Uruguay: Route to Market Transformation in the Soft Drinks industry

Challenge:

In Latin America, a soft drinks and mineral water company needed to expand its national distribution network to increase market share and compete more effectively against global players like Coca-Cola and Danone. The challenge was to reach a larger number of indirect customers and strengthen the company’s position across various beverage categories.

Action:

A Route to Market transformation was implemented, increasing the number of third-party distributors from 15 to 25, which allowed the company to reach over 15,000 indirect customers. Additionally, a logistics operator was introduced in the metropolitan area to penetrate the supermarket channel, enhancing distribution capabilities in modern retail

Results:

The expanded distribution network secured the company’s leadership in soft drinks and mineral water, while the new logistics operator enabled greater access to modern retail outlets. These efforts resulted in significant sales growth and increased market share across the country..