Every business needs a pricing strategy.įor any product or service, the lowest price is the price where the company will not generate profit, and the highest price is the price at which customers will not buy the product. Hence, the organisation must make a plan for setting prices. If the price is too high, customers will not buy it if the price is too low, the business may not recover the cost. Therefore, determining the price of a product or service is tricky. You have a product, place, and plan for promotion, but many customers will only make a purchase decision if they think they are paying fair value for the product. Price is one of the four most important factors. It represents a combination of decision-making factors. A marketing mix is a tool businesses use before launching a product or service in the market. Will you launch the smartwatch at a higher price and cover costs quickly, or will you launch at a discounted price and capture the market first? Which pricing strategy will you implement? Pricing Strategy DefinitionĤ P's of the marketing mix are product, price, promotion, and place. The only question left for you to decide is the watch's price. Board members have approved the marketing budget you asked for.

You have a similar product and nationwide distribution channels to your competitors. As the Regional Marketing Head for a digital watch company, Maple, you must capture market share quickly otherwise, your competitors, Apple and Samsung, will put you out of business.

Examples of penetration pricing