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Marketing Company. Marketing advises major national and international organizations on how to best use customer intelligence to shape and drive strong brands for better business results data-driven brand marketing. Torsten is also a regular lecturer at conferences and seminars around the world. The Quant. Marketing approach to successful marketing has been the inspiration for Customize the Brand.

Permissions Request permission to reuse content from this site. Table of contents Preface. The customized brand - introducing the concept. From the mark of a marker to a symbol of desire, and from mass-market to customization twice over. Leading the way.

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Markets fragment, communication and competition increase, less time, more uncertainty. We are all different, but not that different - the principles of segmentation. Find the Big Number. The 10 steps to a customized brand. In this approach, the price of a product is initially set low in an effort to penetrate the market quickly.

Low prices and low margins also act as a deterrent, preventing potential rivals from entering the market since they would have to undercut the low margins to gain a foothold. Prestige pricing is also known as premium pricing and occasionally luxury pricing or high price maintenance refers to the deliberate pursuit of a high price posture to create an image of quality. Price signalling is where the price is used as an indicator of some other attribute. For example, some travel resorts promote that when two adults make a booking, the kids stay for free.

This type of pricing is designed to signal that the resort is a family friendly operation. Price skimming , also known as skim-the-cream pricing is a tactic that might be considered at market entry. The objective is to charge relatively high prices in order to recoup the cost of product development early in the life-cycle and before competitors enter the market. Promotional pricing is a temporary measure that involves setting prices at levels lower than normally charged for a good or service.

Promotional pricing is sometimes a reaction to unforeseen circumstances, as when a downturn in demand leaves a company with excess stocks; or when competitive activity is making inroads into market share or profits. Two-part pricing is a variant of captive-market pricing used in service industries.

Two part pricing breaks the actual price into two parts; a fixed service fee plus a variable consumption rate. Two- part pricing tactics are widely used by utility companies such as electricity, gas and water and services where there is a quasi- membership type relationship, credit cards where an annual fee is charged and theme parks where an entrance fee is charged for admission while the customer pays for rides and extras. One part of the price represents a membership fee or joining fee, while the second part represents the usage component. Psychological pricing is a range of tactics designed to have a positive psychological impact.

Psychological pricing is widely used in a variety of retail settings. Premium pricing also called prestige pricing [35] is the strategy of consistently pricing at, or near, the high end of the possible price range to help attract status-conscious consumers. The high pricing of a premium product is used to enhance and reinforce a product's luxury image. Examples of companies which partake in premium pricing in the marketplace include Rolex and Bentley. As well as brand, product attributes such as eco-labelling and provenance e. A component of such premiums may reflect the increased cost of production.

People will buy a premium priced product because:. The old association of luxury only being for the kings and queens of the world is almost non-existent in today's world. People have generally become wealthier, therefore the mass marketing phenomenon of luxury has simply become a part of everyday life, and no longer reserved for the elite. This phenomenon enables premium pricing opportunities for marketers in luxury markets. Examples of this can be seen with items such as clothing and electronics.

Charging a premium price for a product also makes it more inaccessible and helps it gain an exclusive appeal. Luxury brands such as Louis Vuitton and Gucci are more than just clothing and become more of a status symbol. Yeoman, Prestige goods are usually sold by companies that have a monopoly on the market and hold competitive advantage.

Due to a firm having great market power they are able to charge at a premium for goods, and are able to spend a larger sum on promotion and advertising. People associate high priced items with success. Han et al. Marketers understand this concept, and price items at a premium to create the illusion of exclusivity and high quality.

Consumers are likely to purchase a product at a higher price than a similar product as they crave the status, and feeling of superiority as being part of a minority that can in fact afford the said product. A price premium can also be charged to consumers when purchasing eco-labelled products. Market based incentives are given in order to encourage people to practice their business in an eco-friendly way in regard to the environment.

Pressure from environmental groups have caused the implementation of Associations such as these, rather than consumers demanding it. The value consumer's gain from purchasing environmentally conscious products may create a premium price over non eco-labelled products. This means that producers have some sort of incentive for supplying goods worthy of eco-labelling standard. Usually more costs are incurred when practicing sustainable business, and charging at a premium is a way businesses can recover extra costs.

