战略咨询入门—市场进入类-业务1.ppt

Cost-based Pricing Value-based Pricing New product launch——Pricing strategy Pricing Strategy Competitive Pricing Description Examples Cost+mark-up Minimum price Bad strategy Cosmetics, medicine, High-tech products Homogeneous products, like food Fast-moving consumer goods Service industry Price product at what customers are willing to pay Factors to concern COGS Breakeven point Desirable profit margin Value prop of product Customers willingness to pay Supply and demand Competitor’s price Substitutions Consumer buying habit Benchmark prices with competitors’ Examples: Our client is a major pha