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Route to Market & Supply Chain Blog

15 Essentials to Drive FMCG Distribution & Execution

Posted by Ross Marie on Fri, Jun 02, 2023

How Do We Increase FMCG Sales?

We have developed a methodology over the last 30 years, which gives a step-by-step approach to ensuring that each element of the front-end distribution strategy is laser-focused on delivering excellence in FMCG RtM execution.

Our approach has 5 chapters and covers 15 Essential Areas:


We MUST ensure that our Distribution Partners (DPs) are set up to deliver excellence in RtM execution, and we must help them to do so. 
Here are  the 15 areas for DP Excellence in Sales Execution๐ŸŽฏ๐ŸŽฏ๐ŸŽฏ:
โœ”โœ”โœ”๐—™๐—œ๐—˜๐—Ÿ๐—— ๐—ง๐—˜๐—”๐— โœ”โœ”โœ”
๐Ÿญ. ๐—ฆ๐—ง๐—ฅ๐—จ๐—–๐—ง๐—จ๐—ฅ๐—˜: DP RtM Team has suitable structure, organisation, time & equipment
๐Ÿฎ. ๐—ฅ๐—˜๐—ง๐—˜๐—ก๐—ง๐—œ๐—ข๐—ก: Sales Force staff turnover is not a major concern
๐Ÿฏ. ๐—ฅ๐—˜๐—ช๐—”๐—ฅ๐——: Effective incentives in place are focused on KPIs
๐Ÿฐ. ๐—ก๐—˜๐—ช ๐—•๐—จ๐—ฆ๐—œ๐—ก๐—˜๐—ฆ๐—ฆ: DP focused on new customers & increased Distribution
โœ”โœ”โœ”๐—ฃ๐—ข๐—œ๐—ก๐—ง ๐—ข๐—™ ๐—ฆ๐—”๐—Ÿ๐—˜ (๐—ฃ๐—ข๐—ฆ)โœ”โœ”โœ”
๐Ÿฑ. ๐—ง๐—ข๐—ข๐—Ÿ๐—ž๐—œ๐—ง: DP RtM Team is equipped & trained for outlet execution & activation
๐Ÿฒ. ๐—–๐—ข๐—ก๐—ง๐—ฅ๐—ข๐—Ÿ: Clear rules are in place for POS Toolkit use & records
โœ”โœ”โœ”๐— ๐—”๐—ฅ๐—ž๐—˜๐—ง ๐— ๐—”๐—ฃ๐—ฃ๐—œ๐—ก๐—šโœ”โœ”โœ”
๐Ÿณ. ๐—ง๐—ฅ๐—”๐——๐—˜ ๐—–๐—˜๐—ก๐—ฆ๐—จ๐—ฆ: There is a living outlet database covering all the market
๐Ÿด. ๐—ฆ๐—˜๐—š๐— ๐—˜๐—ก๐—ง๐—”๐—ง๐—œ๐—ข๐—ก: Outlets segmented on agreed criteria with a service package per segment
๐Ÿต. ๐—ง๐—˜๐—ฅ๐—ฅ๐—œ๐—ง๐—ข๐—ฅ๐—œ๐—˜๐—ฆ: Clearly defined, resourced & performing territories
๐Ÿญ๐Ÿฌ. ๐—ฅ๐—ข๐—จ๐—ง๐—˜๐—ฆ: Effective route planning, routinely refreshed
๐Ÿญ๐Ÿญ. ๐—™๐—ฅ๐—˜๐—ค๐—จ๐—˜๐—ก๐—–๐—ฌ: Call frequency aligned to sales, operational & strategic goals
๐Ÿญ๐Ÿฎ. ๐—ฆ๐—จ๐—–๐—–๐—˜๐—ฆ๐—ฆ: KPIs in place to measure success & reward
๐Ÿญ๐Ÿฏ. ๐—ฆ๐—จ๐—ฃ๐—ฃ๐—ข๐—ฅ๐—ง: KPIs support strategic, tactical & operational requirements of The Producer
โœ”โœ”โœ”๐—–๐—ข๐—ก๐—ง๐—œ๐—ก๐—จ๐—ข๐—จ๐—ฆ ๐—œ๐— ๐—ฃ๐—ฅ๐—ข๐—ฉ๐—˜๐— ๐—˜๐—ก๐—งโœ”โœ”โœ”
๐Ÿญ๐Ÿฐ. ๐—ง๐—ฅ๐—”๐—œ๐—ก๐—œ๐—ก๐—š: Deliver relevant training & coaching programmes for the RtM team
๐Ÿญ๐Ÿฑ. ๐—ฆ๐—›๐—”๐—ฅ๐—œ๐—ก๐—š: Data & market intelligence are openly shared between DP and Producer
It is essential that we partner and work with our DPs to implement and improve the above.

I would love to have your comments and feedback on our 15 Essentials to Drive FMCG Distribution & Execution.

What should you do now?

Tags: Traditional Trade, RTM, Ross Marie, 20 Steps to RtM Excellence

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