Commercial & route-to-market

Strategy, distribution and field execution for brands that need to reach more outlets, profitably.

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Growth ambitions become coverage, availability and shelf execution.

Mmaiga Casper Holdings works with manufacturers and distributors to turn commercial strategy into a route-to-market model that actually reaches the outlet - and into the routines that keep it reaching, week after week.

Book a commercial & RTM diagnostic See the work

Every square is an outlet in a territory. The job is moving the outlined ones to filled - profitably, and without breaking cost-to-serve.

Portrait of Peter K. Kuria, Founder and Coach

Peter K. Kuria Founder & Coach

Five handovers between the factory and the shopper

Growth is lost at the handovers, not in the strategy deck. We diagnose each one, fix the weakest, and leave behind a routine that holds it.

Manufacturer
Commercial plan, targets, trade investment and the numbers behind them.
Distributor
Territory design, stockholding, margin structure and sales-force productivity.
Wholesale
Channel pricing, leakage control and the rules that stop channels cannibalising.
Retail
Coverage, call frequency, SKU penetration, visibility and merchandising.
Shopper
The product is on shelf, in stock, priced right and worth picking up.

Six ways we work with a commercial team

Open any one to see what it covers. Examples from the field follow below.

Commercial strategy & growth

Clear growth priorities, targets and an execution plan tied to the company's ambition.

Growth model by channel, category and territory
Integrated Commercial Planning (ICP) calendar
Target setting and quota allocation
90-180 day execution roadmap

Route-to-market & distribution

Listing in key accounts, and linking the client with suitable distributors - then building the route to every outlet.

Listings in key accounts and modern trade
Distributor search, vetting and introductions
Distributor terms, margins and stockholding
Territory design, journey plans and cost-to-serve

Customer & channel development

Integrated commercial plans, Joint Business Planning (JBP) and execution in trade.

Integrated commercial plans by customer and channel
Joint Business Planning with key accounts
Execution standards in trade, followed through in the field
Channel segmentation and new-outlet acquisition

Category & portfolio growth

Training, price indexing and value-chain analysis, worked as one lever for the category.

Sales and trade training
Price indexing against competitors, packs and channels
Value-chain mapping from factory to shelf
Assortment, visibility and merchandising standards

Commercial performance & profitability

Rolling forecasts, with daily and weekly operational reviews that keep volume, margin and spend on track.

Rolling forecast process
Daily and weekly operational review rhythm
Sales-force and customer performance dashboards
Trade spend tracking and return on investment

Business transformation & kaizen

GEMBA, GSTDS and DMAIC - go to where the work happens, fix the bottleneck and make the improvement stick.

GEMBA walks in trade and in the warehouse
DMAIC improvement projects: define, measure, analyse, improve, control
Standard work and accountability routines
Capability building and field coaching

Work in the field

Brand execution and route-to-market seeding in Burundi, Rwanda and Kenya - done at the outlet, with the people who sell the product.

A market stall table being dressed in yellow MAGGI branding during a field visit

A vendor in a MAGGI apron stands beside her branded table top, holding a MAGGI programme card

Burundi

MAGGI Yellow Branding

Winning visibility through high-impact brand execution

Strengthening MAGGI's presence at point of sale through impactful, market-relevant yellow branding.

A field visit with a vegetable vendor outside her shop, in MAGGI branded wear

Rwanda

MAGGI Loyalty Programme

Driving consumer loyalty through strategic brand activation

Building stronger consumer engagement and brand loyalty through the MAGGI Loyalty Programme.

Holding MENTOS packs at the Route Developers seeding launch

Putting up a MENTOS point-of-sale poster at a retail outlet

South B, Nairobi

MENTOS Seeding - Route Developers

Accelerating MENTOS growth through route-to-market seeding

Partnering with Route Developers to seed MENTOS, expand availability and accelerate market penetration.

Start with a diagnostic

A focused commercial and RTM diagnostic: understand the business, find the growth constraints, and leave with a prioritised 90-180 day roadmap.

Email[email protected]
Call or WhatsApp+254 736 798 694 on WhatsApp (opens in a new tab)
Based inNairobi, Kenya

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