Defining and refining price points to improve ROS

The Problem

Customer feedback reported that a confectionery brand’s products were too expensive.

The Process

We worked with our client to test a number of different price points in retail, in appropriate high footfall locations. In addition we created POS to drive awareness of the brand, and we observed reactions from both shoppers and retailers to inform our feedback.

The Output

Clear price point demanded by shoppers, reflected in an effective ROS.  Our client was also advised of the opportunities and parameters to flex this price point should a higher margin enable greater reinvestment into sales and marketing activities.

Market

UK