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Reinvesting Gross Margin Dollars in Marketing for Volume Growth
Companies are increasing their gross margins and then reinvesting a portion of it, such as 130 basis points, into brand marketing. This strategy is aimed at boosting volumes by pouring the increased gross margin dollars back into marketing initiatives. The trend is not limited to a specific company but is indicative of a broader movement in the industry, with other companies like Kimberly Clark also focusing on investing in brand marketing to drive volume growth. The shift towards investing in marketing reflects a long-term strategy to avoid negative press due to layoffs post price hikes, emphasizing the importance of regaining volumes over prioritizing price increases.