Jos Eeland is Director at Simon-Kucher & Partners, Amsterdam, and also part of the firm's global Competence Center Consumer & Retail. Franka Reuvers is a Senior Consultant with Simon-Kucher & Partners, Amsterdam, who focuses on focus on marketing and brand strategy, value-based pricing and promotion excellence. Görkem Erdem is a Senior Consultant at Simon-Kucher & Partners, Amsterdam, focusing on value based pricing, promotion strategy and product management. Mark Helder is a Consultant with Simon-Kucher & Partners, Amsterdam, with expertise in portfolio optimization, promotion excellence and value based pricing.