W5 - Session 9 Marketing Management PDF

Developing Pricing
Strategies and Programs

Session 9
MBA PROGRAM
INSTITUT TEKNOLOGI BANDUNG
Synonyms for Price
• Rent • Special assessment

• Tuition • Bribe
• Fee • Dues
• Fare • Salary
• Rate • Commission
• Toll • Wage
• Premium • Tax
• Honorarium
Consumer Psychology
and Pricing
Reference Prices
Price-quality inferences
Price endings
Price Cues
Possible Consumer Reference Prices
• “Fair price” • Lower-bound price

• Typical price • Competitor prices
• Last price paid • Expected future
• Upper-bound price price
• Usual discounted
price
Consumer Perceptions vs. Reality for
Cars
Overvalued Brands Undervalued

• Land Rover Brands
• Volvo • Kia
• Mercedes • Hyundai
• Geely
Tiffany’s
Price-Quality Relationship
Price Endings
• “Left to right” pricing ($299 vs. $300)

• Odd number discount perceptions
• Even number value perceptions
• Ending prices with 0 or 5
• “Sale” written next to price
When to Use Price Cues
• Customers purchase
item infrequently
• Customers are new
• Product designs vary
over time
• Prices vary
seasonally
• Quality or sizes vary
across stores
Steps in Setting Price
Select the price objective
Determine demand
Estimate costs
Analyze competitor price mix
Select pricing method

Copyright © 2009 Pearson
Select final price
Education, Inc. Publishing as
Prentice Hall
14-9
Step 1: Selecting the Pricing Objective
• Survival
• Maximum current
profit
• Maximum market
share
• Maximum market
skimming
• Product-quality
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
leadership
14-10
Step 2: Determining Demand
Price Sensitivity
Estimating
Demand Curves
Price Elasticity
of Demand
Factors Leading to Less Price
Sensitivity
• The product is more distinctive

• Buyers are less aware of substitutes
• Buyers cannot easily compare the quality of substitutes
• The expenditure is a smaller part of buyer’s total income
• The expenditure is small compared to the total cost of the end
product
• The product is used with previously purchased assets
• The product is assumed to have high quality and prestige
• Buyers cannot store the product
Estimating Demand Curves
• Surveys
• Price Experiments
• Statistical Analysis
Inelastic
and Elastic Demand
Step 3: Estimating Costs
Types of Costs
Accumulated
Production
Activity-Based
Cost Accounting
Target Costing
Cost Terms and Production
• Fixed costs
• Variable costs
• Total costs
• Average cost
• Cost at different
levels of
production
Cost per Unit as a Function of
Accumulated Production
Target Costing
• Costs change with production scale

and experience.
• They can also change as a result of a
concentrated effort by designers,
engineers, and purchasing agents to
reduce them through target costing.
Step 4: Analyzing Competitor’s Cost, Prices,
and Offers
• Within the range of possible prices identified by market
demand and company costs, the firm must take
competitors’ costs, prices, and possible reactions into
account.
• If the firm’s offer contains features not offered by the
nearest competitor, it should evaluate their worth to the
customer and add that value to the competitor’s price
• If the competitor’s offer contains some features not
offered by the firm, the firm should subtract their value
from its own price. Now the firm can decide whether it
can charge more, the same, or less than the competitor
Step 5: Selecting a Pricing Method
• Markup pricing
• Target-return pricing
• Perceived-value
pricing
• Value pricing
• Going-rate pricing
• Auction-type pricing
Markup Pricing
• Variable cost per unit $10

