Page 11 - PCM - Pricing strategies Revista

PRODUCT LINE PRICING

STRATEGIES

PRICE BUNDLING REAL LIFE EXAMPLE

P An example of this strategy can be McBox Jantar
rice bundling is a strategy where a firm
sells a package with two or more
by McDonalds.
products/services for a lower price than if
People buy 2 McMenus + 1 Happy Meal for
they were sold separately.
10,75€, when each McMenu costs at least 4,70€
The products/services need to be complementary and a Happy Meal costs 3,30€ which corresponds
or independent for people buy both, perishable in to a total of at least 12,70€.

relation of the products themselves or in relation

to purchase occasion and have an asymmetric
demand structure.

PREMIUM PRICING REAL LIFE EXAMPLE

P An example of this strategy can be Petrol with and
remium pricing is a strategy where a firm
without additives. The petrol with additives has a
sell two versions of the same product,
higher price than the petrol without them. They
one a higher price (average between the
are equal in terms of composition the only
maximum and minimum price) with more features
differences are the additives.
and options, a “better” version, and other, a basic
product, with a price below the manufacturing

costs.

For the success of this strategy the
products/services need to have joint economies of

scale and the consumers need to be price
sensitive, fully informed and can be differentiated

between levels of quality.

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PRODUCT AND CLIENTS MANAGEMENT