Model the potential sales impact (incremental line growth, as well as cannibalisation) – given the introduction of specific price point anchors across the styler range (within multiple international markets – including EU5, US, South Africa & Australia).
This multi-country strategic pricing and volumetric modelling study established the spontaneous price expectations for a number of offerings within the ghd range, as well as the inherent elasticity – whilst also establishing how this differed by customer and prospect subset.
The study ultimately helped inform the global pricing strategy (across ‘core’ and ‘emerging’ brand markets), as well as provided support for a range stocking rationale – with hard, quantified, consumer data.
