Executive Summary

A packaging manufacturer was losing deals to low-cost rivals. Proactive Worldwide benchmarked regional pricing, interviewed buyers, and modeled margins. The client launched a segmented pricing playbook, improving gross margin 4.5% and winning back $15M in national accounts.

Business Question

How can we align packaging pricing strategy with customer priorities while protecting margins?

Research Approach

Proactive Worldwide ran regional pricing audits, distributor/buyer interviews, value mapping, and scenario modeling.

Key Findings

• Commodity buyers prioritized volume discounts.
• Premium segments valued reliability and customization.
• Some SKUs were underpriced despite low competition.

Business Impact

The client launched a tiered pricing playbook, improved margins 4.5%, boosted win rates by 27%, and recaptured $15M+ in revenue.