In order to develop marketing pricing strategies, consumer demand must be considered. We can distinguish strategies for the level of prices for new products: “average market prices”, “skimming”, prices of “penetration”. According to the degree of price change in marketing, the following strategies are distinguished: “stable prices”, “moving falling price”, “growth of continuing price”. Based on the differences in goods and consumer prices, the following strategy can be distinguished: “differentiation of prices for related goods”, “price discrimination”, “price lines”. Pricing strategies in marketing are created to determine the principles for setting new prices for new things.
“Cream skimming” is essentially a temporary price increase. Its purpose is to maximize profits. The main advantage of this marketing pricing strategy is that it allows you to offset marketing expenses in a short time and free up capital. The disadvantage of this strategy is that competitors are attracted by its high price, while not giving time to this company to gain a foothold in this market.
The strategy of “penetration prices”. Its basis is the lowering of prices for goods. His marketing goal is to capture the mass market. The advantage of this strategy is the reduction of market attractiveness for competitors, thereby giving the company the preferred time to gain a foothold in the market. Its disadvantage is that there is a serious problem of the price while maintaining the size of the acupuncture market of a subsequent increase.
At the heart of the marketing pricing strategy, which is called “mid-market prices”, is the production of new products at an industry average price. The marketing goal is to use the already existing position. Advantage - a calm competitive situation. A disadvantage is the difficult identification of the goods.
2. PRICE CHANGE STRATEGIES. After the initial prices act in a certain period of time, there is a need for them to change, due to a change in the market or for other reasons.
The advantage of the “stable prices” strategy is relatively high profit., And the disadvantage is that the company must constantly have a certain reserve, so that in cases of need it can be able to reduce costs, if possible, at the same time try to maintain the existing level of quality.
The meaning of the “moving falling price” strategy is a gradual decline in prices after the initially selected segment is saturated. Its strategy advantage is that due to buyers with a relatively low degree of income and as a result of this increase in sales, this company can achieve a time-based expansion of the sales market .
The marketing goal of the “penetrating price growth” strategy is to use an existing position, in other words, to preserve an already achieved market share. Its disadvantage is the difficulty of increasing prices after lowering the level.
3. PRICES DIFFERENTIATION STRATEGIES. Several pricing strategies are differentiated , which are based on the use of product and consumer differentiations as the basis for decision-making: Strategies for distinguishing prices for interconnected products, price discrimination and price lines
Concentrated Marketing Strategy . Its essence is to concentrate all the resources and marketing efforts of the company on one market participation. A concentrated marketing strategy for companies with small resources makes it possible to successfully compete with large companies in already special markets. However, if a company uses this method, then it begins to depend heavily on its strong segment, and in the event of adverse events on it, the company's position may deteriorate sharply.
So we studied the pricing strategies in marketing, the strategy of concentrated marketing, in addition, we got acquainted with the concept of "marketing strategy and tactics."