Publications
Publications
- August 2022
Joy4Home Brands: Pricing Matters
By: Elie Ofek, Oded Koenigsberg and Marco Bertini
Abstract
Joy4Home Brands, the maker of novel houseware items, was gearing up for its launch. The company would be introducing two lines: kitchenware products and storage containers. The initial go-to-market plan called for a direct to consumer (DTC) channel strategy. While Joy4Home had a handle on its customer acquisition efforts, it had yet to determine the DTC pricing for each line. Moreover, two additional opportunities had recently emerged. The first was a B2B opportunity involving a modified kitchenware line, and the second was a brick-and mortar wholesale proposal for larger storage containers. The Chief Marketing Officer (CMO) had market research data and other information to help her determine the optimal pricing scheme for these various sales avenues. Recommendations were needed soon.
Keywords
DTC; Pricing Decisions; B2B; Product Marketing; Product Launch; Marketing Strategy; Business Model; Opportunities; Consumer Products Industry
Citation
Ofek, Elie, Oded Koenigsberg, and Marco Bertini. "Joy4Home Brands: Pricing Matters." Harvard Business School Exercise 523-709, August 2022.