How to redesign pricing policies on a wellness base

My experience of last months clearly shows that many products and services  in our society are justified or requested by the general low level of wellness.

For instance, I am sleeping in my car In all positions without having pain the day after in any part. This is because the car itself is hard enough. So, it doesn’t really matter to have a straight position. What matters is the hardness of the surface. What matters is also humidity. Sleeping in a car is better than sleeping under a bridge or on the ground. 

The lesson we learn is on one side that all those cuscions for sleeping posture are unuseful. What is useful is a sopraelevated hard base for body and a protected environment around. 

Basically, a well trained elastic body with good nutrition can easily survive to many problems. When we speak of wellness, we need to start differentiating between products for health support and products for more comfort and higher living. 

Advertising must be clear and prices must be consequent.

Health support products must be divided into primary and secondary. Primary are for everybody (such as a good materasso and net), secondary are for weak people, such as special memory cuscions. All that is for weak, must be evaluated, economically speaking, in terms of replacement of pharmaceuticals and sanitary assistance. 

The question is: “how much will a memory cuscion prevent me from going to fisioterapist or take pharmaceuticals against muscles pain?”

Under this perspective also food: “how much eating a certain quantity of a certain food will prevent me from taking integrators or pharmaceuticals?”.

Basically, price and economy should be revised using this self-healing point of view. 

The world is too big to take care of everybody in the same way. The more people take care of themselves, the more the world will be rich and become a place for pleasure instead that for complaining. People neee the know-how to take care. And also the tools. For this reason, advertising is key. Advertising must always be ethic, first. Advertising has the duty to be correct. If a product is good only for taste but is fat, simply say it is good! Do not invent it is also healthy or do not add it is gluten free or vegan. For example, joghurt is obviously gluten free. Pasta not. Only those foods which usually have a certain characteristic should have a “free” option. 

About celiachia, it is not a diseases to be supported by economic aid. Eating without gluten can be a choice. It is a mistake of the Italian society based on pasta, pizza and bread. As if someone not eating pasta was someone to be helped. 

On the contrary, integrators are useful to everyone at every age. Families should have a discount on integrators. Basic integrators of magnesium, potassium and multivitamins should have special prices. Antistax should become a primary integrator for everybody’s circulation together with the other ones. This is the minimum change in pricing policies. Supermarkets shall also sell underwear and basic wear: black and white, 1 standard sweater, 1 wind kway, 1 gym trouser. 

Supermarkets will have a key role in the future: the basic will be there. Other shops will have to specialize in respect to supermarkets. People will know they can find all necessities in supermarkets.

In Italy Esselunga and Coop are quite big in all North cities. With good range of products. In the South you will find more Lidl and In,s Or Eurospin and local markets. 

In this perspective, the South of Italy is still a place to be conquered and educated. Lidsl, Ins, Eurospin only offer good a alcoholic beers, many cheeses and meats. The main trademark standard is Land, which is very low level. Big supermarkets from North should have an integration, a corner inside them, not to waste too much money. For example, Lidl could have a wall dedicated to Esselunga and Coop products, where they sell integrators and private labels or selected products (AIa chicken meat).

I guess other big European countries have similar issues. For sure, small countries like Benelux and Danemark do not share this vision. However, this is the base for negotiating with big dealers. 

Banks should have a role. Banks must support certain products. Cash back should become an insurance bank affaire. The more you buy and consume of certain healthy products, the more you will get back. When Oppening the bank page, someone must know that we will have back 139 euro within 3 months. 

3 months is a good timing for goals setting. 1 year is too long. 

You know it very well: interests are due each three months. So cash back! Cash back is as important as bank interests! In the mean time, investment banks can make money with cash back from supermarkets on a monthly base. 

Money goes from consumer to supermarkets.

Then from supermarkets to banks.

Then from banks to consumers.

In fact, Carrefour has already his private bank since years.


Leave a Reply