Boosting Revenue with Smarter Pricing and Stronger Branding

Situation

The company, a provider of ongoing corporate training, believed they had the best training content and programs yet did not see the sales success they expected. Each of their training programs focused on different sub-verticals and had the same price.

The challenge

To understand how the company could leverage its superior content to gain higher sales volume, preferably at higher prices.

Findings

The company’s brand was substantially weaker than their competitors and it generated a much lower willingness to pay than the competing brands. The market’s sub-verticals served by the company had different willingness to pay for the specific kind of training content relevant for each sub-vertical.

Results

By adjusting pricing for the different types of training content to match willingness to pay for each sub-vertical, it could leverage the differences among the sub-verticals, and by increasing its marketing spend, the company built brand value and brand trust. Consequently, the company saw a 40% increase in revenue over a three-year period.