The Factors that affect our Pricing The Factors that affect our Pricing PolicyPolicy
• Risk of Future Life; A wonderful marriage life Risk of Future Life; A wonderful marriage life starts with perfect weddingstarts with perfect wedding
• Search Cost; Do not delay the weddingSearch Cost; Do not delay the wedding
• Time Cost; Choose the quickest serviceTime Cost; Choose the quickest service
• Prestige; High Price is High QualityPrestige; High Price is High Quality
• Distinctiveness; Services are UniqueDistinctiveness; Services are Unique
• Inability to compare services and pricesInability to compare services and prices
• Insensivity of High Income Group to priceInsensivity of High Income Group to price
• Instorability; it is SERVICEInstorability; it is SERVICE
• Reference;No anchor pricing in mindReference;No anchor pricing in mind
• Convenience cost; Give service based on Convenience cost; Give service based on customer expectancycustomer expectancy
PricePrice
QuantityQuantity
Demand for High Quality Demand for High Quality ServiceService
Limitations also affect Limitations also affect elasticityelasticity
• Time CostTime Cost
• Search CostSearch Cost
• Convenience CostConvenience Cost
Desires of the BRIDE side Desires of the BRIDE side determines the Demanddetermines the Demand
• Mother-in-law Mother-in-law (kaynana) always (kaynana) always wants morewants more
• Brides want a Brides want a perfect perfect weddingwedding
• Bridegroom shuts Bridegroom shuts up and pays the up and pays the amount amount
Objective Of Our Pricing PolicyObjective Of Our Pricing Policy
• Market-skimming pricing; Market-skimming pricing; International Wedding ServiceInternational Wedding Service
• Service Quality LeaderService Quality Leader
Price,Price,QualityQuality
TimeTime
QualityQuality
PricePrice
The Normal Experience The Normal Experience Curve Curve
Price,Price,QualityQuality
TimeTime
QualityQuality
PricePrice
A different view of A different view of “The Experience Curve”“The Experience Curve”
Seasonal Demand forSeasonal Demand for WeddingWedding Spring Summer Autumn Spring Summer Autumn WinterWinter
For SummerFor Summer
We give the normal services and We give the normal services and have catalog priceshave catalog prices
For WinterFor Winter
Not cutting prices,Not cutting prices,
Increase the intensity of the serviceIncrease the intensity of the service
Perceived Value PricingPerceived Value Pricing
Standard OfferStandard Offer
• Within 2 weeksWithin 2 weeks
• By ConsumerBy Consumer
• NoNo
• NoNo
• NoNo
• StandardStandard
Premium OfferPremium Offer
• Within 1 weekWithin 1 week
• By WEDREAMBy WEDREAM
• YesYes
• YesYes
• YesYes
• Standard+littleStandard+little
moremore
AdditionalsAdditionals
• TimeTime
• Legal AffairsLegal Affairs
• PhotoPhoto
• CateringCatering
• FlowersFlowers
• .... and others.... and others
• Total FeeTotal Fee
Influence of AdvertisingInfluence of Advertising
AdvertisingAdvertising
Differentiative Differentiative and Informativeand Informative
QualityQuality
HighHigh
High PriceHigh Price
Psychological PricingPsychological Pricing
• Price means QualityPrice means Quality
• Reference Price (Mental Categorization)Reference Price (Mental Categorization)
• Image PricingImage Pricing
PricePrice
Perception of Perception of QualityQuality
•Price Means Price Means QualityQuality
•Reference Reference PricingPricing
Low PriceLow PriceIn the Service In the Service Market, Market, Customers Customers have Mental have Mental Categories;Categories; Low Quality Low Quality
ServiceService
High PriceHigh Price
High High Quality Quality ServiceService
So Price your service So Price your service “high”:Put it in the “high”:Put it in the mental Category Bmental Category B
Category A Category BCategory A Category B
•Image PricingImage Pricing
The better the Brand image and ReputationThe better the Brand image and Reputation
The more probability of chance to charge high prices The more probability of chance to charge high prices
Promotional PricingPromotional Pricing
• Longer term payment advantageLonger term payment advantage
Price + inflationPrice + inflation
MonthsMonths
Product mix PricingProduct mix Pricing
• Optional Feature PricingOptional Feature Pricing
• Product Bundling PricingProduct Bundling Pricing
Optional Feature PricingOptional Feature Pricing
Our customers can select additional featuresOur customers can select additional features
Basic Service + Additional featuresBasic Service + Additional features
Product-Bundling PricingProduct-Bundling Pricing
Customers can select special offerings as Customers can select special offerings as bundlesbundles
Bundle C: Standard serviceBundle C: Standard service
Bundle B: Better Service (Pay Bundle B: Better Service (Pay little more)little more)
Bundle A: Premium Service (Pay Bundle A: Premium Service (Pay a little more) a little more)
SummarySummary
Our Pricing policy depends on theOur Pricing policy depends on the
dreams of the customers about a dreams of the customers about a
wonderful wedding and high quality wonderful wedding and high quality service, service,
which we are going to make real.which we are going to make real.