{"id":103780,"date":"2024-07-23T12:11:40","date_gmt":"2024-07-23T06:41:40","guid":{"rendered":"https:\/\/bizom.com\/?post_type=podcasts&#038;p=103780"},"modified":"2026-03-23T11:44:05","modified_gmt":"2026-03-23T06:14:05","slug":"how-united-breweries-built-agility-in-a-regulated-market","status":"publish","type":"podcasts","link":"https:\/\/bizom.com\/id\/podcasts\/how-united-breweries-built-agility-in-a-regulated-market\/","title":{"rendered":"How United Breweries Built Agility in a Regulated Market"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"103780\" class=\"elementor elementor-103780\" data-elementor-post-type=\"podcasts\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f37faa7 e-con-full e-flex e-con e-parent\" data-id=\"f37faa7\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4ca58d2 elementor-mobile-align-center elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"4ca58d2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/bizom.com\/id\/podcasts\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-arrow-left\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M257.5 445.1l-22.2 22.2c-9.4 9.4-24.6 9.4-33.9 0L7 273c-9.4-9.4-9.4-24.6 0-33.9L201.4 44.7c9.4-9.4 24.6-9.4 33.9 0l22.2 22.2c9.5 9.5 9.3 25-.4 34.3L136.6 216H424c13.3 0 24 10.7 24 24v32c0 13.3-10.7 24-24 24H136.6l120.5 114.8c9.8 9.3 10 24.8.4 34.3z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Back to Episodes<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5bc3081 e-con-full e-flex e-con e-child\" data-id=\"5bc3081\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1b79f99 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"1b79f99\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Beverages<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75b0688 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"75b0688\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">How United Breweries Built Agility in a Regulated Market<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-926555b elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"926555b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>In this episode of <em>Masters of Change<\/em>,<strong> Perry Goes, former Chief Strategy Officer at United Breweries Limited<\/strong>, shares how one of India\u2019s largest alco-bev companies shifted from static planning to agile, execution-led strategy.\u00a0From navigating complex state regulations to leveraging RTM technology for sharper distribution and faster product launches, he breaks down what it truly takes to win in a fast-changing, highly controlled market.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b2720bc e-con-full e-flex e-con e-child\" data-id=\"b2720bc\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-764f661 elementor-widget elementor-widget-video\" data-id=\"764f661\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/Q6iPbkCaGGA?si=uJlEW6QA_WCMG-Es&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-97258c5 e-con-full e-flex e-con e-parent\" data-id=\"97258c5\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-c414561 e-con-full e-flex e-con e-child\" data-id=\"c414561\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b32e4a2 elementor-widget elementor-widget-heading\" data-id=\"b32e4a2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">Also available on:<\/p>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ffcd902 title-blue elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"ffcd902\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/ep-9-secrets-of-united-breweries-success\/id1665050617?i=1000663668176\" target=\"_blank\" tabindex=\"-1\"><img decoding=\"async\" src=\"https:\/\/bizom.com\/wp-content\/smush-webp\/elementor\/thumbs\/apple-podcast-logo-q0lc46bo2mjp4id7i1nx7m9aplsuai403piiuzgvv0.png.webp\" title=\"apple-podcast-logo\" alt=\"apple-podcast-logo\" class=\"elementor-animation-grow\" loading=\"lazy\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/bizom.com\\\/wp-content\\\/uploads\\\/elementor\\\/thumbs\\\/apple-podcast-logo-q0lc46bo2mjp4id7i1nx7m9aplsuai403piiuzgvv0.png&quot;}\" \/><\/a><\/figure><\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f4354ab title-blue elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"f4354ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><a href=\"https:\/\/open.spotify.com\/episode\/3QNNjzk65nCYVSoXhWVz78?si=zE_41-u2Rsie6mnfUosNGQ&#038;nd=1&#038;dlsi=0c588f459a174448\" target=\"_blank\" tabindex=\"-1\"><img decoding=\"async\" src=\"https:\/\/bizom.com\/wp-content\/uploads\/2022\/02\/spotify-colored.svg\" title=\"spotify-colored\" alt=\"spotify-colored\" class=\"elementor-animation-grow\" loading=\"lazy\" \/><\/a><\/figure><\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3aa1808 title-blue elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"3aa1808\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><a