Aligning Price and Value for a Major Construction Materials Player

How to install national consistency in customer pricing while increasing revenue, without losing competitiveness in an ultra-fragmented market.

The Challenge

For a major player in the construction materials sector, the problem was clear: how to install national consistency in customer pricing while increasing revenue, without losing competitiveness in an ultra-fragmented market where each region has its own economic realities?

The Methodology

Qualify the terrain: map price zones by product, customer type and nature of the projects, to reflect the reality of the local market.
Set the right prices: build a 20/80 model, adjusted for perceived value and customer relationship (partner, neutral, opportunistic), with field iterations steered by regional managers.
Anchor the method: creation of a regional price committee, a commercial communication kit and a governance structure to maintain consistency and impact over time.

The Results

Measurable gross margin increase, without volume loss (target of €0.5M to €1.5M)
Harmonized commercial practices across regions
Prices and customer value brought into line, now anchored and tooled in the commercial culture

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