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How PZ Cussons rediscovered its marketing chops
11 January 2023
How PZ Cussons rediscovered its marketing chops
Brand growth Bath toiletries, soaps Strategy

FMCG firm PZ Cussons has moved away from price-dependent trade marketing, to prioritise the growth of key brands and build profitability across its portfolio, a strategy that holds critical lessons for other large brands. 

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