Need some pricing strategies for cosmetics! ! ! ! ! ! ! ! ! !

When enterprises conduct marketing. We should not only choose pricing objectives and methods, but also formulate a set of pricing strategies. Pricing strategy is the working principle and action plan for enterprises to flexibly select and skillfully use various pricing methods to formulate the most favorable marketing price on the basis of comprehensive consideration of market conditions, competition degree, buyers' psychological dynamics and other marketing combination elements. The whole secret of pricing strategy lies in how to make the product price acceptable to buyers and gain more benefits for enterprises under certain marketing mix conditions. Generally speaking, in marketing, the pricing strategies available to enterprises mainly include new product pricing strategy, psychological pricing strategy, discount pricing strategy, regional pricing strategy and other pricing strategies. This paper expounds these strategies in detail.

1. Pricing strategy and application conditions of new products

(A) adopt a generous price strategy

Skimming pricing strategy, also known as skimming pricing strategy, is a new product pricing strategy. It refers to a pricing strategy that enterprises make use of consumers' psychology of seeking novelty and difference, seize the favorable opportunity when fierce competition has not yet appeared, and set the price purposefully high, so as to obtain as much profit as possible in the short term and recover the investment as soon as possible. Its name comes from skimming milk fat from fresh milk, which means extracting essence. Adopting this strategy should meet the following conditions:

(1) There are enough buyers for new products who are willing to accept higher prices.

(2) It is difficult for new products to be copied and competitors to enter the market quickly.

(3) Compared with similar products and substitute products, new products have great advantages and irreplaceable functions.

(4) The profit gained by adopting high-priced strategy for new products is enough to make up for the loss caused by high price and reduced demand.

Case: How did Kodak enter Japan?

At the beginning of 1970s, the price of color film produced by Kodak Company was suddenly announced, which immediately attracted many consumers and crushed the counterparts in other countries. Kodak even monopolized 90% of the color film market. In the mid-1980s, the Japanese film market was monopolized by Fuji, and fujifilm overwhelmed Kodak film. In this regard, Kodak conducted a careful study and found that Japanese people generally tend to value quality rather than price, so they formulated a high-priced policy to promote brands and protect their reputation, and then implemented a strategy of competing with Fuji. They developed a trade joint venture in Japan to sell Kodak film at a price higher than Fuji l/2. After five years of hard work and competition, "Kodak" was finally accepted by the Japanese, entered the Japanese market, became an equal enterprise with "Fuji", and its sales volume soared.

(B) Sales time differential pricing strategy

That is to say, enterprises set different prices for products or services in different seasons, different periods and even different time periods.

Case 1: Ma Meng Company "No overstocked goods"

Mumma company is famous for its "no backlog of goods" in Italy, and one of its secrets is multi-stage pricing fashion. It is stipulated that new fashions will go on the market in three days, each set of fashions will be sold at a fixed price, and the price will be reduced every other round 10% of the original price, and so on. Then, after 10 round (one month), the fashion price of Ma Meng company will be reduced to only about 35% of the cost price. At this time, Mumma Company sells fashion at cost price. Because fashion has only been on the market for a month, the price has dropped to 1/3. Who hasn't come to buy it yet? So it's sold out. Ma Meng finally reconciled, earning more money than other fashion companies, and accumulated goods without any loss.

(C) mantissa pricing strategy

Mantissa pricing, also known as fractional pricing, refers to the fact that enterprises deliberately set a price that is different from the integer for the sake of consumers' honesty when pricing goods. This is a psychological pricing strategy with strong stimulating effect, and this pricing method is mostly suitable for middle and low-grade goods.

Psychologists' research shows that small differences in price mantissa can obviously affect consumers' buying behavior. It is generally believed that the last digit of goods under five yuan is 9, which is the most popular; The last digit of the goods above five yuan is 95, which has the best effect; /kloc-The last digits of goods with a price of more than 0/00 yuan are 98 and 99, which are the best sellers. The mantissa pricing method will give consumers a psychological feeling of the lowest price after accurate calculation; Sometimes it can also give consumers a feeling that the original price is discounted and the goods are cheap; At the same time, customers may find and buy other goods while waiting for change.