Demand-based pricing , also known as dynamic pricing , is a pricing method that uses consumer demand - based on perceived value - as the central element. These include price skimming , price discrimination and yield management , price points , psychological pricing , bundle pricing , penetration pricing , price lining, value-based pricing , geo and premium pricing.

Pricing factors are manufacturing cost, market place, competition, market condition, quality of product. Price modeling using econometric techniques can help measure price elasticity , and computer based modeling tools will often facilitate simulations of different prices and the outcome on sales and profit.

More sophisticated tools help determine price at the SKU level across a portfolio of products. Uber's pricing policy is an example of demand-based dynamic pricing. It uses an automated algorithm to increase prices to "surge price" levels, responding rapidly to changes of supply and demand in the market. By responding in realtime, an equilibrium between demand and supply of drivers can be approached.

The practice has often caused passengers to become upset and invited criticism when it happens as a result of holidays, inclement weather, natural disasters or other factors. There's 70 years of conditioning around the fixed price of taxis.

Customize the Brand: Make it more desirable and profitable - Torsten H. Nilson - كتب Google

Multidimensional pricing is the pricing of a product or service using multiple numbers. In this practice, price no longer consists of a single monetary amount e. Research has shown that this practice can significantly influence consumers' ability to understand and process price information. Micromarketing is the practice of tailoring products, brands microbrands , and promotions to meet the needs and wants of microsegments within a market.

High prices are often taken as a sign of quality, especially when the product or service lacks search qualities that can be inspected prior to purchase. Consumers can have different perceptions on premium pricing, and this factor makes it important for the marketer to understand consumer behaviour.

The Veblen Effect explains how this group of consumers makes purchase decisions based on conspicuous value, as they tend to purchase publicly consumed luxury products. This shows they are likely to make the purchase to show power, status and wealth. They will also avoid purchasing products consumed by a general mass of people, as it is perceived that items in limited supply hold a higher value than items that do not.

The bandwagon effect explains that consumers that fit into this category make purchasing decisions to fit into a social group, and gain a perceived social value out of purchasing popular products within said social group at premium prices. Research shows that people will often conform to what the majority of the group they are a member of thinks when it comes to the attitude of a product.

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Paying a premium price for a product can act as a way of gaining acceptance, due to the pressure placed on them by their peers. The Hedonic effect can be described as a certain group of people whose purchasing decisions are not affected by the status and exclusivity gained by purchasing a product at a premium, nor susceptible to the fear of being left out and peer pressure. Consumers who fit into this category base their purchasing decisions on a perceived emotional value, and gain intangible benefits such as sensory pleasure, aesthetic beauty and excitement.

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Consumers of this type have a higher interest on their own wellbeing. Prestige brands are expected to show high quality, and it's this reassurance of the highest quality that can actually enhance the value of the product. According to this effect, those that fit into this group value the prestige's brands to have a superior quality and higher performance than other similar brands.

Research has indicated that consumer's perceive quality of a product to be relational to its price. Consumers often believe a high price of a product indicates a higher level of quality. Even though it is suggested that high prices seem to make certain products more desirable, consumers that fall in this category have their own perception of quality and make decisions based upon their own judgement.

Pricing is the most effective profit lever. There was a time when professionals didn't consider Facebook to be a viable marketing tool. But now, it's an everyday pursuit. Facebook has grown at a rapid pace and is used for personal networking, games and even business marketing.

Customize the Brand: Make it more desirable and profitable

Yes, the business world is profiting from Facebook! You, too, can take advantage of marketing your business on Facebook! As soon as your page is up and running, follow these tips to get the most out of your social media campaign. To create this article, 10 people, some anonymous, worked to edit and improve it over time. This article has also been viewed 13, times. Categories: Making Money on Facebook. Learn more Let current and prospective customers know you are on Facebook. Promote your Facebook page as much as possible: on your website, in your email signature, through notifications in your store or office, by printing the URL on business cards or newsletters, etc.


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Provide special discounts available only to Facebook users to generate profitable interest in your company.