What is your pricing IQ? And what does it mean for you and your business?
Pricing is the most often underestimated element of a go-to-market strategy for a product or service. It is the threshold the consumer must cross in order to experience a brand, is hard to raise once it is set, and can make or break the success of a brand and ultimately, the ability to make money.
The goal of this class is to improve your pricing IQ; providing you with an understanding of the language of pricing, different strategic pricing approaches and the advantages and disadvantages of each. We will discuss how to avoid unstable pricing foundations that create friction in the purchase cycle, limit profit and volume movement, and diminish relevance in the consumers basket, behavior. We will also discuss guardrails for effective promotional pricing.
About the Speaker
Jennifer Pembroke Johnson is a seasoned consumer research professional with strong client and supplier side experience with brand and pricing strategy, consumer insights and product innovation. She spent 10 years with McDonald’s across both the US and Global businesses. Prior to her time under the golden arches, she worked on the research supplier side, including TNS, Information Resources, Inc., and Millward Brown. She has a strong reputation as an innovator in her approach to learning and connecting to the consumer.