Pricing Research

A crop protection company was preparing to launch a new product in a highly saturated and competitive market. Despite the crowded landscape, the company had strong brand equity and wanted to determine the premium it could charge without negatively impacting the crop economics of its target customers. Additionally, they needed clarity on how to best position the product and which attributes would justify a higher price point. To address these objectives, I conducted an extensive research study across 10 districts in Pakistan. Using Conjoint Analysis, I was able to quantify the value customers placed on each product attribute and the brand itself. This allowed us to identify the optimal price point and determine the premium customers were willing to pay for specific features and for the brand name enabling the company to develop a pricing and positioning strategy backed by real market data.