As seen at:
20+ countries
150+ categories
Used by two thirds of the top 20 FMCG suppliers and many national champions
Since 1998
Did you know?
In the UK, for every 100 pounds sold on promotion, 37 pounds are won from competition and 7 pounds added net to the category. That means that less than half of sales on promo (37+7) is actually benefiting your business. Similar figures apply in other European countries, with the biggest effect of a promotion being shoppers who switch to lower priced offers, thereby eroding category value. Deep optimisation is about identifying the revenue streams each promotion is generating and allocating resources to those packs, promo types and other tactics that generate category expansion and shopper upgrading. For the 2023 edition or to understand how this applies to your category, request a call.
Read more:
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The Source of Business® methodology for revenue optimisation
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Promotion evaluation done right.
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Revenue Management strategies that work