"It is a dichotomy that haunts almost every business on the planet: lose profits or lose customers.
- There are no commodity markets, just commodity marketing approaches (Moi ici: Recordo o precioso e "eye oppening" livro “How we compete” de Suzanne Berger and the MIT Industrial Performance Center, publicado em Janeiro de 2006:
Na página 255:“… there are no “sunset” industries condemned to disappear in high wage economies, although there are certainly sunset and condemned strategies, among them building a business on the advantages to be gained by cheap labor” (isto é poesia, é bonito e é real)
Na página 257:“If they prosper despite competition from foreign companies with very low-paid workers, it is because they bundle into the products they sell other desirable features, like speed, fashion, uniqueness, and image.” (um dia isto há-de ser ensinado nas boutiques de aprendizagem que entretanto terão substituído as universidades).
- The foundation of any successful pricing strategy is to price to demand, not to markets.
- The value equation for target consumers is optimized by understanding the ratio of benefits delivered for the price charged.
- Driving meaningful differentiation in your products is what separates you from competitors and what commands pricing premiums.
- Success with these first four principles creates the opportunity to be a market maker that sets prices or commands price premiums, rather than a price taker that merely accepts commodity prices.
FINDING TRUE VALUE
Principle #1: Pricing to demand profit pools within markets, rather than to entire markets, is critical for long-term success.
Experience has taught us that whenever products and services are priced to broad markets, businesses inevitably leave money on the table. This is because aggregating to the mean - that is, pricing to the average - always means forgoing the potencial to earn a higher profit margin from those specific demand profit pools willing to pay a price premium for benefits currently being "given away"". In effect, the differentiating benefits you worked so hard to add to your offers are now free.
By comparison, while pricing to those high-profit pools may mean losing some price-conscious customers (who are typically low-profit promotional buyers anyway), that loss - remember our 1 percent number - is more than recouped by pricing at a premium to the high-profit demand." (Moi ici: Sim, o efeito de 1% de variação que Rosiello calculou)