Bosch finds the launch price for a market innovation in four weeks.
For a filter device that captures microfibres from the washing machine, there was no track record on price acceptance. A test with 6,989 people showed the price at which demand holds.
€199
launch price
4
prices in the test
6,989
people in the test
4 weeks
to the decision
Starting question
The device was a market innovation, with no predecessor and no historical data on price acceptance. Is there a market, and where is the sweet spot on price?
Variants
Four prices, €149, €199, €249 and €299, tested with an unbranded offer.
Delivered through Facebook and Instagram: 6,989 people, seven days in the field.
Result
From €249, demand dropped sharply. €199 proved to be the most profitable price.
Decision
Bosch brought the device to market at the price identified in the test.
Working with Horizon provided us with unique real-world consumer data for a new-to-the-market solution, beneficial for any new product development.
Konrad Koloska, Product Manager, Bosch
A price for a product without a precedent.
Tested without a brand, so that only product and price drive the decision.
Related cases
More cases.
Will demand carry your next price?
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Founder & CEO, 30 minutes