Pricing is one of the most powerful marketing levers. It represents the harvesting of all communication and brand architecture investments; it brings a golden opportunity to communicate what your brand is worth vis-à-vis competitive offerings. Get your price right and you can maximize profit and strengthen your brand - get it wrong and you can lose revenue, confuse consumers, or even start a price war.

Relevant market data vs. gut feeling

It is not surprising that pricing research never goes out of fashion. But ad-hoc research has its place - great business decisions are made by combining relevant market data and an astute gut feeling for how your market will react to pricing changes. Unfortunately gut feelings aren't quick to develop, nor can they be easily justified when challenged.

SKIM has carried out over 200 pricing studies over the last five years. By leveraging the pricing knowledge generated across studies, we have created a database to show the consumer behavioral trends between countries, categories and consumer types. Thus we have generated a base for testing gut feelings, for building general wisdom when it comes to pricing decisions.

Solving the dilemma of price vs. pack size changes

Let us challenge you... Do you think the statement below is is a truth or a myth? Click one of the blue buttons to test your knowledge and find out!

"It is better to decrease your pack size than to increase your shelf price if you need to take a price increase"