Apple iPod and Sony MP3 from the success or failure to see the use of skimming pricing art.docVIP

 PAGE \* MERGEFORMAT 11 Apple iPod and Sony MP3 from the success or failure to see the use of skimming pricing art The so-called ‘skimming pricing’, that is, set a high price for the product in order to maximize profit in the short term goal, rather than to achieve maximum sales target. With skimming pricing wears corresponds to penetration pricing, that is, given a low-cost products. I have just published the ‘Pricing’ a book on the characteristics of skimming pricing and the use of methods to do a special on this. Below to Apple’s and Sony’s MP3 pricing, the success or failure to see how companies make good use of skimming pricing. 1. Apple’s iPod success of using skimming pricing First give an example of skimming pricing. Apple’s iPod products are the last 4 years, the most successful consumer digital products, a release on the success of the first iPod retail price of up to 399 U.S. dollars, even for Americans, they are all high-priced products, but there are a lot of ‘Apple fans’ both money and willing to spend money, they still have to buy. Apple’s skimming pricing to achieve music success. However, Apple believed they could ‘write off more of the fat’, so less than six months has introduced a higher capacity iPod, of course, prices are higher, RMB USD 499 is still selling well. Apple’s skimming pricing with great success. As a comparison, Sony’s MP3 also used skim pricing, but did not succeed. Sony’s first reason is that the failure of the product quality and market. Sony introduce new products in recent years when the faltering, when the iPod mini hot in the market, two years after Sony introduced only this product for A1000, but this time it had stopped production of Apple’s iPod mini, introduced a New iPod nano, Apple has maintained the product differentiation advantages, and Sony is always a step behind the product. In addition, Apple’s product offerings immediately available in the market to buy, but Sony is only notice to the official listing o