Consumer Goods - Featured Experience
The pervasiveness of private label in recent times is undeniable, with Australia's largest grocery retailers publicly promoting their private label strategies with extensive promotional, brand and market activation support.
Brand and category dominance cannot solely be relied upon as sources of competitive advantage to maximise profit. FMCG manufacturers must reassess where to play and how to play.
Our client required assistance developing a new pricing structure that removed significant complexity and provided incentives to drive preferred customer behaviour.
We were engaged to integrate a holistic pricing structure under the one brand and to develop a plan to systematically introduce this structure for each customer segment.
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