Ai-Driven Revenue Growth Management Lesson From Kraft Heinz
In times of inflation and rapidly shifting consumer behavior, even the most seasoned data analysts are at risk of making the wrong pricing decisions – adjusting prices too soon, too late, too high, or too low. While most CPG leaders utilize some degree of Revenue Growth Management, it is often insufficient to uncover granular insights that help shape more detailed and precise pricing strategies, optimized for markets and channels.
CPG brands must find the right balance between, pricing to meet profit expectation, and achieving market share ambition based on consumers’ willingness to pay. Those that get this right can use the profits for future innovation.
Maksym Roshchyn, Global RGM lead, Kraft Heinz talks about Revenue Growth Management and its future.