(1) related market segments.
(2) diversification of customer or end-user needs.
(3) Possible actions or reactions of competitors to new product pricing.
(4) Cost factor.
(5) Marketing channel strategy.
With the above information, we usually:
1. system pricing program
(1) Identify potential users of target consumers and their needs.
(1) Design a system suitable for each market segment;
② Determine the marginal cost and special cost of each market segment.
(2) Analyze the environment of market segments and decide how to enter these market segments.
① Confirm the requirements of customers or users;
② Determine the price level of products;
(3) Determine the differences in price and function of different products.
(3) Estimate possible competitors.
① Understand the price level of competitors;
② Analyze the advantages and disadvantages of competitors.
(4) Determine the feasible pricing scheme.
(1) Estimate the expected price level and sales volume at the time of listing;
(2) estimate the direct cost of the product;
(3) Identify the degree of cost difference when the product changes.
(5) Estimate the direct and indirect costs of production and marketing at different sales levels.
(6) Calculate the expected profit of each market segment at different sales levels.
① Explain the objective and subjective quality differences in competitive products;
(2) Stop unprofitable projects.
(7) adopt differential pricing for products. Confirming the sales of this product can compensate the cost of all products directly or by stimulating the sales of other products.
(8) Explore the influence of price changes and determine the most favorable price under different market conditions.
2. Cost-plus pricing
There is not always a clear answer to the pricing problem. Cost-based pricing is a common pricing method. Its advantage is that it can not only compensate the product cost, but also make a certain profit. However, it does not show the market's understanding of the price, and there is also a fatal weakness, that is, it lacks flexibility and sensitivity to the market, that is, once the product sales are not smooth, it is impossible to make necessary adjustments. This requires enterprises to adjust the cost-plus ratio according to the changes in the market situation.
3. Market-oriented pricing
This pricing method can be both demand-oriented and competition-oriented. Customers or users often infer quality from price. If the price is higher than that of competitors, perhaps consumers or users will think that the products of the enterprise are better and decide to buy them here. On the other hand, consumers or users may think that the products of an enterprise are the same as or lower than those of competitors, so they think that the asking price of products or services is too high. It is also possible that buyers will compare the prices of the products of the enterprise with other products and decide to buy them, because they think the products of the enterprise are unique and accept higher prices.
Investigating users among consumers will not provide an accurate answer to the purchase situation. How can we price new products in the best way? Two distinct strategies-skimming pricing and penetration pricing-are typical methods for pricing new products or services.
Another: Miscellaneous talk
Five pricing strategies
Same-price sales skills
There is a small shop in England. At first, business was sluggish. One day, the shopkeeper had a brainwave and came up with a trick: as long as the customer paid 1 pound, he could choose any product in the store (all products in the store had the same price). This can catch people's curiosity. Although the prices of some commodities are slightly higher than the market price, they still attract a large number of customers, and their sales are higher than those of several nearby department stores. In foreign countries, the more popular selling methods at the same price also include selling at the same price in different cabinets. For example, some small shops set up commodity counters of 1 min 1 yuan, and some big stores set up commodity counters of 10 yuan 50 yuan 100 yuan. Bargaining is a rather annoying thing. The price is simple and clear, which is more useful to some extent.
Ultra-high price method
Unique products can be sold at unique prices. Ultra-high price method is to set a price far higher than the cost when new goods are put on the market, so that enterprises can make a profit in a short time, and then adjust the price according to the changes of market conditions. A shop somewhere bought a small amount of middle and high-grade women's coats and a 580 yuan-made one. The store operators saw that the materials and workmanship of this coat were good, and the color and style were novel. They had not appeared in the local market, so they set a high price of 1280 yuan and sold out quickly.
If your product is very popular and you are the only one in the market, you can sell it at a higher price. However, this situation generally does not last long. What sells well can also be imitated by others. Therefore, in order to maintain a high price, we must constantly introduce unique products.
Low price method
Cheap things are bad. Good goods are not cheap, which is a thousand years' experience. What you have to do is to eliminate this prejudice. This strategy first sets the price of the product as low as possible, so that the new product can be quickly accepted by consumers and gain a leading position in the market first. Because the profit is too low, it can effectively exclude competitors and occupy the market for a long time. This is a long-term strategy, suitable for some large enterprises with abundant funds. For a production enterprise, set the product price very low, first open the market, occupy the market, then expand production and reduce production costs. For commercial enterprises, the sales price of commodities should be kept as low as possible. Although the sales profit of a single commodity is relatively small, the sales volume has increased and the total commercial profit will be more. When applying the low price method, we should pay attention to: (1) Use high-grade goods with caution; (2) Beware of consumers who pursue high consumption.
Integer method
A good horse needs a good saddle. An American car manufacturer has publicly declared that he will make a large luxury car for the richest people in the world. This car has six wheels, which is the length of two Cadillac luxury cars. There is a bar and bathroom in the car, and the price is set at $65,438+00,000. Why do we have to set the integer price of $654.38+00,000? This is because the buyers of high-end luxury super goods generally have a psychological desire to show their identity, status, wealth and generosity. 654.38+100,000 luxury cars cater to the psychology of buyers. For high-end goods and durable goods, integer pricing strategy should be adopted to give customers a feeling of "getting what you pay for", so as to establish the product image.
Arc number method
Although "8" has nothing to do with "Mao", believe in it, but don't believe in it. It is always right to satisfy the psychological needs of the canceller. According to the survey of foreign markets, the numbers used by shopping malls and supermarkets with prosperous business in commodity pricing are 5, 8, 0, 3, 6, 9, 2, 4, 7, 1 in turn. This phenomenon is not accidental, and its root is the function of customer's consumption psychology. Numbers with curves, such as 5, 8, 0, 3, 6, etc. It seems that there is no excitement and it is easy to be accepted by customers; Numbers without arcs, such as l, 7 and 4, are less popular. Therefore, in the sales price of goods in supermarkets, numbers such as 8 and 5 have the highest frequency, while numbers such as 1, 4 and 7 have a much lower frequency. The digital application of price should be combined with the national conditions of China. Many people like the number 8 and think it will bring them good luck to make a fortune. The word "4" is taboo because it is homophonic with "death"; 7 words, people generally feel uncomfortable; The word "6" is more popular because China people have a saying of good luck.