v49 gerardjoelabonadochapter14
TRANSCRIPT
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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