Packaging & Pricing Strategies
Selecting the right price and choosing a pack that stands out in the crowd can make all the difference in a brand's success.
Understanding how pricing and packaging design impacts shopper or customer behavior is a critical part of optimizing key elements of your marketing mix. RI's approach understands how these elements affect the bottom line and meet shopper needs.
We believe pricing research should be a combination of validated approaches and creative solutions. Our pricing solutions put new and existing products in real market context to optimize brands throughout their lifecycle to deliver insight in three key areas:
- Market transparency: how well do consumers differentiate between offers?
- Choice drivers: the balance of brand, price and innovation
- Consumer expectations: of price and value among competitors in the market
Traditional packaging research centres around the critical element of pack standout, and while we also include this, at RI we believe that the design brief should fundamentally be at heart of pack evaluations. The key is to measure the brand response - whether it be reinforcing/updating existing brand values or aiming for reappraisal.
Central to our packaging approach is measuring brand response - from functionality to brand impact to design perspectives our 6 area model approach gets to the heart of the best solution:
- Product Response
- Design Response
- Visibility
- Brand Impact
- Functionality
- Green Index Pricing
We help clients solve these business issues:
