PLANNING 2025 | FMCG | PRICE & PROMOTIONS
5 Key Pillars for a Successful Promotional Plan
Learnings from the soft drinks category
How do promotional strategies of winning companies differ from those losing market share in 2024? As described in the white paper, winning companies were able to strike a balance between aligning with the retailer's strategy, supporting own objectives of enhancing category value, and aiming at blocking consumers from making purchases with competitors.
Consider the example below and how each of the promotions addresses a specific objective.
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Coca-Cola Europacific Partners' strategy is based on upscaling, upgrading, offsetting competitive promotions, affordability and supporting the retailer's strategy.
For the full analysis, download the white paper "5 Key Pillars for a Successful Promotion Plan in 2024". This 20-page document describes how soft drinks bottlers and other leading suppliers have changed their revenue management strategies to protect and grow their market share.
Revenue Management solutions for consumer goods leaders.
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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 2024 edition or to understand how this applies to your category, request a call.
