How can the right on-trade segmentation support your P&L?

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:  

  1. you will need much more funds than your investors planned for.
  2. 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.