1. Pink Sheet

Pricing Analytics Guide OTC Brands Out Of Private Label Trap

 
• By Dan Schiff

Brands should focus on building their equity and innovating to differentiate from private label, Marketing Management Analytics says in an interview. MMA works with clients such as GlaxoSmithKline to optimize retail pricing for OTC drugs and supplements based on pricing analytics and predictive modeling.

To translate consumer and retail data into marketing campaigns and price points, marketers and manufacturers often turn to outside research firms, like Wilton, Conn.-based Marketing Management Analytics, a division of market research company Ipsos.

MMA helps clients such as GlaxoSmithKline PLC optimize retail pricing for OTC drugs, dietary supplements and other consumer packaged goods by analyzing the factors affecting consumer demand and modeling...

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