Effective Product Pricing
As economies slow, concerns about heightened consumer sensitivity to price and the
need to constrain costs can build. For the marketer, optimal pricing is crucial.
Protocol offers a variety of pricing research tools, from simple measures to complex
models:
- Gabor Granger Analysis provides a quick read of price sensitivity and can be incorporated
into virtually any survey.
- Demand Response Analysis (also known as Psychological Pricing or Van Westendorp)
provides not only the capability to examine price sensitivity, but also the ability
to plot buyer and price demand curves.
- PretiumT price/brand trade-off modeling provides an effective way to evaluate tactical
and strategic pricing issues for existing brands, pricing opportunities for line
extensions, and price positioning of new products. It also has application to issues
of pack size and promotions.