AI-Driven Profitable Revenue Growth Management for CPG Brands

Overview

Infosys brings its capabilities in next generation Revenue Growth Management for consumer brands with Infosys Equinox Strategic Pricing, powered by Consumer Surplus Factor (CSF).

Available through the cloud-native digital commerce and marketing platform, Infosys Equinox, our Strategic Pricing solution leverages AI modules to help brands simulate, enact, adjust, and track pricing and promotion strategies at the brand, pack, and channel level.

Unlock profitable competitive growth, win customer mindshare, and scale decision making with advanced capabilities and data-driven recommendations. Using CSF, you can track customer behavior across markets and channels, monitor competitor pricing and sales velocity in near real-time. CSF measures the pricing power using the brands strength or equity in a competitive environment, using real-time market data and a proprietary econometric AI model.

What are the short-term and long-term strategic objectives of RGM

“The ultimate objective for RGM is to grow business and revenue in a profitable way for which developing a long-term pricing and price-pack architecture strategy is critical. This means understanding where (markets, channels) to play and what it takes to win by designing a pricing and price-pack strategy from a guideline that grows the business. In the short-term, the focus is on tactical initiatives. For example, the RGM function may have a target to find X million euros of growth each year, spread across pricing and promotions, assortment optimization, downsizing and upsizing, and optimizing trade investment. These tactical optimizations happen throughout the year, but they all fit into longer-term commercial strategies that develop and regroup every 2-3 years”

Maksym Roshchyn - Global RGM lead at Kraft Heinz

Bringing in next generation revenue growth management for consumer brands with Infosys Equinox Strategic Pricing

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Infosys Equinox Strategic Offering, power by Consumer Surplus Factor

Raise the prices above the rate of inflation while preserving market share
Hold of price increase to defend market share loss
Identify products that are over indexed
Understand cross elasticities and how a change in one product price impacts the performance across portfolio
Develop more impactful D2C offering

Point of view - Next-gen RGM: How CPG Companies Can Use AI-led RGM to fund Future Innovation

Video - AI-Driven RGM Lessons from Kraft Heinz

Challenges & Solutions

Measure your brands equity or customer’s willingness to pay for your brand as well as your competition with Infosys Equinox Strategic Pricing, powered by Consumer Surplus Factor (CSF).

Our solution makes the pricing decision for your brand by analyzing yours as well as your competition data at the brand, pack and channel level using an econometric model.

Get precise recommendation on whether you can still raise the prices above the rate of inflation while preserving market share with the help of our CSF tool.