Phonak: Pricing, pricing policy: Finding the best possible mix of price and conditions (April 2010)


Phonak, the manufacturer of hearing instruments (Sonova group), wanted to find a price mix for a new product that was attractive for customers and at the same time still generated the required contribution margins. To do so, they wanted to test different price levels and financing models.


Anovum conducted a survey amongst the target groups in four different countries using an individualised online questionnaire. With the help of the latest generation of conjoint analyses and simulation calculations, Anovum tested possible market scenarios (what-if-scenarios) and the willingness to pay of potential customers.


A price-conditions mix that is tailored to customer benefits and fulfils business requirements.