Glossary
The Glossary below provides clear definitions of key terms used in Revenue Growth Management (RGM), helping you better understand essential concepts, strategies, and metrics that drive top-line growth and optimize profitability. This resource is designed to simplify complex RGM terminology, empowering businesses to make informed decisions on pricing, promotions, and product assortments.
B
Banner
A grouping of points-of-sale within a customer to serve a particular set of shoppers. A customer may have multiple banners.
Below the line
Communication to shoppers and consumer within a store or point of sale, like an online buy-box prompt or a shelf talker in a brick-and-mortar store.
Brand indifference
The ratio of stable category gain over total category size when brand indifferent shoppers are in play
Brand indifferent shopper
A type of shopper which has no loyalty to any particular brand, and buys whichever one is on promotion at the time
