1. PRICING GUIDE FALL LTO’S
OFFER DEVELOPMENT CENTER
JULY 2013

2. Page 3
Articulated Pricing Process
Page 7
Features & Benefits
Page 9
Architecture: Recommended Price Points
Page 11
Architecture: Price Bands
Page 13
Next Steps For Implementation

3. CONSUMER INSIGHT, COMPETITION ANALYSIS, COMMERCIAL DRIVERS
PRICING PROCESS
CONSUMER INSIGHT, COMPETITION ANALYSIS, COMMERCIAL DRIVERS

4. PRICING PROCESS
Our cross divisional LTO’s for the fall give consumers everything from simple, great-tasting fare and flavor-packed meals to bright, colorful selections and truly Chef-inspired dishes.
These promotional items have been developed to drive consumer excitement and satisfaction, as well as incremental sales through increased frequency, participation and check average.
Proper pricing is fundamental for the success of our promotions. We have spent the necessary time in analyzing consumer insights, competition data and Sodexo commercial drivers, so that the pricing architecture reflects consumer value perception, and also meets divisional contribution requirements.

5. PRICING PROCESS
We have also used pricing best practice techniques, such as price laddering and traditional price rounding, and have integrated items to extend the overall offer. The results are shown in this guide, using price bands and recommended price points, to best suit your division’s needs.

6. 1 2 3 4 5 PRICING PROCESS CONSUMER INSIGHT COMPETITION ANALYSIS
VAN WESTENDORP
SURVEY
COMPETITION ANALYSIS 4
SODEXO COMMERCIAL DRIVERS 5
SODEXO PRICING LEVERS
FINAL PRICING
Initial baseline built on consumer value perception.
Floor and ceiling points used as reference to build price bands.
High-street pricing gathered, statistical analysis undertaken.
Insights leveraged to create pricing architecture criteria.
Divisional contribution thresholds analyzed.
Product price points refined to ensure divisional typical $ contribution and % contribution are met.
Articulated Pricing levers to fine tune pricing architecture and individual price points.
Psychological Pricing, Price Laddering, Offer Extension.
Final articulation through both bands and price points to ensure pricing is actionable cross divisionally.

7. AN ARTICULATED PRICING APROACH
FEATURES & BENEFITS
AN ARTICULATED PRICING APROACH

8. FEATURES & BENEFITS INCORPORATES CONSUMER INSIGHT
(Van Westendorp Survey)
ARTICULATES SODEXO PRICING LEVERS
(Psychological Pricing, Price Laddering, Offer Extension)
PROVIDES PRICING BANDS
PROVIDES RECOMMENDED
PRICE POINTS
Architecture coherent with consumer value perception and willingness to pay
Supports product ranging and pricing optimization at unit level
Allows pricing latitude for cross divisional application
Ensures profitability and contribution requirements are met

9. RECOMMENDED PRICE POINTS
PRICING ARCHITECTURE
RECOMMENDED PRICE POINTS

10. PRICE POINTS, CLOSE TO HOME LTO’S

11. PRICE POINTS, HERITAGE & INSPIRATION

12. PRICING ARCHITECTURE
PRICING BANDS

13. PRICE BANDS, CLOSE TO HOME LTO’S

14. PRICE BANDS, HERITAGE & INSPIRATIONS

15. NEXT STEPS
FOR IMPLEMENTATION

16. NEXT STEPS FOR IMPLEMENTATION
REVIEW PRICING ARCHITECTURE
DEFINE FINAL PRICE BRANDS AND/OR PRICE POINTS FOR YOUR DIVISION
PLAN THE UNIT COMMUNICATION STRATEGY
MAKE UNIT LEVEL TOOLS AVAILABLE (CLIENT PRESENTATIONS, SPREADSHEETS…)
PROVIDE UNIT SUPPORT