Psl Fmcg
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Value &PricingSolutionsin FMCG
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How do clientschoose
your Brandin a land of
1000000 SKUs ?
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£1.59£1.81
Price/ Quality?
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Image / Advertising ?
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Visibility / Accessability ?
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FUTURELAB
Word of Mouth /Recommendations ?
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Design / Packaging ?
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Promotions / Offers ?
215.3% 119.7%
54.2% 37.4%
Feature & Display
Feature Only
Display Only
TPR Only
% Increase in Case Sales (Lift)
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Value /PriceFind the right Balance
ConvenienceExperience
QualityBrand
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Second phase of Marketing:
Then we started talking to someone called ‘Consumer’
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ConvenienceExperience
QualityBrand
Value & Pricing strategy
Results
� Sales growth
� Segment share
� Profitability / ROI
Actions
Pricing & Value levers
� Value Proposition
� Marketing Spend
� Price
� Product quality
� Promotion
Consumer
Attitudes / Calue Drivers
Consumption funnel
%
% % %
userepeat
awarenesstrial
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Take a closer look…
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Value Proposition
What drives Consumers’ Value Perception?
What are your product ratings vs
competition?
Perceived Value
Product Quality
Brand/Image
Service /Experience
Convenience / Availability
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Who buys your products ?
What ValueProposition?
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Consumer Research
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Source: Roland Berger
Potential & Value Drivers
Segmentation
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Segment of one?
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Pinot Noir ?
Merlot ?
Experience / Brand Advocacy
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Atlantic Hills sold 43 900 cases of Riesling at €9.30 per bottle.
Pricing research showed thatvolume would not drop if theywere to charge €9.95 perbottle
Indeed, it did not and that65€cents difference translatedinto€342 420 in extra profit
43,900
9.30
9.95
Bottom Line Impact
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Pricing & Value ConsultancyCreated in 1993Present in 10 countriesResearch, Strategy, ImplementationTought leader + state of the art toolsContact: [email protected] include
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Pricing Solutions – Range of services
Research
• Client/Consumer Value Drivers research• Price change impact research• Transactional analysis/ Modélling• Client Value & Satisfaction studies• Product potential & ‘Willingness to pay’• Client/Consumer segmentations• …..
Advisory • Value Based Pricing
• Pricing Strategies & Tactics• Competitive Pricing / Price Wars• Implementing Price Increases• Channel Pricing• New Product Launch• ….
Process
• Development / Reinforcement of Pricing Capabilities
• Redéployment of Pricing Processes• Management & optimization of ‘client conditions ’• Multi-Channel Pricing / Pricing Corridors• Change Management• Value Propositions / Design to Price• Pricing Software implementation• …..
Support
• Sales Force Training / Motivation • Support/ Training of Pricing / Marketing teams• Decision Suppoirt Systems• Deplyment & management of ‘Test Platforms’• Product/Service Full Cost Analysis• Pricing Process deployment• Pricing & Competitive Intelligence &
Benchmarking• …..
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