When should a company initiate a price change

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Sameer Mathur

Developing Pricing Strategies and Programs (Kotler and Keller) - When should a company initiate a price change

Marketing

1. Excess Plant Capacity
2. To Keep Customers
3. To Beat Competitors
WHY?

Shallow Pockets Trap
Fragile Market
Share TrapLow Quality Trap

1. Cost Inflation
2. Anticipatory Pricing
3. Over Demand
WHY?

Delayed
Quotation
Pricing
Escalator
Causes
Unbundling
Reduction
of
Discounts

CUSTOMERS
IN GENERAL
HATE PRICE
INCREASES

SO.. FIND ALTERNATIVE
SOLUTIONS!!
Reduced bar size
and kept price
same!!
Kept bar size
same, and
increased price!!
THE CANDY
BAR FIGHT!!

SO.. FIND ALTERNATIVE
SOLUTIONS!!
Smaller cars
at affordable
prices!!
CREATING NEW
ECONOMY BRANDS

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