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CASE STUDY
Price and Trade Advantage™ sees a +€23M gained from changing the pricing strategy
Snapshot
SOLUTION AREA
Analytics
SOLUTION
Price & Promotion
INDUSTRIES
Food and Beverage
CLIENT
Manufacturer
The Challenge
A large beverage manufacturer was losing market share over the past year. The client wanted to revert the negative share trend without losing profitability but couldn’t determine whether a permanent price reduction versus in-out price promotions was the best strategy. They requested a full portfolio evaluation of their 46 brands to identify the best pricing strategy.
Insight
Leveraging the Price and Trade Advantage™ solution, Circana identified the price elasticities, as well as the effect of on-pack communication and promotions across all the brands. Circana’s evaluation concluded that the client shouldn’t take a one-size-fits-all pricing approach and recommended that specific strategies should be implemented across brands to obtain the best profitability.
The Results
By tailoring each pricing strategy to each brand (permanent price reduction, in-out price promotion or strong on-pack communication), the client was able to adjust quickly to market conditions in a very targeted way to maximize profit, whilst strengthening the brands’ image.
+€23M
VALUE SALES
+8.7%
VOLUME SHARE
