Objective and Scope:

The client, a leading global beverage company, sought to explore optimal practices for go-to-market (GTM) strategy and execution standards in the energy drinks segment for a key player in India. It wanted to assess the best practices adopted by the player, and sought Benori’s support to:

• Analyze the overall sales by distribution channel, region, and pack type to identify market performance and opportunities
• Evaluate the route-to-market (RTM) structure and channel strategies to optimize margins and terms of trade (ToT)
• Identify investment best practices and assess partner engagement for improved performance

Approach:

Our approach involved thoroughly examining sales-related aspects and an in-depth analysis of the RTM strategy and ToT. We conducted secondary research to explore the assortment mix, promotional strategies, sales composition, and other relevant details. We conducted interviews with relevant stakeholders to evaluate granular details of the RTM strategy, its evolution over time, engagement terms with channel partners, and changes to the player’s sales organization structure and product portfolio segmentation to support the RTM strategy.

Impact:

• Gaining a competitive advantage through a detailed understanding of competitors’ RTM strategies
• Formulating the growth plan for their own energy drinks segment in India
• Making informed decisions and strengthening negotiation power with channel partners