Outcome-based pricing: Everything you need to know
Emily ManockThe use of outcome-based pricing is growing in the software, finance and legal sectors, but how does it actually work?
Just two-fifths of marketers ‘can quantify’ link between brand and price elasticity
Charlotte RogersWhile most marketers agree brand strength drives price power, just over half say their firm can command higher prices than rivals.
Greggs CEO defends pricing strategy despite ‘challenging’ first half
Niamh CarrollGreggs has been using app and value perception data, as well as customer feedback, to monitor the impact of recent price increases.
LVMH CFO: ‘Efficiency is sustainable, cost-cutting is not’
Emily ManockThe luxury giant’s CFO says the business is committed to investing in innovation while looking to create efficiencies in marketing, as its sales continue to decline.
Asda’s VP of marketing on going back ‘to its roots’ to find success
Josh StephensonAsda is backing its price proposition to win share back from its rivals in its first campaign with new creative agency Lucky Generals.
Mercedes-Benz CMO on luxury brands earning their ‘intangible premium’
Niamh CarrollMaintaining Mercedes-Benz’s premium price positioning is a crucial part of building the brand for the future, as well as selling cars today, says its US CMO.
Why do only a third of marketers have influence over pricing?
Niamh CarrollWith most marketers reporting their function doesn’t have influence over pricing, the profession risks doing itself a disservice by being out of the loop.
Prime profits fall by over 90% as sales continue to plummet
Josh StephensonThe creator-fronted energy drink has seen sales collapse since its 2023 heyday as promotional activity bites.
Most marketers don’t have influence over the 4Ps excluding promotion
Charlotte RogersWhile almost 90% of marketers have influence over advertising and comms, just a third are involved in discussions about price.
Diageo’s CEO on pricing challenge: ‘There’s a lot of promotion out there’
Grace GollaschIn response to global uncertainty and heightened promotions among competitors, Diageo has continued its push into smaller-sized premium products to appeal to cash-strapped consumers.
Marketoonist on price and the 4Ps of marketing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
P&G doubles down on innovation to combat ‘uncertainty’
Molly InnesThe FMCG giant says it will invest in innovation and maintain advertising spend in response to economic “volatility”.
Heineken: Price discipline is necessary to fuel investment for growth
Niamh CarrollHeineken indicated its negotiations with European retailers have been “tougher than usual”, as it looks to remain firm on its pricing strategy.
LVMH: We refrain from using price as a growth driver
Jasper BaumannAs LVMH posts another sales decline, its CFO says the luxury business will continue to invest in brand so it emerges stronger when demand returns.
How marketers are using premiumisation to drive growth and build stronger brands
Niamh CarrollPremiumisation can allow brands to drive profit through pricing, but when done properly, it’s a process that requires brand building and product focus, not just raising prices.