What are some typical customer CTM responses?

Now let’s imagine we are a customer in charge of the category and the contribution to margin (CTM) calculations for the brands in our category are as follows. Brand A is a well known and clear category leading brand however although Brand A contributes two thirds of the category sales revenue it only contributes a third of my overall category margin. As a customer I am looking for any increases in either sales or margin % to grow my total category margin.

We are going to think about some likely customer responses!

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