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Route-to-market strategy in bottled water industry for major European producer in Germany

Project status
Project start date
Not specified
Project posted
15 Mar 2017 08:56
Project duration (approx.)
6 Weeks
Budget (approx.)
€640 / day
Level of Experience
Consumer Goods & Services, Consulting
Area of expertise
Market Analysis, Procurement, Product Development, Sales / Business Development, Strategy
On-site in Germany
English (Essential) , German (Essential)

Objectives and Key Deliverables

Our client is a major bottler producer that is evaluating to invest into impulse consumption.

Impulse consumption is defined as an unplanned decision to buy and imminently (immediate or almost immediately) consume a beverage following a visual stimulus
Implies a high substitutability of products at the time of purchase
Impulse purchasing occurs in several channels
Most common ones are convenience & traditional stores, gas stations/ kiosks and vending machines but also in some others like the checkout area in hyper and supermarkets, small/express supermarkets and Horeca

The main objectives are:

1. Assess current development of Impulse Consumption and plans for the future
2. Assess capabilities to win in Impulse
3. Identify key areas for development
4. Size of the Prize of Impulse
5. RTM model to-be

Key deliverable:

1. Assessment of current operations and RTM model
2. Definition of the winning/right assortment and picture of success per revenue pool/channel
3. Define the to-be RTM model including segmentation, outlet service model, outlet activation, correct sales organization
4. Produce a detailed business case to define business impact in terms of sales and margin

Experience in Route-to-market strategy in FMCG preferably in Germany and in the beverage industry

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