Professional Documents
Culture Documents
Pricing Strategies
Outline
11-3
Pricing Strategy
How does a company decide what price to
charge for its products and services?
What is “the price” anyway? doesn’t price
vary across situations and over time?
Some firms have to decide what to charge
different customers and in different
situations
They must decide whether discounts are
to be offered, to whom, when, and for
what reason
Why is Pricing
Important?
In a company with average economics*,
1% increase in volume = 3.3% increase
in profit
1% increase in price = 11.1% increase
in profit
Improvements in price typically have 3-
4 times the effect on profit as
proportionate increases in volume.
*Based on average of 2,463 companies
Steps for Determining Prices
costs without
affecting quality or
image?
Steps for Determining Prices
Estimate Demand
What do customers expect to
pay?
Prices usually are directly related
to demand.
Most companies attempt to measure
their demand curves using several
different methods.
Surveys
Price experiments
Statistical analysis
Steps for Determining Prices
Study Competition
Steps for Determining Prices
Decide on a
Pricing Strategy
Price higher than the
competition because
your product is
superior
Price lower, then
raise it once your
product is accepted
Steps for Determining Prices
Set Price
Monitor and evaluate its effectiveness
as conditions in the market change
New-Product Pricing Strategies
Pricing Strategies
11-4
New-Product Pricing Strategies
Pricing Strategies
Market skimming pricing is a strategy with high
initial prices to “skim” revenue layers from the
market
Pricing Strategies
11-6
Product Mix Pricing Strategies
Pricing Strategies
11-7
Product Mix Pricing Strategies
Pricing Strategies
11-8
Product Mix Pricing Strategies
Pricing Strategies
11-9
Price Adjustment Strategies
Pricing Strategies
11-10
Price Adjustment Strategies
Pricing Strategies
11-11
Price Adjustment Strategies
Pricing Strategies
Pricing Strategies
11-13
Price Adjustment Strategies
Pricing Strategies
• Discounts
• Cash discount for paying promptly
• Quantity discount for buying in large volume
• Functional (trade) discount for selling, storing,
distribution, and record keeping
11-14
Price Adjustment Strategies
Pricing Strategies
• Allowances
• Trade in allowance for turning in an old item
when buying a new one
• Promotional allowance to reward dealers for
participating in advertising or sales support
programs
11-15
Price Adjustment Strategies
Pricing Strategies
11-16
Price Adjustment Strategies
Pricing Strategies
Segmented pricing
To be effective:
• Market must be segmentable
• Segments must show different degrees of demand
• Watching the market cannot exceed the extra
revenue obtained from the price difference
• Must be legal
11-17
Price Adjustment Strategies
Pricing Strategies
11-18
Price Adjustment Strategies
Pricing Strategies
11-20
Price Adjustment Strategies
Pricing Strategies
Loss Leaders
Cash rebates
Longer warrantees
Free maintenance
11-21
Price Adjustment Strategies
Pricing Strategies
Pricing Strategies
11-24
Price Adjustment Strategies
Pricing Strategies
11-25
Price Adjustment Strategies
Pricing Strategies
11-26
Price Adjustment Strategies
Pricing Strategies
11-27
Price Adjustment Strategies
Pricing Strategies
• Dynamic pricing
• International pricing
11-28
Price Adjustment Strategies
Pricing Strategies
11-29
Price Adjustment Strategies
Pricing Strategies
International pricing is when prices are set in
a specific country based on country-specific
factors
• Economic conditions
• Competitive conditions
• Laws and regulations
• Infrastructure
• Company marketing objective
11-30
Price Changes
• Price cuts
• Price increases
11-31
Price Changes
Initiating Pricing Changes
11-32
Price Changes
• Price cuts
• New models will be available
• Models are not selling well
• Quality issues
• Price increases
• Product is “hot”
• Company greed
11-33
Price Changes
Questions
• Why did the competitor change the price?
• Is the price cut permanent or temporary?
• What is the effect on market share and
profits?
• Will competitors respond?
11-34
Price Changes
Solutions
• Reduce price to match competition
• Maintain price but raise the perceived value
through communications
• Improve quality and increase price
• Launch a lower-price “fighting brand”
11-35
Public Policy and Pricing
11-36
Public Policy and Pricing
11-39