PRICING STRATEGIES
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Pricing Objectives

Pricing objectives are overall goals that

describe the the role of price in an
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Profit maximisation
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 Return on investment
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 Product quality
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Pricing Strategy 

 Pricing strategy is the method which

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companies use to price their products
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Pricing strategy refers to an approach
or a course of action designed to
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achieve pricing objectives.

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Types of Pricing Strategies 

Strategies 

 Penetrating pricing strategy

 Skimming pricing strategy

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Economy pricing strategy
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 Premium pricing strategy
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or Competition- Based pricing strategy
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Psychological pricing strategy
 Geographical
Marketing pricing strategy
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 Product
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Penetrating Pricing Strategy 

 The organisation sets a low price for 

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their product in order to gain market
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share. This strategy is based upon the

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object of maximising profit through

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maximum sales with low margin of 
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profit.
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Pricing Strategy 
 Skimming Pricing Strategy 

 The organisation sets a very high

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price at initial stage for their products,
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then lowers the price over time. It

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allows the firm to recover its

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production cost before competition

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steps in and lowers the market price.

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Economy Pricing strategy

 It is a low cost pricing strategy where

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the costs of marketing and promoting a

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product are kept to a minimum. This

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strategy is mostly
products which are
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are of inferior quality
quality..
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Premium Pricing Strategy

  This strategy is employed when the

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product you are selling is unique and of 
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very high quality,

quality, but you only expect to
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sell a small amount. Buyers of such

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products typically view them as luxury

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goods.
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Competition- Based Pricing Strategy 

 Here the organisation sets a price in

comparison with its competitors.
competitors. The
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firm can fix the price:

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Below competitive level

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 Above competitive level

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 At the same level
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Psychological Pricing Strategy 

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The manufacturer fix the prices of 
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their product in such a manner that it
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may create an impression in the mind
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of consumers that the prices are low

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Geographical Pricing Strategy 

 Fixing the price on the basis of 

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geographical location. In this strategy
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transportation cost of goods is taken

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into account.
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It may be:
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Zonal pricing strategy

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
 Uniform pricing strategy
 

Product line Pricing Strategy 

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This strategy is used to sell different
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products in the same product range at
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different prices on the basis of 

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features and benefits.

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Conclusion

Before choosing a pricing objective

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and a related
requires strategy
to carefully the company
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consider their 
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business and financial goals, the state

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of the market (including its past and

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future), and the products and prices of 

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their competitors (and possibly their 

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 business goals).
 

Reference

 Marketing Teacher, Ltd. Pricing 

Strategies.
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http://www.marketingteacher.com/Lesso
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ns/lesson_pricing.htm.
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
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NetMBA. 2005. Pricing Strategy.

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http://www.netmba.com/marketing/pricin
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g/. Save Accept All

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