A Global Apparel manufacturer wanted to evaluate consumer perception of their brand and whether this Brand Value can be better captured through price changes

• We built a price estimation model at different price points across products and channels
• Conjoint techniques was used to understand tradeoff between product features/price
• Market Scenario was mapped in terms of most frequently observed price points and the price elasticity
• Volume, Revenue and Margin impact of price change on portfolio was also evaluated
• Consumer Decision Drivers were also assessed
• In terms of importance Brand, Price and Features (fabric, zip, graphic positioning) and the premium they command
• Brand premium of client’s brand with competitors was also compared

• Some of the product prices were unchanged as price increase would have lead to sharp drop in sales
• Some of the product prices were decreased leading to higher sales/profit
• Client’s annual profit increased ~10%