Ensuring the price is right: product pricing in 2017

Fiona McAnena

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

Ensuring the price is right: product pricing in 2017

Fiona McAnenaClearhound

Pricing is going to be a huge challenge for brands in 2017. Fiona McAnena says marketers must invest some serious time and thought into developing a pricing strategy they can defend.

Pricing will be a major issue this year, as cost increases caused by the weak pound feed through. Even the most consumer-focused marketers will be tempted, or pushed, to get people to pay more for less. But you don't need market research to tell you that is not what consumers want. So how should marketers express the...

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