Problem
Based on the cosmetic company (LUSH).
Pricing should evaluate the price strategy. What kind of pricing strategy do they use? For example Apple uses premium pricing strategy - it prices high to communicate quality, uniqueness and being part of the apple club.
In this section you should:
a) Evaluate the current pricing.
b) Evaluate pricing against the competition.
c) Consider the valuation against the other elements of the marketing mix and the brand message and positioning.
d) Make any recommendations for price adjustments if necessary.