All accounts under this KAM
Inside Carrefour Brasil
Inside Home Cleaning
Top SKUs in VejaGlass
Why: Volume is holding flat but realised price/unit is down ~4% as deeper price-cut mechanics replaced multibuy feature.
Do next: Open the Trade Spend alert and re-model the next promo calendar.
Why: 23% average price-cut depth vs 18% plan is the largest single contributor; raw material cost +5%.
Do next: Restructure promo investment mix and renegotiate FY26 trade terms.
Why: Multibuy mechanics return 2.4× while price-cut mechanics drag at 1.3×; mix is 62% price-cut.
Do next: Redirect R$80K from price-cut to multibuy mechanics.
Why: Premium refill and wipes are over-indexing on basket attach; tail-SKU rationalisation is helping.
Do next: Build the premium range expansion case in Joint Business Planning.