-
Identified the optimal price range for a new organic supplement
-
Balanced affordability perception with premium brand positioning
-
Helped define a pricing strategy ahead of product launch
CLIENT CHALLENGES
- A Canadian health and wellness company wanted to launch a new line of premium organic supplements
- They needed to determine the optimal price range that maximises consumer acceptance while maintaining a premium brand image
- The client also aimed to avoid setting a price that would either limit demand or compromise perceived quality
OUR APPROACH
- Step 1: Survey design
-
Designed and deployed an online pricing survey with 1,200 Canadian consumers (target: health-conscious adults aged 25-55)
-
The survey included Van Westendorp’s four key price perception questions:
-
At what price would the product be too cheap?
-
At what price would the product be a bargain?
-
At what price would the product be getting expensive?
-
At what price would the product be too expensive?
-
-
- Step 2: Data processing
- Cleaned data to remove speeders and incomplete responses (final N = 1,080)
- Standardised all currency responses to Canadian dollars (CAD)
- Segmented responses by demographics (age group, gender and province)
- Step 3: Van Westendorp analysis
-
Plotted frequency distributions for each pricing question
-
Identified two critical price points:
-
Point of marginal cheapness (PMC)
-
Point of marginal expensiveness (PME)
-
-
Calculated the optimal price range and indifference price point (where equal percentages find the price cheap and expensive)
-
IMPACT DELIVERED
- Helped the client set an initial launch price at CAD22, closely aligned with the indifference price point
- Pricing strategy positioned the supplement as “accessible premium”, boosting consumer acceptance
- Projected market penetration increased by 17% compared to the initially assumed price point
- Regional pricing adjustment recommendations helped tailor promotional offers in Quebec

Thank you for sharing your details
Your file will start downloading automatically
If it does not download within 1 minute,