2018 PRICING FOR VALUE – GROUP PROJECT

Select a company that has a portfolio of brands or products in a specific

industry for example detergents or mobile phones or cooking spices. Ideally
these brands/products should span various customer/consumer segments and
price points.
Critically assess the pricing strategy being followed by your selected company
or brand in the context of what you have learnt in the Pricing for Value course.
To have context for the pricing strategy, it is important to also understand the
category in which each brand/product competes in terms of
customers/consumer segments and needs and competitive offerings and
pricing.
Here are some areas to explore while evaluating the pricing strategy, though
this is by no means an exhaustive list.
 What pricing strategy do you think the company is following at an
overall level- cost-based, customer-based or competition-based?
 Is the company doing a good job of segmenting its various
customer/consumer segments and fixing its pricing levels appropriately?
Evaluate the quality of segmentation based on the key segmentation
principles.
 Are the discriminating value drivers clearly identifiable in the company’s
segmentation strategy?
 Is each brand clearly differentiated in terms of the customer segments
to which it is addressed? What role is price playing in this
differentiation?
 Do you think there are opportunities for the company to either raise or
lower prices for any brand/product or segment? On what basis will you
make this recommendation?
 Do you see any good examples of usage of metrics and fences?
 Has the company been able to change the pricing metrics for any of its
brands/products that has given it an advantage in the market?
  Do you see usage of skim pricing, penetration pricing or neutral pricing
in this company? How effective do you think this strategy has been for
the company?
 How would you rate the quality of pricing communication being done by
the company? Evaluate on pack as well as conventional media like TV,
print, etc.
 What is your assessment of the discounting strategy of the company?
 How would you rate the company’s pricing strategy compared to its key
competitors?
 What pricing recommendations would you make to the company?
It would be ideal if you are able to interview people from the company as well
as their customers like retailers as one of the inputs to the project.
Teams of 6 to 7 students each will work together and submit a Word
document file via e-mail to Elkana Ezekiel on mail ID eezekiel@imt.edu & to
Jishnu Changkakoti at jischang@gmail.com.
Ensure you mention the Section, group number and the names & roll numbers
of each student on the title page of your project submission.
In the last two sessions groups will have to make a brief presentation of not
more than 10 minutes capturing their group’s key findings and
recommendations.
This project carries a weightage of 25% in the final grading which would be
divided between the submission and the group presentation in class.
The last date for submission is February 5, 2018.