• a framework of enquiry that addresses one of the most difficult dimensions of an effective marketing strategy - the dimension of price.

• as an element of the marketing mix, price says a lot about market position, value and quality.

• price communicates to consumers value and quality in your product.

offers...

• a unique system of enquiry and analysis built upon a sound base of economic theory and marketing practice.

• a research system that measures consumer perception of quality and value ascribed to products or brands across a wide range of price alternatives.

• insights that make pricing decisions easier and more effective.

• insight that shows you how to use price to maximize sales volume.

• insight that guides you in using price to maximize dollar sales.

- how it works...

• careful respondent screening

• structured questionnaire using an extensive price scale

• four simple questions

• data collection options

• in-person interviews using visual stimulants

• telephone interviews using verbal descriptions

shows you:

how "sensitive" the target market is to prices in the category or to the price of your product or brand.

identifies...

...how much "resistance" will occur in the category or to the price of your product or brand, at alternate prices...

can show you at a glance:

...the potential impact that price will have on sales volume across a wide range of price points...

highlights...

...the specific price where potential aggregate dollar sales will be maximized...

minimizes the risk in pricing decisions:

...with a composite overview of all the dynamics on a single data table and on a single graph

...addresses many strategic issues and can provide answers to key pricing questions...

• "What is this new brand worth?"

• "Are consumers aware of prices in my product category?"

• "How can I find out category prices in different markets?"

• "What price gives me maximum volume and dollar sales? Are these the same price?"

• "What's the best feature price that won't hurt the quality image of my brand?"

• "What's the right price for this larger (or smaller) package size?"

• "What features and benefits are needed to make my brand worth the extra money?"

is a registered trademark of Kendric, Smith & Partners Inc.

40 Boteler Street, Suite 202, Ottawa, Ontario, Canada, K1N 9C8

Toll Free: 1-800-825-2290 Tel: (613) 594-2863 Fax: (613) 233-9527

Email: info@KendricSmith.com