McVitie’s
As the largest brand in the mature UK biscuit market, McVitie’s needed to quantify the potential prize from optimising the pricing of its products and individual stock keeping units (SKU’s).
Following a rapid situation analysis and the integration of econometric modelling outputs with internal financial data, the size of the opportunity was quantified at SKU, product and total McVitie’s brand levels.
The findings and recommendations enabled McVitie’s board to take a quick, informed decision as to how best to manage consumer and trade pricing as part of its forthcoming annual budget.
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