What we know about pricing strategies

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.

Pricing strategies can have a substantial impact on sales, profitability and market share, and are therefore a key marketing decision. An over-reliance on price promotion can have negative consequences on perceptions of the brand and marketers should consider price elasticity when analysing the effectiveness of pricing strategy. In a time of inflation, understanding price elasticity – by category and consumer segment – and brand differentiation is particularly important to make the right pricing decisions. Econometric modelling and experiments are key tools to understand a brand’s pricing power and its drivers.


Pricing strategies are the strategies that are put in...

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