• Fixed costs $300,000
• Expected unit sales 50,000
• Suppose a toaster manufacturer has the following costs and sales
expectations:
• The manufacturer’s unit cost is given by:
• Unit cost = variable cost + Fixed Cost/ Unit = $10 + 300,000/50,000 = $16
• Now assume the manufacturer wants to earn a 20 percent markup on sales.
The manufacturer’s
• Markup price = unit cost/ (1 - desired return on sales) = $16/(1-0.2) = $20
• =
Target Return Pricing
• In target-return pricing, the firm determines the price

that yields its target rate of return on investment.
Suppose the toaster manufacturer has invested $1
million in the business and wants to set a price to earn a
20 percent ROI, specifically $200,000.
• Target return price =
unit cost + desired return * invested capital/unit sales
= $16 + 0.20 * $1,000,000/50,000 = $20
Break even Volume
• The break-even volume. We can verify it by the

following formula:
• Break-even volume = fixed cost/(price - variable cost)
= $300,000/($20-$10)
= 30,000
Break-Even Chart
Perceived Value Pricing
• Caterpillar uses perceived value to set prices on its construction equipment. It might
price its tractor at $100,000, though a similar competitor’s tractor might be priced at
$90,000. When a prospective customer asks a Caterpillar dealer why he should pay
$10,000 more for the Caterpillar tractor, the dealer answers:
• $90,000 is the tractor’s price if it is only equivalent to the competitor’s tractor
• $7,000 is the price premium for Caterpillar’s superior durability
• $6,000 is the price premium for Caterpillar’s superior reliability
• $5,000 is the price premium for Caterpillar’s superior service
• $2,000 is the price premium for Caterpillar’s longer warranty on parts
• $110,000 is the normal price to cover Caterpillar’s superior value – $10,000
discount
• $100,000 final price
Value Pricing
• Companies that adopt value pricing win loyal customers

by charging a fairly low price for a high-quality offering.
• Value pricing is thus not a matter of simply setting
lower prices; it is a matter of reengineering the
company’s operations to become a low-cost producer
without sacrificing quality to attract a large number of
value-conscious customers.
• Among the best practitioners of value pricing are IKEA,
Target, and Southwest Airlines.
Going Rate Pricing
• In going-rate pricing, the firm bases its price

largely on competitors’ prices.
• Going-rate pricing is quite popular. Where costs
are difficult to measure or competitive response
is uncertain, firms feel it is a good solution
because they believe it reflects the industry’s
collective wisdom.
Auction-Type Pricing
English auctions
(ascending Bids)
Dutch auctions
(descending Bids)
Sealed-bid auctions
Step 6: Selecting the Final Price
• Impact of other
marketing activities
• Company pricing
policies
• Gain-and-risk sharing
pricing (Health
Insurance)
• Impact of price on
other parties (Principal
& Distributors)
Price-Adaptation Strategies
Geographical Pricing
Discounts/Allowances
Promotional Pricing
Differentiated Pricing
Price-Adaptation Strategies
Countertrade Discounts/ Allowances

• Barter • Cash discount
• Compensation • Quantity discount
deal • Functional/trade
• Buyback discount
arrangement • Seasonal discount
• Offset • Allowance
(promotional
allowance)
Promotional Pricing Tactics
• Loss-leader pricing (to
increase traffic to
store)
• Special-event pricing
• Cash rebates
• Low-interest financing
• Longer payment terms
• Warranties and service
contracts
• Psychological
discounting (Was $359,
Now $299)
Differentiated Pricing
• Customer-segment
pricing (student,
senior citizen)
• Product-form pricing
• Image pricing
• Channel pricing
• Location pricing
• Time pricing
(seasonal)
Brand Leader Responses to
Competitive Price Cuts
• Maintain price
• Maintain price and add value
• Reduce price
• Increase price and improve quality
• Launch a low-price fighter line
Thank You

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Developing Pricing

Strategies and Programs

• Rent • Special assessment

• “Fair price” • Lower-bound price

Overvalued Brands Undervalued

• “Left to right” pricing ($299 vs. $300)

Analyze competitor price mix

Select pricing method

• The product is more distinctive

• Costs change with production scale

• Variable cost per unit $10

• In target-return pricing, the firm determines the price

• The break-even volume. We can verify it by the

• Companies that adopt value pricing win loyal customers

• In going-rate pricing, the firm bases its price

Countertrade Discounts/ Allowances

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