Learn what it takes to build an RGM function in modern FMCG and retail
Understand why RGM must go beyond pricing, why it is a team sport, and what it takes to align marketing, sales, and finance around shared commercial goals.
Revenue Growth Management: Free chapters from the new book
Read the first three chapters of the book to learn why the Revenue Growth Management (RGM) framework is one of the most practical approaches to profitable growth in retail and FMCG.
Revenue Growth Management: How to capture hidden value in FMCG and Retail is a practitioner's guide to growing profitably.
It covers the 5 commercial levers:
and shows how leading companies orchestrate them to protect margin and drive sustainable growth.
Endorsed by senior commercial leaders at Nestlé, Unilever, Ferrero, Diageo, and Campari Group
Download first three chapters of the book to:
Understand why price is a strategic signal, not a math problem
Get the authors' perspective on who should own pricing, why a strong Price Positioning Statement is non-negotiable, and which pricing strategies and methods work in practice.
Unlock the hidden power of price-pack-architecture (PPA)
See real-world evidence that PPA is a growth lever, learn how winning teams manage their SKU portfolios, and understand what it takes to build a pack architecture that drives profitable growth.
Read real-world case studies from global FMCG and retail leaders
See how Coca-Cola, Nestlé, Unilever, P&G, and others put RGM into practice: what worked, what failed, and what you can apply in your own organization.
Turn insights into immediate commercial action
Get a set of end-of-chapter questions designed to surface blind spots, challenge assumptions, and help you move from reading to doing.
About the authors
Danilo Zatta
Tooling, Pricing, Commercial Excellence & Revenue Models Advisor
Jelle de Jong
Expert in Pricing Analytics & Optimization
Jelle de Jong and Danilo Zatta bring more than two decades of hands-on RGM experience across global FMCG and retail. Their work has taken them inside the pricing rooms of some of the world's largest consumer goods companies and into the review meetings where strategies succeed or quietly unravel. This book is the guide they wish they’d had at the start.