Case: For example, a brand of 54cm color TV set costs 998 yuan, giving people a feeling of cheapness. I think you can buy a color TV for only a few hundred dollars, but it's only 2 yuan less than 1000. The mantissa pricing strategy also gives people a feeling of accurate pricing and trustworthiness.

(D) Prestige pricing strategy

Consumers generally have the psychology of seeking fame. Reputation pricing is to use the good reputation of a store or commodity among consumers. According to this psychological behavior, enterprises set prices higher than those of similar goods in the market, which is the reputation pricing strategy. It can effectively eliminate the psychological barriers to purchase, so that customers can form a sense of trust and security in goods or retailers, and customers can also gain a sense of honor from it.

For example, when Microsoft Windows98 (Chinese version) entered the China market, it was priced at 1998 yuan from the beginning, which was a typical prestige pricing. In addition, suits, dresses, ties and other commodities used in formal occasions should be priced by prestige, and the service targets are professional consumers such as business presidents, famous lawyers and diplomats. Otherwise, these consumers will not buy them.

Prestige pricing often adopts integer pricing method, and its high price can make customers have a "bite price"; Feeling, so as to get spiritual enjoyment in the purchase process and achieve good results.

Case: For example, as soon as Goldlion ties are listed, they are positioned at high quality and high price. For those with quality problems, they will never go on sale, let alone reduce the price. Give consumers this information, that is, Goldlion ties will never have quality problems, and Goldlion sold at a low price is by no means a real Goldlion product. Thus, the image and status of Goldlion are well maintained.

Of course, we must be cautious in adopting this pricing method. If ordinary shops and commodities abuse this method, they will lose the market if they do not do well.

(5) Solicit pricing strategy.

Solicitation pricing, also known as special price pricing, is a pricing method that deliberately lowers the prices of a few commodities to attract customers. Commodity prices are set below the market price, which can generally attract consumers' attention and suit consumers' psychology of "seeking sincerity"

Case: "One-dollar auction"

There is a daily shopping mall in Beijing subway, and a "one-dollar auction" will be held on holidays. All the goods in the auction will start at 1 yuan, and the price will be increased by 5 yuan every time, until the final decision is made. However, because the reserve price of this auction held by Tiantian Mall is set too low, the final transaction price is far lower than the market price, so it will give people a feeling that the more you sell, the more you lose. Don't you know, this shopping mall adopts the method of soliciting pricing, enlivens the atmosphere of the shopping mall with low-price auction, increases the passenger flow and drives the sales of the whole shopping mall to rise. What needs to be explained here is that the price-reduced goods selected by this method must be what customers need, and the market price is well known.

When adopting the inquiry pricing strategy, we must pay attention to the following points:

(1) The goods with reduced prices should be commonly used by consumers, and it is best to suit every household application, otherwise it will be unattractive.

(2) There should be more varieties of goods priced by touting, so that customers have more choices and buying opportunities.

(3) The price reduction of commodities should be large, which should generally be close to or lower than the cost. Only in this way can consumers' attention and interest be aroused and their purchasing motivation be stimulated.

(4) The quantity of products at reduced prices should be appropriate. Too many stores lose too much, and too few stores are easy to arouse consumers' disgust.

(5) Products with reduced prices should be clearly distinguished from products with reduced prices due to disability.

(6) Discount pricing strategy.

Discount marketing pricing strategy is a strategy to win customers by reducing some prices, which is widely used in real life. Discount pricing method is a sales method to win customers' purchase by reducing prices or discounts.

Case: Wal-Mart's "Discount Sales"

Wal-Mart can develop rapidly, not only because of its correct strategic positioning, but also because of its pioneering "discount sales" strategy. Every Wal-Mart supermarket has a big slogan "Cheap every day". The same product is cheaper in Wal-Mart than in other stores. Wal-Mart advocates the business philosophy of low cost, low cost structure and low price, and advocates giving more benefits to consumers. "Save every penny for customers" is their goal. Wal-Mart's profit is usually around 30%, while the profit margin of other retailers such as Kmart is around 45%. The company holds a manager meeting every Saturday morning. If a branch reports that a product is lower than Wal-Mart in other stores, it can immediately decide that it is healthy. Low price and reliable quality are one of Wal-Mart's competitive advantages, attracting crowds of customers.