Q. Show the process of Pricing during introduction?
Pricing during introduction: in pricing a new product generally two kinds of strategies are suggested viz.
a) Skimming price policy: this is pricing policy in which a vary high price is fixed in the beginning that skims the demand from the outside. By this policy the company earns a huge amount of profit in the initial marketing of the product. When the competitors enter the fields the price are allowed to fall gradually. The company is able to recover the investment made in the product in a short period. This type of policy is used in case of products where the company expects heavy competition after some time and wants to take the cream before it happens.
b) Penetration price policy: in contrast with skimming price policy the penetration price policy involves a reverse strategy. It requires fixing a lower initial price designed to penetrate the market as quickly as possible. This policy is intended to maximize the profit in the long run therefore the firms pursuing the penetration price policy set a low price of the product in the initial stage.