Sep 2, 2018 · 1 min read
Price is an important factor, but it’s all about the Semantic Scales. If you look at that report and your brand is far off a segment’s ideal point, it doesn’t matter how low you price your product, it will get beaten out by a better positioned brand.
Your price should be dictated by the Semantic Scales reports as well. Look at what their ideal price is and will likely be in the next period, and price your brands the same. But again, if all the other product attributes are off you won’t sell many units. I would guess that your competitor is probably one of the only ones delivering well on all product attributes, which is letting them sell for such a high price.
