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Route to Market & Supply Chain Blog

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We are passionate about Route to Market and supply chain management and we are delighted to share our thoughts with you. We would like to hear from you too, so please comment on our posts or contact us.

Break Down Departmental Silos Through Functional Integration for Route to Market Success

Ross Marie Fri, Feb 15, 2019
The FMCG business is like a team sport. There are sales people sent into the field, to sell more products and beat their targets. There are players put on the sports field, charged with scoring points and winning the game. In both scenarios, if the…

Smash Your Route to Market Targets with Essential Training & Platforms to Capture and Share Success

Ross Marie Fri, Feb 08, 2019
Welcome to my blog series on Route to Market (RtM), which includes Sales, TM&D (Trade Marketing & Distribution), in the Fast-Moving Consumer Goods (FMCG) sector. I have created a model called the 20 Steps to Route to Market Excellence. The purpose…

Improve Your Key Account Management Approach with these Vital Tips for Route to Market Success

Ross Marie Thu, Jan 31, 2019
Key Account Management (KAM) is how Route to Market (RtM) leaders effectively and efficiently manage the relationship with specific and strategic customers, or customer groupings, to deliver on RtM targets. Customers are classified as Key Accounts…

Form Lasting Alliances with Key FMCG Customers at Almost Zero Cost, How? - Third Degree Partnerships (3DPs)

Ross Marie Mon, Jan 28, 2019
Welcome to my blog series on the 20 Steps to Route to Market Excellence model. Over the past number of months, we have gone through the detail of the first 15 steps of my model. The focus of this post is Step 16 ‘Third Degree Partnerships (3DPs)’.…

Beat the FMCG Competition with an Outstanding Distributor Partnership Programme

Ross Marie Fri, Jan 18, 2019
A Distributor Partnership Programme, if designed and implemented correctly, can be one of the most powerful tools in the Route to Market (RtM) armory for delivering sales growth. A Distributor Partnership Programme sets out which individual…

How to Master Technology in Route to Market Strategy to Save Resources and Fuel Sales

Ross Marie Fri, Jan 11, 2019
When we discuss Technology in terms of Route to Market (RtM) Strategy we are looking at our overall approach to and use of Technology at every stage of our RtM Strategy and Execution. This includes, for example, the hand-held system we take orders…

Realise Route to Market Excellence with a First-Class Trade Incentive Programme

Ross Marie Wed, Dec 19, 2018
What are Trade Incentive Programmes (TIPs)? TIPs are the mechanisms that you put in place to incentivise and encourage your trade partners (e.g. retail, distributor, cash & carry, wholesale, Horeca) to engage with and deliver on your Trade Marketing…

Empowering Sales People with the Right Trade Tool Kit Can be Spectacular

Ross Marie Fri, Dec 14, 2018
Firstly, what are Trade Tool Kits? They are the specific commercial tools and materials that we provide to our Trade Marketing & Distribution/Route to Market (RtM) teams to help get their jobs done and to deliver on their targets. They are the trade…

A Crystal-Clear Sales Incentive program is Fundamental to Route to Market Success

Ross Marie Thu, Dec 06, 2018
When I say Sales Incentive Program (SIP) in the Fast-Moving Consumer Goods (FMCG) sector, I am referring to the internal company incentive program that is used to motivate and influence the behaviour of sales people and teams to deliver company…

The Right Data and Metrics are Vital for FMCG Route to Market Success

Ross Marie Thu, Nov 29, 2018
For a successful Fast Moving Consumer Goods (FMCG) Route to Market (RtM) Strategy, we must be able to measure our performance across the market, internally within the company and externally against the competition and wider benchmarks. We must be…

Get the Sales Cutting Edge With These Essential Tips on Route to Market Structure

Ross Marie Thu, Nov 22, 2018
When discussing Route to Market Structure, I am referring to the physical roles and people that will be needed to carry out, back up and deliver on the RtM Strategy, and goals that are proposed or have been put in place. The types of roles that I am…

First-Class FMCG Territory Planning is Crucial in RtM Strategy for Sales Growth

Ross Marie Thu, Nov 15, 2018
Territory Planning for Fast Moving Consumer Goods (FMCG) companies is about dividing up a piece of geography into different subsets, based on certain criteria, usually geographic proximity. It allows FMCG companies to effectively and efficiently…

Take Ownership of Channel Classification for a Killer Route to Market Strategy

Ross Marie Fri, Nov 09, 2018
Let’s start at the beginning. When we talk about Channels, we are referring to channels of distribution to get products from a manufacturer to a consumer or customer. There are many ways to achieve distribution, e.g. direct to consumers (e.g.…

Retail Outlet Classification in RtM Strategy, an Essential Element or a Complete Waste of Time?

Ross Marie Thu, Nov 01, 2018
Firstly, what is Outlet Classification? It is a process of segmenting every individual outlet, meaning every point of purchase, based on a set of company specific agreed criteria that you will design, e.g. volume, location, consumer profile,…

How to Build a Competition Slaying FMCG Route to Market Strategy

Ross Marie Thu, Oct 25, 2018
Welcome to my blog series on the 20 Steps to Route to Market Excellence model. The purpose of this model is to assist and guide consumer goods professionals when they are putting together their strategic and operational plans to tackle their Route…

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