING & DEVELOPMENT
Exclusive Program: Optimizing Promotional Sell Out

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

34. Consulting Team

35. Consulting
– Since 1996 is CEO of TMC Consultores, based in
Valencia, Spain.
Extensive Experience across:
– Consumer Products and Retailers
– European and Latin American markets
– End Market, Regional and Global structures
– Trade channels
Key Specialities include:
– Sales and Distribution models
– Trade & Shopper Marketing
– Trade channels development
– Trading terms and conditions
– Retail Operations and Finance
– Optimization of organizational structures
Line Management and Background
– British American Tobacco (BAT) 7 years, PepsiCo,
Seagram´s, Mavesa.
– Professor IESA: Key Account Management, Trade
Marketing and Sales Planning
– VP Business and Professor EEG
– Professor of Post graduation in Marketing – UNIMET
– Bachelor of Science in Arizona State University –
Marketing and Business Administration
Extensive functional and line experience in
Marketing and Sales:
• Group Brand Manager – Seagram’s and Mavesa,
Venezuela
• Trade Marketing Development Manager – British
American Tobacco, Venezuela
Speaks Spanish (native tongue) and English
fluently
JUAN MANUEL DOMINGUEZ - SPAIN

36. Consulting
– Partner TMC USA
Extensive Experience across:
– Latin American markets
– Local, Regional and Global management
– Tobacco, Beverages and Food categories
– Board of Directors
Key Specialities include:
– Shopper Marketing
– Strategic Planning
– Trade Marketing & Distribution
– Regulatory Affairs
– Organizational Transformation
Line Management and Background
– General Manager of BAT México
– Marketing Director BAT Venezuela
– Country Manager of PMI Brazil
– Board of Director José Cuervo International
– Board of Director Hospital Christus Muguerza
– Board of Director Zapoint Inc
Background
• BA International Business, Thunderbird School of Global
Management
• BA Government – History, University of Arizona
Speaks English, Spanish and Portuguese
RICHARD SUCRE - USA

37. CARLOS IGNACIO ALFONZO - BRASIL
Consulting
– Associate Consultant of Kantar Retail, Grupo 361
USA and Compass Mkt since 2011
– Recently assigned as Director of TMC Brazil.
Extensive Experience across:
– Tobacco and Beverage Industry
– Latin American markets
– End Market, Regional and Global structures
– Trade channels with focus in Convenience stores.
Key Specialities include:
– Shopper Marketing and retail communication
– Category Management
– Strategic Planning and Insights
– Customer Segmentation
– Negotiation
Line Management and Background
– British American Tobacco (BAT) 16 years
– BA Industrial Engineering (UCAB)
– Master in Marketing (IESA) with Honours
Extensive functional and line experience in
Marketing and Sales:
– Regional Business Development and Key Account of
Americas – Brazil
– Head of Global Customer Engagement - UK
– Head of International Brands - Brazil
– Head of TMD, Strategic Planning and Insights -
Argentina
– Head of TMD – Venezuela
Speaks Spanish (native tongue), English and
Portuguese fluently

38. FRANCISCO TELEÑA S. – US (Miami)
Consulting
– 8 years of experience in management consulting
industry (STO Trade Marketing Service and Everest
Sales & Marketing Consultants).
Extensive Experience across:
– Consumer Products and Retailers
– Latin American markets
– End Market, Regional and Global structures
– Trade channels with focus in Modern Trade
Key Specialities include:
– Category growth strategies
– Customer & channel investment strategy
– Customer & channel business planning
– Shopper insights activation
– Strategic development of promotions
– Total Demand Management Organisation
Development
Line Management and Background
– FMCP (9 years) – Unilever and Alimentos
INVEPA.
– Professor of Category Strategy and Brand
Marketing Plan, Trade Marketing and Key
Account Management – CENDECO (UNIMET).
– Mechanical Engineer (UNIMET) with Executive
MBA (IE Business School) and AMP (INCAE).
Extensive functional and line experience
in Marketing and Sales:
• General Manager – Alimentos INVEPA
• Business Manager – Unilever
• Trade Marketing Manager - Unilever
• Key Account Manager – Unilever
Speaks Spanish (native tongue) and
English fluently.

