Industry
Media & Entertainment
Company Profile
- Leading publisher of yellow pages in Germany
- Publishes more than 30 yellow pages books
Situation and Objectives
- Introduce smart price differentiation to increase revenues
- Simplify product portfolio e.g., by eliminating outdated or irrelevant products
- Train sales force to ensure successful customer migration and improve value communication
Approach
- Smart price differentiation: Simon-Kucher determined major value drivers for customers and selected the most effective measures to differentiate prices across regions and customer groups.
- New product design: During an intensive portfolio screening, Simon-Kucher replaced outdated, irrelevant products with new, customer-oriented products which offered real value.
- Migration planning: Communication planning, including key messages for sales, was developed in detail, supporting a very short implementation time. Already in the first few days after launch, the client received overwhelming positive feedback on new produ
Revenue Impact
Results
- Established a new value-based price metric resulting in differentiated prices based on an advertisement's reach
- Developed customer migration logic which helped sales teams to determine migration incentives on a client level
Impact
- +21% in revenue
- Increase in customer satisfaction
- Simplified sales process for sales reps incl. value-based argumentation
