The document presents a marketing presentation on pricing decisions, emphasizing the integral role of pricing in the marketing system. It discusses various factors influencing product pricing, objectives of pricing, and different strategies used by companies, particularly Coca Cola, to determine pricing. Key considerations include product lifecycle stages, competition, and consumer behavior.

1. Marketing
Presentation
on
Pricing
Decisions

2. Class: BBA Core ‘C’
Submitted By:
Zaiba Khan – BBA 015154
Aditya Morde – BBA 015155
Dhiraj Kanoujiya – BBA 015161
Nihar Chawda – BBA 015151
Karan Patil – BBA 015162
Submitted To :
Dr.Pradip Manjrekar

3. Concept of Pricing.
Price is the base of entire marketing system.
It facilitates transfer of ownership and possession
of good and services from producers to customers.
Pricing system / mechanism is an integral aspect of
present money economy. Price means the
expression of value or utility in terms of money

4. Factors influencing Product Pricing
• Objective of the company.
• Characteristics of the products.
• Cost of production and margin of expected
profits.
• Goodwill of the firm.
• Product lifecycle.
• Promotion of products.
• Products line.

5. External factors influencing Product
Pricing

6. Objectives of Product Pricing.
• Profit Maximisation.
• Target return on Investment.
• Price Stabilisation.
• Meet/Prevent Competition.
• Sales Promotion.
• Paying capacity of Customers/Consumers.

7. Roles of Product Pricing

8. Types of Product Pricing.

9. Responding to Competitors through
Price Variables.

10. Responding to Competitors through
Non-Variables
• Product Differentiation
• Selling Costs

11. Product Life Cycle &Pricing Decision
a) Introductory Stage of Product Life Cycle and
Pricing Decision.
b) Growth Stage of the Product Life Cycle and
Pricing Decision.
c) Maturity Stage of the Product and Pricing
Decision.
a) Declining Stage of the Product and Pricing
Decision.

12. Pricing Strategy Of
Coca Cola

13. Following factors Coca Cola kept in mind while
determining the pricing strategy.
➢ Price should be set according to the product
demand of public.
➢ Price should be that which gives the company
maximum revenue.
➢ Price should not be too low or too high than the
price competitor.
➢ Price must be keeping the view of your target
market.

14. Promotional pricing policy
Coca cola has offered promotional prices very
frequently. Especially on some occasion coca cola
reduces its rates like in Ramadan coca cola
reduces its rate unto 5 rupees on 1.5 litter bottle.
Distribution channel
Coca cola company makes two types of selling
➢ Direct selling
➢ Indirect selling