Pricing strategy Pertemuan 19 Buku 1 Hal: Matakuliah: J Strategi Pemasaran Tahun: 2009

Bina Nusantara  Strategic Role of Price  Analyzing the Pricing Situation  Selecting the Pricing Strategy  Determining Specific Prices and Policies Learning Objective

Price in the Positioning Strategy Positioning Strategy Product strategy Target market and objectives Value-Chain strategy Pricing strategy Promotion strategy

Pricing Situations  New product pricing  Life cycle pricing  Changing positioning strategy  Countering competitive threats

Various Roles of Pricing Signal to the Buyer Instrument of Competition Improving Financial Performance Marketing Program Considerations

Pricing Strategy for New and Existing Products Set Pricing Objectives Analyze the Pricing Situation Select Pricing Strategy Determine Specific Prices and Policies

Examples of Pricing Objectives  Gain market position  Achieve financial performance  Product positioning  Stimulate demand  Influence competition

Customer Price Sensitivity Pricing Objectives Competitors’ Likely Responses Analyzing the Pricing Situation Product Costs ANALYZING THE PRICING SITUATION

Customer Price Sensitivity 1.How large is the product-market in terms of buying potential? 2.What are the market segments and what market target strategy is to be used? 3.How sensitive is demand in the segment(s) to changes in price? 4.How important are nonprice factors, such as features and performance? 5.What are the estimated sales at different price levels?

Buyers’ Perceptions of Value Offerings of Brands A-E Perceived Value Perceived Price Superior Value Zone D A C E B Inferior Value Zone

Competitor Analysis  Which firms represent the most direct competition  Competitor’s positioning on a relative price basis  Competitors’ success with their pricing strategies  Competitors’ probable responses to alternative price strategies