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How you can drive price growth without increasing the price of your products

Sandeep Mathew | Sales & Marketing Leader | Unilever
Most businesses drive their topline price growth by increasing the average price of their products, which is usually done by either increasing the sale price of the products or reducing the intensity of promotions on them. There is often an overlooked third lever, one that does not affect the existing price of your products – Portfolio Mix. What exactly is portfolio mix? Why is it often overlooked? How can this generate a better quality of price growth than Price and Promotions? For all this and more, take a look at the article.
Sandeep Mathew is a Sales & Marketing Leader at Unilever where he has worked for 16 years across India, Europe, Africa and now South-East Asia. His purpose is to 'Script Highs' where he is in a chronic state of healthy dissatisfaction to seek out highlight moments for himself and his team, and then write about them. He is an avid traveler and foodie and blogged about culture and culinary delights across 50+ countries. Along with his wife, they perform stand-up acts on each other as a form of comedic relationship therapy. Sandeep also believes in holistic wellness. He runs marathons, indulges in adventure sport and most importantly, deeply attuned to his mental wellbeing. During the pandemic, when people around the world lost some of their loved ones to COVID-19, Sandeep lost his best friend to depression. Sandeep noticed that unlike physical ailments, a mental illness like depression is less understood, especially in countries like India where social context exacerbates such situations.  This led Sandeep to write and publish his book, Gin Soaked Boy.