Price Management

CPGs have weathered the volatile economy since the beginning of the COVID-19 pandemic by raising prices to compensate for increased costs and seeking to boost volume through advertising and promotional discounts. However, research suggests that those strategies won’t be enough to sustain growth in 2025.

A survey of 303 U.S. consumers conducted in October found that 68% reported that dynamic pricing made them feel like they were taken advantage of. Learn more.

Here’s a close look at five CPGs successfully harnessing RGM to stay ahead of the curve and hit a bullseye (almost) every time.

Colgate-Palmolive, P&G, and PepsiCo have all recently pointed to heightened consumer awareness of value in the U.S. market, according to recent earnings calls, responding with analytics-driven promotion strategies, adjusted price pack architecture, and new ways of communicating differentiated value.

The holiday season is quickly approaching and consumers continue to prioritize value and convenience over brand loyalty.

The company was challenged by a lack of hard data in its decision-making process for pricing recommendations and adjustments. In order to move forward with more informed pricing decisions, Clorox knew it needed to tap into new insights and analytics.

Retailers are resistant to taking risks that involve their pricing because it can hurt both sales and brand perception, but optimizing strategies can make it easier to quickly respond to changes in shopper behavior and market changes.

Consumer skepticism with in-store pricing may have ramifications for the Q4 holiday season.