Go-to-Market
Pricing Strategy

Building a pricing architecture from the ground up

KRAOSAN is an Indonesian brand that locally handcrafts sustainable bamboo accessories. As they wanted to launch 4 key product lines into the European markets, they needed a rigorous go-to-market pricing strategy that reflected both the value of their craft and the realities of new consumer landscapes. I led the analytical and strategic work to develop a framework that was commercially viable, psychologically compelling, and grounded in real consumer data.

From consumer data to boardroom recommendation

• Willingness-to-Pay analysis: Designed and ran surveys across 96 respondents in the UK and Germany, using conjoint analysis to quantify WTP for 6 key functional product attributes and inform price anchoring decisions.
• Consumer segmentation: Identified 3 priority segments for market entry through cluster analysis, mapping each to distinct price sensitivity profiles to guide positioning decisions across both markets.
• Price ladder architecture: Engineered a differentiated price ladder across products and sizes to prevent SKU cannibalisation, ensuring price gaps reflected perceived incremental value and maintained a sustainable competitive position.
• Stakeholder presentation: Translated the full analytical framework into a structured, data-driven pricing rationale and presented recommendations directly to KRAOSAN's founding team to secure commercial launch alignment.

Selected slides from the final report

Pricing is one of the most underestimated levers in marketing. This project showed me that the right price is not the lowest price. It is the one that reflects real consumer value, prevents internal cannibalisation, and positions the brand exactly where it needs to be in a competitive landscape.