When growth slows and sales targets loom, a discount can feel like the quickest answer. But a rise in sales does not always mean a brand is growing. Are promotions bringing in new buyers, or paying existing customers to buy sooner? And when the ambition is to charge more, does the offer give people enough reason to pay? These decisions have consequences for margins, future demand and the value customers see in your brand.

Join us for a hands-on workshop exploring how to make better pricing and promotion decisions under commercial pressure. Led by Samit Mehrotra and Srikanth Visvanathan of Frontier Growth Partners, the session will apply the Ehrenberg-Bass Laws of Growth to the choices marketing, sales and revenue growth teams face every day. They will examine common pricing beliefs, what the evidence supports and where familiar commercial habits deserve a rethink.

Working in small groups on live cases, you will explore how to distinguish promotions that attract new buyers and create buying occasions from those that simply discount purchases people would have made anyway. You will also examine how to recognise demand borrowed from future sales, build a good-better-best range with meaningful differences in value, and assess whether a premium move gives customers a compelling reason to spend more.

You will leave with practical tests for evaluating promotions, a five-question checklist to challenge a premium move or price increase, and a worked case from your own category to take back to your team.