Having such a big competition on the market, companies face the problem of defining and implementing right pricing strategy. One way to create a optimal price index is to analyze the prices of the benchmark products in the market. Choosing the right competitor for a price strategy benchmark is done by analysing automatically potential benchmark candidates and ranking them. Detailed analysis helps the user understand where the selected baseline product is against its competitors. KNIME suggests various pricing strategies giving the pricing analyst the opportunity to sense check current prices and select the best price for the future.