39. JUAN CARLOS BASCOPE. – MEXICO
Consulting
–5 years of experience in management consulting industry
(Strategic Planning, commercial and marketing
capabilities).
Extensive Experience across:
–Consumer Products and Retailers
–Latin American and North American markets
–End Market, Regional and Global structures
–Trade channels with focus in Modern Trade
Key Specialities include:
–Strategic Planning (Brand-Category-Portafolio Strategy)
(Channel/Trade plans, Brand Plans, Category Plans, Joint
business plan)
–Assortment and Visibility at the Point of sales
–Trade Terms and Pricing
–Shopper, client and consumer insights activation
–Strategic development of promotions
–Advance Negotiation
–Customer Finantials
–General Trade, Route to Market and Value Chain
modeling and Customer Segmentation.
Line Management and Background
–FMCP (25 years) – Unilever and Alimentos Polar and
Mavesa.
–Mechanical Engineer (A&M University, Texas, USA) with
Executive MBA (INCAE, Costa Rica).
Extensive functional and line experience in General
Management, Marketing and Sales:
•General Manager and Board member – Unilever ANDINA
•Commercial Capability manager Americas– Unilever
•Sales Director - Unilever Venezuela
•Marketing Manager– Mavesa- Venezuela
•Promotional Manager- Mavesa- Venezuela
Speaks Spanish (native tongue) and English fluently.

40. SERGIO SIMONETTI – BRASIL / ARGENTINA
Consulting
n Extensive experience across:
– Industries and Services, such as Foods and Pet
foods, Beer and beverages, Tobacco and
confectionary, Music and videos, Education and
Consultancy services.
– Multiple channels and markets (Europe, USA,
Latin America / Distributors, Grocery Retailers,
Wholesalers and Hyper/Supermarket Chains)
n Has led numerous projects to reorganize marketing,
distribution and sales structures with focus on results
n Board member for companies in several market
segments;
n Key specialities include:
– Marketing and Communication Plans
– Trade Marketing
– Sales and distribution strategies
– Category management
– High level Negotiation
n Language : Portuguese (native language), Spanish
and English
•
Line Management and Background
Sales and Marketing Manager and Director :
Brahma (Inbev), Philip Morris / Kraft Foods
Mars Group / Master Foods, Virgin / EMI
Entertainment
Marketing, Sales, Trade Marketing, Key Account
Management expertise.
Pioneered in Brazil the Confectionary operation of
Mars ;
Brazilian's representative for worldwide best practices
sharing, in Mars Group for “impulse” experiences
MBA professor and consultant for Getulio Vargas
Foundation Business School;
More than 10 years representing Kantar Retail (before
Glendinning) in Latam.
Writer/Books:
 Conheça seus SHOPPER
 O Poder compartilhado no PDV
 Trade Marketing. Estratégias
e Práticas para o PDV

41. Consulting
– Partner TMC Consultores Costa Rica
Extensive Experience across:
– Tobacco and Telecommunications Management
– Latin America Markets
– Distribution Management
– Trade channels
Key Specialities include:
– Sales and Distribution strategies
– Trade Marketing
– Distributors Management
– Negotiation
– Retail Operations
Line Management and Background
– British American Tobacco (BAT) 18 years
– Corporación Digitel 4 years
– Economist (UCAB-Venezuela)
Extensive functional and line experience in Marketing
and Sales:
• Group Brand Manager – BAT
• Trade Marketing Development Manager – British
American Tobacco, Venezuela
• Regional Brand Manager Pall Mall & Viceroy- BAT,
Latin America
• Head of Global Organization, Process and Systems for
Trade Marketing- BAT, London, UK
• Trade Marketing and Sales Director- BAT, Colombia
Speaks Spanish (native tongue) and English fluently
OSCAR GONZALEZ CALVO- COSTA RICA

42. We turn your challenges into solutions
We want to hear about your
Biggest Commercial
concerns and challenges
so we can prepare a business proposal
to quickly revert the situation and
accelerate growth!

43. www.tmcconsultores.com
contacto@tmcconsultores.com