The Accuris Source of Business® framework shifts promotion analytics from simplistic gross volume uplift to a richer, profit‑centred model. It reveals which sales are truly incremental—competitive switching, category expansion, upgrading—and which destroy value through subsidisation, cannibalisation, downgrading, or stock‑piling. Strategic application means designing promotional portfolios with distinct objectives (offensive vs defensive), tailored promotion mechanics, and segment‑based premiumisation strategies. Case studies show that businesses can stop losing margin under the guise of volume, improve net profit, and strengthen their position with retailers. Ultimately, the Source of Business® framework gives CPG leaders clarity: grow not just bigger, but smarter and more sustainable.

FMCG Weekly - News and trends curated by Accuris, the leading independent consultancy for revenue growth management