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The Role of RGM to Drive Change and Growth with Unilever
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Why Your Pricing Playbook Could Fail in 2025
Pricing Strategy at the Edge of Uncertainty
Most pricing strategies are built for stable conditions that no longer exist. Inflation shocks, shifting demand behaviour, retailer power dynamics, and faster competitive reactions have exposed how fragile many pricing assumptions really are.
This session reframes pricing strategy for 2025 as a decision problem, not an optimisation exercise. Rather than refining outdated models or repeating last year’s tactics, it focuses on how senior leaders can make better pricing, PPA, and mix decisions when certainty is no longer available—and when the cost of being wrong is higher than ever.
What You'll Learn
- How to set a clear pricing strategy for 2025 in an uncertain environment.
Ingo outlines how to move from reactive pricing decisions to a coherent strategic plan that accounts for inflation fatigue, demand fragmentation, and increased retailer pressure. - Why traditional pricing playbooks break down in volatile markets.
A clear explanation of where cost-plus, competitor-based pricing, and static elasticity models fail, and why relying on them increases risk heading into 2025. - How to connect pricing decisions to real market behaviour.
How leading companies anchor pricing, PPA, and promotional decisions in consumer and shopper responses, rather than historical averages or oversimplified assumptions. - How to prioritise the right pricing moves across price, pack, mix, and promotions.
Ingo explains how to avoid spreading effort across too many levers and instead focus on the decisions that actually move revenue, volume, and profit. - How to build organisational readiness for pricing change.
Why pricing strategy only works when teams trust the logic behind it, and how to align leadership, commercial teams, and analytics around a shared view of the market.
Watch the session to understand how to approach pricing strategy for 2025 with greater confidence, resilience, and decision clarity.
Meet the Speaker
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Ingo ReinhardtCo-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.
Session Highlights
Why pricing strategy needs a reset for 2025 [03:12]
Ingo outlines how the post-inflation environment is fundamentally different from previous cycles and why past pricing approaches no longer hold.
The hidden risks of static price elasticities [08:45]
A look at how oversimplified demand models lead to costly mispricing and unexpected volume losses.
From optimisation to decision-making under uncertainty [14:30]
Why pricing excellence in 2025 is less about perfect optimisation and more about understanding directional market responses.
How PPA and mix decisions shape long-term outcomes [19:05]
Concrete examples of how pack and portfolio choices can either protect category value or accelerate erosion.
When competitor pricing signals become dangerous [23:40]
How blind reactions to competitor moves amplify volatility instead of stabilising performance.
Aligning pricing strategy with organisational reality [28:15]
Why even the best pricing strategy fails without adoption, trust, and cross-functional alignment.
Q&A
What are the biggest pricing risks companies face going into 2025?
Ingo explains that the biggest risk is false certainty. Overconfidence in historical data, static models, or single-point forecasts leads teams to underestimate how quickly behaviour can change. [08:45]
How should companies prioritise pricing levers in 2025?
Rather than adjusting everything at once, Ingo recommends focusing on the few decisions that materially influence shopper behaviour, such as key price points, pack roles, and promotional mechanics. [19:05]
Why do traditional elasticity models fail in volatile markets?
Static elasticities assume stable behaviour. In volatile environments, demand responses become nonlinear and context-dependent, making single-number assumptions misleading. [14:30]
How should leaders think about pricing governance in 2025?
Pricing strategy must balance central direction with local market insight. Clear principles matter more than rigid rules, especially when conditions shift quickly. [28:15]
What role does analytics play in modern pricing strategy?
Analytics should support better decisions, not create an illusion of precision. Ingo emphasises using models to understand scenarios and risks rather than to automate decisions blindly. [23:40]