Price strategy and maintaining price premiums


MMA Smarties, Silver, 2015

This case study explains how Oral-B, a dental hygiene company, raised awareness around oral hygiene and promoted its products.

Robert Shaw, Market Leader, Quarter 4, 2015

This article looks into which metric is most critical when making decisions, arguing that elasticity is most important of all.

Felix Zoellner and Tobias Schaefers, Journal of Advertising Research, Vol. 55, No. 3, 2015
Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand. The authors of this study believe their work advances the limited research in this area by distinguishing between direct- versus indirect-price reduction and marketers' use of a "precondition"—i.e., promotions offering free gifts, trade-in incentives, or loyalty-program benefits.

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Brasil turned a potentially difficult situation caused by government legislation into an advantage by 'unlaunching' an outdated vehicle, the VW Kombi Bus.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.

John Harrison, Marketing Society UK, Excellence Awards, Winner, 2015

This case study describes the launch SQUASH'D in the UK, a new concentrated drinks brand owned by Robinsons, which took inspiration from tech companies.

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.



Price promotional strategy

Practical tips, strategies and reminders


Maintain price premium

Warc's pick of the most effective case studies


The art of smarter pricing

Five best practices for smart price-setting


Dynamic Pricing

How Big Data is fragmenting pricing models

CASE STUDY Strength out of Weakness

How an online brand got its low prices noticed