href=\"https:\/\/music.amazon.in\/podcasts\/6acc3457-168d-49ff-adc5-9e4a53679398\/episodes\/8638cb80-485a-4b1b-b304-af8bb00786ca\/masters-of-change-conversations-with-change-makers-ep-9-secrets-of-united-breweries&#039;-success\" target=\"_blank\" tabindex=\"-1\"><img decoding=\"async\" src=\"https:\/\/bizom.com\/wp-content\/uploads\/elementor\/thumbs\/amazon-music-logo-qb2wlwgxkw1wn1myl0g94gsbujv4d27eczh5hzemh8.png\" title=\"amazon music logo\" alt=\"amazon music logo\" class=\"elementor-animation-grow\" loading=\"lazy\" \/><\/a><\/figure><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b1abb77 e-con-full e-flex e-con e-child\" data-id=\"b1abb77\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-536d8e6 e-con-full e-flex e-con e-child\" data-id=\"536d8e6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-96d02bf elementor-widget elementor-widget-heading\" data-id=\"96d02bf\" data-element_type=\"widget\" data-e-type=\"widget\" id=\"elementor-toc__heading-anchor-0\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">1. Introduction and Strategy Evolution\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e4cc9e elementor-widget elementor-widget-text-editor\" data-id=\"8e4cc9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Perry, you have played a key role in shifting strategy from long, static plans to more agile, annual execution-driven models. How did you make that transition in an organisation of this scale?<\/strong><\/p><p><strong>Perry Goes:<\/strong> There is a common misconception here. In the alco-bev industry, especially in India, static plans simply do not work.<\/p><p>We operate across 20+ states, each with changing regulations every year. At the same time, consumer behaviour is evolving rapidly, moving from standardised choices to more diverse preferences.<\/p><p>Take craft beer, for example. Today, even consumers who have never travelled outside their state are aware of it.<\/p><p>This environment forced us to adopt a far more agile and dynamic approach to planning, one that constantly adapts to both regulatory and consumer shifts.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a025a34 elementor-widget elementor-widget-heading\" data-id=\"a025a34\" data-element_type=\"widget\" data-e-type=\"widget\" id=\"elementor-toc__heading-anchor-1\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2. Human Change Management and Technology\n\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8d7f654 elementor-widget elementor-widget-text-editor\" data-id=\"8d7f654\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Technology adoption often fails without strong change management. How do you approach this balance?<\/strong><\/p><p><strong>Perry Goes:<\/strong> I look at it through a simple analogy.Thirty years ago, we relied on landlines. Today, if you forget your mobile phone, you turn back to get it. That shift did not happen because someone forced you. It happened because you saw value.<\/p><p>We applied the same thinking while rolling out SFA. Initially, we made it optional. We told teams to use it only if it helped them sell better.<\/p><p>Over time, the benefits became obvious, and adoption followed naturally. Real change happens when people experience value, not when it is mandated.<\/p><p><strong>Outside of work, what are your favourite technologies?<\/strong><\/p><p><strong>Perry Goes:<\/strong> WhatsApp and YouTube.<\/p><p>WhatsApp helps me stay connected with my ecosystem. Even something as simple as monitoring my parents\u2019 health becomes easier.<\/p><p>YouTube has completely changed problem-solving. Whether it is fixing something at home or learning a new skill, solutions are always accessible.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-63e5e15 elementor-widget elementor-widget-heading\" data-id=\"63e5e15\" data-element_type=\"widget\" data-e-type=\"widget\" id=\"elementor-toc__heading-anchor-2\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">3. RTM Automation and Data-Led Execution\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6c370b elementor-widget elementor-widget-text-editor\" data-id=\"f6c370b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Did RTM automation help improve distribution width or outlet-level targeting?<\/strong><\/p><p><strong>Perry Goes:<\/strong> Earlier, sales tracking relied on paper-based daily sales reports, which added effort but very little value.<\/p><p>With SFA, we moved to delivering customised insights directly to salespeople. Instead of generic instructions, each outlet received specific guidance.<\/p><p>For example, should the focus be on increasing depth, selling more of existing brands, or expanding width, introducing new ones?<\/p><p>These insights were pushed regularly, making execution far more targeted.