Help Guide - Adding Price Changes
When we talk about a Price Change in Growzz, we’re talking about a structural change to how a product is priced with the retailer.
That could mean a change to:
The supplier cost price going into the retailer.
The retail selling price paid by the shopper.
Both.
This is important because price affects almost every part of the commercial model. Supplier value. Retailer margin. Shopper demand. And competitive position.
Before building a Price Change, ask one key question: What commercial problem am I trying to solve through price?
Sometimes the answer is cost pressure. Input costs may have risen, and supplier pricing needs to adjust.
Sometimes it is margin balance. The retailer may need a healthier gross margin, or the supplier may need stronger returns.
Sometimes it is strategic positioning. A brand may need to move premium, sharpen value, or realign against competitors.
It's important to understand that cost price and retail price are different levers.
The supplier controls the cost price charged to the retailer.
The retailer controls the shelf price paid by the shopper.
Those two prices may move together — but they do not always move together.
That means you should think carefully about likely retailer response.
If supplier cost increases, will the retailer:
Pass it on to shoppers?
Absorb it?
Or look for margin elsewhere?
Next, think about demand.
In most cases, shopper volume is driven more by the retail selling price than the supplier cost price.
If shelf price rises, demand may soften.
If shelf price falls, demand may improve.
The extent of that change depends on price elasticity, shopper loyalty, and competitive alternatives.
You should also think about architecture.
How does the new price sit within your own range?
Does it create confusion between pack sizes or brands?
Does it still make sense versus competitors?
Strong pricing decisions work at product level and portfolio level.
Finally, think about net effect.
A price change that improves margin but damages too much volume may be weak.
A price cut that drives units but destroys value may also be weak.
The best decisions balance volume, sales, margin, and long-term brand position.
And if extra support is needed — such as promotions, displays, or merchandising — make sure those are added in the relevant Growzz planning steps as well.
Successful Price Changes use pricing deliberately, with a clear understanding of how supplier price and retail price work together.
That is what turns pricing into a strategic growth lever, not just an annual negotiation.
Here are the key takeaways
Price Changes can affect supplier cost price, retail selling price, or both.
Cost price and shelf price are different levers with different owners.
Shopper demand is usually driven most by retail selling price.
Strong pricing decisions consider margin, volume, and portfolio position.
The best outcomes balance short-term results with long-term value.