sexta-feira, fevereiro 19, 2016

Pricing man (parte VIII)

"Success Factors for a Premium Price Strategy
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What are the common factors behind successful premium pricing strategies? What recommendations can I give?
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1. Superior value is a must: Premium pricing will work over time only if a
company offers superior value to customer.
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2. The price-value relationship is the decisive competitive advantage:
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3. Innovation is the foundation: In general, innovation provides the foundation for a successful, sustainable premium price position.
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4. Consistent, high quality is a must: This prerequisite comes up time and again. Successful premium supplier s maintain high and very consistent quality levels. Their service must also meet the same requirements.
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5. Premium pricers have strong brands: One function of these strong brands is to transform a technological advantage - which is often temporary - into a longlasting image advantage.
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6. Premium pricers invest heavily in communication: They know that they have to make the value and advantages of their products perceptible and understandable to consumers. Remember: only perceived value counts.
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7. Premium pricers shy away from special offers: They are hesitant to offer promotions and special offers. If the promotions they offer are too frequent or too steep, these instruments can endanger the premium price position."
Trechos retirados de "Confessions of the Pricing Man: How Price Affects Everything" de Hermann Simon.

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