Edgewood Consulting Group
Illustrative sample, not client data

Price and promotion plans the retailer can say yes to

Next year's plan has to hold up in the buyer's office. We build pricing and promotion recommendations from the way shoppers trade between items, so the case you bring rests on shopper behavior the buyer recognizes, not on your cost sheet alone.

For pricing, trade and revenue management teams at consumer packaged goods manufacturers selling through Food, Drug, Mass, Club, Dollar and Online retail. Review a pricing plan

Three pressures land on the plan at once

A price increase or a new promotion calendar rarely fails on the spreadsheet. It fails when one of these forces arrives in the review and nobody has the numbers to answer it.

  1. Cost

    Your costs have moved

    Materials and freight push list prices up, and each increase has to be justified item by item rather than as one percentage spread across the line.

  2. Retailer margin asks

    The buyer wants margin back

    Retailers meet an increase with requests of their own: more funding, a better margin, fewer items on the shelf. Every request changes the economics you walked in with.

  3. Shopper switching

    Shoppers have somewhere to go

    Push a price point too far and shoppers move to a competitor, another size or the store brand. What matters is where that break happens and how much volume stays in the category.

What the analysis looks at

Each engagement starts from the whole category, your items and every competitor's, so the recommendation reads as a category view and not a supplier's wish list.

  • Price gapsThe distance between your items and the ones shoppers weigh them against, and the point where a wider gap begins to cost volume.
  • Pack and size architectureWhether each size earns its step on the ladder or simply crowds the one beside it.
  • Promotion depth and frequencyWhich events bring in new volume and which subsidize sales that would have happened at full price.
  • Assortment overlapItems the shopper treats as interchangeable, and where their volume goes if one of them leaves the shelf.
  • Shopper switchingTransferable demand and walk rates from shopper decision research, the foundation under every scenario we run.

The retailer conversation

Buyers hear supplier plans all season long. The ones that move are the plans that work for the category as well as the brand: they show where a shopper goes when a price changes, what the retailer keeps and why the numbers hold. Our senior team does the analysis, prepares the material with your sales and revenue management leads, and stays with you through the review and the changes that follow it.

What we bring to the meeting

  1. A category price ladder showing your items beside the competition.
  2. Scenarios for each price and promotion move on the table, with the volume that shifts and where it lands.
  3. Recommendations written in the buyer's terms, sized for the retailer's own shelf.
  4. Prepared answers to the questions the buyer is most likely to raise.

Bring next year's plan

Tell us the categories and retailers on your calendar. We will look at the plan with you and show where the shopper evidence supports it and where it needs work.

OfficeEdgewood Consulting Group
1719 State Route 10, Suite 226
Parsippany, NJ 07054
Review a pricing plan