In June 2019, a leading global confectionery brand wanted to explore customer appetite for new ranges of its health snack bar in order to double sales in five years. To achieve this target, the brand first wanted to test how its current bar was perceived by the addressable market relative to competing bars according to…

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Pricing in pandession: six dos and don'ts

We’re living through a historic moment right now. You don’t need me to point out to you how COVID-19 has influenced everything this year. Not only is the pandemic unique because no event has influenced global society so profoundly since World War II, but also because we’ve never faced an economic challenge of this magnitude.…

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Lay the foundation for post-Covid19 success

When asked, “What do you think about a recession?” Sam Walton, the founder of Walmart, responded, “I thought about it and decided not to participate.” Cost-cutting, discount pricing, and widespread uncertainty — that is how many companies have approached the challenges caused by the social and economic effects of COVID-19. CEOs and senior marketers face…

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Yet another cracking EPP European & Global Pricing Forum — the 14th edition — was organized and hosted in Brussels last week by Pol Vanaerde and his talented team. EPP consistently creates an environment for generous knowledge sharing and healthy competition among a select group of esteemed pricing professionals, pricing platforms vendors, and pricing consultants.…

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