Building a scalable RTM framework and toolkit for a leading multinational beverage bottler
Designed and deployed an RTM handbook and KPI framework across 16 countries, accelerating revenue growth to 5.5% and EBITDA growth to 11.5% while aligning local execution with central strategy
Project challenge and objective
A leading multinational beverage bottler aimed to standardize its route-to-market (RTM) practices across a diverse set of countries to drive consistent and profitable revenue growth. This ambition was part of a broader transformation spanning 2017–2019.
Key challenges included:
Limited central visibility: HQ had low visibility into country-level RTM models, their challenges, and potential.
Lack of standardization: No unified methodology to assess, design, or measure RTM efforts across markets.
Disconnected commercial functions: RTM and revenue growth management (RGM) functions operated in silos, limiting strategic alignment.
Objective: Create a scalable RTM framework and toolkit to accelerate profitable growth while aligning local efforts with central strategies
Strategic approach and methodology
To tackle these challenges, a multi-tiered transformation approach was developed:
1. RTM handbook design
Developed a comprehensive RTM handbook to guide countries in assessing, redesigning, and implementing RTM models.
Integrated RTM planning with RGM frameworks to maximize commercial outcomes.
2. KPI framework and governance
Defined a set of standard KPIs to track RTM progress at country level, enabling comparability and benchmarking.
Established a governance process to monitor deployment and evaluate impact across markets.
3. Prioritization and growth program translation
Identified and prioritized RTM growth initiatives, tailoring them to each country’s maturity and market complexity.
Translated these initiatives into concrete growth programs customized by market tier (tier 1–3).
4. Phased deployment model
Executed a phased rollout across 16 countries, accounting for different RTM model mixes and strategic importance.
Focused direct support efforts on high-impact countries to accelerate results.
Implemented solution and achieved results
The RTM handbook and supporting methodology were successfully deployed in 16 countries over a two-year period (2017–2019), creating a common language and strategic lens for RTM.
Key achievements included:
Alignment of country-level RTM design with central strategic goals.
Standardized tracking of implementation progress and impact through KPIs.
Enhanced synergy between RTM and RGM, fostering more holistic commercial planning.
Business impact and strategic value
The RTM reboot generated strong business results, both at group and market levels.
Group-level performance:
Net sales revenue growth accelerated to 5,5% in 2019, up from 2,9% in 2018.
EBITDA growth reached 11,5% in 2019, up from 9,6% in 2018.
Country-level results:
Markets where Globalpraxis provided direct support saw EBIT growth outpacing revenue growth, indicating enhanced operating leverage.
Long-term strategic value:
A robust foundation was laid for the next-generation RTM execution.
Post-deployment diagnostic uncovered areas for RTM refresh and optimization, sustaining the transformation momentum.
