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Your Offline and Online Prices Are Not Comparable Until the Brand Margin Is in Both
Offline and online prices can be calculated with the same discipline and still not be comparable. The difference may sit in where the brand’s own margin enters the model. Which channel looks cheaper once both builds carry the same definition?
Comparing Sticker Prices Across Different Pack Sizes Is Comparing the Wrong Number
Comparing sticker prices alone can give a misleading view of competitive positioning. Normalize prices by pack size to understand what consumers are actually paying per unit.