Transcript
Page 1: Industrial Pricing Strategies & Policies

INDUSTRIAL PRICING STRATEGIES & POLICIES

• Pricing is a critical part of industrial marketing strategy

• An industrial marketing manager should integrate various strategies or the element of marketing mix,

(such as product,price,promotion,&place) so as to ensure that the total offering not only satisfies the market needs but also meets company's objectives

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SPECIAL MEANING OF PRICE

• When an industrial buying firm buys a product from XYZ supplier which is in competition with several other suppliers of similar product,it means that buying firm perceives that XYZ supplier offered highest delivered value

• If there is no agreed formula on the importance to be given to various benefits,different individuals in the buying firm will have different perceptions of value provided by various supplier

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• Eg.Production managers may consider quality & reliability of delivery as the most important benefit for raw materials & components supplied for manufacturing operations

• Financial manager may give more importance to lowest cost & liberal payment terms

• Purchase or material managers may consider reputation of the supplier firms

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FACTORS INFLUENCING PRICING DECISION

• Pricing objectives• Demand analysis• Cost analysis• Competitive analysis• Government Regulations

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PRICING OBJECTIVES

• (1) SURVIVAL-A short-term objective followed by some companies is survival if the factory production capacity is underutilised to a large extent or unsold finished products have piled up, or due to intense competition, a firm is unable to sell its products

• To keep factory going & convert inventory to sales,as a part of survival objective,an firm reduces prices

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• Profits are less important than survival• Prices are set in such a way that they cover

variable costs & a part of fixed costs so that company stays in business

• This is done for a short-term• However,in the long run,the firm must raise

its prices to cover total costs or face losses

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(2) MAXIMUM SHORT TERM PROFITS

• Some companies try to set prices with the objective of maximisation of short-term profits

• They look for maximum current profits• They ignore long-term performance &

customer relationships• They look more market were there are no or

less compititors

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(3) MAXIMUM SHORT TERM SALES

• Companies set prices with objective of maximising short-term sales revenue

• For doing this,it is required to forcast the company sales over a period of time

• They belive,that by maximising sales revenue the companies will have growth in market share & also have profit maximisation

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(4) MAXIMUM SALES GROWTH(MARKET PENETRATION)

• Some companies fix prices of commodites as low as possible with the objective of maximising sales

• The assumption is that market is price sensitive & that low prices will increase sales

• Other assumptions are (1) Highest volume will reduce production & distribution costs, leading to higher long-term profits(2)Low prices will discourage entry of new competitors

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(5) MAXIMUM MARKET SKIMMING

• If market penetration price is placed at one end of pricing alternatives,skimming price would be found at the other end

• Some companies set high prices in the initial stages of the product life-cycle when they introduce new & innovative products

• New product is initially aimed at those market segments where demand is least sensitive to price

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• The company gets maximum revenue & profits

• As the time passes & sales slow down,prices are lowered in stages to attract new customers from price-sensitive market segments

• The assumption is different prices can be charged to different segments of customers at different times

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• The risk involved is that high profits, will attract new competitors

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(6) PRODUCT QUALITY LEADERSHIP

• A company may have an objective to be product-quality leader in a market

• The company,therefore,produces superior quality product & charges slightly higher than the competitors price

• This pricing objective results in higher profits

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(7) OTHER PRICING OBJECTIVES

• Between two extrems of market skimming & market penetration,there is an intermediate range of pricing alternatives

• Objectives achieved are• Be regarded fair by customers• Avoid government intervention• Try to stabilise the market• Handling The competition

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DEMAND ANALYSIS• In measuring the price & demand relationship, market researcher should control factors like promotion & customer service

which are important• The basic purpose of demand analysis is to find out to what extent demand for a product changes with changes in prices• It indicates whether buyers are less price sensitive(inelastic demand),or more price sensitive(elastic demand)

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• If demand hardly changes with a small change in price,then demand is inelastic

• However,if demand changes to a large extent with a small change in price,then demand is elastic

• Formula• Price elasticity of demand= % change in

quantity demanded/ % change in price

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• Eg.(1)If price increase by 2% & demand falls By 5%

• Price elasticity of demand=5/2= -2.5 (the minus sign confirms the inverse relationship between price & the demand)

• Demand is said to be elastic,because with small change in price ,there is drastic change in demand

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• Eg.(2)If price reduced by 10 % & demand increase by 5%

• Price elasticity of demand=5/10= -0.5

• Demand is said to be inelastic,because with large change in price ,there is small change in demand

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CONDITIONS DETERMINING PRICE ELASTICITY OF DEMAND

• The demand is likely to be less elastic(inelastic) under following conditions

• 1.There are few competitors• 2.No availability of substitute products• 3.Buyers think higher prices are justified by

inflation or changes in government polices on excise duty or sales tax, & others

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GOVERNMENT REGULATIONS

• Government have regulations to ensure fair play,& protect consumers & smaller companies

• Price-fixing is illegal as per MONOPOLIES & RESTRICTIVE TRADE PRACTICES(MRTP) act

• Eg.In US several companies & individuals were fined & also some CEOs were sentenced to jail in march 2000.for graphide electrode price-fixing conspiracy

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PREDATORY PRICING

• Is no permitted,because it takes place when a company with dominant position lowers its prices,so that new or smaller firms cannot operate in profitable manner

• Eg.Rs.60 cr tender of Department of Telecommunication for supply of jointing kits.offered very low prices


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