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Case Study: Net Revenue Management in Excel

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

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3 Hours6 Videos24 Exercises

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Course Description

Fast Moving Consumer Goods

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.

Net Revenue Management

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?
  1. 1

    Fast Moving Consumer Goods

    Free

    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).

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    Introduction to the case study
    50 xp
    FMCG products
    50 xp
    How do FMCG companies measure their performance?
    50 xp
    Investigating the dataset
    100 xp
    Year-over-year growth
    100 xp
    Calculating Year-to-Date
    50 xp
    Year-to-Date
    100 xp
    Moving Annual Total
    100 xp
    Market Share
    100 xp
    New strategy implementation
    50 xp
  2. 2

    Net Revenue Management

    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.

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  3. 3

    Optimizing Net Revenue

    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.

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Datasets

MetadataExercises and Datasets

Collaborators

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Maarten Van den Broeck
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Carl Rosseel
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Jess Ahmet
Gauthier Georgis HeadshotGauthier Georgis

Category Manager

Gauthier is a Category Manager in the FMCG / Consumer Healthcare Industry. He holds a master’s degree in Business Engineering and worked in various sales and marketing roles before discovering his passion for data and analytics. Outside work, he likes to travel and is into trail running and gravel biking.
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