How Dr. Oetker Grows Volume Without Giving Value Away

Live Webinar | Wednesday, Nov 25 | 3 PM CET / 9 AM EST

When volume falls below ambition and there is little room to invest more, the default response is to deepen promotions. It feels like the safe move. But deeper discounts often buy volume at the cost of margin and train shoppers to wait for the deal.

Brian Knighton, Executive Manager, International RGM & IBP at Dr. Oetker, shares how his team faced that exact choice. They weighed deepening promotions against rebalancing everyday price and promotions, with one rule: every € counts. They measured success by incremental volume, profit and ROI, not total volume uplift. Brian walks through how they made the decision, treated price and promotion budgets as one pocket, and what it takes to grow volume in a way that lasts beyond the next quarter. Practical decisions and trade-offs, not theory.

What you’ll take away:

• When deepening promotions stops paying back, and how to tell before you commit the budget

• Why incremental volume, profit, and ROI give a truer read than total volume uplift

• How one-pocket logic for price and promotion spend helps you grow volume without giving value away

Register for free to join us on November 25.

Meet the Speakers

Brian Knighton Executive Manager International RGM & IBP, Dr. Oetker

Brian leads international Revenue Growth Management and Integrated Business Planning at Dr. Oetker, the family-owned food company behind brands including Ristorante. His work focuses on ensuring price and promotion spend delivers incremental volume and profit, not just volume, and on building RGM decisions that hold up over the long term rather than the next quarter.