Value &

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 ?

% Increase in Case Sales (Lift)

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

Attitudes / Calue Drivers Pricing & Value levers
Sales growth

Segment share

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

Source: Roland Berger Segmentation

Segment of one?
Experience / Brand Advocacy

Pinot
Noir ?

Merlot ?
 Bottom Line Impact

Atlantic Hills sold 43

900 cases of Riesling
at €9.30 per bottle.

Pricing research showed that

9.95 volume would not drop if they
were to charge €9.95 per
bottle
9.30
Indeed, it did not and that
65€cents difference translated
into
€342 420 in extra profit

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

• Client/Consumer Value Drivers research

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

• Implementing Price Increases

• Channel Pricing
Pricing

• New Product Launch

• ….

• Sales Force Training / Motivation

• Support/ Training of Pricing / Marketing teams
Support

• Decision Suppoirt Systems

• Deplyment & management of ‘Test Platforms’
Management

• Product/Service Full Cost Analysis

• Pricing Process deployment
• Pricing & Competitive Intelligence &
Pricing

Benchmarking
• …..
• Development / Reinforcement of Pricing
Capabilities
Process

• Redéployment of Pricing Processes

• Management & optimization of ‘client conditions ’
• Multi-Channel Pricing / Pricing Corridors
• Change Management
• Value Propositions / Design to Price
• Pricing Software implementation
• …..