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Iran Route-to-Market Pilot in Dense Market


An Iranian consumer goods company required an in-depth analysis of their sales and Route-to-Market system. The operation’s sales team performed poorly in Tehran's largest market. Travel consumed a large percentage of the teams’ time — with no warehouse in the neighbourhood. The team struggled with deliveries — made difficult with large vehicles in busy market streets. The salesmen were poorly trained and lacked specific channel standards. In-outlet sales tasks were often overlooked—such as stock rotation and selling a range of products.


The Supply Chain Lab (TSCL) conducted a detailed assessment of the operation’s sales effectiveness and Route-to-Market system. The team designed and implemented two (2) project pilots, including a low-cost 3rd party distribution model — serviced with push-carts and small vehicles. The model focused on maximising in-outlet time tasks — providing the team with channel-specific standards.

 The project consisted of a mix of foreign staff and local employee — to assist skills transfer and capability building. All workstreams were supported with training and toolkits.



The pilots demonstrated double-digit volume growth and increased the number of stock-keeping units available in the market. Visible channel standards improved in small groceries and restaurants.

TSCL presented the client with a Route-to-Market strategy for dense market areas — supported with sales execution standards. TSCL services were retained for the scaling of the project.  

Middle East assessment: Project
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