This case study discusses how a major consumer brand used PriceBeam's Comparative Willingness-to-Pay (CWtP) study to optimize its pricing strategy. The brand aimed to improve performance by understanding consumer price sensitivity, especially with products often bought as gifts. The study revealed that the products were inelastic at certain price points and suggested that an Everyday Low Price (EDLP) strategy would boost revenue by 25% ($250,000) and increase sales volume by 21%. The brand also needed to increase awareness, as only 20% of consumers recognized it, to further enhance willingness to pay.

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