In an earlier Article I highlighted how the Route to Market landscape and challenges in SE Asian markets have dramatically changed in the last number of years.

To illustrate this I focused on Vietnam, which for most FMCG multinationals is a key market.

I am now exploring the five most critical RtM focus areas shaping the future of FMCG in Vietnam in a little more detail.

1. Omnichannel Expansion – click to read this post & article
2. Data-Driven Distribution
3. Sales Force Empowerment
4. Channel Mix Optimisation
5. Consumer-Centric Engagement

In each I will explore how to plan for success using the 3 steps of Assessment, Blueprint and Catalyst. This is just as I have in the past when looking at Distributor Selection as follows:

• The Assessment Phase
• The Blueprint Phase
• The Catalyst Phase

These phases follow the process that we call the A-B-C of Route to Market.  This model simplifies the world of RtM into a series of three steps that any RtM practitioner can execute. 

Now let’s look at the second critical focus area, Data Driven Distribution:

Introduction

Guesswork is expensive. In Vietnam’s fragmented FMCG market, data-driven RtM is the key to smarter decisions and higher ROI.

ASSESSMENT: Where to Play 

• Outlet segmentation: Vietnam has thousands of small retailers. Identify high-potential outlets using sales history, location, and consumer demographics to prioritize resources effectively.
• Distributor performance: Track numeric and weighted distribution to pinpoint gaps and ensure coverage in high-value areas. Poor visibility often leads to missed opportunities and stock-outs.
• Regional dynamics: Urban areas demand speed and variety, while rural markets require cost efficiency and tailored assortments. Understanding these nuances is critical for resource allocation.

BLUEPRINT: How to Play 

• Real-time dashboards: Implement tools for visibility into sales, inventory, and promotions. Dashboards should allow quick decision-making and highlight performance trends.
• Predictive analytics: Use AI-driven forecasting for demand planning and route optimization. This reduces waste and improves service levels.
• Data integration: Combine POS data from modern trade with e-commerce insights for a 360° view of performance. This helps align trade spend with actual consumer behaviour.

CATALYST: How to Win

• Link trade spend to performance: Allocate budgets based on outlet contribution and ROI, not guesswork.
• Geo-mapping tools: Optimize delivery routes to reduce cost-to-serve and improve coverage efficiency.
• Distributor training: Equip partners with data interpretation skills for better execution and decision-making.

In Summary

Benefit: Lower costs, higher efficiency, and improved market penetration.

Deliverables: Outlet segmentation model, real-time dashboard setup, distributor training toolkit.

Example KPIs: Numeric distribution %, weighted distribution %, cost-to-serve per outlet, forecast accuracy.

How are you using data to drive RtM decisions? Share your thoughts or connect for practical solutions.

What we do at Enchange Supply Chain & RtM Consultancy

• Deliver sales growth for our clients
• Work globally, with our local experts
• We are Route to Market & Supply Chain experts

At Enchange our passion is helping companies improve their route to market and supply chain so they can sell more, at a higher margin and lower cost.