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Proficient Audio Systems, USA


Proficient Audio specialises in full-house audio installations. After a price increase from their suppliers, the company needed to raise its prices but was concerned this would seriously affect their business. The objective was to resolve the company’s internal margin issue and keep from losing market share.


We measured how price, product features and functions affected the market’s willingness to pay and recommended specific prices for the entire family of products. Establishing a new pricing strategy


Between 2010 and 2016, Proficient Audio raised its prices four times. Those increases generated an additional USD3million in profit on sales of USD60million over that six-year period.

“With the help of Atenga, not only did we cover the cost increases from our suppliers, but our gross margin is also up. I’ve made good decisions and I’ve made bad decisions, but hiring Atenga was one of the all-time great decisions I have made. ”

Keith Marshall, CEO, Proficient Audio Systems

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Atenga Insights is a fast-growing, global company that is challenging the pricing consulting industry. Using our unique proprietary PDA™ technology, we identify the price and positioning that will generate higher sales and profits for our clients.