1. UNIT-IV - PRODUCT PRICING Dual Pricing
MANAGERIAL ECONOMICS
UNIT-IV - PRODUCT PRICING
Dual Pricing
Dr.V.Prabakaran, AP/MBA - Product Pricing

2. Dr.V.Prabakaran, AP/MBA - Product Pricing
Dual Pricing
A market where a commodity is covered simultaneously under the administered price as well as market price is said to have dual prices.
Here part of the output of a firm is subjected to administered price, while the rest of its output is sold in the free market.
Administered prices are fixed by the government taking into account the cost and a stipulated mark-up.
Dr.V.Prabakaran, AP/MBA - Product Pricing

3. Dr.V.Prabakaran, AP/MBA - Product Pricing
Dual Pricing
Generally, the administered price is lower than what would have prevailed in the free market.
In the dual market system, there are two separate demand and supply curves for the product – One with respect to the fixed price and other with respect to the free market price.
Example : Sugar, Steel, fertilizers, Rice, etc.
Dr.V.Prabakaran, AP/MBA - Product Pricing

4. Dr.V.Prabakaran, AP/MBA - Product Pricing
Dual pricing
The purpose of introducing dual pricing is that the essential goods should reach the weaker sections of consumers at a reasonable price.
The difference between the fixed price and market price can be taken as a gauge to measure the pressure of economically stronger and non-priority group of customers and producers on the demand for the dual priced products.
Dr.V.Prabakaran, AP/MBA - Product Pricing

5. Dr.V.Prabakaran, AP/MBA - Product Pricing
Dual Pricing
The major problem with the system is misuse of the system.
Some economically weak customers who do not need the commodity may purchase it at a low price from the public distribution system and sell it to open market or pass it on to the economically strong customers for some other considerations.
Dr.V.Prabakaran, AP/MBA - Product Pricing

6. Price Discrimination or Differential Pricing
A pricing strategy that charges customers different prices for the same product or service.
The firm must have atleast some control over price
It must be possible to group different markets in terms of the price elasticity of demand in each.
The firm can then charge a higher price to the group with more price inelastic demand and lower price to the group with more elastic demand.
Dr.V.Prabakaran, AP/MBA - Product Pricing

7. Dr.V.Prabakaran, AP/MBA - Product Pricing
First Degree Price Discrimination:
Perfect price discrimination where the firm separates the market into each individual consumer and charges them the price they are willing and able to pay.
The firm is able to charge the maximum possible price for each unit which enables the firm to capture all available consumer surplus for itself. In practice, first-degree discrimination is rare.
Dr.V.Prabakaran, AP/MBA - Product Pricing

8. First Degree Price Discrimination
If the seller would not have used first-degree price discrimination, he would have a revenue represented by the yellow box.
Seeing as though he was able to sell the shirts to customers at the price they were prepared to pay, more shirts were sold above market price, and he was able to eliminate the consumer surplus and gain additional total revenue(red triangle).
Dr.V.Prabakaran, AP/MBA - Product Pricing

9. Dr.V.Prabakaran, AP/MBA - Product Pricing
Second Degree Price Discrimination:
It means charging different prices for different quantities, such as quantity discounts for bulk purchases.
Eg : phone calls will be cheaper if u speak more.
Electricity charges.
Buy 2 get one free offers
Dr.V.Prabakaran, AP/MBA - Product Pricing

10. Second Degree Price Discrimination
The pricing of text messages by a cell phone company is shown.
For the first 50 messages sent, $15 is charged, while any number of text messages sent over 50 is charge $10 for the next 50.
Suppliers do not know who is going to fall into which buying group (purchasing a lot of a little of a product) – force the buyers to self select into the pricing arrangement that is best for them.
Dr.V.Prabakaran, AP/MBA - Product Pricing

11. Dr.V.Prabakaran, AP/MBA - Product Pricing
Third Degree Price Discrimination:
This involves charging different prices to different groups of people
Based on age profile, income group, time of use.
Loyalty cards
Coupons
Airlines charge higher prices for business travellers than for leisure travellers.
In India, there is a discount for senior citizens (aged above 60 years) on train journeys.
Dr.V.Prabakaran, AP/MBA - Product Pricing

12. Advantages of Price Discrimination
Advantages to the Firm • Enables producers to gain a higher level of revenue • Enables producers to produce more and gain from economies of scale. • Profits gained in inelastic market segment can be used to drive away competition in more elastic market segment
Dr.V.Prabakaran, AP/MBA - Product Pricing

13. Advantages of Price Discrimination
Advantages to the Consumers • Poorer consumers may be able to consume products. • Allows people to purchase a product at a lower price than they would have had to pay if the producer had not been able to secure higher prices from others. • Increased output provides opportunity for more consumers to use the product. • Economies of scale: If total output increases significantly, this may result in lower average cost and thus lower prices for consumers.
Dr.V.Prabakaran, AP/MBA - Product Pricing

14. Disadvantages of Price Discrimination
Any consumer surplus that existed before the price discrimination will be lost.
Some consumers will pay more than the price that would have been charged in a single, non discriminated market.
If a firm succeeds in driving rival firms out from the market, it can use its increased monopoly power to increase prices and exploit the consumers.
Dr.V.Prabakaran, AP/MBA - Product Pricing

15. Bases on which the price discrimination is practised
Time Price Differentials
Use – Price Differentials
Quality Price Differentials
Quantity Differentials
Geographic Price Differentials
Personal Price Differentials
Dr.V.Prabakaran, AP/MBA - Product Pricing

16. Dr.V.Prabakaran, AP/MBA - Product Pricing
Thanks…
Dr.V.Prabakaran, AP/MBA - Product Pricing