This twenty-minute webinar on pricing, applies the Big Picture framework to topics of value creation and value capture. In the acquisition/stimulate demand quadrant we use pricing to encourage customer learning about the product and to generate trial. In the retention/stimulate demand quadrant, pricing is used to turn transactional into transformational relationships. For acquisition/ earn share, pricing must articulate the differential value between our brand and our competitive targets to encourage competitive customer trial. Finally, for retention/ earn share, pricing must articulate the experiential differentiation value to encourage increased loyalty amongst multibrand customers.
