price value is a strategy that companies with a use of the product or service high value. The strategy is to sell the product or service high value at a low price value. Note: This price must not be lower than the cost, but what the customer would perceive as a low price.
perceptionsCustomers are influenced by the value they perceive in the relationship between attributes of the product or service and the price they will pay for that product or service. Customers are also influenced by the price comparisons between similar products or services.
Often this value pricing strategy is used for products or services in their mature stage or declining life cycle; because at this stage of their life cycle of the product that they already have, hopefully, it built a strong brand identity. Use the features of the product or service, advantages and benefits to build value. Do these characteristics, unique and not easily duplicated advantages and benefits. But try to build unique features and benefits of your products and services that are low cost and have some economies of scale.
Since the presumption is that they have produced this product or provide the service for a certain time (the product or service is in its balance or declining stage of its product life cycle), you need to look at how you have expressed your product or service and try to find re-engineering methods or ways to improve production costs and delivery. However, not reduce the value of your product in your efforts to reduce costs.
Once you have developed a low-cost strategy for your high value product or service, then build a strong promotional program that focuses on the brand identity, core values and benefits of these values and they sell them to your market.
Prices perceived value is a strategy that is a change in value prices. This strategy is best used if prices within a product line, and if a product strengthens another product or other products in the line. the perception of the entire line of products offered your customers will affect the way they see your evaluation of one of the line products. Sale of products or services in perceived value can be achieved by making a comparison of costs for the customer.
For example, if you sell luxury cars through leasing programs, you can include pickup and delivery at the time of leasing and return; four free maintenance services, including valet; a guaranteed turn-around service (posed to normal service); etc. The competition is not offering any additional services. It promotes the value in your offer and cost that the value (four free maintenance services have a value of $ 400, Valet has a time value of the saved customer, and more).
The pricing can be as much art as is the science, but make it more science (more measurable, more results oriented, more testable). Consider your customers, competition, the market and the product or service offering when building your pricing strategy. The example above is quick and easy, but there are plenty of other good applications for the use of perceived value prices until you can promote and showcase the value for your customers (and customers accept the fact that the value as real).
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