Many Dominican companies sell well and plan little. They have a product, a sales team and an agency, but nobody in-house owns marketing strategy (mercadeo, as it is called locally) or commercial planning. That is the layer we provide.
Why Dominican companies need a strategy layer
The Dominican business landscape has its own features. Family groups drive a large part of the economy, and the commercial function is often run by the same person who runs the company. Distribution carries a lot of weight: products reach consumers through distributors, wholesalers and colmados (the neighborhood corner stores), and whoever understands the channel understands much of the result. Very different sectors coexist: mass consumer goods, retail, banking, tourism in Punta Cana and the East, export-oriented zonas francas (free trade zones), and the Cibao region, with Santiago de los Caballeros as its own business hub.
In that context, marketing is usually solved through execution. You hire an agency, launch a campaign, open a channel. What is almost always missing is what comes first: which segment to compete in, with what promise, through which channel, and how to measure whether it worked.
That function rarely exists inside the company. A full-time strategy director is a role that is hard to justify and hard to fill. The result repeats itself: marketing plans that are lists of actions, launches without a baseline, sales teams without a shared method, and agencies executing without a strategic brief behind them.
Good singers are everywhere. Few make it. It isn't talent: the ones who make it have planning, visibility and strategy behind them.
What we do: marketing strategy, not execution
Alocallao is a boutique strategic marketing consultancy focused on commercial planning. The practice is led by partners Marcos Castaño and Mario Pérez Lianes, both strategy consultants. We are not an agency and we do not compete with yours. We diagnose the market, design the strategy, turn it into a playbook the team can execute, and direct that execution, which third parties carry out.
We work for two types of client. For companies in any sector that have no internal marketing strategy and commercial planning function: see companies. And for marketing agencies that have creative and production capacity but whose clients ask for launch plans, go-to-market work or sales narratives they cannot sustain alone: for them we are a white label strategy partner.
The client decides. We direct. Third parties execute.
Six practice areas, applied to the Dominican market
The full portfolio is organized into six practice areas. In the Dominican Republic, each one answers a recognizable problem:
- Market strategy and positioning: where to compete in categories where a few groups hold most of the space, and what promise to differentiate with. More in market strategy.
- Go-to-market and launch: how to get from product to sales when distribution and the traditional channel decide what reaches the point of sale. We cover it in product launch plan and in go-to-market for Dominican companies.
- Commercial architecture and pricing: how to package and price the offer for the distributor, the wholesaler and the end customer, and how to organize team coverage. See commercial strategy for companies.
- Playbooks and sales enablement: a shared method for sales teams where today each person sells their own way. See commercial playbook.
- Measurement and governance: baseline, dashboard and steering committee, so leadership decisions are made on shared data. More in measurement and governance.
- Outsourced strategic direction: the strategy function without having it on the payroll, for companies and for agencies. More in strategic direction.
Market strategy and positioning
Where to compete, against whom and with what promise. The foundation for every other decision.
Market AssessmentSegmentation and ICPPositioning and value propositionSee the practice areaGo-to-market and launch
From a product that exists to a product that sells. Segment, channel, sequence and timeline.
Go-to-Market StrategyMulti-market launch planMarket EntrySee the practice areaCommercial architecture and pricing
How the offer is packaged, priced and sold. And who sells it, against which targets.
Pricing and packagingCommercial planSee the practice areaPlaybooks and sales enablement
Strategy turned into a working method for the team that sells.
Commercial playbookTalk tracks and sales narrativeCorporate trainingSee the practice areaMeasurement and governance
What gets measured, who decides and how often it is reviewed. Without a baseline, there is no result to defend.
KPI framework and dashboardPeriodic reviewSee the practice areaOutsourced strategic direction
The strategy function, without having it on the payroll. For companies and for agencies.
Full strategic layerStrategy partner for agenciesSee the practice areaHow we work: remotely, on a fixed cadence
The work is done remotely: interviews, analysis, strategy document, playbook, workshops with leadership, sessions with the sales team and steering committees, on a cadence agreed in the proposal. Whether the operation is in Santo Domingo, Santiago de los Caballeros or Punta Cana, the work plan is the same.
The method is the same on every project: three phases, three contracts, no skipped steps. First Diagnostic and Strategy, then Playbook, then Strategic direction. The detail is in our method and in marketing consultancy in Santo Domingo.
Trabajamos a lo callao (we work quietly, behind the scenes): no noise, signed measurement and no promised figures. Strategy has no color. It has results.
What happens after you get in touch
- You book a diagnostic call through Cal.com from the contact page.
- In the first meeting you tell us the problem as you see it: market, product, channel, team and what has already been tried.
- If it is a fit, we send you a Phase 1 proposal, Diagnostic and Strategy, with scope, deliverables and timeline.
- If it is not a fit, we tell you in that same meeting.
Marketing consultancy in the Dominican Republic, by topic
Strategic marketing consultancy in Santo Domingo
How we work with companies in Santo Domingo and Santiago: remotely, on a fixed cadence, with a three-phase method.
Product launch plan in the Dominican Republic
What a product launch plan for the Dominican market includes: segment, channel, calendar, KPIs and a baseline before the first action.
Go-to-market strategy for Dominican companies
From a product that exists to a product that sells in the Dominican Republic. Segment, channel, distribution and activation sequence.
Commercial strategy and sales plan in the Dominican Republic
Commercial plan, coverage, pricing and sales team structure for Dominican companies growing without a shared method.
Commercial playbook: what it is and how it's built
What a commercial playbook is, what it contains and how it is built from a diagnostic. Action sheets with owner, cost, KPI and date.
Strategy partner for marketing agencies
A white label consulting layer for Dominican marketing agencies: plans, go-to-market and sales narratives the client asks for and the agency signs.
Marketing strategy consultant in Punta Cana
Commercial strategy for hotels, real estate projects, suppliers and tourism services in the East, and for European and American entrepreneurs building a business there.
Frequently asked questions
It decides what needs to be done before anyone executes it. It diagnoses the market, defines segment, positioning and channel, turns that strategy into a playbook with measurable actions, and directs third-party execution. It does not produce assets or launch campaigns.
No. We do not build websites or brand identities either. We design it, brief it and review it. It is produced by whoever produces it today: your team, your agency or the suppliers you choose.
Yes. We work remotely with companies across the country, including Santiago de los Caballeros and the East: Punta Cana has its own page.
Always with Phase 1, Diagnostic and Strategy. Without a defined problem there is no playbook, and without a baseline there is no direction. We explain it in the method.
Yes, and that is the usual setup. We provide the strategy and the brief; your agency executes. If you are an agency and want that layer for your clients, see strategy partner for agencies.
Through signed measurement. Before acting, we agree what is measured, from which source and how often it is reviewed, and every period we report results against the baseline.
Let's start with the diagnostic
Book a first conversation. You tell us the problem, we tell you whether it is a fit and, if it is, you receive a Phase 1 proposal.
Book a diagnostic