Setting the right price is vital, because price is a key marketing lever and it expresses brand value in a competitive context. The question is: how far can the brand increase prices while securing revenue? The answer is: up to the point where the price change is no longer offset by the perceived value of the product or service.
The tipping point depends on the brand's and product's price elasticity. The brand can only raise prices without being penalized if elasticity is low. The key is to focus on setting the right price in balance with the brand's value. Gerard and Ellen explore SKIM's recent meta-analysis of over 200 pricing studies, providing valuable insights on how to achieve that balance.
For more information about SKIM's webinars, visit www.skimgroup.com/webinars.
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Webinar: What is the right price? The tipping point of price and perceived value
1. Share your thoughts online:
#SKIMwebinar
What is the right price?
The tipping point of price and perceived value
Gerard Loosschilder
CMethO
Ellen Lueb
Project Manager
Abigail Joffre
Today’s webinar host
2. Brand resilience = Price elasticity
The brand’s ability to withstand
price increases without losing revenue
2
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
3. How far can we increase our prices?
We can increase our prices up to the point …
3
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
4. How far can we increase our prices?
… where the change of price is no longer offset by the perceived
value of the product or service
4
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
5. Demand
Price Elasticity is the slope of the price-demand curve
PS =
Δ Demand ((D2-D1)/D1)
Δ Price ((P2-P1)/P1)
D2
D1
Revenue
P2
5
P1
Price
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
6. A price change causes
a small change in demand,
indicating high brand resilience
A price change causes
a big change in demand ,
indicating low brand resilience
Demand
High price elasticity
Demand
Low price elasticity
-1 < PE < 0
Price >
Revenue >
-∞ < PE < -1
Price >
Revenue <
Price
Price
Two rules of thumb concerning up-price elasticity values:
If -1 < PE < 0, brand resilience is high and the business benefits
If -∞ < PE < -1, brand resilience is low and the business suffers
6
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
7. Low price elasticity
High price elasticity
A price change causes
a small change in demand,
indicating high brand resilience
A price change causes
a big change in demand ,
indicating low brand resilience
Base Price
If PE is
And price is:
Δ change
€
Demand is:
Δ demand
Revenue is:
Δ revenue
1.00 €
10,000
units
€
10,000 €
Price sensitivity values
Low
Lower
Lowest
-1.00
-0.50
-0.33
Base Price
If PE is
1.10 €
10%
1.20 €
20%
1.30
30%
And price is:
Δ change
9,000
-10%
9,000
-10%
9,000
-10%
Demand is:
Δ demand
11,700
17%
Revenue is:
Δ revenue
9,900 €
-1%
10,800 €
8%
€
1.00 €
Price sensitivity values
High
Higher
Highest
-1.00
-2.00
-5.00
1.10 €
10%
1.10
10%
10,000
units
€
9,000
-10%
8,000
-20%
5,000
-50%
10,000 €
9,900 €
-1%
8,800 €
-12%
5,500
-45%
Two rules of thumb concerning up-price elasticity values:
If -1 < PE < 0, brand resilience is high and the business benefits
If -∞ < PE < -1, brand resilience is low and the business suffers
7
1.10 €
10%
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
8. Portfolio Architect
•
•
Floors represent
price tiers
•
8
Rooms represent
brands
Demand can migrate
from room to room
and from floor to
floor taking the stairs
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
9. Price
SKU-level price elasticity
indicates how demand migrates
… demand migrates to
several other SKUs
Price
scenario
If price
goes up…
Base case
price
9
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
10. Price
Brand-level price elasticity
indicates brand resilience
… demand is more likely to migrate to SKUs within
the brand than between brands (PE Brand < PE sku )
Price
scenario
If price
goes up …
Base case
price
10
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
11. Price
Line pricing is applied to mimic market reality
Prices go up together,
in a bandwidth
Price
scenario
Base case
price
11
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
12. Unilever is more elastic than P&G and J&J
so Unilever’s brand resilience is lower
Elasticity
to up-pricing
Brand
level PE
SKU
level PE
Unilever
-1.1
Higher
-1.1
Higher
P&G
-0.9
Lower
-1.0
Lower
Johnson & Johnson
-0.6
Lower
-1.0
Lower
For a fair comparison, based on category “Personal care & hygiene”
(Category includes: bar soap, body wash/lotion, deodorant, face cream, razor foam, shampoo & styling, feminine pads)
12
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
13. We see the same for individual brands
Brand
level PE
Price
index
-0.9
Price
index
87
-0.7
47
-1.2
106
-0.7
248
-1.5
Unilever
Brand
level PE
65
-0.9
104
P&G
Price index = value share / volume share within “Personal care & hygiene” category
13
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
14. Tier effects in price elasticity
Overall elasticity is higher in the mid tier
Elasticity
to up-pricing
Brand level
High
-1.1
-0.9
Lower
104
Medium
-1.0
-0.8
Lower
102
Low/Private
14
SKU level
Price index
-1.2
-1.0
Higher
84
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
15. Mean price elasticity values to up-pricing
Elasticity to
up-pricing
Brand
level PE
SKU
level PE
Price
index
Unilever
-1.1
Higher
-1.1
88
P&G
-0.9
Lower
-1.0
109
Johnson & Johnson
-0.6
Lower
-1.0
87
For a fair comparison, based on category “Personal care & hygiene”
(Category includes: bar soap, body wash/lotion, deodorant, face cream, razor foam, shampoo & styling, feminine pads)
15
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
16. Mean price elasticity values to up-pricing
Elasticity to
up-pricing
% A&P
on revenue
Unilever
-1.1
10.6%
P&G
-0.9
12.0%
Johnson & Johnson
16
Brand
level PE
-0.6
4.8%
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
17. What to do with these Pricing Insights?
At low price elasticity
•
A brand/SKU level up-price
elasticity value of -1 < PE < 0
•
A brand/SKU level up-price
elasticity value of -∞ < PE < -1
•
The market sees more value in
the brand and its products than
expressed by the price
•
The market sees less value in
the brand and its products than
expressed by the price
•
17
At high price elasticity
The brand can leverage the
value opportunity to move
closer to the tipping point
(short term opportunity)
•
The brand should, or should
have, invested in the brand
(long term opportunity)
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
18. Identifying the balance between price and value
can be done using a simulator and optimizer
18
SKIM Webinar “What is the right price? The tipping point of price and perceived value”
19. Share your thoughts online:
#SKIMwebinar
Go to www.skimgroup.com/webinars
for today’s presentation slides and more!
Gerard Loosschilder
Ellen Lueb
Abigail Joffre
Chief Methodology Officer
g.loosschilder@skimgroup.com
@gloosschilder
Project Manager
e.lueb@skimgroup.com
a.joffre@skimgroup.com
+1 201 963 8430
@SKIMgroup