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Colgate-Palmolive. 1.What changes are taking place in the toothbrush category ? Assess Colgate-Palmolive’s competitive position. 2. How is the tooth brush market segmented? 3.What are the arguments for launching precision as: A. niche product ? B. A mass market product?

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colgate palmolive
Colgate-Palmolive

1.What changes are taking place in the toothbrush category ? Assess Colgate-Palmolive’s competitive position.

2. How is the tooth brush market segmented?

3.What are the arguments for launching precision as:

  • A. niche product ?
  • B. A mass market product?

4. What should they do?

price and pricing strategies
PRICE AND PRICING STRATEGIES

What is the Role of Price?

1. cover costs

2. positioning variable (cue to quality)

3. incentive to channel members

4. barrier/gateway to entry

5. demand manager

cost based strategies
Cost Based Strategies
  • Cost plus
  • Break-even
  • Target return
  • Floor Pricing
  • Penetration Pricing
  • Low-Cost Leader Pricing
  • Competitive Bid Pricing
  • Harvest Pricing
competitor based
Competitor-based

market structure

price leadership

demand based strategies
Demand-basedStrategies

- demand backward

- marginal cost = marginal revenue

  % Δ Quantity

elasticity = -----------------

% Δ Price

elasticity estimation
Elasticity Estimation:

- test marketing

- consumer surveys

- awareness

- market structure

  • product importance
  • conjoint analysis
forces that shape price elasticity
Ease of Customer Switching

Product Differentiation

Cost of Switching Suppliers

Customer Loyalty

Ease of Switching Index

Forces that Shape Price Elasticity
  • Supply/Demand Conditions
    • Supply Conditions
    • Demand Conditions
    • Substitutes
    • Supply/Demand Index
market based pricing strategies
Market-Based Pricing Strategies
  • Skim Pricing
  • Value-in-Use Pricing
  • Market-Based Value Pricing
  • Segment Pricing
  • Strategic Account Pricing
    • Most favored customer
price quantity discounts
Price-Quantity Discounts

QuantityPrice

1 - 19 5,795

20 - 49 5,095

50 - 99 4,095 

price for 18 units = $ 104,310 

price for 20 units = $ 101,900

price for 45 units = $ 229,275 

price for 50 units = $ 204,750

break even analysis
Break-even Analysis
  • Determines the number of units that need to be sold in order to break even Breakeven volume is the volume needed to cover fixed expenses on the basis of a particular margin per unit
  • Break-even Volume = Fixed Expenses/ Margin per Unit
price to a consumer
List Price

Less: Discounts

Quantity

Seasonal

Cash

Less: Allowances

Trade-ins

Damaged goods

Product:

Physical

Service

Assurance of quality

Repair facilities

Packaging

Credit

Premiums

Place / availability

Price to a consumer

Price equals Something

price in the channel
List Price

Less: Discounts

Quantity

Seasonal

Cash

Trade /functional

Less: Allowances

Advertising

Push money

Damaged goods

Product:

Branded

Guaranteed

Warranted

Repair facilities

Convenient Packaging

Place

availability

Margin (Price)

Promotion

Aimed at consumers

Price in the Channel

Price equals Something

channel pricing
Channel pricing

Manufacturer

Cost = $ 21.60 = 90%

Markup = $ 2.40 = 10%

Selling Price = $24.00 = 100%

channel pricing1
Channel pricing

Wholesaler

Cost = $ 24.00 = 80%

Markup = $ 6.00 = 20%

Selling Price = $30.00 = 100%

channel pricing2
Channel pricing

Retailer

Cost = $ 30.00 = 60%

Markup = $ 20.00 = 40%

Selling Price = $50.00 = 100%

taxonomy of strategies
Taxonomy of Strategies

Objective of Firm

segments and search costs
Segments and Search Costs
  • Random Discounting
    • Maintain high price regularly
    • Randomly cut price
    • The uninformed will buy randomly –usually high
    • The informed will wait
    • Hence, we don’t lose either
segments and low reservation
Segments and low reservation
  • Periodic Discounting
    • Start at high price
    • Lower price (predictably) over time
    • High reservation folks buy early
    • Low reservation people buy later
segments and transaction costs
Segments and transaction costs
  • Second market Discounting
    • Requires excess capacity over regular market
    • Fixed costs covered in original market
    • Generics
    • Store brand
    • dumping
competition search costs
Competition & search costs
  • Price signaling
    • Goods are produced at two quality levels
    • Experience or credence search properties
    • Three strategies
      • Produce low quality – sell low price
      • Produce high quality – sell high price
      • Produce low quality – sell high price
competition and reservation
Competition and reservation
  • Penetration / experience pricing
    • No threat of immediate entry
    • Gains from high volume
    • Amass market share
competition and transaction costs
Competition and Transaction costs
  • Geographic pricing
    • A combination of second market discounting and penetration
    • Usually the same price in two separate markets even though the costs differ.
product line and search
Product Line and Search
  • Image Pricing
    • Bring out an identical product to first but with different name and higher price
    • Price signals quality to high search cost group
    • Use excess profits to subsidize other version of the product whose price can be lowered.
product line and reservation
Product line and reservation
  • Price bundling
    • Perishable products (no periodic discounting)
    • Can’t discriminate
    • Theater 1 Theater 2
    • Movie 1 12 18
    • Movie 2 25 10
    • Charge 18 for movie 1; 25 for movie 2
    • 28 for both
product line and reservation1
Product line and reservation
  • Premium Pricing
    • Two versions of product
      • Make money on premium
      • Lose money on standard
      • Take advantage of economies
product line and special transaction costs
Product Line and Special Transaction costs
  • Complementary Pricing
    • Captive pricing (razor and razor blades)
    • Two-Part Pricing (same as captive but for services) Mickey Mouse pricing
    • Loss leader pricing – reduces special transaction costs for many other products
break even market share
Break-even Market Share
  • Framework for judging potential profit and risk
  • Break-even Market Share = Break-even Volume * 100/ Market Demand