On Thursday, November 21st, 2013, we hosted the webinar “What is the right price? The tipping point of price and perceived value”, as part of our fall cycle of SKIM webinars.

About the webinar

Setting the right price is vital, because price is a key marketing lever and it expresses brand value in a competitive context. The question is: how far can the brand increase prices while securing revenue? The answer is: up to the point where the price change is no longer offset by the perceived value of the product or service.

The tipping point depends on the brand’s and product’s price elasticity. The brand can only raise prices without being penalized if elasticity is low. The key is to focus on setting the right price in balance with the brand’s value. Gerard and Ellen explored SKIM’s recent meta-analysis of over 200 pricing studies, providing valuable insights on how to achieve that balance.

Our presenters

Gerard Loosschilder, Partner and Chief Methodology Officer
Ellen Lueb, Project Manager

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If you are unable to view the slides on this page or you’d like to download the presentation file, click here to view our slides on SlideShare.