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Apple PodcastsPrice pack architecture
Todd explains the concept and its place in a brand’s pricing decisions.
Road2Retail podcast
Todd Johnson — VP of sales at Doctor’s Best and Viactiv
Todd Johnson, VP of Sales at Doctor’s Best and Viactiv, discusses how emerging CPG brands set and manage prices. Topics include price pack architecture, retailer margin requirements, internal negotiations, deciding which opportunities to decline and communicating a price increase.
Guest
Todd JohnsonVP of SalesDoctor’s Best / Viactiv
Watch the interview
Watch on YouTubeAbout this episode
Todd Johnson of Doctor’s Best and Viactiv joins Road2Retail for a discussion of pricing for emerging CPG brands. He explains price pack architecture and the importance of knowing how a product fits within a retailer’s category. The conversation also considers the differences between retailers’ margin requirements and sales expectations.
Todd discusses the internal conversations with brand leadership that come before a retailer negotiation, including when declining an opportunity can be the right pricing decision. He also covers communicating and implementing price increases. The interview closes with his interest in the Minnesota Wild and his daughter’s high school tennis team.
Topics covered
Category fit
Understanding where a product sits within a retailer’s assortment.
Retailer economics
Why margin requirements and sales expectations need to be understood retailer by retailer.
Internal pricing decisions
The discussions with brand leadership that come before negotiations with a buyer.
Price increases
Communicating a change in price and putting it into practice.
Episode sponsors
Market Performance Group
An agency working across commerce channels.
Go To Market Strategy
Build a practical plan to enter or grow retail distribution.