Cognitive Bias

Growth Lens: Apple’s Cognitive Bias Mastery in Business Success

In the CPG world, managerial decisions shape markets. Success requires understanding cognitive biases, and adapting 2024 strategies accordingly, which leads to elevating brand engagement, optimizing product placement, and driving revenue.    Notably, a 2023 study by the American Marketing Association found that integrating cognitive biases resulted in a remarkable 37% boost in conversion rates. (Linchpin…

RGM 360: Mastering PPA for a $50 Million Sales Surge

The implementation of the price pack architecture approach is anticipated to result in an additional approximately $50 million in sales and around $15 million in EBIT (L.E.K.) So, why implement Price Pack Architecture? Integral to the framework of revenue growth management, Price Pack Architecture (PPA) stands as a strategic cornerstone. Operating with an analytical mindset,…

Gen Z

Win Over Gen Z With These Must-Have Approaches

As of 2023, Gen Z is making up just over 30% of the world’s population. Their influence on the economic climate is increasing rapidly, compelling companies to prioritize sustainability, personalization, diversity, and convenience in their products and services. To target them the right way, this is how FMCG/CPG companies can utilize these approaches: Sustainability Sustainable packaging…

Consumer Behavior

Why You Need Market Research (Even If You Think You Don’t)

Market research has been instrumental in driving sales growth for a significant majority of companies, with 68% attributing their increased revenue to the utilization of market research. This is because market research helps businesses understand and adapt to the constantly evolving consumer behavior, driven by various factors such as technological advancements, shifting societal trends, and…