Source of Volume
Decompose every promotional uplift into expansion, switching, pantry loading, and subsidised base — only two of which create value.
The Hook
Your promotional uplift did not come from where you think it did.
A single promotional event has four distinct sources of volume: category expansion (net new buying), brand switching (stealing from rivals), forward-buying / pantry loading (pulling future purchases), and subsidised base (your existing buyers getting the deal). Only the first two create value; the last two destroy it. The Source of Volume decomposition framework is the canonical way practitioners distinguish genuine incremental ROI from accounting-accretive noise.
Key Concepts — preview of 3 of 15
12 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.
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