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Pricing Strategies.pptx
1. Prepared by: Chandan Bagwe (cbagwe@gmail.com)
International
Marketing
Chandan Bagwe
2. Prepared by: Chandan Bagwe (cbagwe@gmail.com)
1. Definition
The marketing of goods and services
across national frontiers.
Marketing in an internationally
competitive environment, no matter
whether the market is home or foreign
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Costs
What are different types of costs?
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Costs
Production Costs
Fixed Costs: Land, building , Plant, Machinery,
Electricity
Variable costs
Labor, Raw Material,, Packaging
Selling and delivery Costs
Stocks, packing, transport, inspection, insurance,
marketing etc
Marketing and promotional costs
12. Prepared by: Chandan Bagwe (cbagwe@gmail.com)
Methods
Cost Based
Price = FC + VC + Distribution + Marketing +
Profit Margin
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PRICING : Cost sheet of ZCCL for product 1 : Suits (in Rs.)
Particulars Amt (FOR 1
LAKH units)
Amt ( per
Unit)
FIXED COSTS
VARIABLE COSTS:
DISTRIBUTION & LOGISTICS
MARKETING COSTS
TOTAL COSTS
PROFIT (15% of SP)
SALE PRICE
14. Prepared by: Chandan Bagwe (cbagwe@gmail.com)
Particulars Amt (FOR 1
LAKH units)
Amt ( per
Unit)
FIXED COSTS
Land, Building, Plant, M/C, Salaries,
Other factory/Administrative expenses
VARIABLE COSTS:
Power & Fuel, Packaging
Raw Material Consumables for
Labour charges(manufacturing)
DISTRIBUTION & LOGISTICS
Stocks, Warehouse, Customs Duties & Taxes, Insurance,
Freight, Loading, Unloading, Transportation, Shipping,,
Inspection, Distributor and Retailer Markups
Export Incentives, Agent Commissions
MARKETING COSTS
Advertisements, PR, Events, Exhibitions, Sponsorships
TOTAL COSTS
PROFIT (15% of SP)
SALE PRICE
31. Prepared by: Chandan Bagwe (cbagwe@gmail.com)
Strategy
Dumping
Selling in foreign market at price below the home
market price, or
Selling below cost of production
If foreign price is higher than home market then it is
called reverse dumping
For excess stock
To gain Foothold in new market
Gov has anti dumping duties
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Pricing Models
1) Competitive
Same, or average or less.
It is reactive
Its not for leaders
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Pricing Models
2) The Break Even Strategy
36. Prepared by: Chandan Bagwe (cbagwe@gmail.com)
Pricing Models
2) The Break Even Strategy
Cost Based for Paying the bills
May be good in the beginning
When Entering a new market place
Testing a market
To Acquire a large volume of customers (Not
good for a very long term)
38. Prepared by: Chandan Bagwe (cbagwe@gmail.com)
Pricing Models
3) Price to Time
Charge per Hour, Charge per Day, Charge per
Month.
Mainly used by professionals, lawyers,
Freelancers, consultants. (Job Economy to Skill
Economy)
Companies may not prefer it as they prefer to
pay for results. There is conflict of interest.
39. Prepared by: Chandan Bagwe (cbagwe@gmail.com)
Pricing Models
4) Price to Cost
% of all costs.
If costs increases, the price also increase.
It could also be conflict of interest for an
organization
Price should be result focused as well as time
focused
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Pricing Models
5) Price to Package
Bundle the multiple products and services to give a
good deal to the customer
Create an offer to the customer
It makes the offer irresistible.
In digital services it will be possible.
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Pricing Models
5) Price to Package
Per month charges
E-Commerce Sales: 50,000
SEO: 25000
Social Media: 25000
Package: 75,000 / Month for all three
42. Prepared by: Chandan Bagwe (cbagwe@gmail.com)
Pricing Models
6) Price to Positioning
- If you are a good brand, you can charge lot more
- Perception
- If you understand the supply and demand you
can charge more
- Can you create the demand
43. Prepared by: Chandan Bagwe (cbagwe@gmail.com)
Pricing Models
7) Price to Value
- If you sell results, people are ready to pay the
premium
- Increase revenue from X to X+Y.
or % growth from the base line.
44. Prepared by: Chandan Bagwe (cbagwe@gmail.com)
Pricing Models
8) Price
- If you sell results, people are ready to pay the
premium
- Increase revenue from X to X+Y.
or % growth from the base line.