January 2005
Intermediate to advanced
232 pages
5h 35m
English
Content preview from Smarter Pricing: How to capture more value in your marketBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Dynamic market . . . relativities change
However, positioning through price presents a challenge. The position is illustrated not by the absolute price, but by the price relative to other choices. As these reference prices change, then the positioning itself can be changed. What was an acceptable premium price can become unacceptable when a competitor drops the price or improves the performance of a substitute brand.
In September 2004, two leading consumer multi-nationals, Unilever and Colgate-Palmolive issued profits warnings on the same day. Both needed to invest more marketing money in communicating the benefits of their brands in the face of strong competition. This competition came from branded rivals and also from supermarket own brands. ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.