波士顿咨询Pricing Innovation：Review Of Bundling.pptVIP

PRICING INNOVATION TOPIC AREAREVIEW OF BUNDLINGJune 2001 PURPOSE OF THE DOCUMENT The document presents a set of logics explaining why a firm would consider bundling For each logic the document covers: The contextual factors that determine the benefit derived from bundling Rules-of-thumb for successful bundling Examples of how firms have successfully bundled In-depth back-up to explain the effect of bundling Please refer to ‘Bundling In Telecommunications’ for an example of client engagement materials ‘Enhanced Bundling In Telecommunications - Proposal’ for a complete proposal deck on bundling review for a telecommunications company AGENDA Bundling - what is it and why is it important? Benefits of bundling and how to capture them Bundling in the competitive arena WHAT IS A BUNDLE? OUR CLIENTS ARE GRAPPLING WITH BUNDLING ISSUES Global family restaurant chain What products should be included in the bundle? What are the optimal prices for the bundle and individual products? Major financial services institution How can bundling be used to ‘charge for value’? Major telecommunications company Is bundling the right tactic to use? What products should be included in the bundle? What level of discount should be given and how should it be structured? THE BUNDLING DECISION IS COMPLEX BUNDLING IS A HIGH STAKES GAME BUNDLING WILL BECOME MORE IMPORTANT IN THE FUTURE AGENDA Bundling - what is it and why is it important? Benefits of bundling and how to capture them Bundling in the competitive arena OUR CLIENTS CAN CREATE VALUEWITH WELL DESIGNED BUNDLES Bundling can create significant value for companies Bundling can positively affect all three elements of the value equation Increase/defend sales volume, now, or in the future Increase price realisation Reduce unit costs A number of factors determines the extent of value creation Bundle design should be tailored to the types of benefits targeted Competitor and customer responses to bundling must be consi