CASE STUDY

Global Route to Market Strategy

Background

The client was a global consumer business with strong retail share. It had powerful brands and consumer marketing clout, yet its distribution and in store presence were below competition. A key factor was it lacked a consistent Route-to-Market model

Objectives

  1. Understand the RTM Models of competitors; identify learnings
  2. Identify markets where a RTM ‘fix’ was required

Outputs


Weben’s market prioritisation tool allows evaluation of multiple markets on the key variables that influence growth or market share. The tool is based on hard data for objectivity. We adapted the tool for the key Route-to-Market drivers and KPIs.


We identified 10 different RTM models used in the industry by key competitors. In some markets multiple RTM solutions were used depending on channel.


We prepared recommendations for the client’s Board showing how changes to RTM can significantly drive profitability, and drive off take and consumption, supporting brand initiatives. We also highlighted 4 markets where a RTM fix would dramatically grow the client’s share.

Return to Route to Market or read more case studies… Japan Distributor Selection | China and India Distributor Assessment

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