EPISODE · Sep 23, 2025 · 8 MIN
The Hidden Costs of Promotions
from FMCG Weekly · host Accuris - Revenue Management Analytics for Fast Moving Consumer Goods Companies
The Accuris Source of Business® framework shifts promotion analytics from simplistic gross volume uplift to a richer, profit‑centred model. It reveals which sales are truly incremental—competitive switching, category expansion, upgrading—and which destroy value through subsidisation, cannibalisation, downgrading, or stock‑piling. Strategic application means designing promotional portfolios with distinct objectives (offensive vs defensive), tailored promotion mechanics, and segment‑based premiumisation strategies. Case studies show that businesses can stop losing margin under the guise of volume, improve net profit, and strengthen their position with retailers. Ultimately, the Source of Business® framework gives CPG leaders clarity: grow not just bigger, but smarter and more sustainable.FMCG Weekly - News and trends curated by Accuris, the leading independent consultancy for revenue growth management
Embed this episode
What this episode covers
The Accuris Source of Business® framework shifts promotion analytics from simplistic gross volume uplift to a richer, profit‑centred model. It reveals which sales are truly incremental—competitive switching, category expansion, upgrading—and which destroy value through subsidisation, cannibalisation, downgrading, or stock‑piling. Strategic application means designing promotional portfolios with distinct objectives (offensive vs defensive), tailored promotion mechanics, and segment‑based premi...
Ready to play
The Hidden Costs of Promotions
No transcript for this episode yet
Similar Episodes
No similar episodes found.