Page 12 - PCM - Pricing strategies Revista

IMAGE PRICING COMPLEMENTARY PRICING

name a higher price to point out the superior C
I omplementary pricing is a strategy
mage pricing is a strategy where a firm sells a
where a firm drops the prices of some
version of a current product with a new
products to win more with related

quality of them. The products need to have products. It include three strategies:
exactly the same characteristics and be sold at
(1) CAPTIVE PRICING is a strategy where a firm
different prices.
sells a basic product at a lower price than its
economic cost price and the consumers pay

REAL LIFE EXAMPLE more, “per month”, to suppliers for maintenance
or accessories. It is related to goods.
An example of this strategy can be the cereals.

The cereals of Pingo Doce (“a white brand”) are REAL LIFE EXAMPLE
produced and packed in the same factory as the
An example of this strategy can be Nespresso
Fitness’s cereals.
machines.

The Pingo Doce’s cereals costs 1,43€ (500g) and We buy the machine and to continue to use the
the Fitness’s cereals costs 2,59€ (375g). machine and have coffee consumers need to buy

capsules and some accessories.

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PRODUCT AND CLIENTS MANAGEMENT