How can brands design pack-price architectures that genuinely drive category growth rather than simply shifting volume within an existing portfolio? In this session, Cantekin Ünlü explored a shopper-led framework for making better pack, price, and portfolio decisions. Drawing on extensive Revenue Growth Management experience, he outlined how organizations can combine shopper research, household segmentation, mission-based insights, pricing analytics, and portfolio design to create profitable and scalable pack-price architectures.
The presentation emphasized the importance of understanding consumer occasions and shopping missions before defining pack sizes, price points, and channel roles. Cantekin also highlighted the need to balance external market evidence with internal considerations such as profitability, operational feasibility, retailer economics, and field execution. The result is a practical decision-making approach that helps organizations build architectures that work for shoppers, retailers, and brands alike.
