EPISODE · Jun 18, 2026 · 9 MIN
How to win the World Cup?
from FMCG Weekly · host Accuris - Revenue Management Analytics for Fast Moving Consumer Goods Companies
This week on FMCG Weekly: how to win the World Cup. The tournament grows the battleground categories substantially, but the growth comes from base demand, not your promotion, and because everyone discounts at once, the deals largely cancel. You promote not to win, but to avoid the decremental loss of sitting out. The real opportunity is the open goal: adjacent categories like dips, mixers and ice that ride the same occasion uncontested. Capture demand before it perishes, load the pantry before kick-off, know whether the event is yours to win, and spend where it grows the brand, not merely defends it. FMCG Weekly - News and trends curated by Accuris, the leading independent consultancy for revenue growth management
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This week on FMCG Weekly: how to win the World Cup. The tournament grows the battleground categories substantially, but the growth comes from base demand, not your promotion, and because everyone discounts at once, the deals largely cancel. You promote not to win, but to avoid the decremental loss of sitting out. The real opportunity is the open goal: adjacent categories like dips, mixers and ice that ride the same occasion uncontested. Capture demand before it perishes, load the pantry befor...
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How to win the World Cup?
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