To maximise profits and achieve growth, you need to determine the right price for your products and services. Setting the right price will ensure that your customers are satisfied and that your business stays profitable. Show
On this pageRole of pricingIf you get your pricing strategy right from the start, you're more likely to attract and keep customers and make a profit. Setting the wrong price can cause serious financial problems for your business.
Talking about money with customers may feel uncomfortable, but your pricing decisions should be guided by your business plan and your marketing strategy. Also remind yourself:
Tip: Remember the 7Ps of marketingKeep your marketing mix in mind when you make pricing decisions. The combination of elements must work together. Research your pricingGood research will make you feel confident about pricing the products, services and experiences you offer. There are 3 aspects you need to investigate. Your prices need to compare well to those of other businesses. Make sure you can answer these questions:
You can find information about competitors by:
You can also:
Once you have the information you need, decide if you need to make changes:
To appeal to your ideal customers, you need to know how much they're willing to pay for your products. If you're not clear on who your target customers are:
Be clear about your customer value proposition and take that into consideration. This will help you find the best pricing strategy and specific price points.
Determine your pricingUnderstanding different pricing strategies will help you choose the right approach for your business. This will depend on your business type and main goals (e.g. maximise profits, grow market share, reduce inventory levels, increase immediate cash flow). Value of the right pricing strategyThe right pricing strategy for your business should:
Cost-plus pricing
Mark-up pricing
Hourly pricing
Skimming pricing
Penetration pricing
Loss-leader pricing
Premium pricing
Competitive pricing
Economy pricing
Dynamic pricing
The pricing approach for your business will be influenced by the demand for your products and services. This demand may be elastic or inelastic:
Customer sensitivity to price changes depends on many factors, for example, if:
Carefully consider how price changes might affect the demand for your products and services. How your customers pay for products and services plays a part in pricing decisions. With a growing range of payment options, it's important to find what works best for your business. This is an opportunity to add value by making life easier for customers. Ask yourself these questions:
For example, you may:
Find out more about how to set up online payment options for your business. Pricing calculatorsUse our calculators to help you work out your prices.
Talk to business advisers and industry associations to find out if there's a mark-up standard. Calculate mark-up price$$\text{Mark-up price} = \text{Cost of goods sold} + (\text{Cost of goods sold} \times \text{Mark-up %})$$
For this method, you must have accurate and up-to-date records of your business costs. Calculate cost-plus price$$\text{Cost-plus price} = \text{Fixed overheads} + \text{Cost of goods sold} + \text{Desired profit}$$
Find how to calculate the break-even point for your business. Calculate hourly rateThis calculator assumes there is just 1 person in the business. $$$$ Pricing reviewsWhether scheduled or in response to a specific change, a pricing review will enable you to make decisions based on accurate and current information. Schedule reviewsConsider scheduling formal price reviews (e.g. on a monthly, quarterly or half-yearly basis) to accommodate changes in, for example:
Respond to changesYou may need to review and adjust your pricing when there are changes:
Stay informed about what's happening in your market, as this will affect your pricing. Keep customers informedIf you change your prices, make sure this is updated wherever your prices appear. Ensure you communicate the changes clearly to customers. Keep a checklist of where prices are published, for example:
Many customers will visit your website before making any direct contact with your business, so make sure it's up to date. If you don't have an online presence, find out how to create a business website. Pricing laws and regulationsWhen setting your price and advertising your products and services, you must comply with the relevant laws and regulations. Here are a few to consider. Price-fixing lawsPrice fixing is when 2 or more competitors (either formally or informally) agree on setting a price. Price fixing is illegal in Australia under the Competition and Consumer Act 2010. This is a complex area with significant penalties, so make sure to:
Predatory pricingPredatory pricing takes place when a business with significant market share intentionally reduces prices to damage or eliminate smaller competitors. This is deemed to be anti-competitive behaviour, so reports can be made to the Australian Competition and Consumer Commission (ACCC). Advertising regulationsIt's illegal to mislead the public when advertising your products and services. If your advertising creates a misleading overall impression, it's likely to break the law. This could be about the price, value or quality. You can not rely on small print and disclaimers as an excuse for deceptive conduct. Important resourcesYour pricing must be fair, accurate and displayed correctly. The following sources and resources will help to ensure your pricing is not misleading:
Always refer to these websites when setting or advertising your prices.
What characterizes a market with oligopolistic competition?An oligopoly is a market characterized by a small number of firms who realize they are interdependent in their pricing and output policies. The number of firms is small enough to give each firm some market power.
Which of the following pricing strategies focuses on providing value to the customer?Value-based pricing is a strategy of setting prices primarily based on a consumer's perceived value of a product or service. Value pricing is customer-focused, meaning companies base their pricing on how much the customer believes a product is worth.
What four factors must be taken into consideration to determine the right price for a product?Four key market factors that must be considered when reviewing and establishing prices are: costs and expenses, supply and demand, consumer perceptions, and competition.
What term describes scheming with other companies to control prices?In a predatory pricing scheme, prices are set low to attempt to drive out competitors and create a monopoly. Consumers may benefit from lower prices in the short term, but they suffer if the scheme succeeds in eliminating competition, as this would trigger a rise in prices and a decline in choice.
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