Enhancing Consumer Perception through Strategic Deals PPT

This PPT slide, part of the 24-slide Pricing Perception PowerPoint presentation, outlines the second strategy for influencing pricing perception, focusing on providing savings and deals to customers. The strategy is broken down into tactics that include promotion breadth and depth, coupon offerings, and loyalty or rewards program design. Each tactic is designed to enhance the perceived value of deals offered to consumers.

The impact on perception section highlights several key insights. It notes that consumers tend to evaluate deals on national brands more favorably than those on private brands or generics. This suggests that brand reputation plays a significant role in how deals are perceived. Additionally, the frequency of deals in stores affects consumer valuation; stores with higher deal frequency may lead consumers to perceive lower value in those deals. The effectiveness of deals also hinges on their predictability; more distinctive and less predictable deals tend to resonate better with consumers. Interestingly, the inclusion of free gifts can diminish the perceived value of a deal, indicating that consumers may not always equate additional items with increased value.

The case sample featuring Coca-Cola illustrates practical application. It contrasts Coca-Cola's strategy of offering multiple deal prices with Pepsi's approach of a single deal price. Research indicates that consumers may be willing to pay more when presented with 2 deal prices that differ slightly, compared to just one price. This insight underscores the importance of how deals are structured and presented to maximize consumer appeal.

Overall, this slide provides a comprehensive overview of strategies and tactics that can be employed to enhance consumer perception of pricing, essential for any organization looking to optimize their promotional strategies.

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Pricing Strategy