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͘с ůŽĂŶ͕ ŝŶǀĞƐƚŵĞŶƚƐ ĂŶĚ ĐƌĞĂƚŝŽŶ ŽĨ ƌĞƐĞƌǀĞƐ
COST-ORIENTED PRICING tition can lead to higher demand and higher
It is the simplest method of pricing. In this sales. However, from a psychological point of
case, we add the required profit to the calcula- view, it can give the impression of lower qua-
ted cost price, in our table of 15% for the base lity. As wine is a highly emotional affair, it can
wine, of which we will produce 120,000 liters / subsequently negatively affect the demand
160,000 bottles and alternatively 25% for the for the product. A higher price compared to
premium wine, of which we produce 40,000 the competition can lead to lower demand.
liters / 53,333 bottles. On the other hand, in conjunction with quality
At the cost price of CZK 83.80 / 3,35€ for the and appropriate marketing, it can have a posi-
basic and CZK 96.50 / 3,86€ for premium wine tive effect on customer emotions and therefo-
per bottle, the profit markup per bottle would re lead to higher demand.
be CZK 12.57 / 0,50€ and 24.13 CZK / 1€ re-
spectively (rounded). COMPETITION-ORIENTED PRICING
The price of one bottle of wine from the pro- The decision on the amount of the price is
ducer would then be CZK 96.37 / 3,85€ for ba- based on a survey of competitors‘ prices. We
sic wine and CZK 120.63 / 4,83€ for premium find out the prices at which our most impor-
wine. tant competitors offer their products. Subse-
Value added tax must be added to the price. quently, we decide whether we want to offer
If we count on the trader‘s margin of 30% our production at a price higher than the com-
and VAT 21%, the price of the product for the petition or at a price comparable to the com-
customer will be about CZK 153 / 6,12€ for petition. Alternatively, we can decide to fight
basic wine and CZK 190 / 7,60€ for premium for the customer by having a lower price. Each
wine. of these approaches has its advantages and
The question is how the market will react to risks. In any case, we must keep in mind that
this price. „the margin is sacred!“ and, unless circumstan-
Having a low price compared to the compe- ces worthy of special consideration have aris-
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