Vision Report

The Strategic Power Of Pricing And Packaging

June 25th, 2024
With contributors:
Amy Hayes , Kaitlyn Coalson , Drew Zalucky


Organizations often view the development of product packaging and pricing as an obligatory activity — just another item to complete on the product development checklist. In some cases, organizations spend only a few hours establishing the offering price. This is a faulty approach that puts the success of the product at risk. Similar to decisions about target customers, messaging, and the route to market, the pricing and packaging approach plays a key role in organizations’ ability to realize strategic objectives through the offering lifecycle. In this report, we describe how offering pricing and packaging strategies and decisions affect customer acquisition, retention, and growth while supporting offerings’ financial imperatives.

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