FMCG Go-To-Market Sales Strategy

Go-to-Market (GTM) Strategy Scope – Food product
The GTM strategy for Food product will ensure a structured and impactful launch, addressing product positioning, target market, distribution, and promotional activities to maximize brand visibility and sales traction.
Scope & Activities
1. Market & Consumer Analysis
• Identify target demographics (age groups, lifestyle segments, geography).
• Define Target Consumer
2. Pricing & Pack Strategy
• Define pricing tiers (mass-market vs. premium).
• Pack size and design optimization for affordability and visibility.
• Introductory offers/launch schemes.
• Product MAtrix
3. Distribution & Channel Development
• Retail placement strategy (kirana stores, modern trade, cold-chain outlets).
• Horeca (Hotels, Restaurants, Cafés) and institutional sales scope.
• E-commerce and quick-commerce partner onboarding.
• Channel margin structure and trade promotions.
4. Marketing & Launch Campaign
• ATL: Print, radio, and outdoor campaigns in target regions.
• BTL: Sampling activities, school tie-ups, summer events, local activations.
• Digital marketing: social media, influencer campaigns, regional ads.
• Festive and seasonal push campaigns.
5. Sales Enablement
• Sales kit with product samples, brochures, and pricing sheets.
• Training for distributor and retailer engagement.
• KPI definition: outlet penetration, secondary sales, and repeat orders.