International wine client
Rethinking the link between price and product for an international wine business
Understanding needs
Our client needed to decouple the pricing of white and red wine variants within the same brand and importantly, validate the hypothesis that people do not look at prices within brands but within colours of wine.
Connecting data
Online survey data conducting a complex shelf display conjoint including a mixture of branded and private label wines to understand how consumers make choices based on brand, country of origin, variety, colour and price.
Driving change
Provided a comprehensive conjoint simulator to enable the client to model price changes on branded wines and behaviour in the category to understand the optimal pricing strategy (preventing switching to another brand, another category or dropping out entirely).
This conjoint has been extremely helpful for us when implementing the entire add-on strategy, enabling us to be data driven and customer centric
Clara Westman
Head of Customer Insight and Brand Innovation