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Our FMCG client was operating in an increasingly complex, volatile and unpredictable market environment. Their existing route-to-market strategy lacked the foundation needed for effective Revenue Growth Management, limiting their ability to achieve sustainable and profitable growth. The client needed a comprehensive transformation that would integrate their Sales, Supply Chain and Finance functions to work together towards common goals while establishing RTM as the cornerstone of their commercial and operational excellence.
The client struggled to achieve broad market penetration across their diverse distribution channels while maintaining competitive speed to market for new product launches and seasonal items. High distribution costs were significantly impacting profitability due to inefficient route planning and poor inventory management that led to wastage and frequent stockouts. They faced difficulties delivering consistent customer experiences across omnichannel touchpoints and managing complex regulatory compliance across different regional markets. The organization lacked robust market intelligence systems to respond quickly to competitor actions, shifting consumer behavior, and economic changes, while their brand presence and visibility across retail environments remained suboptimal.
We implemented Keyrus's Connected Planning approach, positioning Route-to-Market as the foundational knowledge area within their Revenue Growth Management framework. Our implementation focused on seven key components: we redesigned their market penetration strategy through optimized channel selection including traditional retail, modern trade, e-commerce, and direct-to-consumer models.
We streamlined their speed to market processes through enhanced logistics and supply chain efficiency. We optimized cost efficiency via strategic route planning, bulk shipping optimization, and advanced inventory management systems. We enhanced their customer experience through improved product availability and integrated omnichannel capabilities. We established comprehensive market intelligence systems for data-driven decision-making. We developed strategic brand presence management across retail environments and implemented comprehensive regulatory compliance frameworks with risk management contingency plans.
The implementation delivered broad market penetration by maximizing reach across diverse consumer segments through strategic channel optimization. The client achieved significantly faster speed to market with streamlined processes that effectively capitalize on market trends and consumer demand.
Cost efficiency improvements resulted from optimized distribution operations, reduced wastage, and elimination of frequent stockouts. Customer experience enhancement came through consistent product availability, easier access, and seamless omnichannel experiences.
The client now has valuable market intelligence capabilities enabling swift adaptation to market changes, while strategic retailer partnerships have boosted brand recognition and driven sales growth.
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