Challenge:

• Legacy price bands not driven by logic / empirical evidence
• Excessive use of discounting leading to business cannibalizing covers and reduced return on investment
• Continual heavy discounting eroding value perception
• Unclear market price positioning and understanding of customer

Outcomes:

• £5m-£10m incremental margin benefit per annum
• New price band structure implemented to capture additional value, with roadmap and process for bi-annual assessments of band allocation
• Clear set of discounting principles provided to inform any future discounting strategy
• New discount types suggested to test. Misapplication and excessive discounting highlighted, and remedies offered