‘Price Ex’ Model

This is a pricing sensitivity model for establishing optimum brand pricing.

It measures pricing according to two key dimensions:

• Consumer value perceptions
• Consumer Likelihood to Purchase Measure

Through measuring four key dimensions – Concerns about Quality, Expectation of Good Value, Perception of Premium Pricing and
Perception of Over-pricing – it allows a viable price zone to be
accurately identified.

Pricing can be modulated for Maximum Uptake,
Maximum Profitability or a balance of the two.