Captive-Product Pricing
Captive products are those products which have to be necessarily used with an accompanying
product. Captive product pricing is the pricing strategy for these kinds of products. Generally,
the accompanied product is priced low because it is one time purchase. Captive products
experience repetitive purchase and are hence priced higher. It is a product mix pricing strategy
for a low mark-up on accompanying product and a high mark-up on the captive product. The
low price of the accompanying (generally the core product) attracts the customers. This product
cannot be used without its supporting captive products which result in frequent purchases prices
at a higher rate. However, care must be taken not to make the captive product so expensive
that it makes the purchase of the core product unattractive.
For example, printers are generally low cost compared to the ink cartridges which are expensive
and have to be bought again from time to time.
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