Product and Price Positioning in Residential Doors


A leading building products company desired to increase its share via a product line extension and establish a product performance level and price point that would allow for significant conversion in the mid to luxury home market segment.


Principia created a price sensitivity analysis for the Client’s new product line. A price elasticity analysis was conducted with over 500 homeowners and door installers to quantify the value of product attributes under different pricing scenarios and develop take rates for demand for each market.


The Client revised its product and pricing for the premium end of the market to capture share from alternative materials as well as serve a portion of the market previously not addressable. Growth projections for the new products exceeded target revenues by 30% in the first year of introduction.

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