April 2-3, 2019

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Portfolio Re-Engineering: Go Beyond Price and Size with Brand Equity and Gamification

Price plays an important role in determining the success of products in-market. Understanding the impact of price on overall revenue is the need of the hour to implement strategic decisions. CPG companies are often under pressure to manage prices and offer better value to customers while at the same time creating profitable portfolios.

With years of experience in portfolio optimization, we have designed a “Pack-Price Architecture” solution that focuses on providing richer and more impactful insights. Gamification in surveys enables the replication of the actual market purchase decisions, providing richer data. This is a one-stop scalable solution to all portfolio optimization requirements.

A new-age solution for an age-old problem that uses the power of discrete choice modeling along with brand equity estimated through structured equations. Using our equity modeling, we evaluate equity on brand comprehension and brand sustentation, which enables the change in pricing with a supportive brand push. This gives marketers an additional lever to optimize portfolio and pricing.

The final recommendations derived from data collected using gamification and calibrated with real market information (RMS data) are robust and actionable.

The final recommendations is an integrated outcome of:

  1. Analyzing retail market data (RMS);
  2. discrete choice outcome subjected to advanced calibrations; and
  3. brand equity analysis.

Amalgamation of above empowers our clients with outputs such as:

  1. Portfolio dashboard – impact summary;
  2. impact of promotions;
  3. brand equity module;
  4. new product test;
  5. fair share realization;
  6. cross-price elasticity/size elasticity; and
  7. price/size sensitivity charts.

This framework not only provides information for the price sensitivities of all SKUs but also gives out the elusive information of pricing impact on competition and cannibalization.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Data visualization
  • Mobile research
  • Predictive analytics
  • Storytelling/data interpretation
  • Global/international research
  • Gamification
  • Automated research


  1. Implementation of gamification for better data collection.
  2. Use of choice-based conjoint for pricing.
  3. Enabling calibration with real market information (RMS data).


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