Our client, a leading player in the confectionery industry, wanted to establish a Revenue Growth Management function to support profitable growth for their business.
Without a clear RGM roadmap in place, they were unable to grow to their full potential.
Our client had fantastic products, a strong brand, and dedicated consumers. But despite their strengths, they knew they needed to put more emphasis on RGM to drive growth.
Our client needed an RGM roadmap to support in driving sales and profitability. Without a clear roadmap, they didn't have a clear approach for evaluating opportunities, making it hard to identify where to invest their efforts for the best returns. They had plenty of data but struggled to turn it into actionable insights.
Our goal was to help them create the right RGM team and support them with the right RGM opportunities to boost sales.
Identifying the opportunities to drive profitable growth
Our initial RGM diagnostic prioritized initiatives based on implementation, feasibility, and growth potential.
We created a clearly defined roadmap for improvement, detailing proposed ownership, estimated timelines, and the necessary effort requirements.
RGM organizational design
We defined the necessary organizational requirements and created detailed job specifications for new roles, supporting our client through the interviewing process. We reviewed current gaps and established future processes with clear responsibilities (RACI). We also recommended reporting dashboards and KPIs to ensure effective monitoring and control of the RGM program.
Pricing and Packaging Architecture (PPA)
We designed a three-year roadmap that included recommended retail prices and pack size strategies. This involved conducting in-depth consumer research to understand brand positioning and trade-off behavior. Our research helped build a robust business case that quantified the potential profit improvements, providing a clear direction for our client's pricing and packaging strategies.
Addressing promotional challenges
We evaluated the ROI of historical promotions and created a new promotional calendar specifically for each of the top five retailers. Additionally, we developed a promotion evaluation methodology, which we handed over to the client for internal implementation. This ensured our client could maintain consistent and effective promotional strategies moving forward.
Trade investment optimization
We conducted a thorough analysis of current customer pricing and identified areas for optimization. We also developed a new performance-oriented customer pricing structure and guidelines, along with trade term simulations to project the financial impacts for key customers. This provided our client with the tools necessary to optimize their customer pricing strategies effectively.
Making RGM a recipe for success
We helped our client overcome their challenges, optimize their RGM levers, and achieve a boost in both efficiency and profitability.
- We equipped the company with the tools, insights, and strategies needed to drive future profitable growth.
- Key aspects of revenue management were optimized and aligned with the client’s overall growth objectives, setting the stage for long-term success.
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