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b09923 elementor-widget elementor-widget-heading\" data-id=\"2b09923\" data-element_type=\"widget\" data-e-type=\"widget\" id=\"elementor-toc__heading-anchor-3\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">4. Product Launches and Focused Execution\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4a5e8e elementor-widget elementor-widget-text-editor\" data-id=\"e4a5e8e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>How does technology support new product launches at scale?<\/strong><\/p><p><strong>Perry Goes:<\/strong> In India\u2019s alco-bev market, the real battleground is limited to around 90,000 outlets.<\/p><p>We use data to identify outlets with the highest probability of success for a new product. Instead of spreading resources thin, we focus on these high-potential outlets first.<\/p><p>This creates what I call \u201ccascading success\u201d. Once a product performs well in a few outlets, adoption spreads organically.<\/p><p>A scatter approach, on the other hand, can dilute impact and slow down momentum.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c270288 elementor-widget elementor-widget-heading\" data-id=\"c270288\" data-element_type=\"widget\" data-e-type=\"widget\" id=\"elementor-toc__heading-anchor-4\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5. Visibility and the \u201cCold Stock\u201d Rule\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa806a0 elementor-widget elementor-widget-text-editor\" data-id=\"aa806a0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>How important is visibility in driving sales?<\/strong><\/p><p><strong>Perry Goes:<\/strong> Beer is not purely impulse-driven, but once a consumer is at the outlet, choices are flexible.<\/p><p>If your product is not available, not visible, or not served cold, it simply will not sell.<\/p><p>Technology now allows us to track these factors more effectively. AI-led image recognition can even check whether products are placed correctly in chillers or at eye level.<\/p><p>Ensuring availability, especially cold stock, is critical.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-68c5c5d elementor-widget elementor-widget-heading\" data-id=\"68c5c5d\" data-element_type=\"widget\" data-e-type=\"widget\" id=\"elementor-toc__heading-anchor-5\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">6. Project Planning and Accountability\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bfcab36 elementor-widget elementor-widget-text-editor\" data-id=\"bfcab36\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>What makes large transformation projects succeed or fail?<\/strong><\/p><p><strong>Perry Goes:<\/strong> Most projects fail because the basics are not clear at the start. We focused on three questions:<\/p><ul><li>Why: What are the measurable or observable benefits?<\/li><li>How: How will these benefits be tracked?<\/li><li>Who: Who is accountable?<\/li><\/ul><p>Without clarity on these, even the best-looking plans remain incomplete.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-61194d0 elementor-widget elementor-widget-heading\" data-id=\"61194d0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">7. Metrics: Measured vs Observed\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1b47774 elementor-widget elementor-widget-text-editor\" data-id=\"1b47774\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>What KPIs define success for RTM initiatives?<\/strong><\/p><p><strong>Perry Goes:<\/strong> While measurement is important, I prefer the term \u201cobserved\u201d.<\/p><p>Not everything can be captured in a spreadsheet.<\/p><p>For example, in some markets, salespeople do not take orders. Their role is to influence brand preference. That impact is harder to measure but equally important.<\/p><p>Technology should enable continuous feedback, not just static reporting.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea70835 elementor-widget elementor-widget-heading\" data-id=\"ea70835\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">8. Push vs Pull Strategy\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76345a6 elementor-widget elementor-widget-text-editor\" data-id=\"76345a6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>How do you balance push and pull strategies?<\/strong><\/p><p><strong>Perry Goes:<\/strong> New products require a push because consumers discover them at the point of sale.<\/p><p>Once the brand gains traction and velocity, the strategy should shift to pull. Knowing when to make that transition is critical.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ad7a302 elementor-widget elementor-widget-heading\" data-id=\"ad7a302\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">9. Stakeholder Management and Regulation\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3787eab elementor-widget elementor-widget-text-editor\" data-id=\"3787eab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>How does technology help manage distributors and inventory?<\/strong><\/p><p><strong>Perry Goes:<\/strong> Inventory management is a constant balancing act.