Leveraging Virtual Shopper Insights for Optimizing Price Pack Architecture (PPA)

For many CPG organizations, price pack architecture has moved from a periodic hygiene exercise to a core commercial lever. Inflation has increased price sensitivity, reduced headroom for list price increases, and exposed the limits of treating PPA as a static structure rather than a dynamic decision system.

This session addresses why PPA decisions fail when they’re evaluated in isolation—by pack, by brand, or by elasticity—and why understanding shopper switching, cannibalization, and portfolio-wide effects is now essential. The focus is not on tools, but on how organizations make PPA decisions that hold together commercially under pressure.

Meet the Speakers

Ingo Reinhardt Co-founder and Managing Director at Buynomics

 

Before Buynomics, Ingo was a Senior Director with Simon-Kucher & Partners, a global leader in pricing. He holds a Ph.D. in Management from the University of Cologne and Master's degrees in Management and Mathematics. Ingo was a PostDoc at the University of Oxford and published in the Strategic Management Journal.