Price and Profitability: What Your Brand Needs To Know About The Price of Profitibility
Fundamentally, a brand’s continuity depends on its ability to sustain itself
over the longer term. This means that the profit it attracts by virtue of
building its equity must be utilised in ensuring its sustenance.

The Pricing Toolbox
Segmentation pricing, niche pricing, EDLP or Hi-Lo pricing, and other approaches are ultimately variations of three fundamental
strategies. Find out what these typical pricing strategies are in this article.

How Price Relates To Other Variables In The Marketing Mix 
As with any new product launch or line extension, it is critical during the early stages to monitor product acceptance amongst consumers. Early indications allow for fine-tuning of the marketing mix to maximise year one sales opportunities and establish a solid foundation for growth.

August 2006, Issue 106, Part B

Managing Price in Different Geographies
For most multinational companies, managing price in different geographies can be a sizeable and complex challenge. ACNielsen Analytic Consulting’s
Global Normative Database, piloted in 2005 [covering 10 countries, three categories and a selection of brands and packs] offers a consistent assessment of a brand’s pricing sensitivity, and provides global brand owners with benchmarks across different geographies and categories.

Managing Price in Different Distribution Channels

The measured elasticities confirmed that consumers are less price sensitive when their purchase is impulsive/need driven. Very similar trends were also observed for promotional price elasticities.

Managing Price in Changing Market Conditions  
Most brand owners are increasingly confronted with competition from new low price competitors (eg Private Label) that tends to require a change in their brand’s pricing strategy.

Making Sure It's The Right Thing To Do
Using price modelling to uncover strategic insights requires caution, however, and it is important to have a clear understanding of which questions can be addressed with a pricing model.

Managing Price Across a Brand Portfolio
Another challenge manufacturers face is that of managing price across
a brand/pack portfolio. An anonymized analysis from a soft drinks study illustrates the example of a portfolio comprising a variety of brands and packs.