Pricing, Distributing and Promoting Products Pearson Education, Inc.
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1 Pricing, Distributing and Promoting Products 2009 Pearson Education, Inc.
2 Outline 1. PRICES (pricing objectives, pricing strategies, break-even) 2. DISTRIBUTION (distribution mix) 3. RETAIL (wholesalers and different types of retailing) 4. E-SELLING (types of e-vendors) 5. PROMOTION (promotional mix) 2009 Pearson Education, Inc.
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5 PRICES
6 Understanding prices objectives and strategies 1. What mix of products are you offering? 2. Who or what is your target market? 3. Are you distributing your product wholesale or retail? 4. What is the estimated life cycle of your product/service? 5. What is the projected demand for the product? 6. Are there other entities, such as the government, that may dictate the price range for your product?
7 Pricing Objectives Profit/Revenue maximization Quality leadership (price as a signal of quality) Quantity maximization (economies of scale) Status quo (same price as competitors to avoid price wars) Survival/Partial cost recovery (allows to stay in business)
8 Pricing Strategies (Retail) - 1 Competitive pricing ($1.45 to $1.85 per jar, you may price your jams at $1.65) Good, better, best pricing (everything, sorted out, well selected items, apples) Loss leader (bread is low priced to attract you to the shop, so you buy other items) Multiple pricing (a price for the purchase of just one item is displayed along with the price for a larger quantity melon at $1.69 and two at $3.00)
9 Pricing Strategies (Retail) II Optional product pricing - get customers to spend a little extra on the product by purchasing options or extra features. Penetration pricing - used to gain entry into a new market, growing market share. Premium pricing - when the product you are selling is unique and of very high quality, but you only expect to sell a small amount.
10 Pricing Strategies (Retail) III Product bundle pricing - used to group several items together for sale. This is a useful pricing strategy for complementary, overstock, or older products. Product line pricing - used when a range of products or services complement each other and can be packaged together to reflect increasing value. Skim pricing - similar to premium pricing. However, with this strategy the price eventually will be lowered as competitors enter the market. This strategy is mostly used on products that are new and have few, if any, direct competitors when first entering the market.
11 Determining Prices Breakeven Analysis Breakeven point: Number of products that must be sold so total revenues exactly cover both fixed and variable costs Breakeven point (in units) Total fixed costs Price - Variable cost 2009 Pearson Education, Inc.
12 Breakeven Analysis 2009 Pearson Education, Inc.
13 Distribution
14 The Distribution Mix Distribution Mix The combination of distribution channels by which a firm gets products to end users Intermediaries (Middlemen) Wholesalers sell products to other businesses for resale to final consumers Retailers sell products directly to consumers 2009 Pearson Education, Inc.
15 The Value-Adding Intermediary 2009 Pearson Education, Inc.
16 Channels of Distribution 2009 Pearson Education, Inc.
17 The Distribution Mix Distribution Channel Path a product follows from producer to end user Popular Paths Direct distribution (direct channel) Retail distribution Wholesale distribution Distribution by agents or brokers 2009 Pearson Education, Inc.
18 Wholesaling Wholesalers (transfer of ownership) Independent operations that sell consumer or business goods Buy products from manufacturers and sell them to other businesses, and usually provide storage and delivery Agents and Brokers (representative rights) Sales and merchandising representatives for producers or sellers Do not own inventory, but manage it for producers 2009 Pearson Education, Inc.
19 Physical Distribution Warehousing Operations Private warehouses are owned by producers Public warehouses provide rented storage space Transportation Operations Principal differences are speed and cost Transportation Modes Trucks Planes Water carriers Railroads Pipelines 2009 Pearson Education, Inc.
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21 Retail
22 Types of retailers Department stores Discount stores Warehouse stores Mom-and-pops Specialty stores Boutiques or concept stores Convenience stores Malls, Hypermarkets, Supermarkets Category killers
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25 Retailing Non-store Retailing Vending machines Direct-response retailing Mail order (or catalog marketing) Telemarketing Direct selling 2009 Pearson Education, Inc.
26 E-Selling
27 The E-Intermediary Types of E-Intermediaries: Shopping agents (e-agents) help Internet consumers by gathering and sorting information. Electronic retailing is made possible by communications networks that enable sellers to post product information on consumers PCs Pearson Education, Inc.
28 Electronic Retailing E-catalogs Use the Internet to display products E-Storefronts (virtual storefronts) A website from which consumers collect information about products, place orders, and pay for purchases Cybermalls Collections of virtual storefronts representing diverse products Interactive and Video Marketing Lets viewers shop at home by phoning in or ing orders 2009 Pearson Education, Inc.
29 Top 10 Online Retailers, Pearson Education, Inc.
30 Top 10 Online Retailers, 2011
31 Shoppers' 10 Favorite Online Retailers, Amazon.com 2. Walmart.com 3. ebay.com 4. Kohls.com 5. BestBuy.com 6. Target.com 7. JCPenney.com 8. Macys.com 9. Sears.com 10. OldNavy.com
32 Top rated on-line retailers,
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34 Promotion 2009 Pearson Education, Inc.
35 Promotion Promotion The techniques a firm uses for communicating information about products Promotional Objectives To communicate information To position products To add value To control sales volume Positioning Establishing an easily identifiable product image in the minds of consumers by fixing, adapting, and communicating the nature of the product itself 2009 Pearson Education, Inc.
36 Promotion Promotional Mix Tools Advertising Personal selling Sales promotions Direct Marketing Internet marketing Publicity and public relations Promotional Mix / IMC The combination of promotional tools 2009 Pearson Education, Inc.
37 Matching Promotional Tools with Stages in the Buyer Decision Process Buyers recognize the need to make a purchase Best tool: advertising and publicity Buyers search for information about products Best tool: advertising and personal selling Buyers compare benefits and features of competing products Best tool: personal selling Buyers choose products that are a good value and buy them Best tool: sales promotion and personal selling Buyers evaluate products after the purchase Best tool: advertising and personal selling 2009 Pearson Education, Inc.
38 Personal Selling Personal Selling (DBK HBS case) A salesperson communicates one-to-one with potential customers to identify their needs and align them with the seller s products Can be the most expensive form of promotion Personal Selling Tasks Order processing Creative selling Missionary selling 2009 Pearson Education, Inc.
39 Sales Promotions Sales Promotions Short-term promotional activities designed to encourage consumer buying, industrial sales, or cooperation from distributors Types of Sales Promotions Samples Coupons Premiums Contests Point-of-sale displays Trade shows 2009 Pearson Education, Inc.
40 Publicity and Public Relations Publicity Information about a company, a product, or an event transmitted by the general mass media to attract public attention Public Relations Company-influenced publicity that seeks either to build good relations with the public or to deal with unfavorable events 2009 Pearson Education, Inc.
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45 Key Terms advertising advertising media bargain retailer breakeven analysis breakeven point broker catalog showroom convenience store cost-oriented pricing coupon creative selling cybermall department store direct channel direct selling direct-response retailing discount discount house distribution channel distribution mix e-catalog e-intermediary electronic retailing electronic storefront factory outlet fixed cost interactive marketing intermediary 2009 Pearson Education, Inc.
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