Price - Ensure Pricing Chart PDF
Document Details
Uploaded by khatelynlim
De La Salle University – Dasmariñas
2020
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Summary
This document provides a pricing chart for various products, comparing prices to competitors and illustrating a pricing strategy. It includes sections on the marketing mix, pricing principles, pricing per milliliter, pricing reference and index, and trade margins. Data is from February 2020.
Full Transcript
# Price - ensure Pricing Chart vs competitors as reference is included in this P. ## Marketing Mix - **Product** - What is the product? - What is the category? - What is the type? - Describe it. Define it. - Perceptual Map for visualization. - **Pack** - How does it look li...
# Price - ensure Pricing Chart vs competitors as reference is included in this P. ## Marketing Mix - **Product** - What is the product? - What is the category? - What is the type? - Describe it. Define it. - Perceptual Map for visualization. - **Pack** - How does it look like? - What's special about the packaging? - Draw it. - Illustrate it. Show prototype. - **Price** - How much is it? - What's the pricing scheme vs competitors? - Tabulated format. - **Place** - How do you plan to distribute? Where? - **Proposition** - What makes it unique? - Show the Brand Positioning Statement. - Show Concept Board with insight. - Include Target market for brand also here - **Promotion** - What ways will the product be promoted when launched? - What platform? - Initial Marketing Calendar. ## Price How much is it? What's the principle for pricing it that way? What's the pricing scheme vs competitors? Tabulated format. ### Pricing Principles | RMW SKU | LP (Bottle) | LP (Case) | SRP (Bottle) | SRP (Case) | TM | Absolute Profit per Case | |:---|:---|:---|:---|:---|:---|:---| | 350ml x 24 | 5.50 | 132.00 | 6.00 | 144.00 | 8.33% | 12.00 | | 500ml x 24 | 7.00 | 168.00 | 8.25 | 198.00 | 15.15% | 30.00 | | 1L x 12 | 13.90 | 166.80 | 16.25 | 195.00 | 14.46% | 28.20 | ### Pricing Per ML | RMW | SRP | PRICE / ML | |---|---|---| | 350 ML | 6.00 | 0.0171 | | 500 ML | 8.25 | 0.0165 | | 1L | 16.25 | 0.0163 | ### Pricing Reference & Index vs RMW | BRAND | WATER TYPE | PACK SIZE | MAT'20 | IDXTO RMW | |:---|:---|:---|:---|:---| | **HIGH-PRICED SEGMENT** | | Wilkins | Distilled | 1 Liter | 24.87 | 153 | | Absolute | Distilled | 1 Liter | 22.90 | 141 | | Aquafina | Purified | 1 Liter | 22.10 | 136 | | Wilkins Pure | Purified | 1 Liter | 20.90 | 129 | | **MEDIUM-PRICED SEGMENT** | | Summit | Mineral | 1 Liter | 19.30 | 119 | | Sip | Purified | 1 Liter | 20.14 | 124 | | **LOW-PRICED SEGMENT** | | Refresh | Mineral | 1 Liter | 16.25 | 100 | | Nature Spring | Purified | 1 Liter | 14.80 | 91 | | Wet Water | Drinking | 1 Liter | 11.00 | 67 | *Nielsen Data as of February 2020 for Packaged Water ### Trade Margins | BRAND | LP | SRP | TRADE MARGIN | |:---|:---|:---|:---| | SUMMIT 1L x12 | 18.25 | 19.4 | 6.0% | | NATURE SPRING 1L x20 | 12.32 | 14.80 | 16.7% |
