How Much Are You?

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francisestolano

Chapter 14: Developing Price Strategies and Programs

Weiterbildung und Persönlichkeitsentwicklung Business

Outline:
www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
• 6 Steps in Setting Price
• Price Adaptation Strategies

6 Steps in Setting Price
Select the
Price
Objective
Determine
Demand
Estimate
Costs
Analyze
competitor
prize
Select
Pricing
method
Select final
price
www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/

www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
1st Step: Selecting the Price Objective
• Survival
• Maximum current profit
• Maximum market share
• Maximum market skimming
• Product-quality leadership

www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
2nd Step: Determining Demand
• Price Sensitivity
• Estimating Demand Curves
• Price Elasticity of Demand

www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
3rd Step: Estimating Costs
• Types of Costs
• Accumulated Production
• Activity-based Cost Accounting
• Target Costing

www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
4rd Step: Analyze Competitor Price Mix
• Identify industry price
• Compare with costs of product
• Change pricing strategy
• Stay ahead with trends in pricing
strategy through competitor

www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
5th Step: Selecting Pricing Method
• Mark up Pricing
• Target-Return Pricing
• Perceived-Value Pricing
• Value Pricing
• Going-rate Pricing
• Auction Type Pricing

www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
6th Step: Selecting the Final Price
• Impact of other marketing activities
• Company pricing policies
• Gain and risk sharing pricing
• Impact of price on other parties

4 Price-Adaptation Strategies
www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
1. Geographical Pricing
2. Price Discounts and Allowances
3. Promotional Pricing
4. Differentiated Pricing

Geographical Pricing
www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
The practice of
modifying a basic list of
price based on
geographical location

Price Discounts and Allowances
www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
Prices of goods or
services are being
reduced.

Promotional Pricing
www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
• Loss-leader Pricing
• Special Event Pricing
• Cash Rebates
• Low-Interest Financing
• Longer Payment Terms
• Warranties and Service Contracts
• Psychological Discounting

Differentiated Pricing
www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
• Customer Segment Pricing
• Product form Pricing
• Image Pricing
• Channel Pricing
• Location Pricing
• Time Pricing
• Yield Pricing

REMEMBER THIS….
www.francisestolano.blogspot.com
ph.linkedin.com/in/estolanofrancis/
4$

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CEO The mission of Knockout Shoes is to be recognized as a socially responsible company providing high quality shoes for the North American and Latin American markets. The overall strategy of Knockout Shoes is focused differentiation while addressing socially responsible business practices. The decisions by operations, financing, and marketing support this strategy because we have limited all production to North America and Latin American. We have limited sales to Wholesale and Internet sales in North America and Latin America. We have purchased the contracts of Ophrah Beyonse, Tiger Green, and Jose Montana. We have engaged in green manufacturing practices. We have limited the number of models sold. We use high-quality materials in the manufacturing process. We have provided sufficient capital to sustain operations. We have provided a return to stockholders and to society. VPO We produce all of our shoes in North America and Latin America because this allows for better control over the manufacturing process and reduces the cost to ship shoes to the two target markets. We limited our models to 50 to maintain better control over the manufacturing process and to limit the costs for styling. We have set our superior material usage rate at 80% to ensure a high quality shoe. We use green materials. We have set the enhanced styling features to $20,000 per model to support the production of a shoe that is perceived to be high quality. We have invested in energy efficiency. We use recycled boxing materials. Our entire workforce has received ethics training, and we have a diverse workforce. We spend $2,000 per worker on Best Practices Training. VPM We have set our wholesale price at $60 and our internet price at $85 because the shoes are high quality shoes. We sell only in North America and Latin America. We do not allow internet sales outside of North America and Latin America. We have contracted with Ophrah Beyonse, Tiger Green, and Jose Montana because these three have the best celebrity appeal scores for our two markets. We do not provide for private label production because it does not support our strategy of focused differentiation. We have set our advertising budget at $10,000,000. We offer a $3 rebate as part of our advertising strategy. We are able to provide delivery within 1 week because most of our shoes are manufactured in the country in which they are sold. We have few shipments between North America and Latin America. VPF We have issued 100,000 shares of stock and secured a 10-year bank loan of $8,000,000 to finance operations. We declared a dividend of $.15 to provide a return to stockholders. We have plans to ensure that ROE is at least 15% per year. We have plans to ensure that our cost of pairs sold is no more than 53%. We have plans to ensure that our default risk is no more than Medium. We have committed 3% of pre-tax profits for charitable contributions. The New Product Development Proce ...

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How Much Are You?

1. www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ Chapter 14: Developing Price Strategies and Programs Francis L. Estolano May 10, 2013 How Much Are You?

2. Outline: www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ • 6 Steps in Setting Price • Price Adaptation Strategies

3. 6 Steps in Setting Price Select the Price Objective Determine Demand Estimate Costs Analyze competitor prize Select Pricing method Select final price www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/

4. www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ 1st Step: Selecting the Price Objective • Survival • Maximum current profit • Maximum market share • Maximum market skimming • Product-quality leadership

5. www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ 2nd Step: Determining Demand • Price Sensitivity • Estimating Demand Curves • Price Elasticity of Demand

6. www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ 3rd Step: Estimating Costs • Types of Costs • Accumulated Production • Activity-based Cost Accounting • Target Costing

7. www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ 4rd Step: Analyze Competitor Price Mix • Identify industry price • Compare with costs of product • Change pricing strategy • Stay ahead with trends in pricing strategy through competitor

8. www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ 5th Step: Selecting Pricing Method • Mark up Pricing • Target-Return Pricing • Perceived-Value Pricing • Value Pricing • Going-rate Pricing • Auction Type Pricing

9. www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ 6th Step: Selecting the Final Price • Impact of other marketing activities • Company pricing policies • Gain and risk sharing pricing • Impact of price on other parties

10. 6 Steps in Setting Price Select the Price Objective Determine Demand Estimate Costs Analyze competitor prize Select Pricing method Select final price www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ VS

11. 4 Price-Adaptation Strategies www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ 1. Geographical Pricing 2. Price Discounts and Allowances 3. Promotional Pricing 4. Differentiated Pricing

12. Geographical Pricing www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ The practice of modifying a basic list of price based on geographical location

13. Price Discounts and Allowances www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ Prices of goods or services are being reduced.

14. Promotional Pricing www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ • Loss-leader Pricing • Special Event Pricing • Cash Rebates • Low-Interest Financing • Longer Payment Terms • Warranties and Service Contracts • Psychological Discounting

15. Differentiated Pricing www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ • Customer Segment Pricing • Product form Pricing • Image Pricing • Channel Pricing • Location Pricing • Time Pricing • Yield Pricing

16. REMEMBER THIS…. www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ 4$

17. www.francisestolano.blogspot.com ph.linkedin.com/in/estolanofrancis/ Chapter 14: Developing Price Strategies and Programs Francis L. Estolano May 10, 2013 How Much Are You?

How Much Are You?

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How Much Are You?