Another is dynamic pricing, which we look at in more detail below. Penetration pricing is one of several competitive pricing strategies available. In the long run, after penetrating a market, business owners can increase prices to better reflect the state of the product’s position within the market. Over time, however, the increase in awareness can drive profits and help small businesses stand out from the crowd. Penetration pricing can also be risky because it can result in an initial loss of income for the business. Penetration pricing strategies draw attention away from other businesses and can help increase brand awareness and loyalty, which can then lead to long-term contracts. You decide to sell the product for $97, even if it means you’re going to take a loss on the sale. Penetration pricing aims to attract buyers by offering lower prices on goods and services than competitors.įor instance, imagine a competitor sells a product for $100. A good rule of thumb to remember when pricing products is that your customers won’t purchase your product if you price it too high, but your business won’t be able to cover expenses if you price it too low.Īs a small business owner, you’re likely looking for ways to enter the market so that your product becomes more well-known. Although it could be useful for your business, it also could end up crippling your company. But you must be careful when engaging in an action like this. In these cases, you may be willing to sacrifice profit margins in order to focus on competitive pricing. For instance, you may opt to set the cost of a good or service at a low price to maintain your hold on market share and prevent competitors from encroaching on your territory. Contrary to popular belief, pricing strategies aren’t always about profit margins. Choosing the right price for a product will allow you to maximize profit margins if that’s what you want to do. Pricing strategies are useful for numerous reasons, though those reasons can vary from company to company. It’s an all-encompassing term that can account for things like: In short, a pricing strategy refers to all of the various methods that small businesses use when setting prices for their goods or services. What is a Pricing Strategy and Why is it Important?
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