{"id":8225,"date":"2022-09-09T07:00:07","date_gmt":"2022-09-09T07:00:07","guid":{"rendered":"https:\/\/ivymobility.com\/?post_type=blog&#038;p=8225"},"modified":"2024-09-13T05:09:42","modified_gmt":"2024-09-13T05:09:42","slug":"revenue-growth-management-for-consumer-goods-route-to-market","status":"publish","type":"blog","link":"https:\/\/ivymobility.com\/fr\/blog\/revenue-growth-management-for-consumer-goods-route-to-market\/","title":{"rendered":"Gestion de la croissance des revenus pour les biens de consommation vers le march\u00e9"},"content":{"rendered":"<p>La pand\u00e9mie a pos\u00e9 de nouveaux d\u00e9fis au march\u00e9 et a ajout\u00e9 des complications aux entreprises de produits de grande consommation du monde entier, les obligeant \u00e0 repenser leurs strat\u00e9gies de gestion de la croissance des revenus. Les co\u00fbts des mat\u00e9riaux n\u00e9cessaires \u00e0 la fabrication des biens de consommation ont r\u00e9cemment augment\u00e9 et de nouveaux comportements de consommation sont apparus au cours des deux derni\u00e8res ann\u00e9es, entra\u00eenant des marges r\u00e9duites et une pr\u00e9visibilit\u00e9 des revenus incertaine.<\/p>\n\n\n\n<p>Le secteur a \u00e9galement connu des chiffres de croissance disproportionn\u00e9s&nbsp;<a href=\"https:\/\/careerlaunch.mays.tamu.edu\/blog\/2019\/04\/29\/what-the-fastest-growing-cpg-companies-do-differently\/\" target=\"_blank\" rel=\"noopener\"><b>les entreprises de plus grande taille ont augment\u00e9 de 0,21 TP3T, et leurs concurrents de taille moyenne ou petite ont augment\u00e9 de 2,51 TP3T.<\/b><\/a>. La taille de l&#039;entreprise n&#039;est plus un sujet de comparaison, mais des facteurs distinctifs tels que l&#039;innovation produit, le ciblage des publics appropri\u00e9s et l&#039;engagement sur les r\u00e9seaux sociaux sont la voie \u00e0 suivre pour les entreprises qui recherchent une croissance de leurs revenus.<\/p>\n\n\n\n<p>Le secteur des biens de consommation a d\u00e9sormais besoin de nouvelles strat\u00e9gies pour tirer davantage de valeur de la gestion de la croissance des revenus en r\u00e9duisant la pression de l&#039;inflation, en g\u00e9rant les changements de comportement d&#039;achat et en poursuivant l&#039;alignement des prix.<\/p>\n\n\n\n<div class=\"row\">\n<div class=\"col-md-7\">\n<h4><b>Gestion de la croissance des revenus (RGM) et technologie<\/b><\/h4>\n<p>L&#039;art de tirer parti des revenus des clients gr\u00e2ce \u00e0 une planification strat\u00e9gique en utilisant des donn\u00e9es sur les habitudes d&#039;achat des clients, leur historique d&#039;achat et leurs canaux d&#039;achat est ce que constitue la gestion de la croissance des revenus. Traditionnellement, RGM \u00e9tait plus r\u00e9actionnaire et ses revenus reposaient sur une tarification dynamique ou sur des cat\u00e9gories \u00e0 plus forte croissance. Avec l\u2019\u00e9volution des mod\u00e8les d\u2019achat, RGM doit adopter une approche plus durable bas\u00e9e sur les informations recueillies \u00e0 partir des donn\u00e9es sur le terrain au fil du temps.<\/p>\n<p>Voici quelques raisons pour lesquelles les entreprises de biens de consommation doivent se concentrer sur le RGM pour suivre l\u2019\u00e9volution des temps et s\u2019orienter vers une v\u00e9ritable transformation num\u00e9rique.<\/p>\n<\/div>\n<figure><img loading=\"lazy\" decoding=\"async\" class=\"imcrv crtlcls alignnone\" src=\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/09\/Downloader.la-631ae621ae509.jpg\" alt=\"R\u00e9alit\u00e9 augment\u00e9e\" width=\"1600\" height=\"1068\"><\/figure><div class=\"col-md-5\"><\/div>\n<\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>RGM aide les entreprises en transformation num\u00e9rique \u00e0 prendre de l\u2019ampleur pour toutes les strat\u00e9gies futuristes.<\/li>\n\n\n\n<li>Une action RGM bien planifi\u00e9e renforce la confiance des investisseurs.