For achievement of the purposes in a concrete market situation during the certain period of FC should adhere to certain actions concerning pricing – price strategy.
Carrying out own commercial activity, each farm (further – FH) should consider surely as need of long-term planning of marketing price policy, and possibility of operative change of the prices depending on market fluctuations. Today we will talk on some subjects connected with pricing
Pricing: strategy, discounts, price wars
Price strategy
For achievement of goals in a concrete market situation during the certain period of FH should adhere to certain directions of actions concerning pricing – price strategy, namely:
• removals of cream – for the goods of market novelty which for the present have no analogs in this market. Provides establishment of the high price which will allow in a short space of time vozmestit all marketing expenses, and also on a vozyomozhnost to use in the future the mechanism of a sniyozheniye of the prices with a view of opposition to competitors which for that time will try to enter the market with the similar goods. The proyoizvodstvo and realization of seeds of new vysokoprodukyotivny grades of the crops which have been just brought in the State register can be an example;
• "penetrations" – it is an exit to the market with tovayory at rather low prices for capture for rather short term of the most part of the market. After break implementation the price raises to the normal. Such strategy usually ispolzuyut powerful agricultural enterprises which can make production with low prime cost and aspire to destroy quickly weak competitors in the local market of certain types of a selkhozyoproduktsiya or services;
• the prestigious prices – sale of agricultural products or services in the high prices. It is calculated on segments of the market which pay special attention to quality of the goods and commodity brand;
• the low prices – application of the lowest prices that practically excludes possibility of emergence of the similar goods of other sellers. Avstraliyyosky producers of cane sugar plan to use this strategy at a gain of the ukrainyosky and Russian markets of these goods;
• the price leader – establishment by the enterprise of the prices similar to the prices of the leading company. Obychyono is effectively used in the local markets of agricultural products or services with a view of avoidance of price wars;
• the flexible prices – change of the prices within days, weeks, years. Such strategy will allow selxozproizvoditelyam to regulate effectively peaks and recessions of demand for agricultural products and services;
• concerning indicators the price – quality – price change according to growth or a sniyozheniye of quality of production and price use as quality indicator (the high price – the high kayochestvo, the moderate price – moderate quality, etc.);
• price lines – essential change of the price upon transition from lower level of quality to higher. Change of purchase price of grain depending on a class or the realizatsionny price for vegetables or fruit of the first, second and third grades can be an example. Application of this strategy will allow FH to realize production of different quality effectively;
• establishment of the prices for commodity sets – stimuliyorovany purchases of several versions of a produkyotsiya at the same time under conditions of establishment of the price of lower, than the cumulative price of each of them separately. It is especially effective in the market of agricultural services for stimulation of orders of a full complex of services, for example on cattle and bird vaccination.
Correction of the price
For carrying out more flexible price policy of FH should adjust the price for the goods, calculated by means of economic methods, proceeding from a konkretyony market situation. With a view of sales promotion of the goods the following discounts are applied:
• the wholesale – the most widespread discount, stiyomuliruyushchy single purchase of a large number of the goods. Is defined, how percent from the general stoiyomost of the established volume of purchase. FH is favorable to apply it in case it is necessary to sell quickly production in bulk (for example, plodoyoovoshchny production which quickly spoils);
• the bonus – is provided to constant pokupayotel depending on the turn reached during a certain period. This nakopitelyyony and progressing discount should stimulirovat consumers of production of FH on more frequent and big (that is in bulk) purchases. Not less effectively it can be used in the market of agricultural services;
• the seasonal – is provided to the buyer for goods priyoobreteniye in lack of the main demand for it. It can be applied to a stimuliroyovaniye of activity of buyers of a sowing material of agricultural cultures during the autumn and winter period or orders for zyablevy plowing of kitchen gardens;
• the hidden – free additional services, for example delivery of production or preselling vaccination of young growth;
• the special – is provided to special clients, for example by in what the economy is most of all interested, or to pensioners.
Undoubtedly, the system of discounts is very deystvenyony mechanism of a growth in volumes of sale of the goods and services. However we would like to warn farmers that in modern society the layer of consumers which are called by hunters behind discounts was created. Therefore, FH is necessary to approach vzveshenyono to development of own system of discounts, using their different types according to a market situation. Besides, remember that in the world market the powerful tendency is observed – to refuse unprofitable price methods of the competition in interests of qualitative methods.
One more of highly effective methods of price adjustment is the policy of not approximated prices. Not the secret that the price of type 999 is perceived much better, than 1 001, and faultlessly affects human subconsciousness at making decision on purchase.
Not less effective tool of flexible price policy are extra charges. Experience shows that always there are consumers who under certain circumstances agree to pay more for the goods or service. They not only won’t demand a snizheyoniya of the prices, but also the extra charge, on the contrary, won’t object. It is a question, for example, of an extra charge for higher quality, urgency or top priority of a vyyopolneniye of the order, complexity or for work during vneurochyony time, etc.
Price change
Changes of a market situation demand from FH of sootyovetstvuyushchy change of the price, that is:
• increases – the compelled step which always displeases consumers. However, there is a number of marketing receptions which help to make it hardly noticeably, for example otmeniv discounts, having limited additional service, having reduced the price of packing, etc., or
• decrease – it is unconditional, a popular method of konkuyorentny fight but to use it it is necessary very carefully not to provoke price war.
Protection in price wars
If the main competitor of FH reduced the price, there is no potrebyonost at once to do the same. Probably, its step is a consequence of decrease in quality of production or a temporary compulsory measure. Besides sushhestvuyut more optimum methods of counteraction, than retraction in rotten price opposition. Which?
1. Maintenance of stably quality produkyotsiya of FH in comparison with the competitor without price change. It is important to inform on it potrebiyotel also.
2. Creation of a certain competitive preimushcheyostvo which will allow not to reduce the price (for example, high-quality container or packing).
3. Essential improvement of quality of production and increase in the price at it.
4. The conclusion with competitors of the agreement on skoordiyonirovanny price policy.
Conclusion: price levers of sale of production are, certainly, with the most effective therefore primenyat them it is necessary carefully as the nesbalansiroyovanny price policy can in the long term will put FH essential losses.
(On Balans-Agro newspaper materials).