Brand building and pricing

Although price is one of the four key variables for the definition of marketing, in reality, a marketing manager concentrates his activity around the issues of identity, values, positioning or value proposition of the brand. Sometimes due to organization reasons and others because of the dynamics of the business sectors, the fact is that the focus of marketing areas is not usually in the treatment of price as a variable. And when this happens, although tactically the price treatment can be... + read more

The importance of tracking competition prices for brands

"Vodafone follows in the footsteps of Telefonica and Orange, and raises its rates", "Netflix could raise its rates in view of the movements of its competitors." News articles such as these, which we see daily in the media, highlight the importance for brands to monitor the prices of the competition and update their prices based on the movements observed, and to do so without making mistakes. Brand positioning largely defines the price of products. And, as you know, price is... + read more

What is repricing for an ecommerce?

Repricing is one of the many concepts that have been incorporated into the digital language with the evolution of electronic commerce. The concept seems simple to explain, since it is a way of updating the prices of online products with a certain degree of automation, which in the end seems to be nothing more or less than setting prices and applying them. But in the digital world things change very fast and the novelties come with a name of their own, such as repricing.   Competition... + read more

Trends in ecommerce that can change the rules of the game

Everything indicates that electronic commerce will maintain its growth rate. And predictions such as that of the Forrester Research consultancy assure that we are very close to online sales surpassing the physical ones. The consequences for the players of electronic commerce are very positive, since the online sale sector grows 23% each year. But the challenges are also important, and competition for consumers will be increasingly tougher. To keep up this competitive pace, ecommerce must look... + read more

How to synchronize a supplier's catalogue with a Price Intelligence tool

Whenever we talk about the main uses of Price Intelligence tools, we do it in terms of competition, but there is also a great unknown benefit; the synchronization of our catalogue with suppliers. In many cases, the assortment information that vendors make available to retailers is very poor, so that it is only manually possible to download and import such information, and sometimes there is no way to export it, and everything must be done in detail. With an advanced Price Intelligence tool, we... + read more