Pricing

Kinshook Chaturvedi
Kinshook ChaturvediManager Signal & Train Control em DELHI METRO RAIL CORPORATION LIMITED
Pricing rests on Value: Capturing value is its purpose,[object Object],Process of creating, communicating, and delivering value,[object Object],Pricing, a complex task; There is Science side and an art side to it.,[object Object]
Pricing
Pricing to capture value/Customer based approach,[object Object],Customer value has to be key in the pricing ,[object Object],Pricing to value ensures two things: The customer finds the price justifiable monetary worth the offer , and the firm finds the price apt for earning its due share of value from the market by the way of sales, income and profits,[object Object]
Does pricing capture the due value? Or, are you competing away your resources?,[object Object],Pricing that benefits only the buyer and lands the company in red does not constitute value pricing. P&G was almost competing away the values of its offers.,[object Object],Firms struggle to get the price value balance right.  ,[object Object]
Pricing objectives,[object Object],Firms seek a mix of Objectives from pricing ,[object Object],Different permutations of objectives apply to different firms,[object Object]
Setting the price ,[object Object],   Step  1  Selecting the pricing objectives,[object Object],Survival,[object Object],Maximum current profits,[object Object],Maximum market share,[object Object]
Pricing methods/Pricing strategies ,[object Object],Broad Categories of pricing methods,[object Object],Cost based pricing,[object Object],	Under cost based category, the following 	methods/approaches are commonly used:,[object Object],Mark up pricing,[object Object],Absorption cost pricing,[object Object],Target rate of return pricing ,[object Object],Marginal cost pricing,[object Object]
Demand Based Pricing,[object Object],The following methods belong to the category of demand/market based pricing,[object Object],What the traffic can bear pricing ,[object Object],Skimming pricing,[object Object],Penetration pricing ,[object Object]
Competition oriented pricing,[object Object],Premium pricing,[object Object],Discount pricing,[object Object],Parity pricing/Going rate pricing,[object Object]
Product line pricing,[object Object],Tender pricing,[object Object],Affordability based pricing,[object Object],Differentiated pricing ,[object Object]
Value>price>costs (this is not what we seek),[object Object],Price>costs>value (this is not what we seek),[object Object],Price=value>cost (this is what we seek),[object Object],Pricing to value is the wining approach,[object Object]
Pricing
Setting the Price ,[object Object],Selecting pricing objectives,[object Object],Survival,[object Object],Maximum current Profit (Market skimming strategy),[object Object],Maximum market Share,[object Object],Market Penetration Pricing,[object Object],Product Quality Leadership,[object Object],Other Objectives,[object Object]
Determining Demand ,[object Object],Price Sensitivity ,[object Object],Estimating Demand Curves,[object Object],Surveys,[object Object],Price Experiments,[object Object],Statistical Analysis ,[object Object],Price elasticity of Demand    ,[object Object]
Estimating Costs ,[object Object],Types of costs and levels of production ,[object Object],Variable costs,[object Object],Total costs ,[object Object],Average Costs ,[object Object],Experience curve pricing ,[object Object],Target Costing ,[object Object]
Analyzing Competitors’ cost, pricing and offers,[object Object]
Selecting Pricing Method,[object Object],Markup Pricing ,[object Object],Target Return pricing ,[object Object],Perceived Value Pricing : total of- value perceived for each of the feature (tangible as well as intangible)of  the product by  the customers,[object Object], Going Rate Pricing,[object Object],Auction Type Pricing ,[object Object]
Selecting The final price,[object Object],Impact of other marketing activities,[object Object],Brands with average relative quality but high relative advertising budgets were able to charge premium prices. Consumers were willing to pay higher prices for known products rather than unknown ones,[object Object],Brands with high relative quality and high relative advertising obtained the highest prices. Conversely, brands with low relative quality and low advertising charged the lowest prices.,[object Object],The positive relationships btw high prices and high advertising held most strongly in the later stages of the product life cycle for the market leaders.,[object Object],Company Pricing Policies,[object Object],Impact Of price on other Parties,[object Object]
Adapting the Price ,[object Object],Geographical Pricing,[object Object],Price Discounts & Allowances ,[object Object],Quantity Discount,[object Object],Functional Discount ,[object Object],Seasonal Discount,[object Object],Allowance,[object Object],Promotional Pricing,[object Object],Loss Leader Pricing,[object Object],Special Event,[object Object],Cash Rebates ,[object Object],Low interset Financing ,[object Object],Longer Paymnet terms,[object Object],Warranties And Service Contracts ,[object Object],Psychological Discounting,[object Object]
Differentiated Pricing,[object Object],Price Discrimination,[object Object],Customer Segment Pricing,[object Object],Product Form pricing ,[object Object],Channel pricing  - vending Machine,[object Object],Location pricing  -  Theater ,[object Object],Time Pricing -  Early Bird,[object Object]
Initiating and Responding to Price Changes,[object Object],Initiating Price Cuts,[object Object],Low quality Trap ,[object Object],Fragile market Trap,[object Object],Shallow Pocket Trap,[object Object],Price War trap,[object Object],Initiating Price Increase ,[object Object],Cost Inflation,[object Object],Over demand,[object Object]
Generally consumers Prefer Small Price increases on a regular basis instead of sudden,[object Object],Several Techniques -  Sense of fairness around any price increase ,[object Object],Making low visibility price moves such as eliminating discounts, increasing minimum order size and curtailing production of low margin products.,[object Object],Shrinking amount  of product ,[object Object],Substituting less expensive materials,[object Object],Reducing product features ,[object Object],Reducing product services    ,[object Object],Using less expensive packaging ,[object Object]
Responding to competitors price change ,[object Object]
Pricing
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