BrandIdea was the Associate Partner at the Economic Times Price Strategy Summit, Mumbai, 21-22 June 2017. The summit was targeted at senior-level Marketing professionals and a total of around 110 delegates attended.

In the second session on 22nd September, our CEO, Suresh Pillai made a presentation on Price Analytics to drive Growth in Untapped Segments, during which he highlighted how the BrandIdea platform helps marketers on two crucial price-related aspects:

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(a) It captures the affinity that each SKU in a brand’s portfolio has with consuming SEC segments – plotting this relationship helps to identify those consuming segments which are presently not served/ adequately served by existing SKUs and also an advanced algorithm to predict the SKU price-point which will cater to the unserved segments

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(b) The Platform also optimizes pricing within SKU bands by drawing linkages between changes in a particular SKU with sales of other SKUs, and the impact of external factors like raw material costs and statutory changes on pricing and sales.

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It also covers tactical aspects like impact on sales of an SKU after withdrawal of promotion pricing etc.

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It does all this at a granular level – right down to individual neighborhoods/ villages, giving powerful actionable insights to empower the Business Users.