01
Client context
Input costs had risen sharply, and the brand needed to adjust pricing without losing volume.
02
Business challenge
Previous price increases had caused share loss to competitors and private label.
03
Research objective & questions
Design a price-pack architecture by channel that protects margin and volume.
- How price-sensitive are consumers in each segment?
- Which pack sizes and price points suit each channel?
- Where can the brand premiumise?
- How will consumers react to grammage changes?
04
Methodology & approach
- Price sensitivity research
- Acceptable price ranges by segment.
- Choice-based conjoint
- Brand, pack and price trade-offs.
- Channel price audits
- Shelf prices across trade channels.
- Pack-price ladder analysis
- Gaps and overlaps in the range.
05
Sample & geography
- ~1,500 survey respondents
- ~200 store audits
- Geography — India (multi-region)
06
Key findings
- Mid-sized packs were most price-sensitive.
- Small packs at round price points protected penetration in general trade.
- Premium variants could absorb price increases.
- Grammage reductions were tolerated if communicated clearly.
07
Business implications
- Hold mid-pack prices and adjust grammage transparently.
- Introduce round-price small packs for general trade.
- Use premium variants to recover margin.
08
Outcome
The company received a channel-specific price-pack architecture and price-change risk assessment.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.