Route to Market: FMCG Distribution Models Compared
To be able to pick the right route-to-market model for each territory by density, drop size, and credit risk, and defend the margin cascade and cost-to-serve math behind that choice.
FMCG Business
Fast-moving consumer goods: route to market, trade spend, retail execution and packaging economics.
3 published articles across 4 sub-categories
Trade Promotion Effectiveness: How to Measure Real Lift
A category or trade marketing manager will be able to build a clean baseline, separate true incremental volume from cannibalisation and forward-buying, and calculate a promotion's real ROI instead of its naive gross-uplift number.
Packaging Decisions That Quietly Inflate Landed Cost
A supply chain or packaging lead will be able to run the full landed-cost formula, tell whether a SKU is cube-limited or weight-limited, and catch an HS-code duty shift before a "cheaper" carton quietly raises delivered cost.