Understanding Pricing Strategies
-
Upload
uly-jr-maniago -
Category
Business
-
view
380 -
download
1
Transcript of Understanding Pricing Strategies
![Page 1: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/1.jpg)
By: Ulysses Maniago
![Page 2: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/2.jpg)
◦ As the price of a good decreases (increases), more (less) of it will be purchased That is, the demand curve is downward sloping
◦ There are two factors that explain this relationship:
◦ As the price of a good increases, consumers will substitute into other goods (substitution effect);
◦ .As the price of a good increases, consumers will have less real income to purchase all goods (income effect).
![Page 3: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/3.jpg)
![Page 4: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/4.jpg)
![Page 5: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/5.jpg)
Price set to ‘penetrate the market’ ‘Low’ price to secure high volumes Typical in mass market products –
chocolate bars, food stuffs, household goods, etc.
Suitable for products with long anticipated life cycles
May be useful if launching into a new market
![Page 6: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/6.jpg)
![Page 7: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/7.jpg)
High price, Low volumes Skim the profit from the
market Suitable for products that
have short life cycles or which will face competition at some point in the future (e.g. after a patent runs out)
Examples include: Playstation, jewellery, digital technology, new DVDs, etc.
Many are predicting a firesale in laptops as supply exceeds demand.
![Page 8: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/8.jpg)
![Page 9: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/9.jpg)
Price set in accordance with customer perceptions about the value of the product/service
Examples include status products/exclusive products
Companies may be able to set prices according to perceived value.
![Page 10: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/10.jpg)
![Page 11: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/11.jpg)
Goods/services deliberately sold below cost to encourage sales elsewhere
Typical in supermarkets, e.g. at Christmas, selling bottles of gin at £3 in the hope that people will be attracted to the store and buy other things
Purchases of other items more than covers ‘loss’ on item sold
e.g. ‘Free’ mobile phone when taking on contract package
![Page 12: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/12.jpg)
![Page 13: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/13.jpg)
Used to play on consumer perceptions Classic example - £9.99 instead of £10.99! Links with value pricing – high value goods
priced according to what consumers THINK should be the price
[Video] WHY DO SO MANY PRICES END IN 99?
Source: http://www.youtube.com/watch?v=9xs6c6jnmNU
![Page 14: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/14.jpg)
![Page 15: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/15.jpg)
In case of price leader, rivals have difficulty in competing on price – too high and they lose market share, too low and the price leader would match price and force smaller rival out of market
May follow pricing leads of rivals especially where those rivals have a clear dominance of market share
Where competition is limited, ‘going rate’ pricing may be applicable – banks, petrol, supermarkets, electrical goods – find very similar prices in all outlets
[Video] Price Leadership Source: http://www.youtube.com/watch?v=U7q49AdKd8M
![Page 16: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/16.jpg)
![Page 17: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/17.jpg)
Many contracts awarded on a tender basis Firm (or firms) submit their price for carrying
out the work Purchaser then chooses which represents best
value Mostly done in secret
![Page 18: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/18.jpg)
![Page 19: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/19.jpg)
Charging a different price for the same good/service in different markets
Requires each market to be impenetrable
Requires different price elasticity of demand in each market
Prices for rail travel differ for the same journey at different times of the day
![Page 20: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/20.jpg)
![Page 21: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/21.jpg)
Deliberate price cutting or offer of ‘free gifts/products’ to force rivals (normally smaller and weaker) out of business or prevent new entrants
Anti-competitive and illegal if it can be proved
![Page 22: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/22.jpg)
![Page 23: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/23.jpg)
Full Cost Pricing – attempting to set price to cover both fixed and variable costs
Absorption Cost Pricing – Price set to ‘absorb’ some of the fixed costs of production
![Page 24: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/24.jpg)
![Page 25: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/25.jpg)
Marginal cost – the cost of producing ONE extra or ONE fewer item of production
MC pricing – allows flexibility Particularly relevant in transport where fixed
costs may be relatively high Allows variable pricing structure – e.g. on a flight
from London to New York – providing the cost of the extra passenger is covered, the price could be varied a good deal to attract customers and fill the aircraft
![Page 26: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/26.jpg)
Example:
Aircraft flying from Bristol to Edinburgh – Total Cost (including normal profit) = £15,000 of which £13,000 is fixed cost*
Number of seats = 160, average price = £93.75
MC of each passenger = 2000/160 = £12.50
If flight not full, better to offer passengers chance of flying at £12.50 and fill the seat than not fill it at all! *All figures are estimates only
![Page 27: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/27.jpg)
![Page 28: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/28.jpg)
Contribution = Selling Price – Variable (direct costs)
Prices set to ensure coverage of variable costs and a ‘contribution’ to the fixed costs
Similar in principle to marginal cost pricing Break-even analysis might be useful in
such circumstances
![Page 29: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/29.jpg)
![Page 30: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/30.jpg)
Setting price to ‘target’ a specified profit level
Estimates of the cost and potential revenue at different prices, and thus the break-even have to be made, to determine the mark-up
Mark-up = Profit/Cost x 100
![Page 31: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/31.jpg)
![Page 32: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/32.jpg)
Calculation of the average cost (AC) plus a mark up
AC = Total Cost/Output
![Page 33: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/33.jpg)
![Page 34: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/34.jpg)
Any pricing decision must be mindful of the impact of price elasticity
The degree of price elasticity impacts on the level of sales and hence revenue
Elasticity focuses on proportionate (percentage) changes
PED = % Change in Quantity demanded/% Change in Price
![Page 35: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/35.jpg)
Price Inelastic: % change in Q < % change in P e.g. a 5% increase in price would be met
by a fall in sales of something less than 5%
Revenue would rise A 7% reduction in price would lead to a
rise in sales of something less than 7% Revenue would fall
![Page 36: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/36.jpg)
Price Elastic: % change in quantity demanded > %
change in price e.g. A 4% rise in price would lead to
sales falling by something more than 4%
Revenue would fall A 9% fall in price would lead to a rise in
sales of something more than 9% Revenue would rise
![Page 37: Understanding Pricing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022050817/55510654b4c90501448b539b/html5/thumbnails/37.jpg)