Massive Distribution Expansion

AMI Analytical Solutions

Opportunity Benchmarking, Distributor Research, Pricing Analysis, Go to Market (GTM) Research

Client Objectives

A consumer goods company sought to break free from its dependence on high-cost distribution partners by optimizing its channel strategy across priority markets. The engagement had two core goals: redesigning the route-to-market to unlock growth where it mattered most, and building a defensible pricing architecture that reflected consumer willingness to pay, competitive dynamics, and the economics of each channel.

Methodology

AMI went deep into the field to build a ground-level picture of the distribution landscape. The team conducted interviews with distributors, wholesalers, traditional intermediaries, e-commerce category managers, and competitors, capturing intelligence from every link in the channel chain.

That was paired with store checks and digital shelf audits across more than 250 points of sale, giving the analysis real-world pricing and placement data.

Price elasticity scenarios and a gross-to-net waterfall model then translated those findings into actionable financial architecture.

Assets Delivered

AMI delivered a comprehensive report that put the strategy into the client’s hands. It included a price corridor mapped by channel, a full channel landscape assessment, and distributor scorecards with clear route-to-market recommendations — giving the commercial team a practical playbook to act on immediately.

The AMI Impact

The results reshaped how the company went to market. By reducing dependence on high-cost distributors, the client expanded direct coverage to more than 4,800 traditional trade stores across the region. The new pricing architecture strengthened its competitive position while protecting profitability — particularly in mass-market categories where margin pressure is most acute.