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Developing Pricing Strategies and Programs

Gerard Joel Abonado MD FPSGMMBAH Batch 8

Ateneo Graduate School of Business

Top Concepts

Outline: Developing Pricing Strategies and Programs

1. Pricing Environment is Changing2. Purchase decisions based on consumer

perceptions3. Price must be set the first time4. Companies position market offerings5. Fairly low price for high quality offering

Outline:Developing Pricing Strategies…

6. Price consistent with company policy

7. Prices adjusted to accommodate differences in customers

8. Anticipate competitor price changes

9. Differentiate products or services

Concept 1:

Pricing Environment is Changing

Kotler: Procter & GambleCoke Blak line

Local: Guimaras MangoesBB Garlic Peanuts

Medical Applications: Coated AspirinFibrates produced with

nanotechnology

Kotler : Armani , Gap H&M

Local : Camiguin Lanzones, Lechon Cebu

Medical Applications Belo Medical Group

Calayan

Concept 2:

Purchase Decisions based on Consumers Perceptions

Concept 3:

Price Must be set the First Time

Kotler : Marriott Hotels

Local : Tagaytay Highlands , Camella Homes

Medical Applications: Makati Medical Center

Jose Reyes Hospital

Concept 4

Companies position market offerings

Kotler : Ikea , Texas Instruments

Local : Mang Inasal , Decos Batchoy

Medical Application: Fern C , Pau d Arco

Concept 5

Fairly Low price for High Quality Offering

Kotler: Ikea , Target

Local: Makro , Unitop

Medical Application: Face Value ,M3 Dialysis Center

Concept 6

Price Consistent with Company Policy

Kotler : Airlines , Citibank

Local : PAL, Cebu Pacific

Medical Applications:Hospital Laboratory Fees

Concept 7

Prices Adjusted to Accommodate Differences in Customers

Kotler: Baltimore Orioles

Local : Movie Premier

Medical Application: Hospital procedures (CT scan, Ultrasound etc)

Concept 8

Anticipate Competitor Price Changes and Prepare Continent Responses

Kotler : General Mills vs Kellog

Local : Mc Donalds vs Jollibee

Medical Application:Hospital based Labs vs Stand alone labs

Concept 9

Differentiate Product or Services instead of Ignoring Cut-price Players

Kotler : Apple, Gillette ; 3M

Local : Bench , Greenwhich

Medical Application: Littman stethoscopeHeine sphygmo

Summary :

Pricing Environment is Changing Purchase decisions based on consumer

perceptions Price must be set the first time Companies position market offerings Fairly low price for high quality offering

Summary ....

Price consistent with company policy

Prices adjusted to accommodate differences in customers

Anticipate competitor price changes

Differentiate products

Conclusion :

pricingcompanies

profits survive

Costumer satisfaction

Top Concepts

Developing Pricing Strategies and Programs

GERARD JOEL C ABONADO , MD Batch 8 MBAH

Ateneo Graduate School of Business