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CXO/VP | Sales & Marketing | B2B, eComm, DTC, & Retail ? Scaling sales, smashing silos, and driving growth ?Seeking Revenue Leadership Roles - CRO/CMO/VP

When making your own pizza dough, most recipes call for sugar. Do yourself a favor and instead use some higher end local honey. Honey is a great example of how to command premium pricing for a common CPG product. Pushing avg category prices up with "premium products" is in a win for the buyer's set (who doesn't love more rent) while giving consumer's greater choice with a trade up. As for how high can you go with a premium offering? I’ve always thought that threshold was around 200% from the blended average of private label and national brand is about the threshold. Any more from a trade-up perspective feels a bit greedy and might put consumers off. (Example: if onshelf prices are $4 to $7 dollars, $14 is about as high as I recommend going - any more is a BIG ask from consumers.) That’s where size comes in: target your unit volume / quantity to a specific price point that works at your target retailers (like what you’d do for Costco). Bon Appetit!

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Matt Taylor

Business Development | Sports Industry | Marketing & Partnerships | Delivers results by improving performance and building sustainable relationships

2 个月

Honey in pizza dough?…havent heard of that before. Is that deep dish or tavern style approved

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