Презентація на тему:
Pricing Strategy

Pricing Strategy

Price strategy One of the four major elements of the marketing mix is price. Pricing is an important strategic issue because it is related to product positioning. Pricing affects other marketing mix elements Product features Channel decisions Promotion

Price strategy One of the four major elements of the marketing mix is price. Pricing is an important strategic issue because it is related to product positioning. Pricing affects other marketing mix elements Product features Channel decisions Promotion

Steps for developing the pricing of a new product: Develop marketing strategy - perform marketing analysis, segmentation, targeting, and positioning.  Make marketing mix decisions - define the product, distribution, and promotional tactics.  Estimate the demand curve - understand how quantity demanded varies with price.  Calculate cost - include fixed and variable costs associated with the product.  Understand environmental factors - evaluate likely competitor actions, understand legal constraints, etc.  Set pricing objectives - for example, profit maximization, revenue maximization, or price stabilization (status quo).  Determine pricing - using information collected in the above steps, select a pricing method, develop the pricing structure, and define discounts.

Steps for developing the pricing of a new product: Develop marketing strategy - perform marketing analysis, segmentation, targeting, and positioning.  Make marketing mix decisions - define the product, distribution, and promotional tactics.  Estimate the demand curve - understand how quantity demanded varies with price.  Calculate cost - include fixed and variable costs associated with the product.  Understand environmental factors - evaluate likely competitor actions, understand legal constraints, etc.  Set pricing objectives - for example, profit maximization, revenue maximization, or price stabilization (status quo).  Determine pricing - using information collected in the above steps, select a pricing method, develop the pricing structure, and define discounts.

Estimate the Demand Curve Because there is a relationship between price and quantity demanded, it is important to understand the impact of pricing on sales by estimating the demand curve for the product. For existing products, experiments can be performed at prices above and below the current price in order to determine the price elasticity of demand. Inelastic demand indicates that price increases might be feasible.

Estimate the Demand Curve Because there is a relationship between price and quantity demanded, it is important to understand the impact of pricing on sales by estimating the demand curve for the product. For existing products, experiments can be performed at prices above and below the current price in order to determine the price elasticity of demand. Inelastic demand indicates that price increases might be feasible.

Calculate Costs If the firm has decided to launch the product, there likely is at least a basic understanding of the costs involved, otherwise, there might be no profit to be made. The unit cost of the product sets the lower limit of what the firm might charge, and determines the profit margin at higher prices.

Calculate Costs If the firm has decided to launch the product, there likely is at least a basic understanding of the costs involved, otherwise, there might be no profit to be made. The unit cost of the product sets the lower limit of what the firm might charge, and determines the profit margin at higher prices.

Environmental Factors Pricing must take into account the competitive and legal environment in which the company operates. From a competitive standpoint, the firm must consider the implications of its pricing on the pricing decisions of competitors. For example, setting the price too low may risk a price war that may not be in the best interest of either side. Setting the price too high may attract a large number of competitors who want to share in the profits.

Environmental Factors Pricing must take into account the competitive and legal environment in which the company operates. From a competitive standpoint, the firm must consider the implications of its pricing on the pricing decisions of competitors. For example, setting the price too low may risk a price war that may not be in the best interest of either side. Setting the price too high may attract a large number of competitors who want to share in the profits.

Pricing Objectives Current profit maximization - seeks to maximize current profit, taking into account revenue and costs. Current profit maximization may not be the best objective if it results in lower long-term profits. Current revenue maximization - seeks to maximize current revenue with no regard to profit margins. The underlying objective often is to maximize long-term profits by increasing market share and lowering costs. Maximize quantity - seeks to maximize the number of units sold or the number of customers served in order to decrease long-term costs as predicted by the experience curve. Maximize profit margin - attempts to maximize the unit profit margin, recognizing that quantities will be low.

Pricing Objectives Current profit maximization - seeks to maximize current profit, taking into account revenue and costs. Current profit maximization may not be the best objective if it results in lower long-term profits. Current revenue maximization - seeks to maximize current revenue with no regard to profit margins. The underlying objective often is to maximize long-term profits by increasing market share and lowering costs. Maximize quantity - seeks to maximize the number of units sold or the number of customers served in order to decrease long-term costs as predicted by the experience curve. Maximize profit margin - attempts to maximize the unit profit margin, recognizing that quantities will be low.

Pricing Methods Cost-plus pricing - set the price at the production cost plus a certain profit margin. Target return pricing - set the price to achieve a target return-on-investment. Value-based pricing - base the price on the effective value to the customer relative to alternative products. Psychological pricing - base the price on factors such as signals of product quality, popular price points, and what the consumer perceives to be fair.

Pricing Methods Cost-plus pricing - set the price at the production cost plus a certain profit margin. Target return pricing - set the price to achieve a target return-on-investment. Value-based pricing - base the price on the effective value to the customer relative to alternative products. Psychological pricing - base the price on factors such as signals of product quality, popular price points, and what the consumer perceives to be fair.

Quantity discount - offered to customers who purchase in large quantities. Cumulative quantity discount - a discount that increases as the cumulative quantity increases. Seasonal discount - based on the time that the purchase is made and designed to reduce seasonal variation in sales. For example, the travel industry offers much lower off-season rates. Cash discount - extended to customers who pay their bill before a specified date. Trade discount - a functional discount offered to channel members for performing their roles. Promotional discount - a short-term discounted price offered to stimulate sales. Price Discounts

Quantity discount - offered to customers who purchase in large quantities. Cumulative quantity discount - a discount that increases as the cumulative quantity increases. Seasonal discount - based on the time that the purchase is made and designed to reduce seasonal variation in sales. For example, the travel industry offers much lower off-season rates. Cash discount - extended to customers who pay their bill before a specified date. Trade discount - a functional discount offered to channel members for performing their roles. Promotional discount - a short-term discounted price offered to stimulate sales. Price Discounts