Penetration pricing policy disadvantages



Published by: Maratta Category: Penetration

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Additionally, this pricing model is best suited for companies with strong production and distribution setups already in place. Lower Production Costs Along with boosting sales, employing a market penetration strategy could potentially lower overall production costs. A variant of the price penetration strategy is the bait and hook model also called the razor and blades business model , where a starter product is sold at a very low price but requires more expensive replacements such as refills which are sold at a higher price. However, the seller is not irrational. Another advantage of penetration pricing is that it helps in eliminating the competitors because many players in the industry will not be able to sell the product at same price as company which has adopted penetration pricing and therefore their market share and sales will fall leading to losses and if they are not able to do something about then eventually they will go out of market and hence in long term it will benefit the company which has adopted penetration pricing. Competitors may respond with even lower prices, so that the company does not gain any market share. It is relatively common for a new entrant into a market to engage in penetration pricing, in order to grab an initial block of market share.
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Advantages and Disadvantages of Penetration Pricing


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Penetration Pricing Strategy

Taken to the extreme, penetration pricing is known as predatory pricing, when a firm initially sells a product or service at unsustainably low prices to eliminate competition and establish a monopoly. Generally, penetration pricing is most effective when both product demand and competition are high. It is particularly likely when the new entrant has a product that it cannot differentiate from those of competitors in a meaningful way, and so chooses to differentiate on price.
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