Price/portfolio optimisation per sales channel



A manufacturer in the snack segment wants to optimise its existing product portfolio. Both the products on offer and their prices should be analysed in relation to the sales channel and adjusted if necessary.

In addition to the existing product range, the analysis should take potential new products into account
Sales channels analysed: hypermarkets, supermarkets, discount stores, petrol stations.


Questions (extract)

  • What is the price sensitivity of shoppers with regard to each product and sales channel?
  • What are the optimal prices for the product portfolio?
  • What is the optimal portfolio composition with regard to each sales channel?


  • Choice-based conjoint analysis as part of an online study
    • 4 sales channels, each containing at least 28 SKUs at 5 different price points
    • N = 1,622 subjects and a total of 18 choice sets
  • Competitive map for the graphic representation of competing products and the preferences of study participants

Results (extract)


  • Price elasticity is highest for discount retailers (2.82) and lowest for petrol stations (2.31)
  • For brand A, the average price elasticity is higher (3.71) than for brand B (2.09)
  • Brand B has a lower price elasticity than the competition, so the brand can be offered at a higher price
  • Brand sales can be increased through different pack sizes with a bulk-buy discount
  • For the manufacturer’s entire product portfolio, the analysis was able to determine the strongest SKUs, the best prices and the associated market shares for four different sales channels

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