Your tier
Where your MSRP sits among the category’s price tiers, from entry to luxury.
Price for wholesale
Work your wholesale price back from the shelf.
Ask it like:“If we sell at $24.99, what should wholesale be?”
One run, start to finish
- Price bands
- Price positioning
We want a $24.99 MSRP on the 12-pack. What should our wholesale price be?
- Priced 380 sodas, tier by tier: $24.99 sits in the mid tier, $19.95–$29.88, below the 108-product premium tier.
- Placed OLIPOP, the shelf leader, on price
$24.99 lands in the mid tier, $19.95–$29.88, under OLIPOP’s $34.67 average. At keystone, where the retailer doubles your price, wholesale is $12.50. If a retailer takes a 40% margin instead, it’s $14.99.
What you get
Your wholesale price
Worked back from your MSRP at keystone and at the margins retailers ask for.
Your neighbors
The brands priced around you, above and below.
Questions about this one
Keystone means the retailer doubles your wholesale price to set the shelf price, a 50% margin. Many retailers ask for less or more, so Synthia works out wholesale at keystone and at other margins.
Price and position
Related use cases
Price and position
Price your launch
The band around your target price, who sits in it, and how much of it is on promo.
Price and position
Choose your first flavor
The flavors and pack types your competitors already sell, what each sells for, and where the gaps are.
Price and position
Map your competitors
Every brand in your category with its share, including the ones you’ve never heard of.
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