Maada Consulting and 
Analytics



Maada Consulting and 
Analytics
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Analytics

Welcome

 Below you will find Maada Consulting and Analytics's philosophy and some simple Excel-versions of tools that we can use to help optimize strategies, tactics, and execution for our clients.  We also can apply more sophisticated tools, analytics and software, but not very one needs them and they still require the kind of judgments embedded in these simpler tools to apply.  A matching of tools to business needs is central to the Maada Consulting and Analytics' approach to improving results.

Focus

Prioritizing Objectives

There is no right price without clear objectives, but getting that clarity is often harder than it seems like it should be.  There are, however, a range of simple tools that facilitate objective setting and alignment between business and marketing objectives. The Business, Marketing, and Pricing Objective guides below are examples of how we might help guide the overall process of determining the right objectives for pricing.   



Downloads

Business Objectives Guide (pdf)Download
Marketing Objectives Guide (pdf)Download
Process of Setting Pricing Objectives (pdf)Download
Objective Setting Tool (xlsx)Download

Focus

Prioritizing Customers

Value for money is ultimately in the eye of the customer. This makes  customer segmentation and targeting an important pre-step for marketing strategy. These guides and tools explore the segmentation process and provide some aids to prioritizing targets.  

Downloads

Customet Targetting Guide (pdf)Download
Segmentation Targetting Tool (xlsx)Download

Positioning

Price / Value Maps

Price / value maps are visual tools that improve understanding of price positioning and  the value drivers that support it. They are also useful for setting future product development and communication priorities.    

Comparing Attributes

It is important to identify both points of parity as well as points of difference between your offerings and those  of your competitors to guage the relative value for money of the offerings.  The tools below are examples of how to do this.

Downloads

Comparison Aids (pptx)Download
Price Value Positioning Guide (pdf)Download
Price Value Map (xlsx)Download

Price Setting

Price Indexing

One way to determine prices is by defining a premium or discount index versus a benchmark.  There are, however, different types of prices that  may serve as  indexes and choosing the wrong one can lead to bad decisions.  These  tools and guides discuss the index-setting process and provide some aids to help.     


Downloads

Price Index Guide (pdf)

Download

Price Setting

Price Elasticity and Revenue/Profit Curves

 Understanding price elasticity is crucial if one seeks to improve results through better pricing.  Yet, calculating elasticity can be an infuriatingly complex task. These tools and guides explain the process of how to collect data for pricing, estimate price elasticity and provides some simple examples of different approaches. The demand curve generator is a simple, wisdom-of-the crowds tool that can help different points of view into a consensus around the impact of pricing changes. It is good for workshops and for hypothesis formation.  More sophisticated pricing tools abound, but still require judgment when being applied.

Downloads

Price Elasticity Data Collection Guide (pdf)Download
Price Elasticty Estimation Guide (pdf)Download
Price Elasticity Models -- Excel Examples (xlsx)Download
Revenue_Profit Optimization Curve Tool (xlsx)Download

Price Setting

Trade Promotion ROI

Gauging the short-term profitability of a promotion can be harder than it seems it should be..  On has to first construct a counterfactual of how sales would fare in the absence of a promotion, and then develop the scenariao of costs and revenue with  the promotion.   The promotion ROI calculators below are simple, tactical planning tools that estimate the profitability of a typical CPG trade promotion through a retailer, given expected lifts and investments. 

Downloads

Trade Promotion Calculator (pdf)Download
Trade Promotion Calculator (xlsx)Download

Monitoriing

List-To-Net Price Tracking

While usually not reported publicly, trade and consumer promtion discounts are often the second biggest "cost item" after cost of sales. How much of % reduction in revenue should be targeted can vary by industry and customer mix.  There is a point where everyone can recognize that it is too high, but no discounts vs. list price is also usually not advisable either.  The sweetspot lies somewhere in between.  The first step to bringing trade and consumer promotion discounting more in line with business objectives and strategies is to make them more visible (internally).   Price waterfalls are powerful tools to monitor how different price and trade elements drive net sales. 

Downloads

Price Waterfall Guide (pdf)Download
Price Waterfall Calculator (xlsx)Download

Monitoriing

Price Guideline Compliance

 Another important task is to make sure that the prices across one's own SKUs are logical given their relative value.  This applies to everyday prices and after considering relative promotional support..  Price Ladders are simple, visual tools to compare price ranges around one's own or competitive codes and to monitor compliance with pricing guidelines. 

Downloads

Price Ladder Guide (pdf)Download
Price Ladder Tool (xlsx)Download

Maada Consulting and Analytics

320 N Catherine St, Appleton, WI 54911-5505, US

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