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Sales strategy for major beer brewer


A global beer brewer with major brands as part of its stable required a strategy to develop its presence where it had little presence. This involved evaluating go-to-market operating models, incorporating direct to retailer as well as distributor options (and how they co-exist). In addition TNG was engaged to deliver capability solutions in order to ensure new KAMs are able to manage global retailers.



TNG conducted trade terms analytics and delivered a practical model, reflecting desired pricing, trade term and promotional investment. Category thinking (and specifically the role of the client in the category) was incorporated in the trading strategy. Where necessary investment structures were amended and repurposed, whilst maintaining adherence to the client’s global investment guidelines. Training support was designed to ensure that new KAMs can effectively trade with global retailers (whilst ensuring the direct to customer solutions can co-exist with existing distributor models).



TNG built a go-to-market solution and the right capabilities, to ensure the client can serve certain customers directly, whilst maintaining a stable distributor model. This gives the client new options to penetrate markets, with a clearly defined category proposition (and the role it plays within that), with a financial framework that is net positive from a system margin perspective.

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Total Negotiation Group