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P+M has over 30 years’ experience of conducting pricing projects within the animal health sector using a range of pricing research methodologies, including:

  • Choice-Based / Discrete-Choice Conjoint Analysis
  • Adaptive Conjoint Analysis
  • Brand Price Conjoint
  • Max-Diff
  • Customer Value Mapping
  • Van Westendorp
  • Gabor Granger
  • Portfolio Pricing
  • International Pricing / Parallel Imports Pricing

P+M has an award-winning in-house marketing sciences team which is responsible for the research and development of analytical techniques – foremost of which is pricing.

P+M has developed its own in-house conjoint analysis software tool AlasCa which is able to process and model all contemporary conjoint techniques.

In addition, this software also handles more complex pricing requirements such as portfolio pricing and measuring potential market ‘cannibalization’ following new product introduction.


Dr. Ludger Rolfes
Division Director
+49 5407 885239
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