$ADDRESSABLE FMCG VALUE
$27.0bn▲ 3.7% omni value growthCHANNEL & ROUTE-TO-MARKET COMMAND CENTER
From market signals to the next best move.
One decision workspace for sizing the market, finding growth pools and translating retailer execution into clear RTM priorities.
◫RELEVANT STORE UNIVERSE
583KFragmented, tiered market◉DIRECT SERVICE FOOTPRINT
240K41% of total universe◷VALUE IN TOP + MEDIUM
93%UL sales contribution · 135K direct-servedEXECUTIVE SIGNAL
Growth is available—if investment follows value concentration.
93%Value in Top + Medium
→+6.1%Beauty & Wellbeing growth
→85%+Availability gate to scale
01 · STRUCTURE
Where can the RTM win?
Market architecture
UL RTM structure and sales contribution · click a row to filter
Top56KDirect served · 80% UL sales
Medium79KDirect served · 13% UL sales
Small106KDirect served · 7% UL sales
Bottom340KIndirect reach · sales not reported
Outlet count is not the growth plan.
Top + Medium have 135K direct-served stores and contribute 93% of measured UL sales.
Value concentration
Top + Medium → 93% UL sales
Service economics
240K direct service / 583K universe
Recommended moveProtect service frequency, OSA and assortment in Top + Medium before expanding direct reach.
02 · PERFORMANCE
Where is growth worth backing?
Category opportunity map
Market size versus value growth
Accelerate Diagnose
Value growth ↑Market size →
Growth quality
Value is not always demand · click a row to filter
Beauty & Wellbeing+6.1%Value growth
Personal Care+4.2%Price / mix led
Beverage+1.5%Volume −3.8%
Food−0.6%Volume −5.7%
Value vs volume gap
B&W: positive on both signals
Priority pool
Large & growing categories first
Growth opportunityBack Beauty & Wellbeing through retailer-specific assortment and availability.
03 · CONDUCT
What is happening in execution?
Retailer execution health
Promotion intensity × in-stock rate · Select one or more retailers
RetailerPromoIn stockPriority
Promotions cannot compensate for poor availability.
GO! and Kingfoodmart have availability below the operational threshold, placing promo spend at risk.
Availability gate
Scale promo only above 85%
At-risk retailers
2 of 5 need OOS recovery
Recommended moveSet an 85% in-stock gate; recover availability before broadening promotion.
SPC SYNTHESIS
Where do signals agree enough to act?
93% of value in 135K stores
Growth pool with omni momentum
Scale only where OSA is sound
Retailer-specific B&W playbook
CONDUCT × PERFORMANCE HEATMAP
Retailer activation feasibility
RetailerLow promoBalancedHigh promo
GuardianScaleScaleWatch ROI
AEONBuildScaleProtect
WinMartBuildScaleProtect
GO!Fix OOSFix OOSHold
INSIGHTS → ACTION
90-day RTM agenda
Lock the Top + Medium execution contract
Set OSA, service frequency and shelf availability targets by tier.
Build B&W omni growth cells
Prioritise retailer/category combinations with a complete assortment and availability case.
Instrument the digital reach funnel
Track enrolled → active → order → incremental sales across the long tail.
Close the competitive evidence gap
Benchmark coverage, distributor service and investment in priority geographies.
ACTION ECONOMICS
90-day value realisation path
CÂU CHUYỆN RA QUYẾT ĐỊNH · VIỆT NAM FY2025
Đừng tối ưu RTM
theo số lượng điểm bán.
Bảo vệ chất lượng thực thi tại nơi tạo giá trị, tăng tốc cơ hội có bằng chứng, và dùng digital/gián tiếp cho long tail với cost-to-serve hợp lý.
TỔNG QUAN · 1 PHÚT
Giá trị nằm ở đâu?
Information$27.0bn FMCG · 583K outlet · 240K direct service · Top + Medium tạo 93% measured sales.
InsightĐộ phủ rộng không đồng nghĩa mọi outlet cần cùng mức phục vụ; giá trị tập trung mạnh hơn số lượng outlet.
ImpactBảo vệ OSA, availability, service frequency và stock weight tại Top + Medium; dùng indirect/digital cho long tail.
PERFORMANCE · 2 PHÚT
Tăng trưởng nào đáng đầu tư?
InformationBeer: $6.2bn, +11.8% value. B&W: +6.1% value. Beverage +1.5% value nhưng volume −3.8%; Food giảm cả hai.
InsightValue growth chỉ đáng đầu tư khi volume cũng khỏe; nếu volume giảm, tín hiệu có thể đến từ price/mix.
ImpactAccelerate Beer/B&W theo retailer; Diagnose Beverage/Food về pack-price, mix, distribution và availability trước khi scale.
SPC SYNTHESIS · 1.5 PHÚT
Cơ hội nào đủ bằng chứng?
InformationMatrix cho size × growth; heatmap cho promo × availability; 85% availability là execution gate.
InsightPromotion cao không bù được OOS. Cơ hội chỉ actionable khi value pool, execution feasibility và RTM lever cùng xác nhận.
ImpactƯu tiên OOS recovery trước promotion khi availability thấp; cơ hội thiếu một lớp bằng chứng chuyển thành validate/research.
AGENDA 90 NGÀY
Biến insight thành kết quả.
Information0–30: execution contract. 0–45: B&W growth cell. 0–60: eRTM funnel. 0–90: competitive benchmark.
InsightAgenda là chuỗi phụ thuộc: bảo vệ core economics trước, rồi mới capture growth và scale reach.
ImpactGiao owner, KPI tuần, proof và decision gate cho từng action; review tại mốc 30/60/90 ngày.
ONE-LINE STORY
583K điểm bán, nhưng giá trị tập trung ở Top + Medium.
Bảo vệ coreService & availability tại tier giá trị
→Tăng tốc có chọn lọcB&W omni theo retailer
→Scale khi có bằng chứngeRTM incrementality & economics
Cách trình bày: chỉ chart → information → insight → impact. Không đọc hết số liệu; dùng số liệu để chứng minh một quyết định. Reset đưa dashboard về full-market view.