WEIßBUCH | 2021 | FMCG | REVENUE MANAGEMENT
Über Must-Win-Gefechte und große Wetten
Many companies use last year’s promotion plan as the basis for their 2025 plan, plus or minus some adjustments. This practice leads to increasing promotion levels, profit dilution and eroding brand equity. Zero Based Planning makes a break with this practice.
Join us on May 14th for a webinar where we demonstrate the benefits of Zero Based Promotion Planning and how you can implement it in your organization.
Agenda
Wie kann man den Status Quo ändern und ein überdurchschnittliches Marktwachstum erzielen?
Die Unternehmenskompetenzen, die für die Führung einer großen, profitablen, reifen Organisation erforderlich sind, unterscheiden sich von denen, die für ein starkes Wachstum erforderlich sind. Wie kann man die Organisation anpassen und mutige Entscheidungen treffen, um das Umsatzwachstum zu beschleunigen?
Martin vom Stein
Revenue Management and Shopper Marketing professional with 20+ years of experience at Henkel, Nestle, The Shopsumer Institute, Horn & Company and Accuris.
Antoon Deleeck
Antoon is a revenue management executive and pioneer in impact measurement of marketing, trade and promotional investments. Antoon is a Managing Consultant at Accuris and has extensive experience in working with Coca-Cola, Heineken, Mars and many other CG companies
Speakers
About Accuris
Track how shoppers switch between offers on a daily basis and measure the revenue streams they generate
What we do
Accuris provides revenue optimisation services and consulting. We have been using machine learning - mainly Bayesian statistics - since the early 2000s. We use all your available data to detect how shoppers switch between brands, stores and segments. Our Source of Business® model explains revenue streams generated for each promo and media campaign and for new product introductions and assortment changes.
Why it matters
Revenue indicators based on gross rather than net impact will lead to sub-optimal or even wrong decisions. Net effects strip out back-and-forth switching and other false positives. Promotions, price increases and new listings can lead to strong revenue increases in gross terms, but net results may be much lower or negative, thereby misleading decision making.
What other agencies do
Data providers and consulting agencies do not integrate all required data sources to get the full picture of how shoppers behave. They tend to use static methods or once-a-year regression approaches to explain market dynamics. This was perhaps sufficient a decade ago but is not enough for modern markets and categories where shoppers switch between offers on a daily basis.