Winning the shelf war | KPMG | JM
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Winning the shelf war

Winning the shelf war

How consumer goods companies can drive cross-functional success through Revenue Growth Management


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Consumer packaged goods (CPG) companies havestruggled for years to grow organically amid increasinglychallenging markets. This has been compounded byconflicting viewpoints across sales, marketing, andfinance on how to achieve growth, reinforced by differentincentives, metrics, and functional leadership priorities.This misalignment manifests itself in behaviors anddecisions that sub-optimize a revenue growth strategywith clear linkage of promotional activities with long termpricing, mix and margin plans. Identifying these motivationscan be critical in realigning the organization around a betterway to cross-functionally look at the trade spend issue: Revenue Growth Management (RGM).

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