Preço baseado na percepção de valor

Excelente artigo sobre um tema fundamental: o preço.

"Is It Time to Rethink Your Pricing Strategy?"

De Andreas Hinterhuber e Stephan Liozu.

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Alguns recortes relacionados com uma vertente que me é muito cara, a relação preço-valor:

"Studies have shown that small variations in price can raise or lower profitability by as much as 20% or 50%" (Moi ici: Nunca esquecer o Evangelho do Valor e os gráficos de Dolan e Simon)

Os autores referem 3 mecanismos para o estabelecimento de preços:

•  Cost-based pricing;
• Competition-based pricinf; e claro, o meu preferido
• Customer value-based pricing

Sobre o "customer value-based pricing alguns sublinhados:

"This approach, which is also often called “value-based pricing,” uses data on the perceived customer value of the product as the main factor for determining the final selling price. Instead of asking, “How can we realize higher prices despite intense competition?” customer value-based pricing asks, “How can we create additional customer value and increase customer willingness to pay, despite intense competition?” The subjective and quantified value of a purchase offering to actual and potential customers is the primary driver in setting prices. Customer value-based pricing approaches are driven by a deep understanding of customer needs, of customer perceptions of value, of price elasticity and of customers’ willingness to pay.
...
Marketers must educate customers and communicate superior value to customers before linking price to value. Customers must first recognize value in order to be willing to pay for value rather than base their purchase decision solely on price."

Quantas PMEs apostam na educação dos clientes para criar, para dinamizar esta  percepção de valor? Demasiado poucas.

"customer value-based pricing is especially relevant in highly competitive industries. Although this might seem counterintuitive, we find that many managers in such industries mistakenly assume themselves to be in a “commodity” business. They then neglect the possibility for differentiation and customer value creation and resign themselves to competing solely on price. While we acknowledge that parts of an industry may become heavily price-competitive, we contend that seeing your product as a commodity tends to be a self-fulfilling prophecy. Through deeper research into customer needs, almost any product or service can be differentiated."

Interessante a "pricing capability grid"

 Infelizmente, a maior parte das PMEs não só têm uma baixa "Price orientation" (focam-se sobretudo no custo), como não têm regras sérias para aumentarem a força no eixo da "price realization".