Route to Market
When we talk about "Route to Market" (RTM), we are referring to the strategies and channels that companies use to bring their products or services to the end consumer.
Tendencies:
Chilean retail is evolving rapidly, driven by technology and new consumer demands.
E-Commerce
Omnicanalidad
Sustainable Development
Digital Purchases
IA in Retail
Consumer trends in Chile
We adapt our strategies to the realities and demands of the current market.
Preference for Convenience
Increased demand for prepared foods, online shopping, and home deliveries.
Health and well-being
Growth in the search for healthy, organic products with clear labels.
Sustainability
Chilean consumers are increasingly concerned about the environmental impact of their purchases.
Value for money
Despite the search for quality, price remains a key factor in purchasing decisions.
Food Category Trends
The food market in Chile demands innovation, transparency, and purpose.
Functional and Healthy Foods
Clean Label
Plant-Based
Sustainability and Ethics
The Reality of the Chilean Market
80% of consumers in Chile state that they prefer products that contribute to their well-being, and 65% are willing to pay a little more for products with sustainable labels.
Trends Pet Category
Pet owners seek products of the highest quality and a comprehensive approach to animal welfare.
Humanization of Pets
Health and Wellness
Premiumization
Sustainability
Growth of the Chilean Market
The pet market in Chile has grown at double-digit rates in recent years, with a strong preference for products that improve the quality of life of animals.
Business Case: Sales Projection
Strategic breakdown by marketing channel
| Sales Channel | Points of Sale | Est. Sales (month) | Strategic Role |
|---|---|---|---|
| Supermarkets | 50 – 80 | 45.000 units. | Volume + Brand |
| Convenience | 80 – 120 | 24.000 units. | High Turnover |
| Traditional | 100 – 150 | 12.000 units. | Full Coverage |
| TOTAL | 300 approx. | 81.000 units. | Search for Growth |
Break-even point
+300 Points
or equivalent in rotationReal Margin
Protected
Insured after logistics costsTarget Utility
Scalable
Monthly / Annual ProjectionTechnical Specifications: Key Points
Structure and Commercial Conditions for Brand Development
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Exclusivity: Definition by geographic area or country.
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Actual Profit Margin: Considers sales, logistics, distribution, and customers.
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Payment Terms: Terms and structured financial flow.
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Marketing: Definition of budget and Trade Marketing actions.
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Logistics and Supply: Ensure a 95% Fill Rate (Calculation per pallets/$).
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Commercial Terms: Differentiated and adapted for each channel.
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Product Rotation: Re-liquidation fees in case of zero rotation.
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Shelf Life: Technical minimum of 14 months useful life.
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Contract Duration: Validity and renewal periods.
Metric and commercial definitions for the distributor:
- Exclusive or shared distribution?
- Monthly discounts applied by marketing.
- Detailed annual business plan by objectives.
- Margin AC, logistics fee and incentives for sales force (competitions).
- Cost change policy and review periods.
Apoyo de Marketing
We work under joint guidelines and shared investment. The plan includes full support for brand launches, trade show organization, point-of-sale activations, and tasting campaigns.
Regulatory Compliance (Seals)
We evaluate the product according to current local regulations. If it exceeds the permitted limits, we manage the correct application of the required certifications.