In this special episode of FMCG Weekly, we unpack a structured decision‑framework for Christmas and end‑of‑year promotions tailored to FMCG senior executives. We cover twelve critical questions—from category expandability and market position to visibility, discount depth and supply‑chain readiness—to guide promotional strategy away from mere volume toward margin‑generating growth. By aligning mechanics with gifting and consumption missions, securing visibility, and using analytics (including Source of Business® decomposition), brands can protect equity, avoid value traps and win premium missions during the festive period. A disciplined, strategic approach turns the busiest window of the year into an opportunity, not a cost.

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