Researching and implementing a new tiered pricing model

Abstract

Tiered pricing can help to arrest the revenue decline associated with the transition from print to online subscriptions. This case study reviews the objectives, challenges, project phases, impact, and key lessons of a project to research and implement a new tiered pricing model for a society publisher. We analysed current sales and profiled institutional subscribers to define, model, and refine appropriate price tiers. This led to the introduction of fair and transparent pricing that encourages usage, is manageable for supply chain stakeholders and minimizes the need for custom licences. We then planned and implemented a segmented communications strategy to increase current customer awareness of and support for the new pricing, and identified prospective customers and segments for potential sales growth. © Charlie Rapple 2011.