Free Webinar

Pricing Strategy That Works: How Leading Brands Drive Profitable Growth

Pricing strategy breaks down when theory meets reality. In this session, Ingo Reinhardt and Doug Hampshire show how to turn pricing strategy into practical, testable decisions, balancing growth and profit while navigating promotions, competition, and retailer dynamics.

Pricing Strategy That Works

Pricing decisions rarely fail because of bad math. They fail because they are disconnected from strategy, market realities, and execution. In this session, Ingo Reinhardt and Doug Hampshire break down what pricing strategy really means and how to translate it into concrete, defensible actions across pricing, promotions, and portfolio.

Rather than treating pricing as a set of isolated moves, the session shows how strategy, diagnosis, and execution need to work together, and how modern simulation tools allow teams to test strategic choices before committing to them in the market.

What You'll Learn

Why pricing strategy is necessary at all
If price elasticity and costs were stable and isolated, pricing would be mechanical. This session explains why real-world complexity makes strategy unavoidable and where traditional elasticity-based thinking breaks down.
How to diagnose pricing problems correctly
How to identify the real drivers behind margin pressure, growth slowdowns, and competitive intensity, instead of reacting with blanket price increases or promotions.
What “good strategy” looks like in pricing
A practical framework built around diagnosis, guiding policy, and coherent action, and how to apply it to pricing and RGM decisions.
How corporate objectives shape pricing choices
Why pricing must explicitly support growth, profit, or a defined balance between the two, and how misalignment creates internal friction and poor outcomes.
How to evaluate EDLP vs. High-Low strategies
A detailed walkthrough of how different pricing strategies affect units, revenue, and profit, and why higher volume does not automatically mean better performance.
How simulation changes the role of pricing teams
How virtual shopper models allow teams to evaluate strategic options in detail before execution, reducing reliance on assumptions and post-hoc explanations.

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.

Doug Hampshire

Head of Customer Value at Buynomics

Doug leads Customer Value at Buynomics, supporting clients in using AI-driven decision tools to improve RGM performance. Prior to Buynomics, he worked across multiple roles at Deloitte, including strategy and operations leadership and management consulting, delivering projects across public sector, retail, and supply chain domains. He has worked internationally across the UK, India, and Africa.

Session Highlights

Why pricing strategy matters beyond elasticity [01:56]
If elasticity and costs were all that mattered, pricing would be mechanical. Ingo explains why competition, portfolios, and volatility make strategy essential.

Strategy as planning, not trickery [04:30]
Why searching for a “magic price” or silver bullet rarely works, and why structured planning delivers more reliable results.

The three elements of good strategy [06:17]
Diagnosis, guiding policy, and coherent action, illustrated with practical and historical examples.

Diagnosing today’s pricing environment [13:04]
Key trends shaping pricing decisions, including commodity volatility, private label pressure, AI maturity, tariffs, ESG regulation, and supply chain risk.

Linking pricing to corporate objectives [17:55]
How growth-first vs. profit-first strategies directly change pricing, portfolio focus, and promotional intensity.

EDLP vs. High-Low in practice [25:27]
A simulated comparison showing why High-Low can drive volume while destroying profit, and when EDLP delivers better long-term outcomes.

Using optimisation to choose the right trade-off [31:53]
How to identify pricing strategies that balance unit volume and profit using Pareto-efficient scenarios.

Why strategy and tactics are converging [34:51]
How simulation allows teams to answer strategic questions at a granular level, rather than leaving execution risks to downstream teams.

Q&A

How accurate are simulated results compared to real outcomes?
Models are validated using in-sample and out-of-sample testing. Accuracy is continuously checked against observed behaviour, not just historical fit, ensuring simulations remain reliable when projecting forward. [37:45]

How does the model handle future uncertainty and shocks?
While external shocks cannot be predicted, the platform allows teams to input new assumptions quickly and simulate how existing shopper behaviour would respond to those changes. [38:53]

Does the simulation include competitors or only own products?
The model simulates the full category, including competitor products and their interactions. Profitability is calculated precisely for own products, while competitor behaviour can be explored using informed assumptions. [40:34]

Can this be used to respond quickly to market changes like tariffs?
Yes. Once new information becomes available, scenarios can be run immediately to assess P&L impact and evaluate response options before taking action. [39:40]