Worksheet · B2C via trade: Brand Pricing Health Check

Set one list price per product

It prints on A4 with room to write.

When prices are agreed net and the list is worked out afterwards, one product ends up with many list prices. Then nobody can see what each customer really costs in terms. This sheet counts the list prices, models the move to one, and logs every exception that remains. It builds the Competent step of the check:

One list price per product is loaded in the system, and every customer's price is list minus stated terms.

Step 1. Count the list prices

Start with your biggest product, then do the top twenty.

Product List prices in the system Highest Lowest Gap (%) Where they differ (state, channel, customer)
e.g. Biggest pack 14 $3.60 $2.50 31% By state and by channel

Step 2. Model the move in four stages

Stage What you model What comes out
1. Today Current lists, terms and contract prices, reconciled to the ledger A base that matches the management reports
2. One list One list per product that keeps the product's contribution. Each customer keeps today's net price, now shown as list minus terms The terms each customer needs to hold its net price
3. Winners and losers Customers whose net price would move Who gains, who loses, and by how much
4. Product positioning Similar products side by side Adjusted lists for products that sit out of line

Step 3. Customer by customer

Customer Product Net price today New list Terms needed to hold net (%) Terms in the agreement now (%) Gap Action
e.g. Customer 7 Biggest pack $2.70 $3.40 20.6% 12% 8.6 points not written anywhere Write into the next agreement

A gap means a discount sits somewhere outside the agreement. Find it before you load the new list.

Step 4. The exceptions that remain

Any price that is not list minus stated terms goes on this register.

Customer Product Price Reason code Owner Review date

Reason codes: legacy contract, tender, competitor match, clearance. Add others only with a reason.

Done when: each product has one list price loaded in the system, and every customer's price is list minus stated terms.


Adapted from our own pricing conference material (PSP, 2008).

From the B2C via trade: Brand Pricing Health Check. Your report links the sheet for each of its moves.