Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Pricing strategy
Pertemuan 19
Buku 1 Hal: 347-369
Learning Objective
 Strategic Role of Price
 Analyzing the Pricing Situation
 Selecting the Pricing Strategy
 Determining Specific Prices and Policies
Bina Nusantara
Price in the Positioning Strategy
Target
market and
objectives
Product
strategy
Positioning Strategy
Pricing
strategy
Promotion
strategy
Value-Chain
strategy
Pricing Situations

New product pricing

Life cycle pricing

Changing positioning strategy

Countering competitive threats
Various Roles of Pricing
Signal to the
Buyer
Marketing Program
Considerations
Instrument of
Competition
Improving Financial
Performance
Pricing Strategy for New and Existing Products
Set Pricing
Objectives
Analyze the
Pricing Situation
Select Pricing
Strategy
Determine Specific
Prices and Policies
Examples of Pricing Objectives

Gain market position

Achieve financial performance

Product positioning

Stimulate demand

Influence competition
ANALYZING THE PRICING SITUATION
Customer Price
Sensitivity
Pricing
Objectives
Analyzing the Pricing
Situation
Competitors’ Likely
Responses
Product
Costs
Customer Price Sensitivity
1. How large is the product-market in terms of buying
potential?
2. What are the market segments and what market target
strategy is to be used?
3. How sensitive is demand in the segment(s) to
changes in price?
4. How important are nonprice factors, such as features
and performance?
5. What are the estimated sales at different price levels?
Buyers’ Perceptions of Value Offerings
of Brands A-E
Perceived
Value
Superior Value Zone
D
A
B
E
C
Inferior Value Zone
Perceived Price
Competitor Analysis

Which firms represent the most direct
competition

Competitor’s positioning on a relative price
basis

Competitors’ success with their pricing
strategies

Competitors’ probable responses to
alternative price strategies