Pricing

Price strategy and maintaining price premiums

Pricing


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Unilever launched a new limited edition AXE bodyspray in Argentina and Mexico.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Luxottica brand OPSM challenged brand leader Specsavers in Australia by encouraging mothers to have their children to have regular eye tests.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Volkswagen Brasil turned a potentially difficult situation caused by government legislation into an advantage by 'unlaunching' an outdated vehicle, the VW Kombi Bus.


Anastacia Economou, Warc Prize for Social Strategy, Entrant, 2015

This case study describes how Hormel Black Label Bacon, an American bacon brand, differentiated itself by building the world's first bacon-powered motorcycle, and used this creation to fuel a content strategy.


Venu Gorti, Ruchira Jain, Don Sexton and Kamal Sen, ESOMAR, Asia Pacific, Singapore, May 2015

This paper sets out how PepsiCo, the food and beverage company, developed a holistic research method based on perceived brand equity to find an optimal pricing strategy for its snack brands in India.


Maria Gioffre, Warc Prize for Social Strategy, Silver and Special Award for Analytics, 2015

This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.


Venu Gorti, Ruchira Jain, Don Sexton and Kamal Sen, ARF Experiential Learning, Re:think, March 2015

This paper sets out how PepsiCo, the food and beverage company, developed holistic a research method to find an optimal pricing strategy for its snack brands in India.


ARF Ogilvy Awards, Silver, Food & beverage, 2015

This case study explains how US cheese brand Cracker Barrel used TV ad creative to reinforce its 'deliciously different' message and increase sales.


J Walker Smith, Market Leader, Quarter 2, 2015

This article examines the business model of car service Uber, explaining why it is posing serious competition to established businesses across categories.

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