Integrated pricing strategy: Holistic leveraging of pricing to drive short and long-term competitive advantage

Diageo, a beverage company, developed an integrated brand pricing framework in India to improve profitability.

Getting the right pricing strategy is very critical for CPG companies – more so in the alcoholic beverages (AlcoBev) category in India, because AlcoBev is a highly regulated industry subject to high taxes coupled with restrictions on distribution and

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