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is high, and price is kept low when demand of the product is low. Price is constantly
adjusted to create and/or maintain the expected level of demand.
2. Competition:
A marketer has to work in a competitive situation. To face competitors, defeat them,
or prevent their entry by effective marketing strategies is one of the basic objective
organisation. Therefore, pricing decision is taken accordingly.
A marketer formulates pricing policies and strategies to respond competitors, or,
sometimes, to misguide competitors. When all the marketing decisions are taken
with reference to competition, how can price be an exception?
Sometimes, a company follows a strong competitors pricing policies assuming that
the leader is right. Price level, allowances, discount, credit facility, and other related
decisions are largely imitated.
3. Price of Raw Materials and other Inputs:
The price of raw materials and other inputs affect pricing decisions. Change in price
of needed inputs has direct positive effect on the price of finished product. For
example, if price of raw materials increases, company has to raise its selling price to
offset increased costs.
4. Buyers Behaviour:
It is essential to consider buyer behaviour while taking pricing decision. Marketer
should analyze consumer behaviour to set effective pricing policies. Consumer
behaviour includes the study of social, cultural, personal, and economic factors
related to consumers. The key characteristics of consumers provide a clue to set an
appropriate price for the product.
5. Government Rules and Restrictions:
A company cannot set its pricing policies against rules and regulations prescribed
by the governments. Governments have formulated at least 30 Acts to protect the
interest of customers. Out of them, certain Acts are directly related to pricing
aspects. Marketing manager must set pricing within limit of the legal framework to
avoid unnecessary interference from the outside. Adequate knowledge of these
legal provisions is considered to be very important for the manager.
6. Ethical Consideration or Codes of Conduct:
Ethics play a vital role in price determination. Ethics may be said as moral values or
ethical code that govern managerial actions. If a company wants to fulfill its social
obligations and when it believes to work within limits of the ethics prescribed, it
always charges reasonable price for its products. Moral values restrict managerial
behaviour.
7. Seasonal Effect:
Certain products have seasonal demand. In peak season, demand is high; while in
slack season, demand reduces considerably. To balance the demand or to minimize
the seasonal-demand fluctuations, the company changes its price level and pricing
policies. For example, during a peak season, price may be kept high and vice versa.
Discount, credit sales, and price allowances are important issues related to seasonal
factor.
8. Economic Condition:
This is an important factor affecting pricing decisions. Inflationary or deflationary
condition, depression, recovery or prosperity condition influences the demand to a
great extent. The overall health of economy has tremendous impact on price level
and degree of variation in price of the product. For example, price is kept high
during inflationary conditions. A manager should keep in mind the macro picture of
economy while setting price for the product.
Significance of Pricing and Marketing Strategy
Six significance of pricing and marketing strategy are as follows: (a) The planed
market position for the service product (b) The stage of the life cycle of the service
product (c) Elasticity of demand (d) The competitive situation (e) The strategic role
of price.
1. The planned Market Position for the Service Product:
Market position means the place the service product is intended to take up and
does take up in the customers eyes and in comparison with competitors. It refers to
the customers perceptual positioning of the service product: in other words how the
service product is seen in relation to others available.
Clearly price is an important element in the marketing mix influencing this position.
Tangible products may occupy a particular position by virtue of their physical
characteristics (e.g. a grade of industrial steel tubing). Services, on the other hand,
are more often positioned on the basis of their intangible attributes.
2. The Stages of the life Cycle of the Service Product:
The price of the service product will also relate to its life Cycle. For example in
introducing a new service an organization could opt to set low prices to penetrate
markets and gain rapid market share. Alternatively an organization could opt to
charge high prices to make as much profit as possible in a short time (skimming
policy). This strategy is only possible if there is no immediate competition and a
high level of buyer need urgency (e.g. windscreen replacement services).
3. Elasticity of Demand:
The discretion a service organization has to determine its pricing objectives will be
influenced by elasticity of demand in the market. Elasticity of demand refers to the
companys belief in the brand, customers may prefer to use those cues instead of
price.
In other situations, however, such as when quality is hard to detect or when quality
or price varies a great deal within a class of services, consumers may believe that
price is the best indicator of quality many of these conditions typify situations that
face consumers when purchasing services.
Another factor that increases the dependence on price as a quality indicator is the
risk associated with the service purchase. In high-risk situations, many of which
involve credence services such as medical treatment or management consulting,
the customer will look to price as a surrogate for quality.
Because customers depend on price as a cue to quality and because price sets
expectations of quality, service prices must be determined carefully. In addition to
being chosen to cover costs or match competitors, prices must be chosen to convey
the appropriate quality signal. Pricing too low can lead to inaccurate inferences
about the quality of the service. Pricing too high can set expectations that may be
difficult to match in service delivery.
Importance of Pricing in Marketing Strategy
1. Price is the Pivot of an Economy:
In the economic system, price is the mechanism for allocating resources and
reflecting the degrees of both risk and competition. In an economy particularly free
market economy and to a less extent in controlled economy, the resources can be
allocated and reallocated by the process of price reduction and price increase.
Price policy is a weapon to realize the goals of planned economy where resources
can be allocated as per planned priorities.
Price is the prime mover of the wheels of the economy namely, production,
consumption, distribution and exchange. As price is a sacrifice of purchasing power,
it affects the living standards of the society; it regulates business profits and, hence,
allocates the resources for the optimum output and distribution. Thus, it acts as
powerful agent of sustained economic development.
2. Price regulates demand:
The power of price to produce results in the market place is not equalled by any
other component in the product-mix.
