Pricing Strategy

Illuminas used conjoint analysis and van Westendorp pricing techniques to advise our client on the optimum price of a DIY product in an emerging market. The market was maturing and the high premium our client was charging for its product was no longer sustainable. Our analysis identified the optimum price level for the product in terms of revenues and profits, taking into account the need to incentivize retailers to promote the product with a suitable level of trade margin.