Net Revenue Management

Project Overview

Maximising category potential across diverse price points is key to Unilever’s mission of profitably meeting consumer needs. Feedback Films was commissioned to create a series of dynamic animations that highlight the five pricing levers and show how consumption occasions or shopping mission segmentation can drive exponential turnover growth.

Solution

We developed two films: a concise two-minute introduction and a more in-depth four-minute exploration. The introductory film outlined the core concept and introduced the pricing levers, while the longer film provided a detailed analysis of all pricing levers within the NRM Matrix.

To illustrate the practical application of these principles, we used images of actual Unilever products. This enabled us to demonstrate how varying pack sizes cater to specific shopper missions and buyer behaviours—such as a large bottle of Coca-Cola in a supermarket, a small bottle in a restaurant, and a medium-sized bottle in a cinema.

Results

The two-minute introductory video was disseminated company-wide, while the four-minute deep-dive film was hosted on the learning hub, achieving over 10,000 unique views.

The animations were both highly engaging and informative, and the use of actual products meant our employees could clearly see how NRM theory applies to our sales channels in all our markets. I am delighted we entrusted Feedback Films with this crucial project for Unilever. It has been vital to increasing our profits, especially in tough markets.

Alison McCue Brujic

Senior Global Learning Manager, Digital Commerce, Unilever

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