tsmg

Newer channels, widening product portfolios, expanding consumption occasions and emergence of distinct consumer sub-segments have significantly increased the complexity for Indian consumer facing companies. Companies need to be aware of the triggers that help decide when to review their Route-to-Market (RtM). Having the right RtM strategy would help consumer facing businesses gain market share at an optimal cost say Pankaj Gupta, Practice Head- Consumer & Retail and Rajiv Subramanian, Project Leader of Tata Strategic Management Group. (This article was published in The Hindu Business Line - Brand Line February 4, 2010)

Click here to download the full article