<\/li>\n\n\n\n<li>Avec RGM, les entreprises peuvent r\u00e9investir les revenus suppl\u00e9mentaires dans le parcours de transformation sans affecter les r\u00e9sultats.<\/li>\n\n\n\n<li>Une strat\u00e9gie de croissance durable avec RGM garantit une plus grande satisfaction client, renforce la fid\u00e9lit\u00e9 des clients et augmente la valeur \u00e0 vie du client.<\/li>\n<\/ul>\n\n\n\n<p>Une \u00e9tude par&nbsp;<a href=\"https:\/\/www.bcg.com\/publications\/2019\/advantage-in-adversity-winning-next-downturn\" target=\"_blank\" rel=\"noopener\"><b>BCG<\/b><\/a>&nbsp;montre que les entreprises dont les revenus augmentent de mani\u00e8re durable peuvent r\u00e9sister \u00e0 l&#039;adversit\u00e9, et que les nouvelles sources de revenus via RGM garantissent que l&#039;entreprise de biens de consommation dispose toujours d&#039;un avantage concurrentiel.<\/p>\n\n\n\n<div class=\"row\">\n<figure><img loading=\"lazy\" decoding=\"async\" class=\"imcrv rvnucls alignnone\" src=\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/09\/Downloader.la-631ae99202ff7.jpg\" alt=\"Syst\u00e8me de gestion de distribution bas\u00e9 sur le cloud\" width=\"1600\" height=\"1068\"><\/figure><div class=\"col-md-5\"><\/div>\n<div class=\"col-md-7 rvnuclss\">\n<h4><b>Comment les CPG peuvent stimuler la croissance via la gestion de la croissance des revenus<\/b><\/h4>\n<p>Vous ne pouvez plus compter sur les vieilles tactiques consistant \u00e0 r\u00e9pondre uniquement \u00e0 la demande. Les nouvelles dynamiques d\u2019inflation croissante, de technologies \u00e9mergentes et de comportement des consommateurs obligent les dirigeants de produits de grande consommation \u00e0 repenser leur strat\u00e9gie de croissance avec RGM et \u00e0 se pr\u00e9parer pour l\u2019avenir.<\/p>\n<\/div>\n<\/div>\n\n\n\n<h5 class=\"wp-block-heading\">Gestion des prix<\/h5>\n\n\n\n<p><strong><a href=\"https:\/\/ivymobility.com\/fr\/Blog\/the-digital-future-of-the-consumer-goods-industry\/\">Entreprises de biens de consommation<\/a><\/strong> doivent peaufiner leurs strat\u00e9gies de tarification pour une croissance \u00e0 long terme en tenant compte de certains aspects macro\u00e9conomiques en jeu. Ex\u00e9cutez des simulations sur l\u2019impact des changements de prix sur les b\u00e9n\u00e9fices et comprenez les \u00e9lasticit\u00e9s des produits pour identifier le point id\u00e9al. Les d\u00e9cisions en mati\u00e8re de prix peuvent avoir un impact sur diff\u00e9rents groupes de revenus et, par cons\u00e9quent, l&#039;accessibilit\u00e9 financi\u00e8re des consommateurs doit \u00eatre analys\u00e9e. Un autre aspect important est l\u2019augmentation des achats en ligne et la transparence des prix ces derni\u00e8res ann\u00e9es.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Investissement dans la promotion commerciale<\/h5>\n\n\n\n<p>Une nouvelle approche de la croissance des revenus utilisant les promotions commerciales n\u00e9cessite de comprendre l&#039;impact \u00e0 long terme et \u00e0 court terme des investissements dans les promotions commerciales et la mani\u00e8re dont le comportement des consommateurs influence les performances. \u00c9mergent <strong><a href=\"https:\/\/ivymobility.com\/fr\/marketplace\/\">march\u00e9s num\u00e9riques B2B<\/a><\/strong> et l&#039;accent mis sur l&#039;excellence en mati\u00e8re d&#039;acc\u00e8s au march\u00e9 changent la mani\u00e8re dont les promotions sont g\u00e9r\u00e9es ou \u00e9tendues.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Assortiment<\/h5>\n\n\n\n<p>Avoir la bonne gamme de produits garantit que vos produits sont disponibles sur tous les canaux, chez les d\u00e9taillants et sur les sites au bon moment pour de meilleurs r\u00e9sultats. Cependant, modifier la gamme de produits peut am\u00e9liorer ou d\u00e9t\u00e9riorer la marge, augmenter ou diminuer la demande de produits, ajouter de la complexit\u00e9 ou de la simplicit\u00e9 au portefeuille, ou raviver le comportement d&#039;achat. Pour les RGM avanc\u00e9s, les entreprises de CPG peuvent tirer parti <strong><a href=\"https:\/\/ivymobility.com\/fr\/ebooks\/ai-trends-2023-reshaping-cpg-operation\/\">Algorithmes IA\/ML<\/a><\/strong> pour effectuer la rationalisation des SKU afin d&#039;identifier les SKU les plus vendus tout en recommandant les SKU abandonn\u00e9s.