PRICING & CHANNEL OPTIMISATION, GLOBALISATION STRATEGY
The client is one of the oldest and largest manufacturing brand in the Mother and Baby segment in China, established since 1975. The client is facing sales erosion brought about by intense competition by foreign and local brands, ecommerce as well as falling birth rates across China. We were tasked to assist in repositioning the brand, coming up with a price and channel optimisation strategy, as well as a globalisation strategy. The engagement started with the baby bottle and because it was very well received, it eventually expanded to 6 other categories.
Using technology, we collected weekly and monthly prices and sales volume of the client's products and each and every competitor's figures via key ecommerce marketplaces. With this, we were able to conduct a full market study as well as derive the industry demand curve and using economic principles, obtain revenue and profit maximisation prices. We were also able to extract core product attributes consumers are most concerned when purchasing different products.
These were then triangulated with our proprietary consumer surveys where we extract further information regarding the consumer journey, optimal pricing as well as top of mind and conversion by geographic, income and demographics.
Some of the services that we provided as part of this engagement includes:
Competitive landscape analysis
Demand curve analysis
Outlier analysis & case study
Product pricing recommendations
Product positioning recommendations
Product packaging marketing recommendations
Van Westerndorp price sensitivity meter
Ecommerce operating recommendations
Our engagement provided a re-prioritisation of the product portfolio the client should focus on, a re-positioning and re-pricing of their new products, a marketing strategy as well as a globalisation strategy.