Incite pricing guide
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Pricing Pricing is more than a tactical tool to drive short term profits or rapid volume gains, however. Strategically, no business can afford to ignore the long-term impact of price on brand equity. Our work takes these wider considerations into account, helping you accurately assess the impact of pricing from every angle. • Price and promotions: In many categories, the role of pricing cannot be divorced from promotions - you need to understand both together • Category differences: In the financial sector, transparency and simplicity are most essential, while in FMCG you need to account for the relative value of products • Brand equity: Price is a crucial source of meaning and identity for your brand, so expect your long-term pricing strategy to influence brand equity With customers facing greater choice than ever before, pricing is a vital lever in the struggle for market share, stronger revenues and greater penetration. From optimising the price of a new product, to assessing your value proposition in the market, our research provides the foundation for commercial success. Our point of view +44 (0)20 7438 4950 www.incite.ws
Transcript of Incite pricing guide
Pricing
Pricing is more than a tactical tool to drive short term profits or rapid volume gains, however. Strategically, no business can afford to ignore the long-term impact of price on brand equity. Our work takes these wider considerations into account, helping you accurately assess the impact of pricing from every angle.
• Price and promotions: In many categories, the role of pricing cannot be divorced from promotions - you need to understand both together
• Category differences: In the financial sector, transparency and simplicity are most essential, while in FMCG you need to account for the relative value of products
• Brand equity: Price is a crucial source of meaning and identity for your brand, so expect your long-term pricing strategy to influence brand equity
With customers facing greater choice than ever before, pricing is a vital lever in the struggle for market share, stronger revenues and greater penetration. From optimising the price of a new product, to assessing your value proposition in the market, our research provides the foundation for commercial success.
Our point of view
+44 (0)20 7438 4950 www.incite.ws
© 2015 Incite Marketing Planning Ltd +44 (0)20 7438 4950 www.incite.ws
Technical and psychological expertise:
Why use Incite?
We have enormous experience addressing a huge range of pricing questions across multiple categories including FMCG, Financial Services and Technology. Our in-depth knowledge allows us to understand a client’s unique pricing challenges, apply the most appropriate research methodology and assess the impact of price in a wide range of scenarios.
We combine strong technical expertise in price modelling with an understanding of the psychological and behavioural influences on consumers. Consumers don’t always behave rationally, and our research approaches adjust for these factors. We can help your brand unravel why consumers do what they do, and ultimately influence human behaviour to drive sales.
All pricing decisions are relative, and our research methodology ensures that consumers consider pricing in the correct competitive environment. To mimic the real world as far as possible, we ask how a purchase decision will be framed and what prices consumers will compare with your products or services.
We account for context: Accurate predictions
