Brand Managers need to ensure they have the right range of products to maximise consumer sales, and that they manage the assortment they offer efficiently. Key questions include:

• Do we have an efficient assortment?
• What is the optimal number of SKUs within a category or brand?
• Where will volume go if SKUs are deleted?

Pricing

In a highly competitive world, it is essential that brands are priced correctly. With retailers increasingly focused on “every-day low pricing,” it’s important to the right tools to position a brand. Some of the key questions include:

• Can we afford to take a price increase without losing sales?
• How price sensitive are our consumers?
• What pricing strategies will maximise sales?
• What are the price sensitivity points?