Decision required
Should General Trade pricing architecture be corrected?
GT is keeping volume and leaking value. A scheme will not fix an architecture problem.
Question
Should General Trade pricing architecture be corrected?
Volume is not the constraint. Net price and mix in the largest channel are.
Evidence
Fact
Realization: Down in GT
See General Trade realization decline.
Options
Choose deliberately. Accepting the recommendation is a decision, not a default.
Recommended direction
Tighten discount corridors and pack architecture
Close leakage at claim and scheme level before adding promotion.
Expected impact
A 1–2% GT realization recovery is one of the highest-leverage moves in the company.
Risk of inaction
- Correction can be undone in the next scheme cycle.
Confidence
medium
How do the options trade off?
Option comparison
Trade-offs, not a score. Read across before choosing.
| Option | Expected impact | Risk | Trade-off |
|---|---|---|---|
Tighten discount corridors and pack architecture Recommended | Realization recovery with limited volume giveback. | Sales teams may read this as a volume target cut. | Requires enforcement, not a memo. |
Offset with more promotion | Near-term volume, weaker net realization. | Pays for a leak. | Looks busy. Does not fix architecture. |
Selected: No option has been recorded yet. Back to signal