In the first chapter, you will be working as a category manager for Healthmax, a FMCG company active in the shampoo business. You will calculate Key Performance Indicators (KPIs) such as market share and value growth on various time dimensions such as year-to-date (YTD) and moving annual total (MAT).

Introduction to the case study

FMCG products

How do FMCG companies measure their performance?

Investigating the dataset

Year-over-year growth

Calculating Year-to-Date

Year-to-Date

Moving Annual Total

Market Share

New strategy implementation

Fast Moving Consumer Goods

In this chapter, you will learn about the concept of Net Revenue Management (NRM) and will focus on two of its pillars: Brand Portfolio Pricing and Mix Management. 

You’ll calculate important KPIs such as net sales contribution and gross margin. You’ll also use brand Portfolio Pricing to identify the correct price for your consumers. Consecutively you’ll use  Mix Management techniques to help Healthmax launch a new product and expand into a new subcategory.

Net Revenue Management

Profit growth

Net sales

Gross margin

Profitability matrix

New category opportunity

New product launch

In the last chapter, you will focus on the three remaining pillars of Net Revenue Management (NRM). Trade Terms Management will help you to decide in which customers and products you should be investing to grow your business.

You’ll combine that information with Pack Price Architecture to develop a new pricing strategy for a small shampoo bottle and use a Promotion Management technique to identify the most successful promotion. Finally, you’ll wrap it up by forecasting next year's growth by combining organic growth with the additional revenue of your NRM activities. 

Net Revenue Management: Pillar 2, 4 & 5

Trade Terms Management

Price Pack Architecture

Promotion Management

Forecasting

Waterfall

Wrap-up

Optimizing Net Revenue

Metadata

Exercises and Datasets

The world of Fast Moving Consumer Goods (FMCG) is a dynamic world that plays a significant role in our daily lives.  Have you ever wondered how well-known brands like Coca-Cola, Nivea, and Lay's are being managed? This case study will help you get a better understanding of this industry.

You will start by analyzing a big dataset and by performing your own market analysis. You will go from calculating market share to creating clear visuals to reveal actionable insights. Next, you will use the principles of Net Revenue Management (NRM), which will help you to identify new growth opportunities for your company.

You will have to use a variety of Excel tools and functions to calculate the true potential of these growth buckets. You will not only master everything which relates to PivotTables, VLOOKUP, and forecasting but also have a better understanding of what is happening behind the scenes of your favorite FMCG brands.

Are you ready to use your Excel skills to build a complete business case?

<h2>Fast Moving Consumer Goods</h2>

The world of Fast Moving Consumer Goods (FMCG) is a dynamic world that plays a significant role in our daily lives. Have you ever wondered how well-known brands like Coca-Cola, Nivea, and Lays are being managed? This case study will help you get a better understanding of this industry. You will start by analyzing a big dataset and by performing your own market analysis. You will go from calculating market share to creating clear visuals to reveal actionable insights. 

<h2>Net Revenue Management</h2>
Next, you will use the principles of Net Revenue Management (NRM), which will help you to identify new growth opportunities for your company. You will have to use a variety of Excel tools and functions to calculate the true potential of these growth buckets. You will not only master everything which relates to PivotTables, VLOOKUP, and forecasting but also have a better understanding of what is happening behind the scenes of your favorite FMCG brands. Are you ready to use your Excel skills to build a complete business case?

Data Analysis in Excel

You will use Net Revenue Management techniques in Excel for a Fast Moving Consumer Goods company.

Case Study: Net Revenue Management in Excel

Category Manager

KPIs

Measuring market share

Measuring growth

Measuring our KPI's over time

Yearly sales

Monthly sales

Year-to-Date sales

Moving Annual Total Sales

Unit vs. value sales

The dataset

Metadata sheet

Let's practice!

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Fast Moving Consumer Goods - How do FMCG companies measure their performance?

How do FMCG companies measure their performance?

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