<\/p>\n\n\n\n<p>\u2014\u2013<\/p>\n\n\n\n<p>La mise en \u0153uvre d\u2019une strat\u00e9gie avanc\u00e9e de gestion de la croissance des revenus n\u00e9cessite des analyses solides. Au cours des derni\u00e8res ann\u00e9es, le comportement des consommateurs a radicalement chang\u00e9 et le secteur des biens de consommation a \u00e9galement \u00e9t\u00e9 confront\u00e9 \u00e0 des probl\u00e8mes d\u2019approvisionnement et \u00e0 d\u2019autres conditions macro\u00e9conomiques. Pour s&#039;adapter \u00e0 ce paysage en \u00e9volution, les entreprises de produits de grande consommation ont besoin d&#039;une approche RGM bas\u00e9e sur les donn\u00e9es pour une meilleure visibilit\u00e9 et pr\u00e9visibilit\u00e9 des revenus.<\/p>","protected":false},"featured_media":8229,"template":"","meta":{"_acf_changed":true,"inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false},"categories":[14],"class_list":["post-8225","blog","type-blog","status-publish","has-post-thumbnail","hentry","categories-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Revenue Growth Management for Consumer Goods Route to Market - Ivy Mobility<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ivymobility.com\/fr\/blog\/revenue-growth-management-for-consumer-goods-route-to-market\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Revenue Growth Management for Consumer Goods Route to Market - Ivy Mobility\" \/>\n<meta property=\"og:description\" content=\"The pandemic has posed new market challenges and has added complications for CPG companies across the globe, requiring them to rethink their revenue...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ivymobility.com\/fr\/blog\/revenue-growth-management-for-consumer-goods-route-to-market\/\" \/>\n<meta property=\"og:site_name\" content=\"Ivy Mobility\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-13T05:09:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/09\/Downloader.la-631ae56011ec7.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"682\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ivymobility.com\/blog\/revenue-growth-management-for-consumer-goods-route-to-market\/\",\"url\":\"https:\/\/ivymobility.com\/blog\/revenue-growth-management-for-consumer-goods-route-to-market\/\",\"name\":\"Revenue Growth Management for Consumer Goods Route to Market - Ivy Mobility\",\"isPartOf\":{\"@id\":\"https:\/\/ivymobility.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/ivymobility.com\/blog\/revenue-growth-management-for-consumer-goods-route-to-market\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/ivymobility.com\/blog\/revenue-growth-management-for-consumer-goods-route-to-market\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/09\/Downloader.la-631ae56011ec7.jpg\",\"datePublished\":\"2022-09-09T07:00:07+00:00\",\"dateModified\":\"2024-09-13T05:09:42+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/ivymobility.com\/blog\/revenue-growth-management-for-consumer-goods-route-to-market\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/ivymobility.com\/blog\/revenue-growth-management-for-consumer-goods-route-to-market\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/ivymobility.com\/blog\/revenue-growth-management-for-consumer-goods-route-to-market\/#primaryimage\",\"url\":\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/09\/Downloader.la-631ae56011ec7.jpg\",\"contentUrl\":\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/09\/Downloader.la-631ae56011ec7.jpg\",\"width\":1024,\"height\":682,\"caption\":\"Businessman analyzing investment charts with laptop. 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