Promotions in premium and seasonal categories challenge traditional RGM thinking. Limited data, emotional purchase drivers, and sharp seasonal swings often make traditional elasticity models less reliable — yet getting promotional strategy right in these segments is key to sustainable growth.
In this session, Natalia Glushchenko, Director of RGM at Vibrant Ingredients (ex-JDE Peet's), shares how her team redefined promotional strategy for a premium tea portfolio by uncovering new elasticity patterns and understanding how consumer behavior shifts between everyday and gifting periods.
You’ll learn:
- Why elasticity behaves differently in premium and seasonal segments
- How to translate promo analytics into smarter, data-driven planning decisions
- How to balance brand equity with the need to capture seasonal demand
Join us on November 19, 11 AM EST | 5 PM CET to explore how leading RGM teams are rethinking promotions to make them more precise, profitable, and predictive, even in complex market conditions.
