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Pricing strategy

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Article

This article explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

This research explores the impact of price on consumer behaviours in India, including price elasticity and the price-value equation as perceived by shoppers on a category by category basis.

News

LONDON: Supermarket promotions in the UK have fallen to their lowest level in 11 years as grocery retailers shifted temporary price reductions into permanent cuts among other tactics, a new report has revealed.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Opinion

Elasticity is the yin and yang that can unlock the potential of a brand. On the one hand, the more price inelastic your brand is, the greater the price premium you can charge.

Article

The article explores the astonishing rise of homegrown Indian FMCG giant, Patanjali Ayurved, and how the company is building an alternative, natural brand to multinational competitors - and winning.

Article

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

Article

This article examines what marketers can learn from the principles of elasticity that govern much of a brand's potential - a less elastic brand can usually charge greater price premiums, making it a goal for marketers, but elasticity also helps brands drive line extensions.

Article

This event report describes how Arla, the British milk company, found growth by engaging shoppers in a category with enormous penetration, but negligible interest.

Article

This event report examines how the demands made on brands by consumers are becoming ever more niche and uncompromising.

Article

This report analyses how food advertisers can reinvigorate declining brands by using a brand's heritage in different ways.

Article

This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

Research Paper

This paper comprises an extended case study of how Subway, the US sandwich retail franchise, successfully expanded into Latin America, establishing over 4,400 restaurants in over 30 countries.

Article

This report discusses how most marketers are focused on driving sales through digital, arguing that positive brand attitudes create the potential for stronger growth and higher profits.

Article

This article asks whether Singles' Day, China's e-marketing event offering steep discounts to consumers, is good for brands.

Article

This webinar discusses how marketers must identify how their brand influences consumer choices in order to drive sales and profit.

Article

This article explains how brand owners are finding it harder to predict how shoppers across the world will react to changes in pricing and promotional activity because sales levels and the speed of economic recovery vary so much between countries.

Research Paper

Deal of the day is a form of e-commerce in which an intermediary allows merchants access to a subscriber list, to promote their offerings at a discount.

Article

This event report considers areas of marketing in which psychology has an important role to play in understanding consumer behaviour.

Article

This event report discusses product packaging and says marketers should understand that consumer perceptions of promotions based on price and content volume are often wrong.

Article

This article argues that insights from the behavioural sciences can allow retailers to understand how to make very small and low-cost interventions in shoppers' day-to-day lives and create significant changes in the way they make decisions.

Research Paper

Flash sales refer to an emerging e-commerce practice in which a firm offers one or more products/service at a substantial discount within limited time.

Article

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

Research Paper

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

Research Paper

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.