Decision Framework for Christmas and End-of-Year Promotions
FMCG Weekly · 2025-11-18 · 19 min
Episode notes
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. FMCG Weekly - News and trends curated by Accuris, the leading independent consultancy for revenue growth management
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