What is a lever?

“A lever is a simple machine consisting of a beam or rigid rod pivoted at a fixed hinge, or fulcrum. A lever is a rigid body capable of rotating on a point on itself. A lever amplifies an input force to provide a greater output force, which is said to provide leverage.”

Source Wikipedia

When talking about businesses in general, and FMCG in particular, the word “lever” is used figuratively to talk about an action or a process that has a positive impact on the result of the company.

The main commercial levers in FMCG are:

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