Trace Data Research

  Client Background A well-established FMCG brand operating across multiple personal care and household categories in India. The client had strong distribution in urban markets and growing traction in Tier 2 cities. Despite premium packaging and product quality, pricing inconsistencies across SKUs were undermining both profitability and customer loyalty. Challenges They Faced Despite high brand recall, the client faced following challenges: ·        Chronic discounting pressure, especially during monthly and festival sales cycles ·        Eroding contribution margins, with up to 18% margin dip in their top-selling SKU over 12 months ·        Price confusion across retail and e-commerce channels, leading to customer churn ·        Premium SKUs were often clubbed with mass-market items, diluting perceived value ·        ...

  Pricing today is a strategic function that directly influences profitability, competitiveness, and brand equity. As markets become increasingly dynamic and customer expectations evolve, businesses must move beyond reactive or cost-based pricing and adopt data-driven frameworks that reflect true market realities. At TraceData Research, pricing is approached as a structured and evidence-based discipline. Our analysis goes beyond surface-level benchmarking, focusing instead on aligning pricing with perceived customer value, category dynamics, and competitor actions. We integrate advanced methodologies to evaluate price sensitivity, segment-specific willingness to pay, and market positioning, ensuring that our clients' pricing strategies are both defensible and growth-oriented. This analytical approach enables organizations to capture optimal value, reduce unnecessary discounting, and position themselves effectively in highly contested markets. Primary Elements of Pricing Anal...