Part 3 in a four part series on pricing an offer portfolio. Here the focus is on interactions between different parts of the portfolio. Three key ways of thinking through portfolio interactions are discussed: frames, paths, packaging and bundling. Common pitfalls are also identified.
Pricing is often seen as a branch of the dismal science, a coldly analytical attempt to extract the maximum price from buyers. Good pricing practice is completely different from this stereotype. It factors in empathy and emotion and is deeply concerned about the value delivered to the customer (V2C).