Developing pricing strategy and programs_chapter_13 of book "A south Asian perspective: Marketing Management" by Philip kotler, Kevin Lane keller, Abraham koshy, and Mithileshwar jha.

1. DEVELOPING PRICING STRATEGY AND PROGRAMS
Part 3

2. How should a company adapt prices to meet
varying circumstances and opportunities ?

3. Companies do not set a single price
rather develop a price structure

4. 4Price adaption strategy

6. Companies decide
Different Price Structure
To
Different locations and countries

8. Most companies give
discounts and allowance
for
volume purchase and off season buying

9. Discount Quantity discount
Seasonal Discount Allowance

10. Promotional Pricing

11. Early Purchase

12. Special event offer
Special customer pricing
Low interest and EMI
Psychological Discount
Warranty and service

15. Customer segment pricing
Indian railway
charge a lower
price for senior
citizen
Product form Pricing
Bigger packet prices
low compared to
cost of product
At Closing time same
product is sold at
lower price
Time Pricing

16. Location Pricing
Price changes
according to seat
preference
Same Coca Cola
drink’s price is
higher in a
restaurant or at
airport
Channel pricing

18. If the seller can prove its costs are different
when selling different volumes
then it is legal
although PREDATORY PRICING
are illegal
Selling
below the cost
with intention of
destroying competition

20. Created by Khemendra Raj Pingoliya, IIT
Kanpur
during an internship
by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com