Route to Market

Route to Market

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Our route-to-market approach is about converting our strategy into excellent execution at every point of sale. We are continuously strengthening our route to market and partnering with our customers to bring our 24/7 portfolio into the hands of our consumers faster and with greater efficiency. 

Our broad portfolio requires greater sales force specialisation, with dedicated teams for the premium Hotels, restaurants and cafes (HoReCa) channel for example, and this is an important part of how we activate these great brands in the market.

Our route to market is increasingly segmented to offer more customer service options, aiming to capture the full potential of each individual outlet rather than just the channel. 

Our targeted and segmented way of serving our customers, with an appropriate level of sales force specialisation combined with the utilisation of new technologies, gives us a competitive advantage to win in the marketplace.

Capturing growth opportunities requires more than a strong product portfolio. It is equally necessary to have excellence in execution, successfully serving every customer through every outlet for every occasion, 24/7.

Our success is dependent on the success of our customers. When our customers are able to generate profits by selling our products, they demand more products from an expanded range. Joint value creation is therefore key to both category and market share expansion as well as profitable growth.