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Client
A leader in the online advertising optimization industry.
Challenge
This startup was two weeks away from launching its new sales platform announcing the release of new service offerings and concerned that by bundling the soon-to-be released offerings with current packages, it was not effectively monetizing these highly differentiated offerings and potentially undermining its premium brand position.
Solution
The Glenroe Group developed a pricing strategy aimed at driving more ad inventory through the company's system; maintaining premium brand position and market leader status. We supported their vision of being known as a “one-stop” concierge-level service provider. As part of this effort, we recalibrated the proposed stratification of product and service offerings by providing multiple price points. In the long term, these price points could then be continually evaluated as part of ongoing optimization efforts. In the interim, the varied price points worked to balance the risk across the entire portfolio of product/service offerings and ensured that new offerings were being monetized. Product/service offerings were also repackaged in order to allow for an up-sell strategy by aligning prices with the consumer's willingness to pay. This further monetized the new offerings and streamlined the current pricing structure while preserving pricing leverage.
Finally, Glenroe Group developed a pricing tool to dimensionalize the full spectrum of pricing options; empowering sales quickly and profitably while appealing to cost-conscious customers.
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