Price Promotions Chapter 7 Agenda • How does a price promotion improve profitability? • Do price promotions mostly grow the market or grow the share within the existing market? • Are price promotions a good means of price segmentation? • What are common examples of price promotion? Positive effects of Price promotions • An effective Segmentation Hedge • Capturing market share • Increase in the profitability Price Segmentation • Targeted discounts enable a company to charge different prices to different customers Revenue w/o Discounting – Allows the price sensitive to purchase at a lower price – Keeps the utility sensitive purchasing at the higher “list” price Price Additional Revenue Gained from Discounting Marginal Unit Cost • Incremental sales at a discounted price above marginal unit cost enhances profitability Demand Quantity Promotional discounts grab market size and share • Promotional Discounts tend to increase sales volume • The increase in volume will come – – • Primarily from capturing share from you competitor Secondarily from growing the overall market Note: Short term reactions to downward price movements tend to be larger than long-term reactions Negative Effect of Price Promotions • Imperfect segmentation hedge – Price promotions can provide unnecessary price concessions to customers that otherwise would have paid the full price – Dilution / cannibalization of otherwise higher margin sales • Customer Churn – Price promotions improve profitability by encouraging brand switching among customers. If customers who switch are not captured, the result is simply a high-customer-acquisition cost with the loss of customer retention profits Resets Price Expectations Promotional discounts reset price expectations to a lower level, dampening demand in future periods when the product is offered at full price • Full price periods will increase price expectations, increasing demand during promotional periods Price • Observed Price Reference Price Time Increases Price Sensitivity • Price promotions enhance buyer sensitivity to price – Promotions highlighting brand and price alone increase price sensitivity – Marketing communications highlighting features and benefits increase utility sensitivity and decrease price sensitivity • Customers that tend to be sensitive to advertising also tend to be more price sensitive • Market growth from promotional discounting is likely to contribute to the size of the price sensitive segment Promotional Design • • • • Targeted Temporary Special Irregular Examples • Couponing – Manufacturers coupons to induce trial – Store coupons to induce patronage – Key metric – portion of customers from couponing resulting from incremental sales rather than displacing normal sales • Trial Offers – Effective with products that will be purchased frequently, have a low incremental production cost, and have benefits that are self-evident after one use • Rebates – Can be used with a high degree of targeting • Promotional Bundles Evaluating Promotions • Consider – Cost (distribution, process, etc) – Redemption Rates – Discount Depth – Sales volume induced – Type of customer redeeming the promotion • Conduct a Break Even Incremental Sales per Redemption analysis Summary • Price promotions are a form of price segmentation in which prices are reduced for those with a lower willingness to pay and regular prices are offered to those with a higher willingness to pay. • Price promotions generate increased sales primarily through encouraging brand switching and secondarily through increasing the size of the market. • Because price promotions focus the customer’s attention on price, they can also increase price sensitivity. • In general, price promotions should strive to be targeted towards marginal customers. Other design criteria for price promotions include a desire for them to be temporary, special, and irregular. • Price promotions include specially marked packages, coupons, trial offers, trade deals, promotional sales, discounts, promotional bundles, and rebates.