Pricing
Solutions
in FMCG
How do clients
choose
your Brand
in a land of
1000000 SKUs ?
£1.81 £1.59
Price
/ Quality?
Image /
Advertising ?
Visibility /
Accessability ?
Word of Mouth /
Recommendations ?
FUTURELAB
Design /
Packaging ?
Promotions / Offers ?
215.
3% 119.7%
54.2% 37.4%
Feature & Feature Display TPR Only
Display Only Only
Convenience
Experience
Quality
Brand
Value /
Find the right Balance Price
Second phase of Marketing:
Then we started talking to
someone called ‘Consumer’
Value & Pricing strategy
Consumer Actions Results
Convenience
Experience
Quality
Brand
Value Proposition
Consumption funnel
Marketing Spend
Profitability / ROI
Price
% Product quality
% %
% repeat Promotion
trial use
awareness
Take a closer look…
Value Proposition
What are your
product ratings vs
competition?
Product Quality
Service / Convenience /
Experience Availability
Perceived
Value
Brand/Image
What drives
Consumers’ Value
Perception?
Who buys your products ?
What Value
Proposition?
Consumer
Research
Potential & Value Drivers
Pinot
Noir ?
Merlot ?
Bottom Line Impact
43,900
Pricing & Value Consultancy
Created in 1993
Present in 10 countries
Research, Strategy, Implementation
Tought leader + state of the art tools
clients include Contact: llecorre@pricingsolutions.com
Pricing Solutions – Range of services
Research
• Price change impact research
• Transactional analysis/ Modélling
• Client Value & Satisfaction studies
• Product potential & ‘Willingness to pay’
Strategy
• Client/Consumer segmentations
Pricing
• …..
Advisory
• Value Based Pricing
• Pricing Strategies & Tactics
• Competitive Pricing / Price Wars
Solutions
Benchmarking
• …..
• Development / Reinforcement of Pricing
Capabilities
Process