Revenue Growth Management: How to capture hidden value in FMCG and Retail
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Most FMCG and retail companies are leaking profit in plain sight. Promotions that fail to break even. Trade terms that drain resources. Pricing strategies that collapse under pressure. In some businesses, up to 80% of promotions fail to generate incremental sales.
Based on more than two decades of experience, Jelle de Jong and Danilo Zatta show how leading companies use Revenue Growth Management to turn complexity into profitable growth.
You will discover how to:
Price with precision: Design pack-price architectures that unlock growth.
Make promotions pay back: Move beyond discounts to create lasting brand value.
Master trading terms: Turn modern and traditional trade into engines of profitable growth.
Organise for success: Build the roles and systems that embed RGM across the business.
Harness AI: Understand how data and algorithms are reshaping pricing and promotion.
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