Consumers look at the value for money. Consumers still do not perceive the premium value for brands.

1. Internal factor Cost

promotional cost Distribution cost

Pricing

objectives of the company

Profit Maximization Minimum return on sales turnover Deeper penetration of the market Keeping up with the competition Increasing sales volume and market share

2. External Factor Price sensitivity of customers Channel cost Competition environment

 Market

Entry Strategies Product Mix Pricing Strategies Price Adjustment Strategies

 Market

Entry Strategies

Skimming Pricing Penetration Strategy

 Product

Mix Pricing Strategies

Optional Product Pricing Captive product Pricing Product Bundle Pricing

 Price

Adjustment Strategies

Discounts and Allowance Pricing

Cash Discount Quantity Discount

Freebies Special Event Pricing Economy Pricing Value Pricing Psychology Pricing Discriminatory Pricing

 Low

price points Low cost packaging Refillable/Reusable Packs Highlights Value, not Price Coinage Pricing