Go to Market (GTM) Strategy Consulting

Embarking on the journey of global business success involves navigating a landscape filled with complexities. At Strategii At Work, we recognize that each industry—whether it's consumer, pharma, retail, or startups—requires a personalized approach to overcome challenges and unlock sustained profitable growth. Our Go-to-Market Consulting services are crafted to help you maneuver the intricacies of emerging markets, transforming your sales and distribution capabilities for a digitally enabled future.

Navigating FMCG Success:

In the ever-evolving realm of go-to-market strategies, we take pride in delivering plans tailored to address the unique challenges your business faces in diverse sectors and geographies. Our seasoned experts, equipped with deep local insights and a global perspective, collaborate to drive sustainable business impact tailored for you.

Reinventing Your Front-End Sales Processes

Together, we explore and optimize your front-end sales processes, identifying pain points and implementing innovative solutions to enhance effectiveness, efficiency, and the overall impact of your direct sales efforts.

Digitization for Your Success

Embracing the digital age is crucial, and we guide you through the seamless integration of digital tools and technologies into your sales processes. This involves adopting cutting-edge digital solutions to streamline operations, enhance customer engagement, and drive overall sales effectiveness.

Transforming Your Distributors

Rethinking the roles, scale, economics, and payout strategy of your distributors is vital for our joint success. We work together to redefine the distributor relationship, ensuring alignment with your strategy, optimizing their performance, and maximizing their economic value to your business.

Optimizing Your Retail Execution

The optimization of your service model and the application of a segmented service model are key areas of focus. We collaborate to refine and enhance your retail execution strategies, ensuring that every interaction with your customers is maximally impactful.

Optimizing Your Front-End Trade Spending:

Enablers include:

Digital and Analytics Tailored for You

Leveraging the power of digital technologies and analytics, we empower your business to make data-driven decisions, enhance customer insights, and optimize overall trade spending specific to your needs.

Your Sales Organization

We delve into the structure and dynamics of your sales organization, identifying areas for improvement and implementing changes that drive increased efficiency and effectiveness tailored for you.

Processes and Performance Review Aligned with Your Goals

A comprehensive review of your existing processes allows us to identify bottlenecks and inefficiencies, ensuring continuous improvement and alignment with your strategic objectives.

Capability Building for Your Team

Your team's capabilities are crucial to success. We provide targeted training and development programs to build the skills necessary for effective go-to-market execution, tailored to your unique requirements.

Success Stories

Case Study 1 :

Indian Health & Beauty Major - Product <> Market Fit (UK Market Entry)

Action Steps:

Conducted a comprehensive market diagnostic through cross-functional meetings and customer interactions.
Developed a compelling category-based selling story and unique selling propositions (USPs).
Implemented a roadmap for market and customer planning, including distributor assessment.
Appointed a 3rd party distributor and managed ongoing relations to optimize the supplier-distributor partnership.

Context:

In the challenging landscape of the UK market, where 70% of new entrants fail within the first 3 years, our focus was on supporting Indian Health & Beauty to establish a sustainable business model.

Results:

Established a Natural Toothpaste segment in Boots, the world's largest Health & Beauty retailer.
Listed 3 Indian Health & Beauty Botanique SKUs in the top 235 stores.
Sold 1 million soap bars to Tesco during COVID.
Achieved revenue growth exceeding industry averages.

Tools and Solutions for your Go To Market Success

Transform 2 Win (t2w): A Tech-Enabled Transformation Model

Case Study 2 :

Product <> Market Fit - Social Commerce Unicorn (FMCG Portfolio Expansion)

Action Steps:

Analyzed the existing setup and strengths to evaluate the ease of execution.
Executed a 5-category pilot to establish product <> market fit.
Set up a SWAT team for rapid start-up, resulting in $10Mil+ Q1 sales and $150Mil+ Y1 sales for a new category.

Context:

Addressing the question of adding FMCG to the portfolio, we aimed to provide an effective and efficient method for integration.

Results:

Successfully integrated FMCG into the portfolio with a scalable execution plan.
Achieved revenue and profit accretion with a greenlit new category launch.
Demonstrated a 360° model for the perfect product <> market fit.

Impact:

Diversified the product portfolio, capturing new market segments.
Strengthened market position through successful category expansion.

Status:

Ongoing success with a diversified and profitable product portfolio.
Continuous refinement of strategies for sustained growth.

Case Study 3 :

Product <> Market Fit - eB2B & eB2C (Digital E-commerce in India)

Action Steps:

Broadened perspectives on leveraging eB2B as a distribution multiplier and eB2C for growth.
Conducted discovery, created a give <> get model for eB2B, and piloted eB2C strategies.
Developed a playbook detailing where to play, how to win, and what to execute.

Context:

Focusing on the digital landscape, we explored the potential of eB2B and eB2C for effective market entry.

