Pricing

Price strategy and maintaining price premiums

Pricing


Zaara Ahmad , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Cadbury launched a new premium brand - Silk - in India to tackle a supply problem and increase its value share of the market, by targeting young people with an indulgent message that reflected their different approach to public displays.


Jaclyn Lee, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Hewlett-Packard (HP) increased sales of its home printer range, despite a higher price-point than competitors, by closely targeting parents of school children in India.


Melanie Howard, Market Leader, Quarter 4, 2014

This article analyses the prospects of discount retailers in the UK, arguing that despite economic recovery price-sensitivity will remain for the foreseeable future.


Rory Sutherland, Market Leader, Quarter 4, 2014

This article outlines the implications of research that analysed the utility people get from a purchase, and how this translates into perceived value of a product.


Vincent Rousselet, Market Leader, Quarter 4, 2014

This article discusses the rise of the 'hybrid' consumer and explores the underlying trends that are driving this development.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Vodafone, the mobile network provider, launched a new phone tariff in Europe to increase its revenue per user by talking about the emotional connection people have with their phone.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case describes how Argeta, a food manufacturer of paté, used a jury of mothers to improve trustworthiness and reposition the brand as more high-end in Bosnia & Herzegovina, Croatia, Serbia and Slovenia.


European Association of Communications Agencies, Silver, Euro Effies, 2014

describes how Fairy, a washing up liquid brand, increased value, price premium and sales in Spain and the UK.


Nigel Hollis, Warc Exclusive, July 2014

This article argues that over-reliance on price promotions kills profit and brands, and suggests some ways in which brands can build a premium price positioning.

WARC RECOMMENDS


BEST PRACTICE

Price promotional strategy

Practical tips, strategies and reminders


RECOMMENDED CASES

Maintain price premium

Warc's pick of the most effective case studies


ARTICLE FOCUS

The art of smarter pricing

Five best practices for smart price-setting


TRENDS

Dynamic Pricing

How Big Data is fragmenting pricing models


CASE STUDY

Dixons.co.uk: Strength out of Weakness

How an online brand got its low prices noticed