Price Indexing:

One way to determine prices is by defining a premium or discount index versus a benchmark.  There are, however, different types of prices that may serve as  indexes and choosing the wrong one can lead to bad decisions.  These  tools and guides discuss the index-setting process and provide some aids to help.  

modeling price elasticity:

Understanding price elasticity is crucial if one seeks to improve results through better pricing.  Yet, calculating elasticity can be an infuriatingly complex task. These tools and guides explain the process of how to collect data for pricing, estimate price elasticity and provides some simple examples of different approaches. The demand curve generator is a simple, wisdom-of-the crowds tool that can help different points of view into a consensus around the impact of pricing changes. It is good for workshops and for hypothesis formation.

  • Guides:

Process Guide for Collecting Pricing Data

Tool Guide for Modeling Deman Functions


  • Tools:

Demand Function Models - Excel

Demand Curve Generator Example

pricE Planning

Monitoring How Trade Expenditure Drives Net Sales & Profit:

Price waterfalls are powerful tools to monitor how different price and trade elements drive net sales.

Price monitoring

Comparing Capabilities Product Attributes:

Visualizing how one's capabilities and attributes compare with competitors is a useful tool to evaluating relative price/value.  This file has three examples of different ways to compare 1 or more competitors to self.

Price/value Positioning:

Price / value maps are visual tools that improve understanding of price positioning and  the drivers behind it. They are also useful for setting future product development and communication priorities.  

Trade promotion roi estimation:

The promotion ROI calculator is a simple, tactical planning tool that estimates the profitability of a typical CPG trade promotion through a retailer, given expected lifts and investments.

objective setting:

There is no right price without clear objectives, but getting that clarity is often harder than it seems like it should be.  The Objective Setting Tool provides some easy methods to prioritize business and marketing objectives. The Business, Marketing, and Pricing Objective guides provide instructions on how to use the tool as well as the overall process of determining the right objectives for pricing.  

  • Guides:

Marketing Objectives

Business Objectives

Setting Pricing Objectives

Tools help make complex problems easier to solve.  The tools below are provided for use in David Duncombe's courses, but also freely available for business use as examples of the possible.  

pricing tool Kit

Price Analytics 

Monitoring Pricing variability and compliance:

Price ladders are a simple, visual tool to compare price ranges around one's own or competitive codes and to monitor compliance with pricing guidelines.

prioritizing customer targets:

Price positioning ultimately is judged by the customer. This makes segmentation and targeting an important pre-step for pricing strategy. These guides and tools explore the segmentation process and provide some aids to prioritizing targets.