Pricing Power Podcast with Fexingo: How Businesses Set Prices, Raise Margins, and Win Customers

When Boston Beer Company raised the price of Samuel Adams by 12 percent in 2024, analysts expected sales to dip. Instead, volume grew 3 percent. In this episode, Lucas and Luna unpack the psychology behind that counterintuitive move — how a price hike signaled quality, reshaped brand perception, and actually expanded the customer base. They trace the strategy back to a 2023 pricing experiment on t...

Lucas and Luna explore Ferrari's pricing model — a masterclass in scarcity, brand equity, and margin discipline. They break down how Ferrari's deliberate underproduction strategy keeps demand at a fever pitch, why the company earns more per vehicle than any competitor, and the financial logic behind limiting production to just over 10,000 cars a year — even when customers would buy ten times that....

Costco's hot dog and soda combo has been $1.50 for over 40 years. In an era of 20% inflation and rising food costs, how does that work? Lucas and Luna unpack the pricing philosophy behind Costco's famous fixed-price item. They look at the internal memo from co-founder Jim Sinegal that said 'if you raise the price of the hot dog, I will kill you,' and analyze how the $1.50 hot dog became a loss lea...

In this episode of Pricing Power Podcast, Lucas and Luna unpack the single pricing decision that reshaped the streaming wars: Netflix's 2011 decision to split DVD-by-mail from streaming. At the time, customers saw a 60% price hike overnight. But buried in that move was a bet that consumers would pay $100 a year for a yet-unproven product. Lucas walks through the internal logic — the 10x value prin...

In this episode of Pricing Power Podcast, Lucas and Luna dissect Ticketmaster's 2022 Taylor Swift presale meltdown to explore why dynamic pricing — the algorithm-driven strategy that raises prices as demand spikes — can catastrophically backfire when consumers perceive it as unfair. They trace the economics of surge pricing from its successful use in airlines and ride-hailing to the live-event ind...

Lucas and Luna dive into Southwest Airlines' long-standing refusal to assign seats. They explore the operational and pricing logic behind open seating, how it speeds up turnarounds, and why the airline is finally reconsidering after 50 years. Along the way, they discuss the economics of gate utilization, the trade-off between customer preference and operational efficiency, and what the shift means...

In the debut episode of Pricing Power, Lucas and Luna unpack the story of a single product launch that forced Procter & Gamble to abandon its 50-year-old pricing playbook. In 2018, a tiny startup called Bite Toothpaste Bits sold a three-month supply of plastic-free toothpaste tablets for $30—roughly $0.33 per brushing versus Crest's $0.05. Within two years, Bite captured 4% of the U.S. toothpaste...