First, according to product life cycle pricing
Each product typically goes through four stages of introduction, growth, maturity and decline in a certain market.
(1) Price strategy in the product introduction stage
1. The oyster sauce pricing method. That is, when the product is just entering the market, adopt a high price strategy to recover the investment as soon as possible in the short term.
2. Penetration pricing method. It is to set the initial price of new products at a lower level in order to rapidly open up the market and curb the infiltration of competitors.
(2) Price strategy in the product growth stage
In the growth phase of the product, the price should be based on the oil extraction method or the infiltration method depending on the intervention period. During the growth phase, the sales volume of products began to rise rapidly, and the average cost of promotion was lower than that during the intervention phase. At this time, the export strategy should be based on market penetration.
(3) Price strategy at the maturity stage of the product
At the maturity stage of the product, due to fierce competition, at this time, the primary task is to lower the price. A large number of small enterprises will be eliminated in the competition, thus forming a monopoly situation dominated by large enterprises.
(4) Price strategy during the product recession period
Enterprises should choose the plan based on the analysis of company size, product nature, consumer psychology, etc.:
1, with static braking;
2, price reduction;
3. Follow the prices of other manufacturers;
4. Take countermeasures after predicting the actions of competitors;
5, under the same brand, to maintain product prices with lower cost homogeneous products.
Second, pricing techniques based on product categories
Different categories of products should adopt different pricing strategies. For daily necessities, for such products with high purchase rate and fast turnover, it is suitable to adopt the pricing strategy of small profits but quick turnover. For the special products and durable goods with slow turnover and high cost of sales and storage, the price can be set higher to ensure profit.
Third, pricing techniques for consumer psychology
(1) Mantissa pricing method
According to some consumer psychologists, consumers are accustomed to receiving the mantissa price and not the integer price. For example, when the price of a commodity is 4.90 yuan or 4.95 yuan, the sales volume is much larger than when the price is 5.00 yuan.
(2) Hierarchical pricing method
Because there are many producers of similar products and different varieties of colors, if you set a price for similar products, it will increase the difficulty of purchasing. Therefore, retailers often classify similar products into several grades.
(3) Prestige pricing method
The store number of a store is prestigious in the minds of consumers, and the price of the goods it sells can be higher than the average store. Brand goods can adopt the "high quality and high price" strategy, which not only increases the profit, but also makes the consumers feel psychologically satisfied.
(4) Recruitment pricing method
Enterprises can use the holidays to hold “big price reductions†and adopt the profit-making pricing method. For example, if there is a famous “99 sen†store in the United States, the products sold will be priced at 99 cents, and even the color TV will be 99 cents (only 10 units per day), so as to attract customers.
(5) Demand custom pricing method
The prices of some goods are already used by customers in the market. For example, the roll of sugar has always been a roll of 2 cents; as for the sale of gifts, customers have plans to send gifts of 50 yuan, 100 yuan, etc. before purchase, and manufacturers should make full use of this customary psychological pricing.
Fourth, promotional pricing techniques
Enterprises should pay full attention to the interests of middlemen and use various methods to mobilize their enthusiasm and promote sales.
(1) Cash discount
In order to encourage buyers to buy in cash or pay in advance, they often give a certain cash discount at the time of pricing. For example, the transaction price of a commodity is 360 yuan, and the terms of the transaction indicate "2/10 net price 30" means: if you pay within 10 days after the transaction, you can enjoy a 2% cash discount, but later should be paid within 30 days. Clear all payment.
(2) Quantity discount
1. The cumulative quantity discount stipulates that when the total amount of purchased goods reaches a certain amount within a certain period of time, a discount is given.
2, non-cumulative quantity discounts are only given once the size of the purchase, giving a discount. For example, buy a towel, the price is 1 yuan, buy 10, the price is 0.9 yuan.
In addition, it also includes skills such as industry discounts and seasonal discounts.
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