new product pricing & trade promotion
TRANSCRIPT
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PRICING THE NEW PRODUCT
New product pricing apart of NewProduct development……
NPD
PRICING
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NEW PRODUCT PRICING
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HOW SHOULD WE CHARGE FOR A NEW PRODUCT??
PEN
ETR
ATIN
G
PRIC
ING
SKIM
MIN
G
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CONSUMER VIEW ON MRP
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RULES OF PRICING
All prices must cover costs and profits
The most effective way to lower prices is to lowercosts
Review prices frequently to assure that they reflect thedynamics of cost, market demand, response to thecompetition, and profit objectives
Prices must be established to assure sales
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TRADE PROMOTION
Marketing or Promotional activities undertaken to promote anew product, increase sales of existing product, expandmarket share or create a brand awareness.
Trade shows, Special pricing, sales incentives, discounted orfree display fixture, demonstration, tour, free tickets such asmovies, parties, sporting events, novelties etc.
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TYPES OF TRADE PROMOTION
In-store displays
Temporary Price Reductions (TPR)
Coupons
Contest
Sampling
Rebates
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ISSUE IN TRADE PROMOTION
Issue in trade
promotion
Lack of accurate
timely information
Inability to plan
promotions based on analytics
Ineffective organization and partner integration
Lack of appropriate
Key Performance
Indicators (KPI)
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Activity effects on Sales
50%
30%
20%Marketing & AdvertisingTrade PromotionConsumer Promotion
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THANK YOU !!!