FIG0801 - FIG0819

DISCLAIMER: there may be minor differences between the following figures and those in the book due to

DATA TO GRAPH

(first column intentionally blank)

2008 2009 2010 2011
Product A $395 $420 $425 $390
Product B $360 $400 $410 $375
Product C $100 $180
Product D $160
Product E

VISUALS

FIG0801

Price has declined for all products on the marke

since the launch of Product C in 2010

Average Retail Product Price Per Year

$500

$400

$300

$200

$100

$0
Product A Product B Product C Product D Product

2008 2009 2010 2011 2012 2013 2014

 $100

$0
Product A Product B Product C Product D Product

2008 2009 2010 2011 2012 2013 2014

FIG0802

Average Retail Product Price Per Year

$500

$400

$300

$200

$100

$0
Product A Product B Product C Product D Product

2008 2009 2010 2011 2012 2013 2014

FIG0803

Average Retail Product Price Per Year

$500

$400
 Average Retail Product Price Per Year
$500

$400

$300

$200

$100

$0
Product A Product B Product C Product D Product

2008 2009 2010 2011 2012 2013 2014

FIG0804

Average Retail Product Price Per Year

$500

$400
2008
2008
$300
2014 2014
$200
2014
2011
$100
2010

$0
Product A Product B Product C Product D Product
 $100

$0
Product A Product B Product C Product D Product

FIG0805

Average Retail Product Price Per Year

$500

$400

$300

$200

$100

$0
2008 2009 2010 2011 2012 2013 201

Product A Product B Product C Product D Product

FIG0806

Average Retail Product Price Per Year

$500

$400
 Average Retail Product Price Per Year
$500

$400 A
B

$300

$200

D
$100 C

$0
2008 2009 2010 2011 2012 2013

FIG0807

Average Retail Product Price Per Year

$500

$400 A
B

$300

$200

D
$100
 $200

D
$100 C

$0
2008 2009 2010 2011 2012 2013

FIG0808

Average Retail Product Price Per Year

$500

$400 A
B

$300

$200

D
$100 C

$0
2008 2009 2010 2011 2012 2013

FIG0809
 Average Retail Product Price Per Year
$500

$400 A
B

$300

$200

D
$100 C

$0
2008 2009 2010 2011 2012 2013

FIG0810

Retail price over time

$500
Average price

$400 A
B
$300

$200

$100
 $300

$200

D
$100
C

$0
2008 2009 2010 2011 2012 2013

Year

FIG0811

In the next 5 minutes...

OUR GOAL:
A

1
Understand how prices have changed
B
over time in the competitive landscape.

2
Use this knowledge to inform the pricing
of our product. D
C
We will end with a specific recommendation.
FIG0812

Products A and B were launched in 2008 at price points o

$360+
Retail price over time
$500
Average price

$400 A
B

$300

$200

D
$100
C

$0
2008 2009 2010 2011 2012 2013

Year

FIG0813

They have been priced similarly over time, with B consiste

slightly lower than A
 Retail price over time
Average price $500

$400 A
B

$300

$200

D
$100
C

$0
2008 2009 2010 2011 2012 2013

Year

FIG0814

In 2014, Products A and B were priced at $260 and $250,

respectively

Retail price over time

$500
Average price

$400 A
B

$300

$200
 Average
$400

$300

$200

D
$100
C

$0
2008 2009 2010 2011 2012 2013

Year

FIG0815

Products C, D, and E were each introduced later

at much lower price points...

Retail price over time

$500
Average price

$400 A
B

$300

$200
D

$100 C

$0
2008 2009 2010 2011 2012 2013

Year
 $100

$0
2008 2009 2010 2011 2012 2013

Year

FIG0816

…but all have increased in price since their respective

launches
Retail price over time
$500
Average price

$400 A
B

$300

$200

D
$100 C

$0
2008 2009 2010 2011 2012 2013

Year

FIG0817
 In fact, with the launch of a new product in this space, we
to see an initial price increase, followed by a decrease
time
Retail price over time
$500
Average price

$400 A
B

$300

$200

D
$100 C

$0
2008 2009 2010 2011 2012 2013

Year

FIG0818

As of 2014, retail prices have converged, with an average

retail price of $223, ranging from a low of $180 (C) to a h
of $260 (A)
Retail price over time
$500
Average price

$400

$300
 Retail price over time
$500

Average price
$400 A
B

$300

$200

D
$100 C

$0
2008 2009 2010 2011 2012 2013

Year

FIG0819

To be competitive, we recommend introducing our produc

below the $223 average price point in the $150-$200 rang

Retail price over time

$500
Average price

$400 A
B

$300

$200
Recommended
$150 D
range
$100

$0
 $200
Recommended
$150 D
range
$100 C

$0
2008 2009 2010 2011 2012 2013

Year

FIG0820

BEFORE

Price has declined for all products on the marke

since the launch of Product C in 2010

Average Retail Product Price Per Year

$500

$400

$300

$200

$100

$0
Product A Product B Product C Product D Product

2008 2009 2010 2011 2012 2013 2014

$0
Product A Product B Product C Product D Product

2008 2009 2010 2011 2012 2013 2014

d those in the book due to changes made during editing.

2012 2013 ###

$300 $270 ###
$290 $260 ###
$198 $240 ###
$260 $220 ###
$98 ###
2014 Avg ###

s on the market
C in 2010

Per Year

Product D Product E

2013 2014
Product D Product E

2013 2014

Per Year

Product D Product E

2013 2014

Per Year
Per Year

Product D Product E

2013 2014

Per Year

2014
2014

2013

Product D Product E
Product D Product E

Per Year

12 2013 2014

Product D Product E

Per Year
Per Year

2012 2013 2014

Per Year
 E

2012 2013 2014

Per Year

2012 2013 2014

Per Year

2012 2013 2014

2014
 E

2012 2013 2014

es...

changed
ndscape.

he pricing

E
mmendation.
 at price points of

2012 2013 2014

e, with B consistently
 E

2012 2013 2014

$260 and $250,

 E

2012 2013 2014

ed later

2012 2013 2014

 2012 2013 2014

heir respective

2012 2013 2014

n this space, we tend
by a decrease over

2012 2013 2014

with an average
of $180 (C) to a high
 E

2012 2013 2014

ucing our product

$150-$200 range

AVG
 E

2012 2013 2014

AFTER

s on the market To be competitive, we recommend introduc

C in 2010 below the $223 average price point in the $

Retail price over time

Per Year
$500
Average price

$400 A
B

$300

$200
Recommended
$150
range
$100 C

Product D Product E
$0
2008 2009 2010 2011
2013 2014
Year
Product D Product E
$0
2008 2009 2010 2011
2013 2014
Year
commend introducing our product
price point in the $150-$200 range

AVG

D
E

2010 2011 2012 2013 2014

2010 2011 2012 2013 2014