Pricing in a recession: Four factors for setting strategy

Outlines the four factors to consider when setting pricing strategy during a recession – category, brand, segmentation and timescale.

Marketing in the COVID-19 recession

This article is part of a series of articles from the WARC Guide to Marketing in the COVID-19 recession. Read more .

There are no case studies for the current times. As businesses scramble to survive, the pressure is on marketers to find ways to keep people buying. Fighting competitors on price to win market share of a shrinking market is not the only option. Conversely, opportunistic price-gouging will be remembered. This is a time to keep your head. Price is where a brand says, this is what I'm worth, and a...

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