The fundamentals of pricing
Great pricing is about managing the value
Consumers attribute a value to your brand
(consumer perceived value) based on how they
think its benefits relate to its price.
Their willingness to buy a brand depends on whether they think it represents better value than
the competitor options.
The customer value equation works the same way except that customers look for different benefits.
Considering the views of the consumer and the customer and taking into account the activity in the competitive environment is key to successful pricing.