1. Pricing Strategies & Practices …

2. Presented By :
 Anchal Bhaglal 03
 Vineet Sansare 05
 Sajid Gadne 74
 Sonia Sharma 76
 Shashikant Bomma 33
 Jofy Baby 55
 Imran Khan 45
 Nilay Panchal 51
 Gurpreet Singh 53

3. What does PRICING STRATEGIES mean ?
“ The pricing policy or method of pricing adopted
by a business, so as to attract the target market
and allow profit objectives to be met is termed
as Pricing Strategies.”
Strategies

4. PRICING STRATEGIES

5. P ENETRATIO N PRICING
 Price set to ‘penetrate the market’.
 ‘Low’ price to secure high volumes.
 Typical in mass market products – chocolate bars, food
stuffs, household goods, etc.
 Suitable for products with long anticipated life cycles.
 May be useful if launching into a new market.

6. MARKET SKIMMING
 In market skimming, goods are sold at higher prices at the
initial stage, so that fewer sales are needed to reach break
even.
even
 Gradually the price is reduced when the competition starts in
the market.
 This strategy is based on the notion that at the initial stage of
a product, there is no competition in the market & so the
price of the product can be fixed high.
 Selling a product at a high price, sacrificing high sales to gain a
high profit is therefore "skimming" the market.

7. MAR KET SKIMMING
 The firm has to incur heavy expenditure on research,
advertisement & sales promotion program of a new product.
 Therefore its necessary on the part of the firm to keep the
price of the product high to recover the expenditure.
expenditure
 Its commonly used in electronic markets when a new range,
such as Tablet PC’s, are firstly dispatched into the market at a
PC’s
high price.

8. VALUE PRICING
 In Value Pricing company
sets the Price of product
in accordance with
customer perceptions
about the value of the
product/service.
 For ex. goods that are
very intensely traded (Oil Companies may be able to set prices
& other commodities.) according to perceived value.

9. VALUE PRICING
 Customers do not buy features, they buy VALUE.
VALUE
 Value is subjective.
 For Example,
A vendor offers a free installation and free updates for his software.
Customer A considers “free-installation” as “value” because he has NO
technical knowledge & this will save him time and effort.
Customer B considers “free-installation” as “nice-to-have” but the “value” is
the “free-updates” that will save him money in the long run.
free-updates

10. LOS S LEADER
 Goods/services deliberately sold below cost to encourage
sales elsewhere
 Typical in supermarkets, e.g. at Christmas, selling bottles of
gin at £3 in the hope that people will be attracted to the store
and buy other things
 Purchases of other items more than covers ‘loss’ on item sold
 E.g. ‘Free’ mobile phone when taking on contract package

11. ological Pricing
Psych
 Used to play on consumer perceptions
 Classic example - £9.99 instead of £10.99
 Links with value pricing – high value goods priced according to
what consumers THINK should be the price1111

12. ate (Price Leadership)
Going R
 In case of price leader, rivals have difficulty in competing on
price – too high and they lose market share, too low and the
price leader would match price and force smaller rival out of
market
 May follow pricing leads of rivals especially where those rivals
have a clear dominance of market share
 Where competition is limited, ‘going rate’ pricing may be
applicable – banks, petrol, supermarkets, electrical goods –
find very similar prices in all outlets

13. T ENDER PRICING
 Many contracts awarded on a tender basis
 Firm (or firms) submit their price for carrying out the
work
 Purchaser then chooses which represents best value
 Mostly done in secret

14. PRICE DISCRIMINATION
 Charging a different price
for the same good/service
in different markets
 Requires each market to
be impenetrable
 Requires different price
elasticity of demand in
Prices for rail travel differ for the same each market
journey at different times of the day

15. R / PREDATO RY PRICING
DESTROYE
 Deliberate price cutting or offer of ‘free gifts/products’
to force rivals (normally smaller and weaker) out of
business or prevent new entrants
 Anti-competitive and illegal if it can be proved

16. RPTION / FULL COST PRICING
ABSO
 FULL COST PRICING – Attempt to set price to cover both
fixed and variable costs
 ABSORPTION COST PRICING – Price set to ‘absorb’ some of
the fixed costs of production

17. ARGINAL CO ST PR I CI N G
M
 Marginal cost – the cost of producing ONE extra or ONE fewer
item of production
 MC pricing – allows flexibility
 Particularly relevant in transport where fixed costs may be
relatively high
 Allows variable pricing structure – e.g. on a flight from London
to New York – providing the cost of the extra passenger is
covered, the price could be varied a good deal to attract
customers and fill the aircraft

18. ARGINAL CO ST PR I CI N G
M
 Example:
Aircraft flying from Bristol to Edinburgh – Total Cost (including normal profit) =
£15,000 of which £13,000 is fixed cost*
Number of seats = 160, average price = £93.75
MC of each passenger = 2000/160 = £12.50
If flight not full, better to offer passengers chance of flying at £12.50 and fill
the seat than not fill it at all!
*All figures are estimates only

19. IBUTION PRICING
CONTR
Contribution = Selling Price – Variable (direct costs)
 Prices set to ensure coverage of variable costs and a
‘contribution’ to the fixed costs
 Similar in principle to marginal cost pricing
 Break-even analysis might be useful in such circumstances

20. T AR GET PRICING
 Setting price to ‘target’ a specified profit level
 Estimates of the cost and potential revenue at different
prices, and thus the break-even have to be made, to
determine the mark-up
 Mark-up = Profit/Cost x 100
COST-PLUS PRICING
 Calculation of the average cost (AC) plus a mark up
 AC = Total Cost/Output

21. INFLUENCE OF ELASTICITY
 Elastic Pricing is the study of how rising or lowering a price affects
demand & sales
 It is important to study & understand how ratios of price change
affects the demand & sales.
 Any pricing decision must be mindful of the impact of price elasticity.
 The degree of price elasticity impacts on the level of sales & revenue.
 Elasticity focuses on proportionate [ percentage ] changes.
PED = Percentage Change in Quantity demanded
Percentage Change in Price

22. INFLUENCE OF ELASTICITY
 Price Inelastic:
Percentage change in Q < Percentage change in P
E.g. a 5% increase in price would be met by a fall in sales of
something less than 5%
 Revenue would rise
A 7% reduction in price would lead to a rise in sales of something
less than 7%
 Revenue would fall

23. INFLUENCE OF ELASTICITY
 Price Elastic: Demand for the goods is sensitive to price changes
Percentage change in quantity demanded > Percentage change in
price
E.g. 4% rise in price would lead to sales falling by something
more than 4%
 Revenue would fall
A 9% fall in price would lead to a rise in sales of something
more than 9%
 Revenue would rise