Case study

Route-to-market strategy for a CPG company

Situation

A CPG company engaged a consultancy to improve its route-to-market strategy in the mid-term. Delivery Partners performed review of the current situation.

Our work

Market analysis and forecast:

  • Market analysis and forecast by product groups / channels / regions
  • Analysis of consumer segments and retail trends

Distribution channels analysis:

  • Analysis of distribution channel situation and trends across key product categories
  • Forecast of wholesale and retail channels’ evolution, analysis of impact of changes on the company

Competitor and best practice CPG company analysis:

  • Distribution channel models of main competitors
  • Best practices in route-to-market

Internal situation analysis:

  • Assessment of company’s current sales and distribution performance by product categories / channels / regions
  • Assessment of company’s position in retail
  • SWOT analysis of the current route-to-market model

Results

Development of the new strategy covering the following areas:

  • Product / channel / region mix
  • Segment focusing
  • Partner network setup
  • Profitability optimization
  • Assortment planning
  • Financial / trade terms
  • Supply chain principles
  • Sales organization setup