A 33% overnight price hike is bad business practice, no matter how you slice it.
Not if the market will bear it.
This thread has been up and active for a couple of days now, with responses from membership ranging from histrionics to silence. What remains to be seen is the impact of the price lift on sales.
Reduced unit sales is one potential outcome of taking pricing, but so is increased revenue due to the lift. In fact, it's possible to have both when a company takes pricing. Just how much new sales revenue will be generated, and what happens to unit sales is what (I assume) Mac Baren and their supporting retailers will be watching. Something that will be demonstrated over time, by the purchasing behaviour we all demonstrate.
Peck's question about the economics of tin production is interesting. Perhaps there is a desire to push the consumer to bulk buying. Perhaps the input costs on tins, seals, paper, art, labels and production have gone up significantly. Perhaps the tin consumer is less price sensitive than the bulk tobacco consumer...
It will be interesting to see what comes next.
On "greed"... While assuming that a corporation is trying to 'stick it to the customer' whenever prices are raised is an easy thing to do. It's also, generally, an emotional reaction to increased prices that is not founded in fact. What do we really mean by "greed" in this scenario. Does it mean, "taking pricing when the company doesn't need to?" If that's the case, who has seen MacBaren's books? Can we really comment on whether this move is "gouging" or a tough decision based on sound principles?
Does it behoove a business to charge as much for their products as their customers will bear? Yes. This allows the company to return profits to all stakeholders, prove value to the market, drive share price, maintain product quality and keep their employees happy. Does this mean taking price increases in the wake of increase costs and business pressures? Yes. Does it mean risking the departure of customers to the competition? Yes. Taking pricing isn't something that companies take lightly, and it is a decision that will have ramifications on the long-term viability of their business.
It will be interesting to see how this plays out in the market.
My prediction? Look for similar lifts from other major blending companies over the next 12 months.
-- Pat