FMCG Route-to-Market Strategy

Targets are met on the shelf, not on paper.

Growing in the traditional trade no longer comes from more visits. Vehicle, fuel and staff costs run ahead of revenue growth; qualified field salespeople are harder to find; giving every outlet the same service erodes margin. Under these conditions, strategy has to answer “from where, with what and at what cost” before it answers “how much”. We bring to the table a job that has run in the field for years: which outlets make you money and which lose it; where your salesman and your truck should spend their time; how the target should cascade from region to route to outlet. Your ERP and field system stay in place; we build the commercial model on top of them, together with your team.

Do These Questions Sound Familiar?

The annual target reaches the region; does anyone know how it breaks down to routes and outlets?

Your distribution cost grows faster than revenue; do you know which visits pay for themselves?

Does the salesman visit every corner shop at the same frequency while the big supermarket goes weeks without a call?

Revenue in one system, field cost in another, promotion spend in a third; do they ever line up in one table?

When you sit down with a distributor, do you have any measure other than “this is what you sold”?

The Solution: One Model from Market to Outlet

Four steps from strategy to the field, with your data and your commercial team. The output is not a report; it is a plan that lives week to week.

Where does revenue come from?

Market and portfolio analysis: which channel, outlet type and product carries what; where you are under- or over-represented.

How do you go to market?

We assess your channel, distributor and field structure and redesign it where needed: who serves which outlet, through which channel, how often.

Does every visit pay for itself?

We put distribution and field cost side by side with outlet value; call frequency follows what the outlet returns, not habit.

How does the target reach the field?

We cascade the budget to region, route and outlet, and make deviations, gains and losses visible every week.

Explore RTMPlatform

If you wish, the model runs on RTMPlatform, live in the Turkish operation of an FMCG brand: targets, suggestions, orders and field tracking in one place.

What You Will Have at the End

One table showing which outlets earn and which lose
Corrected outlet classes with a service standard for each
A target cascaded to the outlet that the field can actually execute
Higher availability with the same field capacity
A weekly routine that shows deviations and opportunities

Want to See How Your Target Plays Out in the Field?

Let’s start with a short diagnostic: using your data, we build today’s picture in four weeks, with no commitment.