by Mehak Jaggi
November 24, 2023 | 02 min read
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As businesses navigate the ever-evolving landscape of the global market, the role of Route-to-Market (RTM) strategies has become increasingly pivotal in driving sales growth. A robust RTM strategy is not just about getting products into the hands of consumers; it’s about doing so as effectively and efficiently as possible. An optimized RTM approach can significantly impact sales growth by enhancing market penetration, improving customer satisfaction, and ultimately driving brand loyalty.
On the same notion, we had our 8th roundtable discussion- Bizom Chai with CPG Leaders meet on 24th November 2023 in the city of dreams – Mumbai. Prominent leaders from different industries like- Devendra Gupta, Asutosh Upadhyay, Umesh Mittal, Harshal Morde, Vinayak Vetekar, Jatin Panchal, Mohit Chaturvedi, Shivang Purohit, Vasu TS, Ratna Mehta, Raj Hadvani, Rabi Shankar Mishra, Ashok Kumar Radhakrishnan shared their perspectives on “Optimizing RTM for Exponential Sales Growth”.
The discussion began around 5:30 pm where everyone shared their views on how brands experienced Diwali sales this year, what strategies they are adopting to stay ahead in the game, how brands are approaching new product launches and so on.
Post the enriching conversation, everyone joined for dinner buffet and cocktails, where everyone shared a space to freely exchange ideas and their experiences. Some spoke about what approaches they are following to reduce resource attrition and cost to serve.
Leaders shared their viewpoints as follows:
Rabi Shankar Mishra, Sales Director said the mix of channel performance differs with the need of the hour and the actual reflection of performance happens at time the of the launch. Brands must augment both ground-level and online understanding of the notion of “digitalise to optimize” and replace unproductive tasks with tech.
Jatin Panchal, Director – Sales and Commercial Excellence believes people are the most important piece in the distribution process be it consumers buying a product or users using the data or application. Strategies need to be built basis of what’s in for them, what is important and for whom it is important.
Mohit Chaturvedi, Business Unit Head Consumer- India said India is a game of patience and perseverance. Brands need to understand where they want to play and how they want to market products- be it by real-time experience or selling virtually. He stands by the saying, that tech is a boon, not a bane.
Raj Hadvani, CEO emphasized that it is important for brands to understand the working style of their channel partners to make sure the sales are not hampered in any sense.
Harshal Morede, Managing Director said that in rural areas, financial distress prevails as money circulates within the community, constantly shifting from one pocket to another without significant external influx or economic growth.
Vasu TS, Associate Director – Sales Development said brands should follow the shop-per-lead approach and get insights on which products are available at which outlet ensuring the right product, reaches the right shelf at the right time. To identify demand space, it is essential to see the head and cut the tail.
Devender Gupta, National Lead- Rural Business believes that the Indian market depends on relationships and how tech supports it. To change user behaviour, provide users with what benefits them.
Ashok Kumar Radhakrishnan, Business Controller said, in RTM things depend on distribution reach, emphasizing that the effectiveness of RTM initiatives relies on how widely and efficiently the message or product is disseminated to the target audience.
Vinayak Vetekar, Senior VP – Sales believes that there are times when brands are in dilemma to take a decision, however, it is vital to look at what makes your target audience satisfied and thus, will eventually generate sales in the long run.
Shivang Purohit, Centre of Excellence (CoE) – Global RTM believes in intelligent selling among their sales reps and channel partners to ensure attrition is minimized. Brands should ideally do something or the other to keep partners engaged and ensure they are happy working with them.
Umesh Mittal, CIO stands strong that tech can solve multiple problems in the supply chain.
Investment in technology tends to be reactive, with businesses often allocating resources in response to emerging trends or challenges rather than adopting a proactive approach. This reactive nature reflects a strategic adaptation to the dynamic landscape of technological advancements and market demands.
The Chai gathering with CPG leaders in Mumbai was a tremendous success. We aimed to unite influential figures in the retail sector under one roof for insightful conversations on enhancing the multi-layered channel structure to effectively connect with the market.
Bizom is planning for more such meets with CPG leaders in the coming months. Check Chai with CPG Leaders page for the details of our next meet. For any queries, write to marketing@bizom.com.
