How can you grow without sacrificing channel profitability?
Commercial consulting for consumer goods manufacturers in Latin America and the United States. We assess markets, design distribution models, strengthen key accounts and improve in-store execution. We support implementation alongside your team and distributors.
Real impact in the traditional trade
Sigma Alimentos case study
We implemented the Perfect Store model for Sigma Alimentos in more than 320,000 traditional trade stores in Mexico.
+45% growth
in strategic segments of the category.
Increase of
15% to 26% in volume
per store.
Improvement of
70%
in the relevance of the recommended assortment according to the type of point of sale.
“…they helped us accelerate the sales and profitability process of our traditional channels in Mexico, defining the picture of success in more than 320,000 stores across the country”
Linda Rodríguez Vega
Hispanic Brands Marketing Director at Sigma
The 4 critical problems that hinder a manufacturer's growth
After three decades in the field, these operational and commercial patterns recur regardless of the size of the manufacturer or the market:
1.
Low numerical distribution and lack of control at point of sale
Reported coverage may differ from the stores that actually buy and maintain the assortment. We compare customer portfolios, sell-in, sell-out and visits to identify distribution gaps, overlapping territories and opportunities by segment.
2.
Unprofitable growth and hidden distribution costs
Volume grows, but margins do not keep pace. We calculate contribution by customer, channel and route, including discounts, commercial investment and cost to serve. This identifies where to grow, which terms to review and the right service model.
3.
High concentration of risk in a few key accounts
Negotiations focus on discounts and fees, without evaluating net margin per account or agreeing on a growth plan. We review commercial terms, investment, assortment and JBP to align commitments with profitability.
4.
Low quality and consistency in field execution
Assortment, availability and displays vary across stores without a verifiable standard. We define the Picture of Success by segment, responsibility for corrections and supervision routines. Capability building forms part of implementation.
Our strategic consulting areas for consumer goods
We start by assessing the market opportunity and the risks. We define the commercial model, prioritize initiatives and agree on performance measures. Then we test the changes, support implementation and adjust based on market results.
01
We assess market potential and compare direct coverage, distributors and hybrid models. We deliver customer segmentation, coverage, visit frequencies, a portfolio by channel and an economic model including cost to serve. A pilot validates decisions before rollout.
Route to Market design and optimization
02
We redesign roles, territories, processes, incentives and management routines around your channel strategy. The project delivers an appropriately sized structure, clear responsibilities, KPIs and an implementation plan. We build the required sales capabilities while working with your team.
Commercial organization assessment and transformation
03
We prioritize category and account profitability opportunities. We deliver assortment and shelf-space proposals and joint business plans with targets, investment, responsibilities and shared follow-up. We assess promotional investment by incremental contribution as well as sales volume.
Category Management and Joint Business Planning
04
We identify where and why shoppers abandon a purchase. We design activations and promotions to change a specific behavior, defining objectives, incentives, mechanics and in-store communication. We assess how much annual promotional investment generates incremental contribution, separating real growth from purchases brought forward and cannibalization.
Shopper Marketing and Promotion Optimization
05
We improve the quality and consistency of field execution. We compare sales data and field visits to prioritize gaps in availability, assortment, displays and sales visit compliance. The assessment defines scope, actions and responsibilities. We implement standards and supervision routines, validate improvements in pilot stores and measure progress against a baseline to sustain results.
Retail Execution Excellence
Resources to improve your distribution and sales execution
What needs to change to achieve profitable growth?
In 30 minutes, we review your objectives, priority channels and territories, and where coverage or margin is being lost. We identify the data needed and the scope of a potential consulting or commercial management project. We work with consumer goods manufacturers in Latin America and the United States.