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Capability | Complex Pricing Structuring

One price for different channels wastes value.

We structure price differentiation by channel and segment with value criteria, traceability, and governance, so your company captures the potential of each market without creating conflict between channels.

Channel differentiation by the numbers

43.4%

of price dispersion for identical vehicles in the same network; coefficient of variation 9.9%

Chiu, Du & Wang / SAGE Open 2022 ↗
8.3%

out-of-stock on shelf equals US$39M lost for every US$1B in sales

Corsten & Gruen / IJRDM 2003 ↗
150–300%

of total profit generated by the top 20% of customers: a channel with no differentiation subsidizes the worst ones

Kaplan & Narayanan / HBS 2001 ↗
22%

of additional EBIT from a 5% improvement in average price

Hinterhuber / IMM 2004 ↗

The risk nobody differentiates

43.4% price dispersion for identical products in the same network. Does your operation know where the value escapes, and what it costs to treat every channel the same?

When channels with different costs and segments with different willingness to pay receive the same price, the company subsidizes the wrong channel and leaves value on the table in the right one. What follows is conflict between tables, cannibalization between segments, and margin that moves from one channel to another, quarter after quarter.

The real scenario

Four structural failures that erode price differentiation every day

Each of these failures operates in silence. Together they decide whether the company captures value by segment or subsidizes the wrong channel.

01

Flat pricing for channels with different costs

Direct and indirect channels receive the same table while operating with different cost structures. A single price ignores what each route really costs, and margin is lost where the cost to serve is highest.

02

Segments with no value criteria

The premium customer and the price-sensitive customer receive the same offer. Without segmentation by willingness to pay, the company loses margin at the top and volume at the bottom, at the same time.

03

Uncontrolled cannibalization between tables

Differentiated tables without coexistence rules create conflict. The customer in channel A finds out the price in channel B, and differentiation starts producing friction instead of capture.

04

Price adherence with no traceability

150-300% of total profit comes from the top 20% of customers. Without monitoring actual price against planned price by segment, the company cannot tell which channels capture value and which destroy it.

Kaplan & Narayanan / HBS 2001 ↗

Chan­nel and Seg­ment Differen­tiation

Bunker

We have seen this scenario before. And we know where value capture hides.

Multichannel operations fail because value criteria, coexistence rules, and adherence traceability operate as disconnected dimensions. The Bunker Protocol connects those layers into a single architecture, with governance, differentiation, and institutional visibility.

We design the operation that makes each channel and each segment capture the value that belongs to it.

  • 40+ B2B operations with price differentiation installed
  • 300+ pricing projects with channel segmentation
  • 8 countries with a differentiation architecture in operation
  • Documented reduction of channel conflict in 55%+ of cases

Bunker Protocol applied to Differentiation

Four phases. One differentiation architecture. Auditable governance.

Phase 01

Segmentation Diagnosis

We map the price structure by channel and segment end to end: active tables, price dispersion, overlaps, and conflict points. We identify where flat pricing subsidizes the wrong channel, where informal differentiation creates friction, and where margin is lost for lack of criteria. The diagnosis shows the real cost of treating every channel the same.

Outcomes
  • Map of price dispersion across channels and segments
  • Real cost of each cross-subsidy point
  • Prioritization of workstreams by impact on value capture

Diagnosis

Where flat pricing subsidizes the wrong channel, and how much value escapes each cycle

Phase 02

Differentiation Architecture

With the diagnosis in hand, we design the differentiation architecture: segmentation criteria by channel, volume, profile, and willingness to pay. Each segment gets its own pricing logic, with value capture proportional to the context of its market.

Outcomes
  • Segmentation criteria by channel, volume, and profile defined
  • Differentiated tables with capture logic per segment
  • Transition rules for customers moving between segments
Phase 03

Coexistence Rules

We formalize the coexistence rules between tables inside the real routine of the operation: anti-cannibalization barriers, transition criteria between segments, and control of price leakage across channels. With the rules written down, differentiation runs on protocol and stops generating conflict.

Outcomes
  • Anti-cannibalization rules documented and active
  • Transition criteria between segments with tracking
  • Control of price leakage across channels
Phase 04

Governance and Transfer

We install a traceability dashboard with visibility of actual price against planned price by channel and segment. The operation evolves in waves, with progressive autonomy. The goal is for your team to manage differentiation without depending on Bunker.

Outcomes
  • Governance dashboard with adherence by channel and segment
  • Value capture indicators on a defined cadence
  • Operational autonomy transferred to the internal team

Transformation

From flat pricing for everyone to differentiation with criteria and governance

Without Bunker

One price for different contexts

  • Flat pricing for channels with different costs
  • Segments with no willingness-to-pay criteria
  • Uncontrolled cannibalization between tables
  • Price dispersion with no traceability
  • Value left on the table in every market

With Bunker

Differentiation with capture and a perimeter

  • Tables differentiated by channel, volume, and profile
  • Segmentation by willingness to pay, with criteria
  • Anti-cannibalization rules documented and active
  • Actual price against planned price, traceable by segment
  • Value capture proportional to the context of each market

Every month of flat pricing is value escaping and channel conflict piling up.

The first step is a segmentation diagnosis. No commitment, no generic PowerPoint. Assess whether your mix of channels justifies pricing them differently.

Speak with a specialist Request a compatible case study

This service is part of the capability Complex Pricing Structuring.

See also: Price Table Architecture | Concession and Approval Governance | Margin Visibility and Traceability