The document discusses the need for companies to evolve their pricing strategies to be more strategic and consumer-focused. It notes that traditional pricing approaches are too tactical and bottom-up, and in the current challenging market landscape of price wars, discounters, and promo-dependent consumers, pricing must become a core strategic asset. It recommends companies drive strategy through a consumer lens, evolve pricing across channels, enhance innovation with commercial rigor, and develop pricing as a strategic capability through collaboration, data, analytics and culture change.