BALANCING DESIRE AND PRICE FOR
Even the most successful and intuitive marketers still struggle to find the sweet spot where the desire consumers have for a product perfectly matches the price they're willing to pay. Pricing too high risks losing a sale. Pricing too low may sacrifice margin.
The Desire-Price relationship, referred to as the Value-D score, was developed by Millward Brown and helps to remove some of the guesswork. Based on consumer interaction with more than 7,000 brands worldwide, this original research provides a critical new tool for finding the most productive balance between Desire and Price.
For further information, please contact Peter Walshe
at Millward Brown.