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INTRODUCTION TO THE PRICING STRATEGY AND
PRACTICE
Liping Jiang, Associate Professor
Copenhagen Business School
14th December, 2016
Open Seminar of the Blue INNOship Project no. 15 Servitization: Creating the market by understanding price, cost, contracts and financing
Figure source: Scanpix
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Why is it important?
What is the issue?
What can be done?
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Why is it important?
What is the issue?
What can be done?
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Pricing your product
PRICE TOO HIGH
!! Drive customer away
PRICE TOO LOW
!! Limited profit margin
!! Negative effect on how customer perceives the product quality
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Pricing your service
CHARACTERISTICS
!! Intangibility
!! Inseparability
!! Variability
!! Perishability
!! Underpriced
!! Promised at performance levels that cannot be delivered profitably
!! Insufficient estimation of costs related to risks
CHALLENGES
Source: Avlonitis and Indounas, 2005
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Pricing as a challenge
PARADOX
Substantial investment
Increased product-service offerings
Substantial costs
Struggle for profit
RETHINK the pricing strategy
SETTING the
profitable price
Source: Gebauer, Fleisch and Friedli, 2005
Price is undermanaged
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Why is it important?
What is the issue?
What can be done?
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The power of pricing
!! Pricing is a key aspect of your business
Everything in your business works to justify your value for a price
Source: Jiang and Hansen, 2016; Osterwalder and Pigneur, 2009
Price
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The power of pricing
!! Pricing has the highest impact on increasing profit
Price/ Revenue
Fixed costs
Variable costs
Operating profit
100
19.2
68.3
12.5
101 13.5 No change No change
Price increase of 1%
Profit increase of 8%
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The power of pricing
!! Pricing has the highest impact on increasing profit
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In price
In variable costs
In sales volume
In fixed costs
A 1% rise/decrease Increases company profits by (%)
8
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Why is it important?
What is the issue?
What can be done?
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Pricing Strategies
3 major pricing strategy
Cost-based pricing
Competition-based pricing
Customer value-based pricing
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Price range
"Profit margin
Total costs per unit
Price ceiling
Price floor
Customer’s perception of value
Product/service costs
No demand
No profits
Competitor’s price
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!! Ryanair or Walmart
!! Don’t take demand (willingness to pay) and competition into account !! Produce sub-standard profitability
!! The most common and simplest method of setting prices !! Data readily available
!! Setting prices based on costs and desired profit margin !! Focus on seller’s cost (price floor)"
Cost-based pricing
Source: Hinterhuber, 2008; Myers et al., 2002; Simon et al., 2003
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Assumption: One can first determine sales levels, then calculate unit cost and profit objectives, and then set a price
Total costs
Variable costs
Fixed costs
Units
Cos
ts
COST PRICE
VOLUME
profit
Cost-based pricing
Moving target
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Set the price accordingly
How much value customers place on
benefits
Benefit Price
Customer value-based pricing
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Source: https://marketing-insider.eu/
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Setting prices based on customer’s perception of value (price ceiling)"
Customer value-based pricing
Take customer perspective into account
Data are difficult to obtain and interpret Customer value is not a given
Data are
Apple Lufthansa BMW
Source: Hinterhuber, 2008
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Gasoline industry
Data readily available Low risk
•! Setting prices based o n a n t i c i p a t e d o r observed price levels of competitors (price reference)
Competition-based pricing
Setting prices based o n a n t i c i p a t e d o r Data readily available
Source: Hinterhuber, 2008
!! Don’t take customer into account
Lead to missed opportunity
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Comparison
‘Our ValueScan survey, covering more than 200 companies in both consumer and business markets, found that firms developing and effectively executing value-based pricing strategies earn 31 percent higher operating income than competitors whose pricing is driven by market share goals or target margins’ (Zale, 2014).
Customer Value Price Cost Product
Product Cost Price Value Customer
Cost-based pricing
Customer value-based pricing
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The popularity
Adoption of alternative pricing strategies in practice
Source: Hinterhuber, A. 2008.
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More market share VS Greater profit
Strategic pricing
PROFITABILITY => Pricing for profit
Making informed trade-offs between price and volume in order to maximize profits.
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Thank you
Dr. Liping Jiang, Associate Professor Department of Operations Management
Copenhagen Business School [email protected]
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Discussion 1
!! Customer value-based pricing strategy: is it your choice? If not, why companies resist?
!! Suppliers - Which pricing strategy is right for your business and why? Would it be possible to have mixed pricing strategies?
!! Customers - Which factors bring you the customer benefits (eg. price, quality, performance, finance, low risk)?
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Popularity
Customer value-based pricing
strategy: WHY
companies resist?
Source: Hinterhuber, A. 2008.
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Obstacles to the implementation of value-based pricing strategies
Value assessment
Value communication
Market segmentation
Sales force management
Top management support
Other factors
79%
65%
60%
58%
50%
65%
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8.
Obstacles
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Value assessment
Value communication
Market segmentation Sales force management
Top management support Other factors
Value to customer = reference value (the price of customer’s best alternative) + differentiation value (the value of whatever differentiates offering from the alternative)
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Product / service features Customer benefits Customer benefits in accordance with customer needs
Solutions
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Discussion 2
!! Customer value-based pricing strategy: is it your choice? If not, why companies resist?
!! Suppliers - Which pricing strategy is right for your business and why? Would it be possible to have mixed pricing strategies?
!! Customers - Which factors bring you the customer benefits (eg. price, quality, performance, finance, low risk)?
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!! Pricing seminar report
!! Price modeling
!! Bilateral industry dialogues and case studies
!@"
Next steps
7 thematic seminars 1)! Target costing as a strategic tool to commercialize the product and service innovation (3 Oct, 2017)
2)! Pricing management and strategy for the maritime equipment manufacturers and service providers (14 December, 2017)
3)! Optimization and handling of risks and cost within the service contracts (1 March, 2017)
4)! The strategic decision making of ship owners in investing in maritime equipment manufacturers and service providers (7 June 2017)
5)! Financing of new business models that can promote business and sales within the maritime industry – general (20 Sep 2017)
6)! Financing of new business models that can promote business and sales within the maritime industry – cases (6 Dec 2017)
7)! Negotiation and collaboration through international contracts (22 March 2018)