Revenue Growth Management

Revenue Growth Management is about efficiently addressing shopping occasions and consumption moments to maximise revenue growth. In slow-growth industries, like the consumer goods sector, revenue growth requires a rigorous focus on offering the right pack, price and promotions for each shopping occasion. This blog collects ideas and news on what works and what does not work.

This blog is brought to you by accuris of London (www.accuris.com)

In April 2005, about 13 years ago, Accuris were called into a meeting by a London based client who wanted us to help with their “revenue growth management”. It was the first time we worked in this area, focusing especially on promotions and pricing.

Ever since that meeting most of the companies we work with today have adopted the concept, created (net) revenue (growth) management roles and increased the focus on generating growth profitably. While our client saw a substantial payoff and is still considered a leader in RGM, other companies have not always achieved strong results. Let’s take a look at some of the factors that determine success with revenue management as a branded consumer goods suppler.

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