Pricing

Price strategy and maintaining price premiums

Pricing


Vasuta Kalra, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Lakme, a homegrown Indian make-up brand, increased consumption and adopted a premium positioning by empowering women to be themselves.


Kamakshi Thareja, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Nestle launched a premium chocolate brand - Nestle Alpino - in India, with a romantic sharing message.


Krishna Thothadri, Agus Nugraha and Juli Yanthy, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Bango, a soy sauce brand owned by Unilever, overcame price and image problems by discovering a new soybean seed and building an emotional connection between it and Indian people.


Roger Wang, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Princess Cruises, the world's third-largest cruise liner company, tackled a challenging Chinese market by creating a new 'Princess Class' targeting young middle class consumers.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report reveals how Walmart, the retailer, is tapping big data to make more informed decisions and better engage customers.


Ben Essen and Farhann Cachra, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how Mini, the car manufacturer, attracted new customers by focussing on existing customers and their love for the brand in the UK.


Saad Saraf, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how Supermalt, a drinks brand, used creative and fun PR and events to target Afican and Caribbean communities in London, UK.


Rob Ward, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.


Rachel Walker, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Sensodyne Pronamel, the toothpaste variant, was launched to tackle the emerging dental problem of acid wear on teeth in the UK and US.

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