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Transcript
PRODUCTS – PRICING MARKETING 360 Brian Gillespie Price The assignment of value, or the amount the consumer must exchange to receive the offering Money Goods Services Favors Votes Anything that has value to the other party Price is a marketing tool and a key element in marketing promotions (the easiest P to change). Most retailers highlight product pricing in their advertising campaigns. Pricing Views Customers view what must be given up to obtain the benefits. Customers buy based on value and valued benefits, not price Sellers view Price reflects the revenue generated for each product sold and, thus, is an important factor in determining profit Steps in Pricing Develop Pricing Objectives Sales/market objective Reach a certain level of sales or market share Profit objective Make as much money as possible Best strategy for fads Competitive effect objective Have an impact on competition Cut into their market share Release a competing product before they do Customer satisfaction objective Price transparency Image enhancement objective Prestige products priced higher Estimate Demand Demand Demand curves Graphs that show impact of price on demand Normal products Customer’s desire for a product As price increases, demand decreases Prestige products Curvalinear in design As price increases, demand increases to a maximum point Eventually demand decreases as price increases Demand Curves Shifts in Demand Curves Price remains constant while demand shifts (up or down) May be due to Advertising Product introduction Global event Etc… Estimating Pullman Thai Food Demand # People in Market 25,000 Avg. # Thai Dinner/Year 5 Total Annual Demand 125,000 = (25,000 x 5) Predicted Share of Market 4% Estimated Annual Demand 5,000 = (125,000 x .04) Estimated Monthly Demand ~ 417 = (5,000 / 12) Estimated Weekly Demand ~ 104 = (417 / 4) Crystal Pepsi Imagine it is 1993. You are interested in calculating demand for cans of Crystal Pepsi in Spokane. Spokane has 250,000 residents. You expect the average person drinks 1 can of soda a day. Crystal Pepsi has a 5% share of the market. What is the total annual demand for soda in Spokane, and what are the annual, monthly and daily demands for cans of Crystal Pepsi? Price Elasticity The percentage change in unit sales that results from a percentage change in price % Change in Quantity Demand Price Elasticity = % Change in Price Demand up by 30% = 3.0 Elastic Demand = Price down by 10% Demand up by 10% = 0.25 Inelastic Demand = Price down by 40% Price Elasticity Cross-Elasticity of Demand When changes in price for one product affects changes in demand for a different product Substitute products Complementary products Determining Costs Fixed costs Variable costs Costs that remain constant independent of number of units produced Rent, executive salaries, heating, etc… Average fixed costs = fixed costs / number of units Costs that vary with the number of units produced Materials, labor, etc… Total costs Sum of fixed and variable costs Variable Costs Example Break Even Analysis How many units must be produced and sold in order to cover costs? Break-even point When total costs equals total revenues Positive break-even point is profit Negative break-even point is loss Computing the Break-Even Point in Units Total Fixed Costs BEP (units) = Contribution Per Unit to Fixed Costs Selling Price Per Unit – Variable Cost Per Unit Computing the Break-Even Point in Units $200,000 BEP (units) = = 4000 $50 So, you need to produce 4,000 units to break even Sell Bookshelf for $100 Costs you $50 to produce (variable cost per unit) So, Contribution to Fixed Costs Per Unit $100 - $50 = $50 Computing the Break-Even Point in Revenue Total Fixed Costs BEP (in $) = Variable Cost Per Unit 1- Price Per Unit Computing the Break-Even Point in Revenue $200,000 BEP (in $) = $50 1$100 $200,000 BEP (in $) = 1 - .50 So, you need to = $400,000 Reach $400,000 In revenue to reach Break-even point Break-Even Point Crystal Pepsi Break-Even Example Fixed cost = $10,000,000 Variable cost = $0.25 per can Priced at $0.50 per can What is the break-even point in Sales units Evaluate the Pricing Environment In addition to internal factors such as manufacturing costs and capacity Marketers must assess external environmental factors (including competitors) when setting pricing Broad economic trends, consumer trends, social trends, and intensity of competition When the economy is growing Inflation occurs and prices rise When the economy is slow Prices stagnate or contract to keep sales stable Consumers may be less likely to buy luxury items Choose Pricing Strategy Cost-plus pricing Demand-based pricing Set price based on predicted demand Target costing Add a fixed amount to the total costs of producing the product Figure out price and quality of product customers want Figure out the cost to make the product Determine if production is profitable Yield management pricing Charge different customers different prices to manage demand and maximize profits Choose Pricing Strategy Value pricing Pricing to provide ultimate value to the customer New product pricing Skimming High price for highly desired product Penetration Very low price to encourage quick sales Trial Initial low price so consumers can try out product Develop Pricing Tactics Pricing for individual products Two part pricing Need to pay twice Payment Break pricing overall price into smaller payments Develop Pricing Tactics Pricing for multiple products Price Put bundling multiple products together in a bundle Captive Price pricing basic product low Complementary and necessary products at a high profit margin Psychological Issues in Pricing Internal reference price Price-quality inferences Greater price equals greater quality Odd-even prices Set price or range of prices consumers think are reasonable Odd prices sell more For some products, this conveys low quality Price lining Develop a variety of products at different price points Pricing and Placebo MIT study on “Veladone” FDA approved drug used in dental surgery Price conditions 10 cents per pill $2.50 per pill Effectiveness In low price point 61% In reported decrease in pain high price point 85% reported decrease in pain