Pricing is one of the fastest and most effective levers to protect margins and accelerate profitable growth. Organisations can strengthen their pricing capabilities by defining a clear strategic pricing framework built on segment‑specific needs and willingness‑to‑pay insights and supported by disciplined execution.
Pricing excellence
Many businesses are investing in these capabilities - enhancing the quality of their insights, aligning prices more closely to value in a systematic and repeatable way, and increasing consistency across markets. We support this journey with deep pricing expertise and sector knowledge to help you systematically capture more of the value you create.
Discover the key insights from PwC’s latest market report on pricing practices among Belgian companies and discover how businesses are leveraging pricing to stay competitive.
What are the common challenges faced by organisations?
Challenge 1: Alignment
Lack of a clear pricing strategy aligned with business goals and value creation.
Challenge 3: Price setting
Incorrect price setting for new products and innovation.
Challenge 5: Cost inflation
Losing margin through cost inflation (slow or partial cost pass‑through).
Challenge 7: Tools
Outdated, fragmented, or unfit for purpose pricing systems and tools.
Challenge 2: Segmentation
Poor customer and segment differentiation resulting in all customers being treated the same.
Challenge 4: Discounts
Inconsistent and overuse of discounts to hit a price point instead of strategically shaping customer behaviour.
Challenge 6: Execution
Margin leakage from weak price execution and governance.
Clients typically improve EBITDA by 2 - 5% through optimised pricing. This impact flows straight to the bottom line.
How can we support your pricing excellence journey?
At PwC, we've developed a pricing excellence framework that provides a clear, structured, and holistic approach to pricing. It reflects the multifaceted nature of pricing today and gives organisations practical guidance to strengthen their pricing capabilities, improve value capture, and enable sustainable, profitable growth.
Does your pricing reinforce your business strategy?
Your price strategy defines how you monetise the value you deliver. It sets the ambition and guardrails for your pricing by aligning it with your value proposition, customer segments and channels, and competitive landscape. A strong pricing strategy helps you convert differentiated value into price realisation and secure your fair share of the value you create.
Contact one of our expertsDoes your price architecture deliver the right price points?
Your price setting translates your strategic intent into a monetisation model that delivers profitable growth by aligning your value delivery with customer needs and willingness to pay. Your pricing architecture should take your route‑to‑market into account to ensure that your prices remain competitive, capture the value you create, protect margins, and equip your teams to negotiate with confidence. This includes designing discount and rebate conditions that reinforce the strategic behaviours you want to encourage, creating genuine win–win or quid pro quo outcomes.
Contact one of our expertsIs your organisation ready to realise your full pricing potential?
Price getting ensures that the prices you design are the prices you actually realise in the market. This means equipping your frontline with the right information to defend your value proposition, providing clear pricing guidance, strengthening discount governance, enabling practical tools, and aligning incentives.
Strong implementation reduces price leakage, increases pricing discipline, and ensures decisions are consistent and value accretive. A regular cadence on price‑performance management is essential to identify root causes early and address leakage before it becomes structural.
Contact one of our expertsCan your pricing infrastructure price with discipline and scale?
Your price infrastructure embeds the governance, roles, processes, and tools that turn pricing into a repeatable, scalable, and data‑driven commercial capability with greater efficiency and effectiveness. Robust systems - analytics platforms, dashboards, approval workflows, and frontline tools - provide transparency and faster decision‑making with built‑in safeguards. With the right cadence of oversight and performance reviews, your organisation can price quickly and effectively, identify root causes early, reduce price leakage, and drive continuous improvement across the entire pricing lifecycle.
Contact one of our expertsHow we helped our clients
Redesigning a pricing framework to counter margin erosion
Key achievements:
Built a profitability view by product and customer, giving leaders the data they needed to act.
Identified regions and portfolios with pricing power to focus commercial efforts.
Designed a fit‑for‑purpose pricing framework with clear target and floor prices to guide negotiations.
Prioritised initiatives in a sequenced roadmap to accelerate value capture.
Enabled the client to unlock a potential €21m annual EBIT improvement.
Increasing pricing maturity and future-proofing ways of working
Key achievements:
Increased global pricing maturity and changed mindset to be more value and margin driven.
Built an advanced pricing model with accompanying dashboards.
Set up a central office that tracks and steers the pricing and sales organisation.
Defined clear roles, responsibilities, and tools from price setting to price realisation.
Supported the business case to deliver margin uplift opportunity of approximately €50m.
Centralising a pricing strategy and operating model
Key achievements:
Conducted an in-depth pricing diagnostic and list of pricing quick-wins.
Developed a new pricing methodology based on value-drivers.
Optimised the pricing operating model (including pricing processes embedded in existing sales processes, pricing performance dashboards, and KPIs).
Unlocked a potential €2m improvement in annual EBIT.
Pricing assessment and framework for a better margin management
Key achievements:
Exposed revenue leakage and margin improvement opportunities through diagnostic analytics.
Built a fit‑for‑purpose pricing framework by product, channel, and customer segment.
Strengthened governance and an integration plan to embed new ways of working.
Designed a scalable pricing architecture to support regional rollouts.
Unlocked a potential €1.6m annual EBIT improvement.
Reducing revenue leakage and migrating towards value-based pricing
Key achievements:
Designed a future‑state quoting process with clear rules, approvals, and accountability.
Ran root‑cause analytics on price variance and under‑cost pricing to target value‑based moves.
Built a full profitability view and identified contract‑compliance opportunities.
Enabled a potential €20m improvement in annual EBIT.
Boosting gross-margin through pricing system redesign
Key achievements:
Defined price floors and aspiration levels, with clear recommendations for indexation to protect margins in volatile markets.
Built a communication strategy to help the commercial team reset prices with confidence and secure customer alignment.
Shifted the organisation from cost‑based negotiations to value‑based contracting, strengthening long‑term profitability.
Enabled the client to unlock a potential €32m improvement in annual EBIT.
Aligning company and pricing strategies with value-based pricing
Key achievements:
Assessed current and historical transactional data, surfacing revenue, and margin leakages.
Codified pricing policies and processes for consistent, efficient implementation.
Delivered tools and analytics to enable fact‑based pricing decisions.
Implemented a centralised function for robust monitoring and performance reporting.
Unlocked a potential €8m improvement in annual EBIT.
Price headroom potential assessment
Key achievements:
Conducted a comprehensive diagnostic of the target’s packaging and pricing effectiveness, assessing current offerings and customer appetite for alternative pricing models and metrics.
Applied our price‑increase assessment framework, using insights from interviews, survey analysis, and historical data to determine optimal price uplifts by cohort and business unit.
Modelled initiative impact, with implementation and go‑to‑market guidance to realise value.
Supported a potential €16m uplift in the targeted 5‑year growth.
Unlock higher revenues and stronger pocket margins with a clear,end‑to‑end view of your pricing and profitability.
Get industry‑leading pricing performance analytics and insights in one place—powered by decades of PwC hands‑on experience.
Gain clear visibility of the impact of your pricing, model scenarios across key profit levers to predict outcomes, and understand customer behaviours, market shifts, and competitive benchmarks.
Assess your pricing maturity
Do the assessment now.
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Jonathan Baillie
