Management & Methods
Revenue Growth Management Methodology and Practice in the New Era
In the FMCG sector, Revenue Growth Management (RGM) is a field that has only recently been professionally managed. Using Mondelez as an example, this article shares the methods and insights from Mondelez's RGM process. Shoppers and channels in the new era are different; for a company like Mondelez, succeeding in the Chinese market is complex. Geographically, China's 1.4 billion people are spread across over 2,000 cities, while India's similar population is concentrated in only 500 cities, making operations 3-4 times more complex.
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