of historical retail sales data to understand the impact of
everyday low price. Models are built to examine absolute price
levels, price relative to key competitors and potential emotional
Everyday Low Price.
How should I price my brand? Who are the key competitors?
Do emotional price points exist? What are the profitability
implications of changing price?
cross price elasticities.
Retail data. “What if” simulation tools can also
be developed that use retail data (sales/price) and the price
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