Taming the Growing ‘Base Trend’: Accurate and Actionable Sales Decompositions

By Michele Grossman, Founder MRA LLC & Wayne Viljoen, Sr. Director RGM and Analytics, MRA LLC   Introduction Many of our CPG clients have noted that “Base Trend” is accounting for an increasing share of their sales decomposition outputs. This presents a challenge for planning and execution, because: Primary commercial drivers may no longer explain […]

Optimizing the 5 Promo Fundamentals: A Guide to Smarter Investment

By Wayne Viljoen, Sr. Director RGM and Analytics, MRA LLC   Introduction In today’s competitive climate, consumer goods companies are facing new challenges and opportunities. Shoppers are more value-conscious than ever, trading down to private label or choosing deals over brands. At the same time, shelf space is tighter, and retailers expect better performance. That […]

The Importance of an Integrated Revenue Growth Management (RGM) Strategy

By Wayne Viljoen, Sr. Director RGM and Analytics, MRA LLC   Executive Summary In today’s complex and volatile consumer goods landscape, revenue growth strategies built on a single commercial lever are no longer sufficient. The most successful organizations are those that integrate multiple levers – pricing, promotions, size, PPA, and assortment – into a cohesive, […]