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Leveraging consumer surplus to drive competitive advantage

EPP GLOBAL FMCG/CPG Revenue Growth Management Forum 2024 - May 2024 - Lisbon, Portugal

• Understanding Consumers’ willingness to pay
• Econometric model to predict market share potential
• Trade-off between margin and volume growth
• Hear KraftHeinz’s challenges on pricing, how this methodology gives them clarity on pricing and brand equity and improve margins and sustainable growth

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