3: The Nestlé Adriatics Transformation Case 💗♾️
Nestlé Adriatics transformed its distribution strategy by establishing a direct route-to-market, tripling revenue in three years. This shift, driven by consumer research and market mapping, allowed for tailored marketing, improved product availability, and stronger consumer connections.
Growing Good ViiBE Brand Access, Growing 3X Revenue
The Right Route-to-Market is the Route to Cultivating Consumer Bonds
In the early 2000s, Nestlé Adriatics was trapped in a stifling distribution deal with a local partner whose agenda often clashed with Nestlé’s vision. As the region (comprising Croatia, Serbia, Bosnia & Herzegovina, and Macedonia) began emerging from political and economic instability, the General Manager sought a bold transformation. Torben was appointed as Commercial Director to sever ties with the distributor and establish Nestlé’s own direct route-to-market. The result? In just three years, the company tripled its revenues, laying the groundwork for long-term success.