It is the greatest and the strongest P of the four Ps of the mix. Marketing manager
can regulate the product demand through this powerful instrument. Price increases
or decreases the demand for the products. To increase the demand, reduce the
price and increase the price to reduce the demand.
Price has a special role to play in developing countries where the marginal value of
money is high than those of advanced nations. De-marketing strategy can be easily
implemented to meet the rising demand for goods and services.
As an instrument, it is a big gun and it should be triggered exclusively by those who
are familiar with its possibilities and the dangers involved.
It is so because; the damage done by improper pricing may completely sap the
effectiveness of the well-conceived marketing programme. It may defame even a
good product and fame well a bad product too.
3. Price is competitive weapon:
Price as a competitive weapon is of paramount importance. Any company whether it
is selling high or medium or low priced merchandise will have to decide as to
whether its prices will be above or equal to or below its competitors. This is a basic
policy issue that affects the entire marketing planning process. Secondly, price does
not stand alone as a device for achieving a competitive advantage.
In fact, indirect and non-price competitive techniques often are more desirable
because, they are more difficult for the competitors to copy. Better results are the
outcome of a fine blend of price and non-price strategies. Thirdly, there is close
relationship between the product life-cycle and such pricing for competition.
There are notable differences in the kinds of pricing strategies that should be used
in different stages. Since the product life span is directly related to the products
competitiveness, pricing at any point in the life-cycle should reflect prevailing
competitive conditions.
4. Price is the determinant of profitability:
Price of a product or products determines the profitability of a firm, in the final
analysis by influencing the sales revenue. In the firm, price is the basis for
generating profits. Price reflects corporate objectives and policies and it is an
important ingredient of marketing mix. Price is often used to off-set the weaknesses
in other elements of the marketing-mix.
Price changes can be made more quickly than any other changes in the product,
channel, and personal selling and sales-promotion includes advertising. It is
because; price change is easily understood and communicating to the buyer in a
precise way. That is why, price changes are used frequently for defensive and
offensive strategies. The impact of price rise or fall is reflected instantly in the rise
or fall of the product profitability, thinking that other variables are unaffected.
5. Price is a decision input:
In the areas of marketing management, countless and crucial decisions are to be
made. Comparatively marketing decisions are more crucial because, they have
bearing on the other branches of business and more difficult as the decision-maker
is to shoot the flying game in the changing marketing environment.
Normally, profit or contribution is taken as a base for pay-off conditions. Price can
be a better criterion for arriving at cut-off point because; price is the determinant of
profit or contribution.
As pointed earlier, price as an indicator has a special role in the decision-making
process in developing countries because, consumer response to price changes will
be more quick and tangible as people have higher marginal value of money at their
disposal. For instance, if it is a decision regarding selecting product improvement
possibilities, select that possibility which gives the highest price as compared to the
cost.
These five points make product pricing an important and major function of
marketing manager. However, until recently, it has been one of the most neglected
areas of marketing management.
In fact, we must have a specialist in pricing as we do have in other functions of
marketing. This negligence is quite evident from the fact that even the well-known
companies in the world price their products on simple concepts of costs market
position competition and desired profit. Scientific pricing is much more than this
easy exercise.
Pricing objectives
Pricing decisions are salient to the achievement of corporate and marketing
objectives. Hence it is essential that pricing objective and strategies are consistent
with and supportive of these objectives. Environmental analysis provides crucial
inputs for the specification of operational and attainable pricing objectives, which
are in line with general company goals and strategies, and exploit the possibilities
offered by the marketplace.
Many pricing objectives can be pursued and these can be classified as:
(i)
(ii)
(iii)
(iv)
Companies may pursue more than one pricing objective: in that case, pricing
objectives should be mutually consistent, and priorities (or interrelationships)
clearly defined. Managers often concentrate on cost-oriented pricing objectives,
because these can easily be translated into rules of thumb that simplify the pricing
problem. In doing so, however, they disregard opportunities for profitable pricing
based on factors other than cost.
Pricing Strategies
Introduction
Pricing is one of the most important elements of the marketing mix, as it is the only element of
the marketing mix, which generates a turnover for the organisation. The other 3 elements of the
marketing mix are the variable cost for the organisation;
Product - It costs to design and produce your products.
Place - It costs to distribute your products.
Promotion - It costs to promote your products.
Price must support the other elements of the marketing mix. Pricing is difficult and must reflect
supply and demand relationship. Pricing a product too high or too low could mean lost sales for
the organisation.
Pricing Factors
Competition
Company objectives
An organisation can adopt a number of pricing strategies, the pricing strategy will usually be
based on corporate objectives.
The table below explains different pricing methods and price strategies with an example of each
pricing strategy.
Pricing
Strategy
Definition
Example
Pricing
Strategy
Definition
Example
Pricing
Strategy
Definition
Example
Pricing
Strateg
y
Definition
Example
This strategy is used
commonly within the car
industry as I found out
when purchasing my car.
Cost
Plus
Pricing
Cost
Based
Pricing
Value
Based
Pricing
Pricing
Strateg
y
Definition
the benefits it provides to the consumer e.g.
convenience, well being, reputation or joy.
Example
break-even point. At a level where revenues exceed costs, profits come in and at
the other level, losses are incurred. The number of units that are required to be
produced and sold to reach a no loss no profit situation at a given price is known as
the break-even-point.
'Market Price'
The market price is the current price at which an asset or service can be bought or sold.
Economic theory contends that the market price converges at a point where the forces of supply
and demand meet. Shocks to either the supply side and/or demand side can cause the market
price for a good or service to be re-evaluated.