How can the right on-trade segmentation support your P&L?
It's not what you saw in powerpoint presentations:
The literature makes us think that gold and silver outlets are much more than what they really are.
If you focus too much on it:
- you will need much more funds than your investors planned for.
- you will kill your P&L.
Outlet segmentation is not a theoretical marketing exercise.
It’s a commercial tool that considers P&L at its core.
Gold outlets are good to build brands.
Bronze outlets pay for gold outlets.
Brands are built bottom up.
