Ask the Collective

What pricing strategy should I use when launching products in new export markets?

Members recommend setting your ex works export list price within 15% variance of your UK bonded pricing, with any additional deals or A&P (advertising and promotion) support layered on top. Before finalizing pricing, ask your importer for the pricing of competitor brands in that territory—this gives you a realistic benchmark for where you need to be positioned competitively. Your final price should also reflect how aggressively you want to pursue volume in that market; higher volumes may justify lower margins. Members also highlight the importance of understanding the full value chain for each territory, as this can significantly impact optimal pricing structure.