Product Design Product Design Pricing and Strategies Pricing and Strategies 2.
Chapter VII Product Pricing
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Transcript of Chapter VII Product Pricing
Kulachatr Chatrakul Na Ayudhaya
1
Chapter Chapter VIIVII Product PricingProduct Pricing
By
Aj-Kulachatr Chatrakul Na Ayudhaya
Mareketing Department
Business Administration Faculty
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIVII Product PricingProduct Pricing
Price Policy Price Policy • Competitive Positioning• Brand Positioning• One Price Policy• Price Line• Leader Pricing• Psychological Pricing• Multiple Pricing
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIVII Product Pricing : Product Pricing : Competitive Positioning
Price Determination– Equal – Lower than Competitors ; Price war– Higher than Competitors
• Satisfy in products and services• Firm’s Image• Convenience • Time expansion• Monopoly• In trend or Fashion
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIVII Product Pricing : Product Pricing : House House BrandBrand
• House Brand or Private Brand– can set price lower than competitors
– can not compare the product value– Attractiveness– easy to buy – easy to recognition
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIVII Product Pricing :Product Pricing :One Price PolicyOne Price Policy
• Same price in all customer– Ensure that is fair price – Safe time to decision– can not negotiation– Build store image
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIVII Product Pricing :Product Pricing :Price LinePrice Line
Consistency of Products price and Product Quality• Procedure in price setting
•Past Sale•Competitors Pricing•Suppliers Quotation•Economics
Suitable for Shopping goods not Consumer goods
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIVII Product Pricing :Product Pricing :Leader PricingLeader Pricing
• Surprise Sale• Cost Leader• Everyday low price concept
• Loss Leader• Bait Pricing
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIVII Product Pricing Product Pricing ::Psychological PricingPsychological Pricing
:Multiple Pricing:Multiple Pricing
• Psychological PricingPsychological Pricing– Odd Number– Round Number (at the end of “9”)
• Multiple Pricing (Multiple Pricing (Cost-Plus technique)Cost-Plus technique)– Consideration in Multiple Price setting
• Desirability of goods• Competition• Price custom• Service Policy• Kinds of merchandise
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIIVIII Advertising Advertising
& & Public Relation Public Relation
in in Retailing BusinessRetailing Business
By
Aj-Kulachatr Chatrakul Na Ayudhaya
Mareketing Department
Business Administration Faculty
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIIVIII Ad & PR in Retail BusinessAd & PR in Retail Business
Advertising objectivesAdvertising objectives• Perceive in product quality• Product and brand Image• Product communication • Stimulate people to use• Switching customer mind• Awareness and recognition• Increase in Brand loyalty• easy to sale for trader and sale force
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIIVIII Ad & PR in Retail BusinessAd & PR in Retail Business
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIIVIII Ad & PR in Retail BusinessAd & PR in Retail Business
Media for Advertising in RetailingMedia for Advertising in Retailing
1. Newspaper : Approach to many people
2. Magazine : Approach to real target
3. Radio : Widely communication
4. Television : visual,voice,movement
5. Direct Mail or Postal
6. Outdoor Advertising
7. Print ad : Leaflet Brochure catalogs
8. Electronic-Ad:Web site,Email,E-Commerce
9. M-Commerce : Mobile phone Technology
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIIVIII Ad & PR in Retail BusinessAd & PR in Retail Business
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIIVIII Ad & PR in Retail BusinessAd & PR in Retail Business
Kulachatr Chatrakul Na Ayudhaya
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Chapter Chapter VIIIVIII Ad & PR in Retail BusinessAd & PR in Retail Business
Publicity or Public RelationPublicity or Public Relation
Inform some information of the firm to people in community or support social •Internal PR :
–Voice over store–Mobile , Print ad in store
•External PR :–General Information–Social and sponsorship Marketing