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PRICING GUIDE FALL LTO’S

PRICING GUIDE FALL LTO’S. OFFER DEVELOPMENT CENTER JULY 2013. PRICING PROCESS. CONSUMER INSIGHT, COMPETITION ANALYSIS, COMMERCIAL DRIVERS. PRICING PROCESS.

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PRICING GUIDE FALL LTO’S

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  1. PRICING GUIDE FALL LTO’S OFFER DEVELOPMENT CENTER JULY 2013

  2. PRICING PROCESS CONSUMER INSIGHT, COMPETITION ANALYSIS, COMMERCIAL DRIVERS

  3. PRICING PROCESS Our cross divisional LTO’s for the fall give consumers everything from simple, great-tasting fare and flavor-packed meals to bright, colorful selections and truly Chef-inspired dishes. These promotional items have been developed to drive consumer excitement and satisfaction, as well as incremental sales through increased frequency, participation and check average. Proper pricing is fundamental for the success of our promotions. We have spent the necessary time in analyzing consumer insights, competition data and Sodexo commercial drivers, so that the pricing architecture reflects consumer value perception, and also meets divisional contribution requirements.

  4. PRICING PROCESS We have also used pricing best practice techniques, such as price laddering and traditional price rounding, and have integrated items to extend the overall offer. The results are shown in this guide, using price bands and recommended price points, to best suit your division’s needs.

  5. 1 PRICING PROCESS 2 3 CONSUMER INSIGHT VAN WESTENDORP SURVEY COMPETITION ANALYSIS 4 SODEXO COMMERCIAL DRIVERS 5 SODEXO PRICING LEVERS FINAL PRICING Initial baseline built on consumer value perception. Floor and ceiling points used as reference to build price bands. High-street pricing gathered, statistical analysis undertaken. Insights leveraged to create pricing architecture criteria. Articulated Pricing levers to fine tune pricing architecture and individual price points. Psychological Pricing, Price Laddering, Offer Extension. Final articulation through both bands and price points to ensure pricing is actionable cross divisionally. Divisional contribution thresholds analyzed. Product price points refined to ensure divisional typical $ contribution and % contribution are met.

  6. FEATURES & BENEFITS AN ARTICULATED PRICING APROACH

  7. FEATURES & BENEFITS INCORPORATES CONSUMER INSIGHT (Van Westendorp Survey) ARTICULATES SODEXO PRICING LEVERS (Psychological Pricing, Price Laddering, Offer Extension) PROVIDES PRICING BANDS PROVIDES RECOMMENDED PRICE POINTS Architecture coherent with consumer value perception and willingness to pay Supports product ranging and pricing optimization at unit level Allows pricing latitude for cross divisional application Ensures profitability and contribution requirements are met

  8. PRICING ARCHITECTURE RECOMMENDED PRICE POINTS

  9. PRICE POINTS, CLOSE TO HOME LTO’S

  10. PRICE POINTS, HERITAGE & INSPIRATION

  11. PRICING ARCHITECTURE PRICING BANDS

  12. PRICE BANDS, CLOSE TO HOME LTO’S

  13. PRICE BANDS, HERITAGE & INSPIRATIONS

  14. NEXT STEPS FOR IMPLEMENTATION

  15. NEXT STEPS FOR IMPLEMENTATION REVIEW PRICING ARCHITECTURE DEFINE FINAL PRICE BRANDS AND/OR PRICE POINTS FOR YOUR DIVISION PLAN THE UNIT COMMUNICATION STRATEGY MAKE UNIT LEVEL TOOLS AVAILABLE (CLIENT PRESENTATIONS, SPREADSHEETS…) PROVIDE UNIT SUPPORT

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