Cleaning Products Manufacturer

The Challenge

The manufacturer produces white label cleaning products sold through B2B channels across Europe. In commodity categories, margin is under constant pressure — and with account managers operating independently across five countries, pricing had fragmented.

Key problems:

• No cross-country benchmarking: account managers had no visibility into what peers in other markets were achieving for equivalent customers and products
• Buyers playing markets off each other: sophisticated procurement teams were leveraging price differences between countries to drive concessions in their home market
• Inconsistent customer segmentation: the same customer type was priced differently by country, channel, and individual rep — with no structural rationale
• Margin had eroded steadily without any single decision being identifiable as the cause

The Approach

RightPrice built a benchmark pricing model spanning all five countries, segmenting customers by three dimensions:

• Customer channel (retail, institutional, foodservice, contract)
• Volume tier (annual spend bands, normalised across currencies)
• Product category (household, industrial, personal care — each with different elasticity)

Within each peer group, we set the cross-country floor at the 40th percentile of prices peers had actually achieved across all five markets — giving each local team a benchmark grounded in what the business was demonstrably capable of charging, not a theoretical target.

The model made cross-country arbitrage by buyers visible for the first time, and gave leadership a single reference for pricing conversations.