Könnt ihr mir bei folgender englischer Marketing Frage helfen?
how should branded manufacturers respond with their pricing strategies if they want to supply a limited range discounter while simultaneously supplying traditional retailers?
ich versuche mit preice differentiation zu erklären wie suppliers verschiedene preise rechtfertigen können. schwierigkeiten habe ich mit channel, location und time pricing.
meine ideen; Time pricing • Means that the price may vary depending on the season, day or hour when the service is provided or the commodity is delivered • Suppliers sell their products for different prices according to when it was ordered
Location Pricing • Implies that the same product is offered at different prices across locations, despite the same production costs • In our case there are no different locations where suppliers sell their products
Channel Pricing • Signifies price is set depending on the means of delivery of goods or services, for example online vs in-store purchasing • We do not think that the suppliers sell their products via different channels
Given the specific phrasing of this question, there are only 2 potential answers:
a) NOT at all because the price to the discounter could only vary downwards, thus ruining the relationship of the manufacturer to his traditional retailers + ruining price level and value perception with enduser.
b) By creating a special package offer (e.g. value pack, family pack) which gives a discount for purchasing more units per purchase act or giving an add-on (e.g. a promotional gift that goes along with the purchase of the product, which must, however, be higher than the regular price at traditional retailers) - The latter, however would be a combinde pricing/product strategy...
An alternative, of course, is creating a private label brand especially for the discounter, hence disguising the fact, that the core product is the same as the branded product (however, strictly speaking: This is NOT merely a pricing, but a product/distribution/pricing/branding - i.e. a complete MARKETING strategy...)