Making Cents of Pricing Build business cases to enhance the bottom
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Transcript Making Cents of Pricing Build business cases to enhance the bottom
Making Cents
of Pricing
Build business cases to enhance
the bottom line.
David M. Feldman
Jessica Lee & Dana Town
Expanding the Role of the
Marketing Department
Traditionally provide insights into market
acceptance of new offerings and prices but
have little impact on building business cases
for changing prices
Need to become more active in developing
pricing strategy
Need to redesign their research studies to
reflect actual marketplace behavior,
incorporating inputs for all items in the
marketing mix
Traditional Conjoint
Experiments
Focus on trade-offs between brands, prices,
features, and channels for leveraging customer
value propositions and developing pricing
strategies
Creates an artificial marketplace by
underestimating the real impact of price and
price sensitivity
Can prevent marketers from accurately
projecting how changes in the marketing mix
will affect the marketplace
Business Case
Development
The key to developing a long-term pricing
strategy is to be able to report the information
collected from current and potential customers
in the context of overall profitability
4 key components:
1. Determine the strategic and tactical issues to
support the business case
2. Develop a competitive marketplace
3. Determine marketplace sensitivities
4. Determine the impact of changes to the
marketing mix in terms of bottom line profitability
Developing a Financial Model
Key Issues
Important to review with senior
management all of the relevant marketing
issues that affect costs and profitability
before designing the study
How do I ensure that my pricing decisions will
support the overall long-term positioning of my
product?
How do I determine the specific benefits for
which customers are willing to pay more?
How can I develop and price bundles of
products/services to enhance overall
profitability?
Competitive Marketplace
When focusing on pricing strategy, the survey
instrument must include actual market offerings
and prices
Important to be able to model what the
respondents are currently purchasing based on
current prices
Respondent needs to react to new offerings or
prices in the context of all the options currently
available
Discrete choice experiment provides the best
analytical method for developing pricing
strategy
Marketplace Sensitivities
Analyze customer input from survey and
convert into measures of price sensitivity,
brand loyalty, and channel and packaging
preferences allowing development of
segments
Respondents with similar market
sensitivities helps marketers understand
the unique needs of market segments
Profitability Model
In order to link survey results to current
market size and share, must first develop
a base case
Base case – offerings currently in the
marketplace, at current prices
Replicates known market shares
Sizes the overall market in terms of total units sold
Developing the base case ensures that all
projections are based on an agreed-upon
starting point
Conclusion
Marketing departments have an
opportunity to elevate themselves and
become full business partners with the rest
of the organization in developing pricing
strategy
The key is to link pricing studies to
relevant issues in developing the pricing
strategy
Success with pricing can only elevate
research’s positioning in the organization
Sources
Feldman, David M. "Making Cents of
Pricing." Marketing Management
(May/June 2005): 21-25. Rpt. in Annual
Editions: Marketing. Ed. John E.
Richardson. Vol. 08/09 New York, NY:
McGraw-Hill, 2008. 111-115