A pricing strategy builds the foundation for long-term profitable growth.

Profitable pricing cannot be driven by:
❌ Cost number with little understanding of how customers might respond
❌ Customers’ demands with little information about how competitors might respond
❌ Market-share goal with little understanding of the company’s ability to win a price war

The objective of a pricing strategy is to maximise profits by:
✅ Understanding value
✅ Creating value
✅ Communicating value and
✅ Capturing value
All within the constraints of the competitive environment, company costs and organisational capabilities.

Are you pricing profitably by capturing more value?