Background
You've assumed the role of the new retail advertising manager for a major daily newspaper. Your boss, the advertising director, contacted you urgently, expressing deep concern about the performance of the retail advertising division. He's been summoned to a meeting with senior executives convened by the publisher, during which he must defend the advertising department's performance and introduce a groundbreaking "strategic pricing methodology" geared towards achieving "value-based differentiated pricing."
Key Considerations:
Corporate Profitability Objectives:
Begin by understanding the company's profitability objectives. This involves investigating the gap between the department's annual performance and its original targets.
Revenue and Cost Analysis:
Analyze the financial performance of the retail advertising division, focusing on both revenue and cost-related issues. Uncover why the department's performance is causing concern.
Demand-Curve Dynamics:
Recognize that recent steep advertising price increases have led to a decrease in cumulative ad volume. Delve into the implications of these dynamics on the department's long-term prospects.
Also read, the case study under-Performance in the Australian Automobile Industry
Competitor Pricing and Customer Sensitivity:
Explore the pricing strategies of competitors in the industry and assess customer price sensitivity. This will provide insight into the broader market landscape.
Customer Segmentation:
Investigate the heterogeneity among advertising customers based on various factors such as business size, product range, and price points. Understand the unique advertising attributes important to different customer segments.
Value-Based Differentiated Pricing:
Develop a strategy that leverages the varying needs of different customer segments to implement prices based on the value of the advertising service provided.
Final Analysis
To address the declining performance of the retail advertising division:
Corporate Profitability Objectives: Clarify and align with the company's profitability objectives to set performance expectations.
Revenue and Cost Dynamics: Examine the factors contributing to the decline in ad volume and profitability. Address any discrepancies between revenue growth and cost management.
Pricing Strategy: Revise the pricing strategy to ensure it considers both competitor pricing and customer price sensitivity. Avoid a one-size-fits-all approach and tailor pricing to meet customer demands.
Customer Segmentation: Use the insights gained from customer segmentation to create tailored advertising packages, focusing on attributes valued by each segment.
Value-Based Differentiated Pricing: Implement value-based pricing, where the cost of advertising aligns with the perceived value to the customer, ensuring fair and competitive pricing.
Your recommendation should help align the retail advertising division's strategy with the company's objectives while providing a method to improve performance through value-based differentiated pricing.
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