Rethinking Revenue Growth Management: A holistic Approach

Rethinking Revenue Growth Management: A holistic Approach
Event Info
July 16, 2021
11:00 AM - 11:45 AM CEST

Bring RGM in the FMCG Industry to Life

Over the past decade, many consumer-packaged-goods (CPG) companies have mastered the fundamentals of pricing, promotions, assortment, and trade investment. A core principle of Revenue Growth Management (RGM) – next practice for sustainable profitable growth in the Industry - is to align price to the consumer’s perception of value. Following an Outside-In-Approach RGM is the capability of the manufacturer to sense, predict and shape the consumer path-to-purchase in order to optimize product, assortment, price, place, pack, promotion and availability with shopping occasions for profitable revenue growth.

The mission is

  • to bring transparency to the value chain,
  • to understand sensitivities and buyer motivations,
  • to develop a clear vision of RGM along a roadmap,
  • to get the best out of the sales prices for retail and industry,
  • to structure list prices again in a market-oriented way and to give them a guiding character,
  • to steer trade terms into strategic business drivers with a high business contribution,
  • to sharpen the value proposition to shoppers and retailers,
  • to align processes with the RGM idea and change ways of working,
  • to focus sales and annual negotiations on value selling in the day-to-day business, and
  • to provide all enablers as a foundation through IT skills in order to fill RGM with life.

Webinar Overview

In this webinar, the experts from 4brands Reply and Global Solutions give an insight into best practices of RGM from an IT and conceptual perspective. The structure of a sustainable RGM process with must haves is presented as well as practical experiences from projects to avoid stumbling blocks.


Global Solutions Europe
Rolf Sundermeier
4brands Reply

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