Capital Allocation in CPG: Where the Next Dollar Earns the Most
The same $1M of revenue yields ~$54,000 more contribution through retail than through distribution. Most brands allocate by revenue rank, not contribution rank.
The same $1M of revenue yields ~$54,000 more contribution through retail than through distribution. Most brands allocate by revenue rank, not contribution rank.
Channel profitability analysis ranks channels by contribution after trade, compliance, and deductions. The highest-revenue channel is often the lowest return.