Pack Roles — Entry, Routine, Upsize, Upscale
The canonical four pack roles — each with its own price index, target shopper, and strategic job in the portfolio.
The Hook
Most FMCG portfolios have four packs doing three jobs. The fourth pack is the one that breaks everything.
The canonical Pack Roles framework — Entry, Routine, Upsize, Upscale — assigns every pack a specific strategic job: bring new shoppers in, drive repeat frequency, drive weight of purchase, capture premium occasions. Each role has its own price index (target ~120, 100, 70–85, >120), its own promotional intensity, and its own P&L profile. Most real-world portfolios have overlapping packs fighting for the same job — which is why they cannibalise each other and quietly erode margin for years without anyone noticing.
Key Concepts — preview of 3 of 18
15 more concept cards in the full lesson — plus the interactive Sandbox, Challenge questions, and AI Strategist coaching.
The Sandbox
Interactive simulator — adjust variables and see outcomes in real time.
The AI Strategist
Senior-RGM coaching on every decision you make in the sandbox.
The Challenge
Scenario questions with auto-graded feedback and XP toward your certificate.
The interactive simulator and challenge are for members
Free signup unlocks the first 2 lessons of every module — 6 modules, 12 interactive simulators, 0 credit card required. Upgrade later only if you want the full 41-lesson catalogue and AI Strategist coaching.
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