Pricing

Price strategy and maintaining price premiums

Pricing


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, Shortlisted, 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.


Emily Barley, Event Reports, Warc Measuring Advertising Performance, February 2015

This event report details the launch of Dacia, a value car marque owned by Renault, in the UK, with a creative approach unlike the rest of the category - and a trusted voice-over accent.


Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study demonstrates how Mr.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study reveals how a redesign of decorative paint brand Dulux' Once range persuaded its largest retailer B&Q to give the brand its own space in 75% of stores.


Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study reveals how a reinvention of Beerlao Gold helped Beerlao, the most popular beer brand in Laos, increase profitability.

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