<\/p><p>Too little stock means lost sales. Too much stock leads to wastage, especially in a category like beer with a limited shelf life.<\/p><p>Better visibility across the supply chain helps optimise this balance.<\/p><p><strong>What about regulatory complexity in India?<\/strong><\/p><p><strong>Perry Goes:<\/strong> This is a highly regulated industry. We engage with policymakers by focusing on three aspects: revenue contribution, ease of doing business, and consumer interest.<\/p><p>That said, unpredictability is part of the business.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c5539f elementor-widget elementor-widget-heading\" data-id=\"5c5539f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">10. Choosing an RTM Partner\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2fc4482 elementor-widget elementor-widget-text-editor\" data-id=\"2fc4482\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>What do you look for in an RTM technology partner?<\/strong><\/p><p><strong>Perry Goes: <\/strong><\/p><ul><li>Flexibility to adapt to changing regulations<\/li><li>Cost efficiency, given thin margins<\/li><li>A strong focus on business outcomes over technical complexity<\/li><\/ul><p><strong>What would you prefer? Buy or build?<\/strong><\/p><p><strong>Perry Goes:<\/strong> For us, building in-house does not make sense.<\/p><p>We are in the business of making beer, not technology. Tech evolves much faster, and maintaining in-house systems requires heavy investment.<\/p><p>It is far more practical to partner with experts.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e69249 elementor-widget elementor-widget-heading\" data-id=\"4e69249\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">11. Cost to Serve vs Growth\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e7a4fe7 elementor-widget elementor-widget-text-editor\" data-id=\"e7a4fe7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Can RTM technology reduce cost to serve?<\/strong><\/p><p><strong>Perry Goes:<\/strong> It helps identify inefficiencies and leakages.<\/p><p>However, focusing only on cost-cutting is short-sighted. Long-term success comes from innovation and topline growth.<\/p><p>Many brands have failed because they exited markets that later became profitable.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-60ccd57 e-con-full e-flex e-con e-child\" data-id=\"60ccd57\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-faee784 e-con-full drools-pet-brand-1 e-flex e-con e-child\" data-id=\"faee784\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f938dcc elementor-widget elementor-widget-table-of-contents\" data-id=\"f938dcc\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h3&quot;],&quot;exclude_headings_by_selector&quot;:[],&quot;no_headings_message&quot;:&quot;No headings were found on this page.&quot;,&quot;marker_view&quot;:&quot;bullets&quot;,&quot;icon&quot;:{&quot;value&quot;:&quot;&quot;,&quot;library&quot;:&quot;&quot;},&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tContents \t\t\t<\/h4>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__f938dcc\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<svg class=\"elementor-toc__spinner eicon-animation-spin e-font-icon-svg e-eicon-loading\" aria-hidden=\"true\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M500 975V858C696 858 858 696 858 500S696 142 500 142 142 304 142 500H25C25 237 238 25 500 25S975 237 975 500 763 975 500 975Z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Back to Episodes Beverages In this episode of Masters of Change, Perry Goes, former Chief Strategy Officer at United Breweries Limited, shares how one of India\u2019s largest alco-bev companies shifted from static planning to agile, execution-led strategy.\u00a0From navigating complex state regulations to leveraging RTM technology for sharper distribution and faster [&hellip;]<\/p>\n","protected":false},"author":189108787,"featured_media":103786,"parent":0,"menu_order":0,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"wds_primary_podcast_category":0,"footnotes":""},"podcast_category":[],"class_list":["post-103780","podcasts","type-podcasts","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/podcasts\/103780","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/podcasts"}],"about":[{"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/types\/podcasts"}],"author":[{"embeddable":true,"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/users\/189108787"}],"version-history":[{"count":0,"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/podcasts\/103780\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/media\/103786"}],"wp:attachment":[{"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/media?parent=103780"}],"wp:term":[{"taxonomy":"podcast_category","embeddable":true,"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/podcast_category?post=103780"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}