Smarter Pricing: How to capture more value in your market

6. Standing out from the crowd – pricing’s role in positioning and differentiation

case study 6.1: Using price to reposition a brand – ICA’s message to Sweden The ICA Group is one of the Nordic region’s largest retail companies employing over 40,000 people across stores in Sweden, Norway, Denmark, Estonia, Lithuania and Latvia. With over 1,600 stores in Sweden, ICA holds a significant position in its heartland. As the mainstream brand leader, it is important to convey to customers that they are receiving good value. New, low-priced grocery competitors, like Netto, have entered the market. The availability of lower prices (albeit on a narrower range), effectively repositioned ICA in the minds of customers as being more expensive. To address ...