Worksheet · B2C: Consumer Pricing Health Check
Write your price-position statement
"Be cheaper than them" or "feel premium" is an intention. It does not tell a category manager what to do on Monday. This sheet writes the position down by category, against named competitors. It builds the Competent step of the check:
A written strategy names target customers, our price position versus named competitors, and where we defend versus harvest.
Step 1. Target customers
| Customer group | Share of sales | Who they compare us with | What brings them back |
|---|---|---|---|
| e.g. Families shopping weekly | 45% | Supermarket A, online store B | Range and convenience |
Step 2. Position by category
Give each category a role. Traffic lines bring people in and get compared. Margin lines carry the profit. Halo lines set the image.
| Category | Role (traffic, margin, halo) | Competitor 1 | Competitor 2 | Our position (below, match, premium) | Defend or harvest |
|---|---|---|---|---|---|
| e.g. Everyday basics | Traffic | Supermarket A | Online store B | Match | Defend |
Check the pattern against the brand. A premium brand whose entry line sits among the cheapest in the market sends two messages.
Step 3. The statement
| Box | Your words |
|---|---|
| We price for (customers) | |
| Against (named competitors) we are | |
| We defend on (categories) | |
| We harvest on (categories) | |
| We will not | |
| Signed by, and date |
Done when: a written statement names your target customers, your position against named competitors, and where you defend and where you harvest.
Adapted from our own pricing approach (PSP, 2007).
From the B2C: Consumer Pricing Health Check. Your report links the sheet for each of its moves.