The time it takes to launch a product in a Mexican retail chain can vary significantly depending on various factors such as the size of the chain, the complexity of the product, the season, and the responsiveness of both parties. However, below is a general timeline that you can adapt to your specific situation:
Phase 1: Preparation and Initial Contact
- Research: Identify retail chains that fit your customer and product profile.
- Initial contact: Establish contact with buyers or those responsible for new products from the selected chains.
- Presentation Preparation: Prepare a detailed product presentation, including its features, benefits, target market, and value proposition.
Phase 2: Evaluation and Negotiation 2-4 WEEKS (in most cases)
- Product evaluation: The chain will evaluate your product based on its selection criteria, such as profitability, differentiation, and fit with its product mix.
- Negotiation of terms: Commercial and logistical aspects such as price, payment terms, promotional strategies, minimum order volume, and delivery time will be discussed.
- Final negotiation and contract signing: The details of the business agreement are finalized and the contract is signed.
Phase 3: Testing and Discharge
- Product testing: The product may be subjected to quality, safety, and compliance testing.
- Company registration: Whether the chain registers you or gives you access to one of its portals to register the company as a supplier of the chain, you will have an identification number within the chain and its portals (2-3 weeks)
- Product registration: Your product(s) information is entered into the chain's specialized portals and platforms, or if they do so, the information, technical sheets, photographs, etc. are sent for code entry. (2 weeks)
Phase 4: Production and Delivery
- Production and packaging: During the previous stages, we will maintain constant communication with the Retail team to determine the date of the first purchase order and thus adjust our production and inventory levels and begin producing the product in the quantities agreed upon for in-store channel filling.
- Logistics (Transportation and Delivery): Organize your distribution force to deliver in the timely manner agreed upon with the retailer. If you don't have your own, find professional and reliable transport providers or courier companies to support you with the service.
- Make sure they know all the delivery requirements: .
- Follow product delivery guidelines: Depending on the volume, different packaging methods may be required, such as palletizing, shrink-wrapping, special presentation, specific sizes, and volumetric capacity for entry into the distribution center.
- If delivery is made directly to a store/branch, follow the guidelines and requirements for the staff who deliver your product. Know the space where you are to leave and store your product, and get trained in the receiving process.
Phase 5: Implementation and Monitoring
- Implementation: Distribution of the product begins at selected points of sale.
- Monitoring and evaluation: Ensure with your buyer that the product is displayed in stores and monitor product performance on the sales floor and make adjustments if necessary.
Factors that can affect the timeline:
- Product complexity: New or innovative products may require more evaluation time.
- Chain size: Larger chains tend to have more bureaucratic processes and may take longer to make decisions.
- Seasonal: Peak seasons can overload chain processes and delay releases.
- Previous relationship with the chain: If you already have an established relationship with the chain, the process may be more agile.
Additional tips:
- Prepare for negotiation: Research market prices and have a solid value proposition.
- Be patient: The launch process can be long and requires perseverance.
- Maintain constant communication: Maintain open and transparent communication with contacts in the chain.
- Adapt your strategy: Be flexible and willing to make adjustments based on the needs of the chain.
- Monitor the process closely: Closely monitor your product's performance and make adjustments as needed to ensure its success.
This timeline is a general guide and may vary significantly depending on your specific situation. It's important to work closely with the retail chain to establish a realistic and achievable timeline.