SCOPE
120 stores. 40 SKUs. Eight weeks.
Illustrative weekly price review in the Coffee category. Category average = 100. Price index = shelf price divided by category average price, multiplied by 100.
BRANDPRICE INDEX
Private label
81
Competitor C
95
Competitor A
99
Analyzed brand
103
Competitor B
107
DECISIONS
Position, deviations and promotional pressure.
The illustrative analysis separates overall positioning from retailer and SKU deviations. Priorities include correcting eight out-of-band prices, reviewing the 106 supermarket index and monitoring the 34% competitive promotional pressure on key packs.
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