Automotive market maker pricing strategies
Auto Market Maker
This print and online publication was suffering a prolonged loss of market share to lower-priced new entrants.
We began by helping them to create a more differentiated pricing solution: giving them cheaper prices at the lower end (where they were losing market share) and higher prices at the top end to drive incremental value. We then advised that these changes be introduced alongside changes to the product, helping to justify the price moves.
Strategy projected to reverse decline in low end of market and to increase market share ten-fold in this segment.