This is the fifth article in our Annual Business Planning (ABP) series, and we’re diving into the most addictive lever in FMCG: promotions. When forecasts slip, panic sets in and the promo button gets pushed. Yes, it can deliver the short-term topline or market share you need, but often at the expense of long-term value. At Falcon, we approach promotional strategy with an owner’s mindset: create value over time, not just patch holes in the quarter. Still, we’ve spent long eno