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A behavioural science toolkit to aid price and value optimisation

Article • Crawford Hollingworth, WARC Webinars, February 2021

Crawford Hollingworth, Founder of The Behavioural Architects identifies the key Behavioural Science concepts that have been used to optimise price and value, using both scientific evidence and real-world examples to bring alive understanding and implementation.

Managing consumer demand in a recession – and the need for value

Article • Andrew Mitchell, WARC Exclusive, February 2021

Evaluates lessons from the last recession, looks at re-emerging patterns and highlights what’s unique about this COVID recession and the implications and actions for CPG retailers and manufacturers.

In cash-strapped times brands should build value, not discount prices

Article • Nigel Hollis, WARC Exclusive, February 2021

The COVID pandemic and recession have caused huge changes in consumer behavior around the world.

Behavioural science toolkit to aid pricing and value communication

Article • Crawford Hollingworth, Leoné Mescal and Liz Barker, The Behavioural Architects, February 2021

Looks at how to leverage behavioural science in communicating price and help signal or optimise value.

The worst of times, the best of times

Article • EACA/Effie Awards Europe, Research on WARC, January, 2021

The effect of the COVID-19 pandemic on people, brands and business could be seismic and long-lasting; some outcomes will certainly be category-specific, but they will also depend on how individual brands respond.

SCMP’s 10-question checklist to starting an e-subscription service

Article • Low Lai Chow, Event Reports, Digital Media Asia conference, October 2020

SCMP outlines the key questions publishers need to ask themselves before jumping into a subscription-based business model.

BT: Democratising pricing insight

Research Paper • MRS Awards Papers, Winner, MRS Award for Insight Management, 2020

BT, a telecommunications brand, partnered with DecTech to create a single point of view on pricing, thereby democratising pricing insights across every level of the organisation.

What we know about premiumisation

Article • WARC Best Practice, December 2020

Looks at the many different ways to execute premiumisation and how offerings need to pay attention to the details of product, packaging and messaging to satisfy premium consumer expectations.

Integrated pricing strategy: Holistic leveraging of pricing to drive short and long-term competitive advantage

Research Paper • Arvind Sainath, ESOMAR Conference papers, APAC, 2020

Diageo, a beverage company, developed an integrated brand pricing framework in India to improve profitability.

McDonald’s plans huge expansion of McCafé chain in China

News • 20 November 2020

Eleven years after opening its first McCafé in China, fast food chain McDonald’s plans to expand its estate of in-store cafés to 4,000 outlets on the Chinese mainland by the end of 2023.

Car brands use subscription model to reach younger drivers

News • 22 October 2020

These are tough times for vehicle manufacturers in the UK as they grapple with the impact of COVID-19, continued uncertainty about future trade relations with Europe, as well as a growing problem of an ageing demographic for new car sales.

How brands can assess sponsorship pricing

News • 22 October 2020

Marketers considering a sponsorship deal need to assess a wide range of factors, including their own brand’s equity and the amount of competing clutter, to help determine the right price, an article in the Journal of Advertising Research (JAR) has su

How ads and pricing shape results for DTC pharma brands

News • 24 September 2020

Advertising is particularly effective in pharma categories where pricing is shaped by a “leader” and a “follower” brand dynamic, according to a study in the Journal of Advertising Research (JAR).

What KPIs should you choose?

News • 21 September 2020

The right key performance indicators (KPIs) can give an early warning on performance and can help cut through the complex world of marketing, say Paul Dyson and Katherine Munford.

Top five business metrics to track the strength of your brand

Article • Paul Dyson and Katherine Munford, WARC Exclusive, September 2020

This article outlines five business metrics that provide a good all-round view of brand health and the predictability of which has been proven against historical data.

Four food-shopper mindsets that should shape brand planning in 2021

Article • Callum Saunders, WARC Exclusive, September 2020

Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.

The relationship between competitive pricing and direct-to-consumer advertising: How to manage DTC advertising of Rx drugs in an integrated marketing mix strategy

Research Paper • Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 305-323

The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.

‘Purchase with purpose’: What purpose means for grocery brands in the age of COVID-19

Article • Callum Saunders, WARC Exclusive, September 2020

As grocery brands battle for market share, a focus on brand purpose through connecting with local communities and supporting the less privileged will drive brand trust.

What we know about pricing strategies

Article • WARC Best Practice, September 2020

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Five e-commerce themes marketers should know

News • 03 August 2020

The COVID-19 pandemic and subsequent country lockdowns have driven ten years of e-commerce growth in an eight-week period, prompting a rethink of all the marketing fundamentals; a new WARC report looks at the changes taking place and what they mean f

The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.

The funnel alibi: Why brand building and activation should be undertaken simultaneously

Article • Ken Roberts, WARC Best Practice, July 2020

Examines whether upper funnel brand-building efforts, and lower level activation efforts, should be separated from one another, as is traditionally the case.

Slow down and plan your e-commerce strategy

News • 13 July 2020

It’s understandable that many brands are feeling the urge to rush onto e-commerce platforms, but doing so without a plan could cause more harm than good, an expert cautions.

Why digital media subscription services are on the rise during COVID-19

Article • John Phillips, WARC Exclusive, July 2020

Offers advice for how media owners can grow subscription businesses to help counteract any decline in ad revenues.

The Times uses the COVID-19 ‘news surge’ to boost subscription revenues

Article • Alex Brownsell, Event Reports, Mediatel’s Future of Publishing online conference, June 2020

Why Times Newspapers opted against dropping its paywall for coronavirus-related content during the pandemic.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Navigating COVID-19: Survival, adaptation and recovery

Article • Les Binet, WARC Exclusive, May 2020

The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.
Something old, something new: What can brands do in e-commerce during this recession?

Article • David Carr, WARC Exclusive, April 2020

E-commerce is well-suited to recessions, so brands looking to drive e-commerce revenue must learn from past recessions and ensure their tech and supply chain are in place to deliver.
What we know about pricing strategies

Article • WARC Best Practice, September 2020

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.
Top five business metrics to track the strength of your brand

Article • Paul Dyson and Katherine Munford, WARC Exclusive, September 2020

This article outlines five business metrics that provide a good all-round view of brand health and the predictability of which has been proven against historical data.