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Home > Insights Premium > Premium: Pricing - Overview
Premium: Pricing - Overview
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To access the Premium: Overview - Pricing Overview dashboard, expand the Premium Pricing module and select the Pricing Overview link.

When / How to use this dashboard

Use this dashboard to understand the trends in pricing for your selected category, and to learn more about changes in pricing by category year over year. Are your products priced fairly compared to the total market? Are recent trends showing a surge in luxury-priced items? What information do you need to make your next product development decisions?

This dashboard will define ‘Average Item Price’, ‘Average Unit Cost’, ‘Average EQ Price’, ‘Gross Margin %’ and ‘Price Bucket’. Find these definitions at the top of the dashboard. You’ll also see important data about trends in package size. The Pricing Overview dashboard also includes the following visualizations and tables:

Selected Category Pricing Statistics (Last 90 Days) & Selected Category Pricing Statistics (Last 90 Days from Last Year)
How are 4 key metrics looking for the past 90 days for the selected category, and how do they compare to the same period from a year ago? The Average Item Price (defined at the top of the dashboard) shows as lower in our example below. Why might that be? The Average EQ Price, Average Unit Cost, and Total Units sold are also compared at a quick glance. What do changes in these metrics reveal to us about consumer preferences? Note the unit volume in our example is roughly half a million units higher in the last 90 days than a year ago. Is this because prices have fallen?

Average Item Price and Average EQ Price
What’s the longer-term pricing picture from our chosen category? Whereas the top line numbers for our selected category cover a 90 day period year over year, the Average Item Price and Average EQ Price graphs provide a picture of these metrics for a full 2 years. Here we show Average Item Price in the scale to the left, Average EQ Price on the scale to the right, and the legend below allows you to click on a metric to view either one of these lines by themselves.

Unit Volume by Package Size
How does package size relate to Average Item Price, Unit Volume, and EQ Price? What we know is when graphed correctly we can see package size trends playing out nicely over time. In the example below we see 1g packages pushing out 0.5g packages. This will typically nudge the Average Item Price up, and potentially push the EQ price down. What other trends can you see here?
EQ Price By Package Size
What trends can we see in EQ pricing when we look separately at various package sizes? What trends in manufacturing or consumer preference might be in play as these prices fluctuate? Notice in our example below that looks can indeed be deceiving. The bottom red line for the 1g package size looks fairly flat, but EQ pricing is in fact trending steadily lower over the 2-year time frame, from $53.10 to $45.32—a substantial decrease. The scale for the Average EQ metric is shown along the left vertical axis, and the definition of EQ price is in the text tile at the top of this dashboard.

Segment Average Item Price
All of the Headset product categories are composed of segments. Could one segment account for most of the growth in a category? Is one segment or another pulling category sales down? In the example below we’re showing the Average Item Price (AIP) for the Vapor Pen segments. This is, once again, a 2-year time frame. Keep in mind also that a single segment can account for nearly all sales from a category. In the Vapor Pen category, the Cartridge segment is consistently the most popular from region to region. See the ‘Category Details’ dashboard to see more on segment performance.

Average Item Price and Average Unit Cost (Last 90 Days)
Which segment has the highest margins? How do average item costs and item prices compare across category segments? In the example below we’re looking at the Vapor Pen category. Here the height of the vertical bars and positions of the dots (margins) answer these questions for us at a glance. The scale for margins is along the right vertical axis. Notice the name of the segments along the bottom axis. Both Average Unit Cost (the darker vertical bars) and the Average Item Price (the lighter bars) can be toggled by clicking on them in the legend. These last 2 metrics both use the scale along the left side of the chart to show you how these values compare. You can hover over any of these bars or dots to see more specific data about each segment.

Pricing Landscape (Last 90 Days) & Pricing Landscape (Last 90 Days Last Year)
Which segment and package size is selling the most units? How does the last 90 days compare to the same period last year? What’s different about pricing and package sizes from last year? Note the shaded scale along the right side of the chart grows darker as the % of Total Units increases. Segment names are shown along the bottom of the charts. Have 1g and .5g cartridges trade places for consumer preferences in the last year?

Selected Category Unit Sales Pricing Bands (Last 90 Days)
For our category of interest, what percentage of units are sold at the different prices ranges? For the example below, looking back at the most recent full calendar month, we see the $40-$50 range was the most common, followed by the $30-$40 range. So now we’ve accounted for half of all units sold. Anything higher might be considered ‘luxury’ pricing. And for the lower end, those units selling at less than $5 up to $25 make up about 16% of all unit volume.

Selected Category Unit Volume by Price Band Over Time
In this comparison we’‘re looking at price bands over the previous full 24 months. How are these price bands changing over the last 2 years? From this chart, does it look like consumers are showing a willingness to pay more for an item than they were a year or two ago? How important is it to keep an eye on the lower price range—in this case the $15-$20 price band with 3% of the unit volume? According to Headset’s Analytics team, The best way to understand the pricing in a market is to examine the distribution of products in that market.

Data Download (Last 24 Complete Weeks)
To download the data represented in the table, click the 3 dots in the upper right corner of the table and select your download options.

Related Content:

  • Insights Premium Overview: Pricing Details
  • Insight Premium: Category Details
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