“Shifting to a Customer-centric Route to Market strategy”

Challenge:

In Chile, a beverage company struggled to maintain market share with a traditional product-based sales model in a highly competitive environment in the northern part of the country. The challenge was to transition from a product-focused approach (beer, wine, soft drinks) to a customer-segment-centric model to enhance sales effectiveness and profitability.

Action:

The sales strategy was restructured around customer segments such as kiosks, on-trade outlets, and supermarkets. A sales force of 120 representatives was deployed to target these segments with customized solutions. The sales team’s focus was aligned with market demands, optimizing the sales process across a $200 million portfolio.

Results:

The customer-centric approach led to a significant increase in market share and improved sales performance. By aligning the sales force with customer needs, the company boosted efficiency and profitability, reinforcing its market position in Northern Chile.