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Chapter 11Chapter 11

Pricing Strategies

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New Product Pricing StrategiesNew Product Pricing Strategies

Market Skimming

Setting a High Price for a New Product to “Skim” Maximum Revenues from the Target Market.

Results in Fewer, But More Profitable Sales.

Market Skimming

Setting a High Price for a New Product to “Skim” Maximum Revenues from the Target Market.

Results in Fewer, But More Profitable Sales.

• Use Under These Conditions:– Product’s Quality and Image Must

Support Its Higher Price.

– Costs Can’t be so High that They Cancel the Advantage of Charging More.

– Competitors Shouldn’t be Able to Enter Market Easily and Undercut the High Price.

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New Product Pricing StrategiesNew Product Pricing Strategies

Market Penetration

Setting a Low Price for a New Product in Order to “Penetrate” the Market Quickly and Deeply.

Attract a Large Number of Buyers and Win a Larger Market Share.

Market Penetration

Setting a Low Price for a New Product in Order to “Penetrate” the Market Quickly and Deeply.

Attract a Large Number of Buyers and Win a Larger Market Share.

• Use Under These Conditions:– Market Must be Highly Price-Sensitive so

a Low Price Produces More Market Growth.

– Production/ Distribution Costs Must Fall as Sales Volume Increases.

– Must Keep Out Competition & Maintain Its Low Price Position or Benefits May Only be Temporary.

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Product Mix-Pricing Strategies:Product Line Pricing

Product Mix-Pricing Strategies:Product Line Pricing

• Involves setting price steps between various products in a product line based on:

– Cost differences between products,

– Customer evaluations of different features, and

– competitors’ prices.

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Product Mix- Pricing StrategiesProduct Mix- Pricing Strategies

• Optional-Product– Pricing optional or accessory products

sold with the main product. i.e camera bag, lenses, strap, hood, warranties ...

• Captive-Product– Pricing products that must be used

with the main product. i.e. film or batteries

• By-Product– Pricing low-value by-products

to get rid of them and make the main product’s price more competitive.

– i.e. sawdust, Zoo Doo

• Product-Bundling– Combining several products

and offering the bundle at a reduced price.

– i.e. theater season tickets.

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Segmented PricingSegmented Pricing

Customer - Segment Location Pricing

Product - Form Time Pricing

Selling Products At Different Prices Even

Though There is No Difference in Cost

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Psychological PricingPsychological Pricing

• Considers the psychology of prices and not simply the economics.

• Customers use price less when they can judge quality of a product.

• Price becomes an important quality signal when customers can’t judge quality; price is used to say something about a product. Value $22.00

Sale $14.99

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Reference Reference PricePrice

Any price that a consumer uses as a basis for

comparison in judging another price.

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Special-Event PricingSpecial-Event Pricing

Cash RebatesCash Rebates

Low-Interest FinancingLow-Interest Financing

Longer WarrantiesLonger Warranties

Free MerchandiseFree Merchandise

DiscountsDiscounts

Loss LeadersLoss Leaders Temporarily Pricing Products

Below List Price to Increase Short-

Term Sales Through:

Promotional PricingPromotional Pricing

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Initiating Price Changes

Why?

Excess Capacity

Falling Market Share

Dominate Market Through Lower

Costs

Why?

Cost Inflation

Overdemand: Company Can’t

Supply All Customer’s Needs

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Being Replaced by Newer Models

Being Replaced by Newer Models

Current Models Are Not Selling Well

Current Models Are Not Selling Well

Company is in Financial TroubleCompany is in

Financial Trouble

Quality Has Been Reduced

Quality Has Been Reduced

Price Comes Down Further

Price Comes Down Further

Negative perceptions of Price Cuts Are Seen by Buyers As:

Reactions to Price ChangesReactions to Price Changes

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Positive perceptions of Price Cuts Are Seen by Buyers As:Positive perceptions of Price Cuts Are Seen by Buyers As:

1). The item is in demand and will be unobtainable unless bought soon.

2). The product is an unusually good value.

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Net Take AwayNet Take Away

• Describe the major strategies for pricing • Define pricing for Optional, captive, bundled and by

product• Explain the impact of psychological pricing• Discuss how companies adjust their prices to take into

account different types of customers and situations• Discuss the key issues related to initiating and

responding to price changes