CASE STUDIES: PRICING
Few companies do a thorough analysis of their pricing opportunities, how they fare relative to competitors and how shifts in pricing may impact consumer behaviour. In an assignment for a product cum services company, we conducted a detailed analysis of transaction patterns, competitor models and consumer behaviour. Based on this study, we identified several areas where lack of systems were leading to price leakages. We also discovered that on several features, the company was under-charging compared to competitors. This was not a strategic choice, but simple neglect of pricing structures. Finally, there were options that customers desired and were price insensitive towards. None of these opportunities were being captured by the organisation.