Core Principles of Value-Based Pricing Strategy PPT
This PPT slide, part of the 47-slide Value-based Pricing Strategy PowerPoint presentation, outlines 3 essential principles for implementing a value-based pricing strategy. The first principle emphasizes that value should be assessed from the buyer's perspective rather than the seller's. It highlights a common pitfall where companies focus too much on their product features instead of the actual benefits to the customer. An example is provided, illustrating that the true value of a vacuum cleaner lies in its ability to help the customer clean hard-to-reach areas, rather than just its technical specifications.
The second principle states that the product's value must be distinctly superior to alternatives available in the market. If a product does not stand out, its pricing will likely be influenced by competitors, particularly the least sophisticated or most aggressive ones. This principle stresses the importance of differentiation; without it, establishing a price based on perceived value becomes challenging.
The third principle focuses on the necessity of identifying and communicating all sources of value to the customer. This involves understanding how the product benefits the customer on their terms. In a B2B context, this requires a deep understanding of the customer's business needs and how the product fits into their operations. Only by effectively communicating this value can a company accurately estimate and justify its pricing strategy.
These principles collectively guide organizations in aligning their pricing strategies with customer perceptions of value, ultimately leading to more effective pricing decisions.
This slide is part of the Value-based Pricing Strategy PowerPoint presentation.
Designed by a firm of ex-consultants from McKinsey, E&Y, and Bearing Point, this presentation breaks down a consulting framework on Value-based Pricing. Value-based Pricing is a superior approach to Cost-based and Competitive Pricing.
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