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10-1 Pricing Products: Pricing Considerations and Strategies.

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Presentation on theme: "10-1 Pricing Products: Pricing Considerations and Strategies."— Presentation transcript:

1 10-1 Pricing Products: Pricing Considerations and Strategies

2 10-2 Breakeven Analysis 2 4 6 8 10 12 2004006008001,000 Total Revenue Total Cost Fixed Cost Target Profit ($2 million) Sales Volume in Units (thousands) Cost in Dollars (millions)

3 10-3 Going-Rate Company Sets Prices Based on What Competitors Are Charging Sealed-Bid Company Sets Prices Based on What They Think Competitors Will Charge ? ? Competition-Based Pricing

4 10-4 New-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.  I.e. Intel 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.

5 10-5 New-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.  I.e. Dell 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.

6 10-6 Which pricing strategy--market skimming or market penetration--does each of the following companies use? Wal-Mart Sony (television and other home electronics), Bic Corporation (pens, lighters, shavers, and related products), and IBM (personal computers).

7 10-7 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.

8 10-8 Product Mix-Pricing Strategies Optional-Product Pricing optional or accessory products sold with the main product. i.e camera bag. Captive-Product Pricing products that must be used with the main product. i.e. film.

9 10-9 Product Mix-Pricing Strategies 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.

10 10-10 Discount and Allowance Pricing

11 10-11 Segmented Pricing

12 10-12 Psychological 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. Retail $100.00 Cost $3.00

13 10-13 Temporarily Pricing Products Below List Price Through: Promotional Pricing Special-Event Pricing Cash Rebates Low-Interest Financing Longer Warranties Free Maintenance Discounts Loss Leaders

14 10-14 Pricing products for customers located in different parts of the country or world. i.e. FOB-Origin, Uniform- Delivered, Zone, Basing- Point, & Freight-Absorption. Adjusting prices for customers in different counties. Price Depends on Costs, Consumers, Economic Conditions, Competitive Situations, & Other Factors. Geographical Pricing International Pricing Other Price Adjustment Strategies

15 10-15 Why? Excess Capacity Falling Market Share Dominate Market Through Lower Costs Initiating Price Changes Why? Cost Inflation Overdemand: Company Can’t Supply All Customers’ Needs

16 10-16 Being Replaced by Newer Models Current Models Are Not Selling Well Company is in Financial Trouble Quality Has Been Reduced Price May Come Down Further Price Cuts Are Seen by Buyers As: Reactions to Price Changes Number of Firms is Small Product is Uniform Buyers are Well Informed Competitors Mostly React When:

17 10-17 Assessing/Responding to Competitor’s Price Changes

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