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Category: Pricing & Revenue Growth Management

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Unlocking New Product Success: New Product Pricing Strategy


At Analizon, we take pride in our commitment to helping clients navigate the complex landscape of new product launches. In this case study, we delve into a recent collaboration with a multinational consumer goods company, where we assisted them in determining the ideal price for a groundbreaking new product.

Client’s Challenge:

Our client, a well-known multinational consumer goods company, operates on a global scale. They were on the verge of introducing a new product to the market and faced several pivotal challenges:

  • Pricing : The client needed to determine optimal price levels for various models of their new product.
  • Feature Valuation: They aimed to understand how customers perceived and valued the extra features incorporated into the product.
  • Market Awareness: The client sought insights into customers’ willingness to pay for the new product at different stages of awareness.

Our Solution: A Two-Stage Approach

To address these multifaceted challenges, we implemented a comprehensive two-stage approach:

  • Pre-Concept Conjoint Analysis:
    • We discreetly placed the new product on store shelves without creating any awareness.
    • Customers were asked to make selections from a competitive set using conjoint analysis screens.
    • This approach allowed us to gauge initial preferences without bias.
  • Post-Concept Conjoint Analysis:
    • We then introduced the new product, creating 100% market awareness.
    • Customers were again asked to make selections from the competitive set.
    • By comparing the results of the 0% awareness and 100% awareness scenarios, we could assess market potential under varying awareness levels.
    • After creating full awareness, we employed the Van Westendorp PSM method to determine the optimal price, offering an additional pricing perspective.
  • Key Feature Assessment:  During the conjoint exercises, we integrated essential product features that influenced pricing to understand customer willingness to pay for these features.

Outcome and Benefits:

Our client gained substantial benefits from this comprehensive approach:

  • Ideal Price Positioning: We pinpointed the perfect price positioning for their new product from consumers’ standpoint, a critical factor in market success.
  • Simulation Tool: Our developed simulator became an invaluable resource, allowing our client to:
    • Predict market share, revenue, and profits under various price points and awareness levels.
    • Evaluate the potential of new features, determining how much customers were willing to pay for them.
    • Analyze the source of volume and identify competitors most affected by the product’s introduction.


In this case study, we’ve witnessed how a strategic and data-driven approach can turn challenges into triumphs. By collaborating with our multinational consumer goods client, we unlocked the keys to a successful product launch.

Through our two-stage approach, encompassing pre-concept and post-concept conjoint analysis, the Van Westendorp PSM method, and feature assessment, we provided our client with a comprehensive roadmap to navigate the complex world of pricing and feature valuation.

At Analizon, we thrive on delivering tailored solutions to our clients’ unique challenges by partnerig with you with a shared vision. If you’re ready to turn your product launch into a resounding success, contact us today to explore how our tailored solutions can work wonders for you.

Unlocking Market Success: Price Positioning for a Multinational Consumer Goods Company

In the fast-paced world of consumer goods, understanding how to position your brands effectively against competitors is paramount. A multinational consumer goods company faced precisely this challenge and sought a solution that would not only determine the ideal price positioning for their brands but also shed light on revenue, profitability, and market share dynamics under varying price scenarios. Furthermore, they aimed to gain insights into the sources of volume from competitor brands during price changes. This case study explores how we addressed these challenges and delivered meaningful results through the implementation of a Choice-Based Conjoint Analysis (CBC) simulator.

Client’s Challenge:

Our client, a well-known multinational consumer goods company, operates in several markets worldwide. They needed to tackle the following key challenges:

  • Effective Price Positioning: Determine how to strategically position their brands against competitors in diverse markets.
  • Performance Under Different Prices: Understand how changes in price levels would impact revenue, profitability, and market share for their brands.
  • Source of Volume Analysis: Identify which competitor brands contribute to changes in market volume during price adjustments.

Our Solution:

To address these challenges comprehensively, we implemented a choice based conjoint anaylsis (CBC) survey combined with Van Westendorp Price Sensitivity Meter (PSM):

  • Choice-Based Conjoint Analysis (CBC): We leveraged CBC, a robust market research technique, to analyze consumer preferences and estimate the relative importance of various attributes, including price, brand, and features.
  • The Van Westendorp Price Sensitivity Meter (PSM) :  We used PSM to determine optimal price levels for the category and  identify the price points at which consumers perceive a product as too expensive or too cheap. The results of PSM helped us to validate conjoint results.
  • Simulator Development: Building upon CBC insights, we created a sophisticated simulator. This tool allowed us to:
    • Determine Price Premium: Quantify the price premium each brand could command, enabling strategic price positioning.
    • Run What-If Scenarios: Explore diverse pricing strategies and their potential outcomes without real-world implementation.
    • Revenue, Profitability, and Market Share Analysis: Assess how different price levels would impact these crucial performance metrics.
    • Source of Volume Analysis: Uncover which competitor brands gained or lost market share during price changes.


