Blog articles about Price and Portfolio Management

How VodafoneZiggo optimized its portfolio by better predicting consumer choices online

How VodafoneZiggo optimized its portfolio by better predicting consumer choices online

By Rivelino Dijksteel on August 9, 2019

Understanding decision-making and choice overload in crowded markets

In today’s highly competitive telecommunications market, consumers face an abundance of choices online. To thrive in this environment, your product portfolio strategy should be optimized based on how decision-making is changing. You need to know how customers identify the best carrier and plan for their needs. And that’s where the most accurate customer and market insights can help.

Continue reading
How pricing research is helping FMCG brands fight inflation in developing countries

How pricing research is helping FMCG brands fight inflation in developing countries

By Robin de Rooij on February 26, 2019

When inflation hits, your pricing strategy inevitably feels the pressure. On the one hand, raising product prices will protect margins. On the other, you can’t risk pricing yourself out of the market. When consumers feel this pressure, their spending habits are likely to change, especially in developing countries and high-inflation regions.

Continue reading
Optimizing subscription pricing with a new approach to segmentation research

Optimizing subscription pricing with a new approach to segmentation research

By Robin de Rooij on February 6, 2019

Today’s subscription economy not only presents consumers with more choices, but also more personalized experiences. For telecom, tech and online brands these heightened expectations place even greater pressure on maximizing the revenue per user.

Whereas in the past you could position your products and services based on traditional demographic insights, those rules no longer apply today — especially when it comes to pricing.

Continue reading
How online leader funda’s subscription pricing will help steady revenue stream

How online leader funda’s subscription pricing will help steady revenue stream

By Robin de Rooij on December 17, 2018

Using a subscription pricing model to lay stable foundations

Funda is the top online real estate platform in the Netherlands and one of the largest in Europe. It’s been described as the “Amazon of houses” in its homeland, because it’s said that almost every house that’s sold in the country will have been advertised on its platform first.

The online leader generates revenue by charging realtors to promote residential and commercial inventory on its platform. When there are more homes than buyers, properties are advertised longer and funda sees revenue soar. However, when the market is booming, properties sell quickly, listings come and go on the platform, and revenues dip.

Continue reading
Top Takeaways from SKIMspiration Europe 2018

Top Takeaways from SKIMspiration Europe 2018

By Mini Kalivianakis on June 29, 2018

Robots, tech trends and market research innovations take center stage in Rotterdam

Summer in the Netherlands not only blooms tulips, but also inspiration for marketing and market research executives at our annual SKIMspiration event. On June 21st, we opened our headquarter doors to clients and industry peers from leading companies across the Benelux region, such as Unilever, Roche, IKEA, and Aegon. Attendees, ranging from brand marketing and shopper insights managers to net revenue management and healthcare professionals, all joined us to learn how to Drive Digital Success. 

Continue reading
Adaptiveness could be the key to predicting consumer preferences

Adaptiveness could be the key to predicting consumer preferences

By Jeroen Hardon on April 30, 2018

As telecom and technology markets are continually disrupted, our approach to their specific market research challenges needs to evolve with them.

What are you to do when you’re facing intense price competition, losing volume to the competition or launching new product innovations? Today’s digital consumers have more telecom and technology product options than ever before. For marketers in these industries, historical data will only take you so far when optimizing your product portfolio.

And the challenge only becomes more complex when you consider how today’s empowered consumers make purchase decisions differently than they did just a short time ago.

Continue reading
The Long and Short of PepsiCo’s Promotion Strategy

The Long and Short of PepsiCo’s Promotion Strategy

By Maureen Arink on April 16, 2018

Discover the approach PepsiCo Benelux took to optimize the immediate and long-term impact of its promotions.

While short-term impacts on cash flow are often front of mind for the fast-moving consumer goods industry, after-sales dips and other aspects of sales recovery can prove detrimental to a brand’s financial health in the long run. Shopper insights managers looking to develop a promotions strategy with sustainable impact on sales and revenue growth, must be equipped with market research insights that address both the short-term and long-term impact of promotions.

Continue reading
Why marketing should take back ownership of pricing

Why marketing should take back ownership of pricing

By Robin de Rooij on March 19, 2017

Setting the right price is one of the best ways to positively impact a company’s bottom line. Yet, price-setting is not always top-of-mind nor owned by a single department within a company. This holds true across industries, whether it is consumer goods, healthcare, telecom, finance or technology. Sometimes Marketing takes responsibility for pricing, while other times Finance takes on the task. Often, we find that there exists no pricing strategy at all in companies, and thus, no clear ownership of pricing responsibility.

Continue reading
The promotion paradox

The promotion paradox

By Maureen Arink on October 19, 2015

Offering price discounts on consumer goods seems to be a quick answer to tough competition and to consumers who are more demanding and price sensitive these days. Many times our clients ask us which promotion strategy is most effective in driving share. However, the answer for short term sales boost is different from the one that maintains your brand’s financial health. Let us explain in this article what type of promotion offers the best long term effect.

Continue reading
Understanding sales promotions

Understanding sales promotions

By Robin de Rooij on August 28, 2011

During harsh economic environments, companies have to make deliberate choices on how to invest marketing budgets to optimize profits. Especially in the competitive FMCG industry promotions are often used as a tool to increase sales. However, what is the most effective type of promotion? And what are the implications of these promotions on your overall product portfolio revenues?

Continue reading