Strategy | Harte Hanks

Testing new, strategic pricing for continued growth and revenue

Case Study

Challenge

A cable company sought to pursue growth in a new market, targeting the business segment where they had low share but big opportunities. They were struggling to gain momentum because of a pricing structure more complex and more expensive than existing competitors.

Solution

We started a deep-dive evaluation of competitive offer structures and price points for key products, along with assessing demand elasticity analysis to model the overall impact on acquisition rates of pricing in a more competitive fashion. This analysis demonstrated an overall increase in profitability generated through price reductions, which Harte Hanks then tested successfully in market prior to a full launch.

As a result of this analysis, this cable company was able to drive greater market segmentation, ensure offers were competitive for each segment, and dramatically simplify their overall pricing strategy for customers. These efforts helped drive:

100%

increase in leads

45%

increase in revenue


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