Ms06 Pricing Strategy

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QUESTION: B)What Pricing strategy would you recommend in the following situations? Justify. i) New Brand of Bottled Water ii) Cinema tickets Answer What Pricing strategy would you recommend in the following situations? Justify i) New Brand of Bottled Water ii) Cinema tickets THE FACTORS THAT COULD INFLUENCE THE PRODUCT PRICING ARE THE FOLLOWING: **the newness of the product. *is it completly new [ never marketed before] *is it another competitive brand. etc -------------------------------------------------- **target customers **competitive position **relation to highest selling brand **relation to lowest selling brand ------------------------------------------------- **cost of production *labor cost *material cost *finance cost ----------------------------------------- **demand / supply situation **what customer is willing to pay. --------------------------------------------- **gross margin [company objective ] **new profit [ "" "" ] --------------------------------------------------------- **channel selection. **distribution cost ------------------------------------------------------------ **trade discount *after sales service [ warranty, if applicable ] ---------------------------------------------------------------- **product life cycle **product development cost ========================================== There are three approaches to pricing: cost-based pricing, buyer-based pricing and competition-based pricing. 1.Cost-based pricing includes: Cost-plus pricing, which is simply a standard markup (predetermined figure or percentage) to the entire cost of producing the product. This method does not take into account fluctuating product demand or the prices of competitive offerings. Break-even analysis/target-profit pricing, which is

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