사례 연구: Excel로 살펴보는 순매출 관리(Net Revenue Management)

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).

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.

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.