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Unbundling value to align packages with customer segments

Unbundling value to align packages with customer segments

Pricing design work often needs to include an unbundling phase. The current offer gets broken down into its key parts so that the contribution of each aspect to value can be understood. These function to value mappings are then connected to a value-based market segmentation in order to repackage offers so that they can be priced.

Pricing your solution portfolio: Part 3 - Looking for Interactions

Pricing your solution portfolio: Part 3 - Looking for Interactions

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 your solution portfolio: Part 2 - Setting Goals

Pricing your solution portfolio: Part 2 - Setting Goals

Part 2 in a four part series on pricing a solution portfolio (one of the toughest challenges in pricing). Here the focus is on goals. How does one set the goals for different parts of the portfolio and how do these contribute to the overall goal?

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