Go-to-Market Playbook for Mass-Market Snack Brands

TL;DR

Mass-market snack GTM is an availability game: right pack, right price point, right outlet density, and strict route productivity.

Key Takeaways

• Prioritize outlet universe expansion with serviceable economics.
• Use entry packs to win frequency and basket fit.
• Track strike rate, average lines per call, and numeric distribution weekly.

Definitions

• Strike Rate: percentage of visited outlets that place an order.
• Lines per Call: average number of SKUs sold per successful call.

Checklist/Framework

1. Segment outlets by sales potential and service frequency.
2. Build route plans that maximize productive calls per day.
3. Set pack-price priorities by outlet type and shopper profile.
4. Deploy promo mechanics that support volume without margin collapse.
5. Track distribution expansion and in-store execution separately.
6. Rebalance territories monthly based on productivity data.

Examples

A chips portfolio improved route productivity by redesigning beat plans around outlet density and delivery capability. By concentrating on high-velocity SKUs and entry price packs, the team increased strike rate and expanded distribution in underpenetrated neighborhoods.