驱动B2C市场增长：价值定价法的力量

Onno OldemanJos EelandMark HelderOlivier Hagenbeek simon-kucher.com Contents The power of value-based pricing3 Price strategy: Moving towards value-based price setting5 Framework: Setting avalue-based structure6 Maintenance: Keeping competition in sight8 Effective implementation: Setting prices that stick11 Conclusion: Value-based pricing as a means to realize growthinalowinflation setting15 The power of value-based pricing While companies have various pathways to drive revenue and profit growth, pricingstands out as the most powerful lever. All else being equal, price adjustments yieldagreater impact on profit than equivalent changes in volume or costs. Naturally,elasticity is crucial in determining the bottom-line effect of a price increase, but whenexecuted effectively, price increases typically boost Return on Sales by 3-4%. Thismakes pricing a significant growth lever in terms of revenue and bottom-line impact. In recent years, companies have found it relatively easy to raise prices, as high inflationmade customers more accepting of price hikes, often without scrutiny. However,asinflation begins to ease, this dynamic is changing. Customers are becoming morecritical of increases and fatigued by the repeated hikes of recent years. The era ofblanket acceptance is ending, forcing companies to rethink their pricing in a morecautious, price-sensitive market. In this new landscape, businesses can no longer rely on external factors, like inflation,tojustify price hikes. Instead, business leaders need to define a more thoughtfulapproach to preserve profitability without straining customer relationships. One of themost effective strategies is to shift toward value-based pricing, which focuses on theperceived value to the customer rather than linking price changes solely to rising costs.By clearly demonstrating the unique value their offerings provide, companies can justifyincreases in a way that resonates with customers. Setting value-based pricing alone, however, is not sufficient. Ever changing economicdynamics in recent years have learned that setting value based prices is one, butmaintaining them is equally important. Updating your prices to meet the new dynamicsrequire robust methodologies and associated governance. These tools help set optimalprice points, minimize pushback, and maintain optimization over time. Ultimately, balancing a compelling value proposition with practical implementationisessential. By combining strategic insight with effective execution, companies cancontinue to raise prices thoughtfully, safeguarding both their margins and customertrust in today’s complex pricing environment. This whitepaper showcases our perspective on how companies — particularly thoseinB2C markets — can drive sustainable growth through a value-based pricing strategy.Moving beyond inflation as a justification and delving into value-based pricing as a keydifferentiator including the critical need for strong execution. Price strategy: Moving towardsvalue-based price setting Value-based pricing can be leveraged to fulfil your price increase ambition, but too oftenwe see customers still using cost-plus or competitor-based pricing. With cost-pluspricing the price is defined as the cost of goods sold plus a margin mark-up and withcompetitor-based pricing the price is based on a set price difference versuscompetitors. These two methods are not generally recommended as they do not capturethe full value of products or services as shown in Figure 1. Price setting method Value-based pricing is a strategy that sets prices based on the perceived value ofaproduct or service to the customer. Rather than focusing on production costs orhistorical prices, this approach ensures prices align with customers’ willingness to pay.This way, you capture the benefits and unique value your product or service provides. Framework: Setting avalue-based structure Without the right knowledge, pricing decisions become guesswork. You may end upwithprices that are either too high, driving customers away, or too low, leaving potentialrevenue on the table. Different perspectives are required to develop the optimal pricelevels. Typically, in our projects, we combine the internal perspective with data insightsand enrich this with an outside-in view on competitor pricing and consumer research(see Figure 2). Insights into customers’ willingness-to-pay and the competitivelandscape are essential in designing a value-based pricing structure, but also the mostchallenging to obtain. consumer research Customer research Defining customers’ willingness-to-pay starts with robust customer research. This stepis crucial for gaining a deep understanding of customer preferences, needs, and pricesensitivities. Furthermore, it helps you identify the key value drivers for differentcustomer segments, and it also helps you stay competitive by understanding how yourproduct is positioned relative to competitors. The type of customer research differsacr