Results:

Implemented a new eB2B Go-to-Market strategy with negotiations and agreements in place.
Successfully executed phase 1 and ongoing phase 2 testing for eB2C.
Established a model for sustained profitable growth in digital ecommerce.

Impact:

Enhanced digital presence, capturing new online markets.
Strengthened customer engagement and loyalty through effective eB2C strategies.

Status:

Ongoing success with a well-established and profitable digital presence.
Continuous adaptation to evolving digital trends for sustained growth.

Case Study 4 :

Offline Category Size of Prize & Potential Assessment (Pet Care Portfolio)

Action Steps:

Analyzed the size of the prize and ease of execution based on companies existing setup & strengths.
Executed game plans including projections, pricing, and private label vs. national brand strategies.

Context:

Evaluating the potential addition of Pet Care to the portfolio, with a focus on national brands vs. private labels.

Results:

Plan under evaluation for potential execution starting 2024/25.
Demonstrated the 360° model for the perfect product <> market fit.

Impact:

Strategic decision-making for portfolio expansion.
Comprehensive understanding of potential market opportunities.

Status:

Ongoing evaluation for strategic portfolio expansion.
Continuous refinement of strategies based on market dynamics.

Case Study 5 :

Future Of Channels - Global CPG Giant Focus on China

Action Steps:

Conducted end-to-end projects split into 5 sprints to understand, project, and visualize the future.
Explored shopper-based design and go-to-market strategies across channels.

Context:

Addressing the evolving retail landscape in China, planning for future organization and resource allocation.

Results:

Visualized a channel-less future, creating a winning strategy for a global CPG giant in China.
Implemented change management to break internal silos and build multi-functional teams.

Impact:

Prepared for the evolving retail landscape in China, staying ahead of industry changes.
Fostered organizational adaptability and collaboration.

Status:

Ongoing success with a channel-less strategy in the Chinese market.
Continuous adaptation to emerging retail trends for sustained growth.

Case Study 6 :

Future of Distributor - Global CPG Giant

Action Steps:

Leveraged lessons from China's distributor transition, contextualized for India.
Conducted discovery, expectations analysis, and gap analysis to articulate future solutions.
Piloted and encoded capabilities for sustainable distributor growth.

Context:

Anticipating headwinds for distributors, we aimed to define a sustainable distributor model for the future.

Results:

Transformed distributors into service providers with multi-dimensional capabilities.
Established a winning future across channels, providing not only products but also valuable services.

Impact:

Redefined the distributor's role, ensuring adaptability and profitability.
Strengthened distributor relations by moving from transactional to strategic partnerships.

Status:

Ongoing success with a transformed distributor model.
Continuous adaptation to market dynamics for sustained growth.

Case Study 7 :

Future of Distribution - Global CPG Giant

Action Steps:

Conducted a comprehensive funnel approach to understand, project, and implement GTM trends.
Piloted capabilities for change management, tech/digital interventions, and coverage optimization.

Context:

Navigating the post-Covid GTM landscape, defining the future of distribution in India.

Results:

Visualized a channel-less future, providing a playbook for winning in the evolving retail landscape.
Piloted and encoded capabilities for future distribution in India.

Impact:

Prepared for the evolving GTM landscape post-Covid, ensuring adaptability.
Strengthened organizational capabilities for sustained growth.

Status:

Ongoing success with an agile approach to GTM evolution.
Continuous refinement of strategies based on market dynamics.

Overview:

t2w is a tech-enabled transformation model focused on optimizing trade terms to reduce risk, enhance efficiency, and transition towards a "pay for performance" approach.

Industry Insights:

70% of CPG companies list trade terms as a top spending item.
Many companies have non-justifiable, high-risk items in their trade terms, potentially leading to multi-million dollar liabilities.
Dissatisfaction exists with current trade terms, with a desire for a larger portion to be deployed as "pay for performance."

Leveraged Technologies:

Machine Intelligence – SIMBA: Enables a granular understanding of current spending and acts as a simulator for visualizing options to enhance productivity.
Human Intelligence: Seasoned professionals interrogate SIMBA’s outputs for deeper insights and nuances across key vectors.

Business Impact:

Harmonization (5-15%): Trade terms are harmonized, fair, and justifiable.
Growth (5-15%): Strategic investment of trade terms behind growth drivers.
Visibility (5-15%): Spending is visible and tweakable via Simba.
Efficiency (5-15%): Terms work harder, building cost efficiency.
Viability (5-15%): Trade term spend growth declines.

Our Toolkits:

Leverages the power of behavioral science to nudge consumers to trade in, up, and across.
360 evaluations and fine-tuning of propositions for the best product <> market fit.
Helps win every consumer journey with the right brand in the right pack at the right price in the right channel.
Unearths and prioritizes growth levers.
Problem-solving organizational readiness to consistently deliver goals and create sustained value.

Nudge to Win (n2w): Leveraging Behavioral Economics

Overview:

n2w is a proprietary system rooted in Nobel Prize-winning Behavioral Economics concepts, designed to nudge shopper behavior for "Trade In, Trade Up & Trade Across TiTuTa."