Our solution produced remarkable results, empowering our client to make informed decisions:

  •  Ideal Price Positioning: Armed with insights from the simulator, we helped our client to  successfully determine the ideal price positioning for their brands in various markets. They could strategically position their products against competitors, enhancing their market presence.
  • Simulation Tool: The simulator became an invaluable resource for the client. They could now:
    • Predict Share, Revenue, and Profit Impact: The tool enabled them to foresee how price adjustments would affect market dynamics and financial performance, thereby mitigating risks associated with pricing changes.
    • Gain Competitive Insights: Understanding the source of volume changes during price fluctuations provided a competitive edge, helping the client make data-driven decisions.


In the fiercely competitive consumer goods industry, data-driven decisions are the key to success. Our implementation of Choice-Based Conjoint Analysis (CBC) and the development of a powerful simulator not only allowed our client to strategically position their brands but also equipped them with the means to forecast revenue, profitability, and market share under varying price scenarios. Furthermore, the ability to pinpoint the sources of volume changes during price adjustments gave them an unparalleled edge in the market. This case study showcases how robust analytical tools can empower companies to thrive in dynamic market landscapes.

Are you facing similar challenges in your industry? Contact us today to explore how our solutions can help you achieve your strategic goals.

Navigating Inflation: How Data-Driven Pricing Strategies Boosted Revenue

In today’s ever-evolving business landscape, staying ahead of the curve is essential. This is especially true during periods of inflation when costs are rising, and businesses must make critical decisions about their pricing strategies. In this case study, we explore how a client facing the challenges of inflation successfully harnessed data-driven strategies to not only survive but thrive in a challenging economic environment.

The Challenge

Our client, a multinational FMCG company operating in a dynamic market, found itself grappling with the impact of inflation. Rising costs were eroding profit margins, and they needed a solution to determine how a price increase would affect their products while minimizing volume loss. Their goal was clear: make informed pricing decisions to safeguard revenue and market share.

Our Solution

Our engagement with the client started by conducting an exhaustive workshop to determine the optimal brand, price and packaging alternatives for selected channels. The pivotal turning point in our collaboration materialized with the creation of a sophisticated simulation tool. This tool seamlessly fused econometric modeling, leveraging historical data, with choice-based conjoint analysis (CBC). This fusion allowed us to rigorously assess and execute a multitude of ‘what-if’ scenarios, integrating three pivotal components:

1. Macro-economic Indicators (Inflation)

Consumer price perceptions change in response to varying inflation rates. Our simulator seamlessly incorporated inflation into our. Equipped with this valuable insight, our clients were empowered to make pricing decisions that remained closely aligned with the prevailing economic conditions

2. Category Volume Changes

By incorporating historical data, we predicted how changes in pricing would impact the total category volüme (a limitation of conjoinrt methods). This allowed the client to tailor their pricing adjustments to minimize volume loss, ensuring a smoother transition.

3. Seasonality of Products

Recognizing the importance of seasonality, our simulation tool factored in the natural fluctuations in demand for the client’s products throughout the year. This ensured that pricing strategies were not only responsive to inflation but also aligned with seasonal changes of market demand.

The Outcome

Our efforts delivered remarkable results:

Significant Revenue Uplift: By utilizing data-driven insights, we identified a substantial increase in revenue. The client achieved their primary objective of maximizing revenue while keeping volume loss to a minimum. Optimium Brand Package Price (OBPPC) was also determined for selected channels.

Long-term Sustainability: One year after the project’s completion, the simulation tool we developed remains in active use, boasting a remarkable forecast accuracy of 90–95%. It has proven to be an enduring asset, continuously empowering the client to make informed pricing decisions.


This case study is a testament to the power of data-driven decision-making. In an environment where inflation threatened to erode profits and market share, our client not only weathered the storm but emerged stronger. By leveraging a sophisticated simulation tool that considered macro-economic indicators, category volume changes, and product seasonality, they made pricing decisions that were not only profitable but also sustainable.

In today’s fast-paced business world, the ability to adapt and thrive in challenging conditions is a hallmark of success. This case study demonstrates that with the right strategy and tools, businesses can not only survive inflationary periods but find opportunities for growth and long-term prosperity. The story of our client is a testament to the enduring value of data-driven decision-making in today’s dynamic markets.