Route to Market (RTM)
In Flowserve context, the RTM is via the wide use of distributors in many parts of the world, and is especially true for the North American markets. For maximum sales opportunities, the brewery size is paramount, starting from 1 million+ barrels per year capacity (where only a small volume of sales can be expected) to a brewery generating more than 3 million barrels per year (where there is a potential for higher sales opportunities).
For most project executions, the brewery is usually built by several installers (often known as EPC contractors), who will receive the project order directly from the brewery company’s plant owner. All equipment orders will be placed entirely by the contractors; thus, success at this stage will be helpful in laying out the foundations for the aftermarket (AM) business.
Each of these contractors will normally have their own equipment-approved vendor list (AVL) or preferred suppliers with whom they could choose to work. As such, it is absolutely critical and strategically important for us to have our products and services qualified upfront to get into this AVL, before the contractor can start placing any orders with us.
For example, when working with Interbrew, a large Belgium-based brewing company which owned many internationally known and some smaller local beers, Flowserve SIHI® vacuum pumps are specified for their process vacuum application. However, we are not yet in their AVL for other processes using centrifugal or sanitary pumps.