Many manufacturers have a distribution strategy on paper. The problem is that it doesn't work the same way in the field. Routes don't cover what they should. Distributors execute what they want, not what the manufacturer needs. Volume grows, but margins don't improve.
At TMC we have been solving exactly that for 30 years — not from a desk, but in the real market of Latin America and the USA.
Over 30 years optimizing Route to Market models in Latin America
How does TMC handle Route to Market projects?
Phase 1: Commercial Diagnosis and Profitability Assessment by Route
Before redesigning anything, we need to understand precisely what is happening and why.
This includes analysis of the current distribution and coverage structure, profitability assessment by route with all costs allocated, review of the relationship with active distributors — contracts, incentives, actual performance at the point of sale — and interviews with the sales team in the field, not just with management.
The result of this phase is a documented diagnosis with the specific bottlenecks of the current model and the improvement opportunities prioritized by impact on profitability.
Phase 2:
Model design
With the diagnosis in hand, we designed the right architecture for the business.
Work in this phase may include redefining territories and segmenting points of sale, designing the coverage model — which channels, how often, with what minimum portfolio per type of store — structuring or restructuring the distributor network, including selection criteria, incentive model and commercial policy, and designing the success picture per type of POS: what should be seen in a well-executed store, without ambiguity.
There is no universal Route to Market model. What works in traditional retail channels in Mexico doesn't work in supermarkets in Venezuela or in modern distribution channels in Central America. The design always starts with the specific market and the client's business model.
Phase 3:
Implementation and transfer of capabilities
This is the phase that distinguishes TMC from most consulting firms.
We don't just hand over a document and leave. We support the implementation until the model works within the organization — with the real team, in the real world.
This includes a market pilot with adjustments before national rollout, training of the sales team on the new processes and tools, definition of tracking KPIs and management routines so that management can monitor the model's performance without depending on TMC indefinitely, and support during the first operating cycles under the new model.
Route to Market Consulting Services
01.
Market Analysis and Segmentation with AI
We process data on consumers, channels, and competitors. This allows us to identify market segments with the greatest potential, predict purchasing behavior, and personalize marketing strategies to maximize conversion.
02.
Optimization of Distribution Channels and Segmentation of Points of Sale
We create and optimize distribution channels that ensure the efficient and timely delivery of your products to the end consumer. Our approach includes selecting strategic partners, planning logistics routes, and defining operating models that minimize costs and maximize market coverage.
03.
Market Penetration Strategies
We create strategies to launch your products in new markets, channels, and key accounts (JBPs), as well as to strengthen your presence in existing markets. Our strategies include competitive analysis, adjustments to local preferences, and marketing and sales tactics to achieve sustainable growth.
04.
Sales Force Optimization
We evaluate and improve the structure and performance of your sales team. This includes defining roles, setting clear objectives, implementing training programs, and introducing incentive systems that increase motivation and productivity.
05.
Integration of Digital Tools to Enhance the RTM Strategy
We incorporate technological solutions that provide real-time visibility into the performance of your RTM model. These tools facilitate data analysis and informed decision-making, optimizing business execution and improving operational efficiency.
06.
Monitoring and Evaluation of the Route to Market (RTM) Model
We implement continuous evaluation systems that use key performance indicators (KPIs) to measure the success of the RTM strategy. This constant monitoring allows for agile and precise adjustments, ensuring that business operations remain aligned with strategic objectives.
Success Stories in Route to Market (RTM)
Traditional channel Mexico — mass consumer goods manufacturer
A consumer goods company with national distribution in Mexico faced a recurring problem: high reported coverage, but inconsistent actual execution at the point of sale. More than 50% of its sales depended on the traditional channel—neighborhood stores, local markets, grocery stores—and that channel wasn't responding at the pace the business required.
TMC redesigned the Route to Market model focusing on two levers: optimization of distribution routes by density and profitability, and strengthening the commercial relationship with the points of sale of the traditional channel through a clear and executable success picture.
In six months, sales in the channel grew 25%.
Distribution in Central America — non-alcoholic beverage company
A leading beverage company wanted to improve the efficiency of its distribution in Central America without proportionally increasing its cost structure. The problem wasn't coverage—it was profitability per stop: too many low-ticket deliveries that didn't justify the route cost.
TMC designed a collaborative model with local distributors that allowed it to expand its geographic reach without duplicating its own operations, and restructured the logic of consolidating orders by route to increase the value delivered at each stop.
The result was a 30% increase in the average ticket per delivery and a visible improvement in profitability per route throughout the region.
Expansion into rural and semi-urban markets — personal and industrial safety brand
A Mexican personal and industrial safety brand identified a growth opportunity in rural and semi-urban markets within the country — areas with limited distribution infrastructure, purchasing preferences different from the urban market, and less formalized commercial channels.
Entering those markets with the same model that worked in the cities was not viable. TMC developed a RTM strategy adapted to the particularities of each region: selection of local distributors with knowledge of the territory, definition of an entry portfolio calibrated to the real demand of each area, and an incentive structure that aligned the objectives of the distributor with those of the manufacturer.
In less than a year, market share in those areas grew by 20%.
Free resources for manufacturers and distributors
Two tools that TMC makes available to you so that you can move forward with your distribution model.
Markets where we operate
TMC has direct implementation experience — not just theoretical knowledge — in Brazil, Mexico, Venezuela, Guatemala, Costa Rica, the Dominican Republic, Colombia, Spain, and the United States.
Each market has its own particularities: the traditional channel in Mexico operates with different logic than in Venezuela or Central America. The distribution model that works in the Bajío region is not the same as the one that works in the north of the country or in Mexico City.
That market specificity is part of the value that TMC brings — we don't design generic models that need to be adapted, but models built on the real ground.