BE's Super Powers:

Simple & Intuitive: Easy to execute strategies.
Easy to Execute: Low-cost, high-impact solutions.

Business Impact:

Triple ‘C’ Win (5-15%): Benefits consumers, customers, and the company.
Transformation (5-15%): Enhances organizational capability.
Affordability (5-15%): Low-cost implementation.
Adaptability (5-15%): Major change in current processes.
Execution (5-15%): Easy execution and implementation.

Our Toolkits:

Transforms trade spends into pay-for-performance growth drivers.
Leverages the power of behavioral science to nudge consumers to trade in, up & across.
360 evaluations and fine-tuning of propositions for the best product <> market fit.
Problem-solves organizational readiness to consistently deliver goals and create sustained value.
Helps win every consumer journey with the right brand in the right pack at the right price in the right channel.

Fit 2 Win: A 360° Model for Perfect Product <> Market Fit

Overview:

f2w is a comprehensive model focused on delivering the perfect product <> market fit, significantly improving the success rates of high-stakes new launches.

Industry Insights:

Many new launches lack a well-defined 5C-centric value creation plan.
Launches often lack clarity on costs and set unrealistic expectations.

Business Impact:

Success (5-15%): Improved launch success rates.
Enhancement (5-15%): Enhanced value delivery for the consumer, customer, and company.
Preparation (5-15%): Enhanced internal and external preparedness, goal setting, and potential to exceed plans.
Longevity (5-15%): Sustainable approach allowing for long-term growth.

Our Toolkits:

Transforms trade spends into pay-for-performance growth drivers.
Leverages the power of behavioral science to nudge consumers to trade in, up & across.
360 evaluations and fine-tuning of propositions for the best product <> market fit.
Problem-solves organizational readiness to consistently deliver goals and create sustained value.

Your Tailored Go-to-Market Framework:

Channel Segmentation, Overall Strategy, and Objectives:

Winning in E-Commerce

The digital landscape is ever-expanding, and we guide you in pivoting and winning in emerging channels, including e-commerce and e-B2B. Our strategies are crafted to capitalize on the opportunities presented by the digital marketplace, ensuring your brand's success in this rapidly evolving space.

Impact:

Enhanced brand visibility and credibility in a competitive market.
Strengthened supplier-distributor relationships, fostering long-term partnerships.

Status:

Ongoing success with established product segments and distribution channels.
Continuous evaluation and optimization for sustained growth.

Lever 2 Win (l2w): Unlocking Key Levers for Growth

Overview:

l2w is a proven process designed to unlock key levers that drive growth. It focuses on a comprehensive understanding of levers, promoting internal alignment for accelerated growth.

Industry Insights:

Many businesses lack a widely aligned articulation of l2w.
Most companies lack a clear understanding of the cause-effect relationship between investments and l2w.

Business Impact:

Strategic (5-15%): Decision-making based on a comprehensive understanding of l2w with a clear focus on potential opportunities for improved efficiency and profit improvement.
Efficiency (5-15%): Greater understanding of issues and opportunities, leading to internal alignment on the key levers to drive and accelerate growth.
Alignment (5-15%): Clearly defined project charters to drive l2w and allocated roles and responsibilities.
Optimization (5-15%): Efficient investment in key growth drivers with focused ROI.

Our Toolkits:

Transforms trade spends into pay-for-performance growth drivers.
Leverages the power of behavioral science to nudge consumers to trade in, up & across.
360 evaluations and fine-tuning of propositions for the best product <> market fit.
Problem-solves organizational readiness to consistently deliver goals and create sustained value.

Why Choose Strategii At Work?

At Strategii At Work, we don’t just consult; we partner in your growth journey. Our go-to-market strategies are not just theoretical; they are proven in the field, delivering tangible results for our clients. We bring a unique blend of local insights and global perspectives, ensuring that your business is equipped to thrive in any market condition.

Experience the power of strategic consulting with Strategii At Work. Your success, our mission.

Design 2 Win (d2w): Winning Every Shopper Journey

Overview:

d2w is a design process that enables organizations to win every shopper's journey by delivering the right brand, price, pack size, and channel combination.

Industry Insights:

Many CPG companies have areas where brands, packs, prices, and promotions conflict.
Lack of a clearly articulated trade architecture is common in the industry.

Business Impact:

Demand UP (5-15%): Increased demand.
Revenues UP (5-15%): Enhanced revenues.
Costs DOWN (5-15%): Reduced costs.
Channel Conflict DOWN (5-15%): Minimized channel conflicts.

Our Toolkits:

Transforms trade spends into pay-for-performance growth drivers.
Leverages the power of behavioral science to nudge consumers to trade in, up & across.
Unearths and prioritizes growth levers.
360 evaluations and fine-tuning of propositions for the best product <> market fit.
Problem-solving organizational readiness to consistently deliver goals and create sustained value.