Pricing Fluency: A Program for Pricing Excellence
Pricing is the language of business. Through pricing, companies tell customers which products have the greatest value or when costs have gone up. Through pricing, companies can “ask” customers to change their behavior. A comprehensive “pricing fluency” program for the whole organization focuses on improving the pricing model with better policies for how prices are set, and improving the pricing platform for organizational implementation. The … [ Read more ]
Content: Article | Authors: Jean-Manuel Izaret, Rich Hutchinson, Sylvain Duranton | Source: Boston Consulting Group (BCG) | Subject: Pricing
To Spend or Not to Spend: A New Approach to Advertising and Promotions
Trying to outshout the competition in an environment that is increasingly cluttered and expensive can lead to frustration and low returns. Managers can increase returns immediately and dramatically with a zero-based budgeting approach to advertising and promotions. In allocating investments according to the distinctive needs of brands, regions or countries, and market segments, companies can free up as much as 20 percent of their A&P … [ Read more ]
Content: Article | Authors: Emile Gostelie, Mark Kistulinec, Rich Hutchinson, Wouter-Jan Schouten | Source: Boston Consulting Group (BCG) | Subject: Marketing / Sales