Pricing power and personality traits: Your Marketing Week
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Britvic driving volume growth to the personalities needed to create the optimum marketing team, it’s been a busy week. Here is my take.
Britvic shows the way
The biggest challenge that FMCG companies had at the start of the year was returning to volume growth. In 2022/23 many priced in line with inflation, with revenue increases being largely driven by value, often with static volume growth. The optimum as inflation eases? Maintaining higher prices relative to private label, while selling more units. One company that seems to have managed to pull this off is Britvic.
