The Price Is Right: Pricing Your Products Competitively

Having lower prices than your competitors won’t guarantee your business’ success. Here's a better way to increase profits. Image Source:  Pexels

Having lower prices than your competitors won’t guarantee your business’ success. Here's a better way to increase profits. Image Source: Pexels

The world of business is tough. More often than not, there will be at least one company or business that offers a similar product or service like yours. It will be a challenge on how you will make your business stand out from the rest.

If you want to be successful as an entrepreneur or business owner, there are many ways to promote your products. It will depend on the 7 P’s of Marketing: product, place, positioning, price, promotion, people, and packaging. It is also important to do a competitor analysis as well as price tracking. From there, you can create a marketing strategy that can help build your brand and create profit in the long run.

Why proper pricing is important

One major factor that affects customers’ buying decisions is pricing. It may not really be a fun task for marketers, but it is an important part of a marketing strategy. Price refers to the monetary value that is charged to consumers in exchange for goods or services. Aside from that, proper pricing is important so that businesses will survive. It will greatly impact the business’ profit and revenue. On the contrary, poor pricing can lead to bankruptcy and eventually, the business’ shutdown.

Setting the right pricing also depends on your target market and positioning. For example, if you are a luxury brand, you can set your price higher for a high-end market. On the other hand, a company that offers affordable products should have suitable pricing that targets middle-class buyers more. Determining the right pricing for a business’ product or service is important. It can tell how much customers are willing to pay for your product or service.

Pricing also determines how customers perceive your brand or business as a whole. If a product is priced higher than its competitors, it can be likely that customers will perceive the former as of higher quality than the latter.

Image Source:  Pexels

Image Source: Pexels

How to Price Competitively

In pricing, it is important to consider several factors such as your target market and positioning. To whom are you selling your products or services? How do you want consumers to perceive your business as a whole? Here are other things to consider when pricing your products or services.

  1. Be clear of your financial goals

    All businesses have one common goal: to earn money. However, price alone does not define the success of a business. How can you sell if no one would sell it to your target consumers? With that said, you should also invest in a reliable workforce and equipment to carry out your financial goals.

  2. Be careful with overpricing and under pricing

    Some companies make the fatal mistake of charging customers too much. Many people associate high pricing with high-quality, while low-priced products can mean substandard. For one, the pricing should cover the product’s production cost. On the other hand, the product should be priced according to its perceived value in the long run.

  3. Study your competitor and your market

    It is important to analyze your target market’s buying behavior and your competitor’s marketing activities. From there, you can determine which price point can be suitable for your target customers. At the same time, you can come up with pricing strategies that can put you to an advantage over your competitors (e.g., Promotions, discounts, etc.).

Setting the right price point is important for businesses. It is all about knowing how much your customers are willing to pay for your product or service, and how you want them to perceive your business as a whole.