Executive Summary: Danilo Zatta’s “How to Boost Profits with Innovative Pricing”
January 12th, 2026
Exclusive Content from UpClear’s London Revenue Growth Management Summit.
Meet Danilo Zatta
Danilo Zatta is a global pricing and Revenue Growth Management expert with more than 20 years of experience focused on pricing and profitability. An author of multiple books on pricing and RGM, he has been described by the Financial Times as one of the world’s leading pricing minds. One of his books has been praised by the CEO of Nestlé as “a must read” and by the Chairman of Campari as “a most useful tool.”
Mr. Zatta presented his views on pricing at UpClear’s RGM Summit in London. The session’s theme was “How to Boost Profits with Innovative Pricing.”
Eight Key Messages
Pricing is the most important and effective driver of profit growth. Most companies, however, underdeliver planned price increases. On average, companies realise only around 37% of intended price increases. The main blockers are fear of losing customers, habitual discounting, chasing volume and weak execution.
Peter Druckersaid, “Customers don’t buy products but their perceived value.” Brands should focus on creating and delivering value. This is what facilitates pricing power. Value can always be created through improving branding, packaging, convenience, and usage occasions.
Understand the value your offer; don’t fall into the commodity trap. Without differentiated value, companies are forced into cost competition. Sustainable pricing power depends on clearly articulated and perceived value.
Cost plus pricing creates irrational inconsistencies and leaves value on the table.
Understand your customers & meet their needs and wants. Preferences are customer specific. Segment your market according to customer needs. Value for each segment is key. Innovate to meet needs and avoid discount pricing and price wars.
Price discounting-driven growth is often an illusion rather than sustainable value creation. If you compete on cost, there is always someone who is willing to do it cheaper. The only winner is the customer. Don’t fall into the pricing trap; avoid price wars and focus on value creation.
Innovative pricing can drive competitive advantage. Meet the pain points, needs and market trends of your customer and market. Sell and price against these.
Use psychological price to steer customer preferences and monetise value. Use anchors, decoy options, menu order effects, and urgency limits. Customer preferences are relative and can be guided without discounts.
Five Practical Levers to Defend and Grow Price
Build a culture of value inside the organization. Reward and recognise it.
Make intentions explicit – promotions should be clearly positioned as temporary and targeted.
Communicate the risks of going cheap – lower prices come at a cost.
Incentivize profit and margin, not volume.
Innovate instead of discount – continuous value innovation protects price even when competitors copy.
How BluePlanner Helps Manage Pricing
UpClear’s BluePlanner plays a central role in managing assortment and pricing by giving consumer goods teams a structured, data-driven way to evaluate which products to sell, at what price, and with what level of support. By combining historical performance & pricing architecture, BluePlanner helps teams assess profitability, identify gaps or redundancies in the assortment, and understand the margin impact of pricing decisions before execution. This is critical to ensuring that assortment and pricing strategies are aligned with revenue growth, margin targets, and customer objectives—turning complex decisions into repeatable, confident actions across markets and channels.
Get in touch with Danilo
If you are interested in attending future UpClear events, connecting with Danilo, or the materials presented, send us a message at upclear.com/contact.
About UpClear
At UpClear, our mission is to empower Consumer Goods brands to maximize revenue performance and trade investment returns through intelligent, collaborative software—providing a single source of truth, streamlined automation, and actionable insights.
