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B2C STRATEGIES
The best B2C strategies are easy to apply and measure.
Four basic strategies are usually all you need.
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Differentiate the price positioning among your brands and products: Start with a price index of your brands and products relative to each other. Limit overlaps of both shelf and promoted prices.
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Use bundling and pack size to cover a wide range of price points: Map the price points you and key competitors cover and the share of sales at each. Are you missing share opportunities?
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Index your prices to competitive benchmarks: Choose a primary competitor for each brand and set a relative target price index. Develop a competitive pricing conduct plan and follow it.
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Use DCM pricing research to increase promo ROI and refine competitive price gaps: Regression of syndicated data can't get granular enough and is weak at promo optimization. Pricing research is needed to get detailed insights and DCM is the best methodology.
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While the strategies are simple, it's difficult to change
historical practices and execute consistently
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