There are many pricing strategies your business can choose from, but only a few will actually bring growth to your business. Knowing whether or not a pricing strategy is right for you can save you a lot of time and money. In this article, we’ll be discussing competitive pricing pros and cons so that you can make an informed decision for your company. 


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Table of Contents:

I. Competitive Pricing Pros and Cons – When Is It Right For You?

II. How To Set The Most Competitive Price For Innovative Tech Products



Competitive Pricing Pros and Cons

Competitive Pricing Pros and Cons – When Is It Right For You?


Pricing strategies play an important role in the success of your product or service. A properly chosen and implemented strategy can maximise your profits and align your positioning with customer perceptions. 


Competitive pricing is one such strategy that your business can choose to employ. This is commonly used by businesses that sell similar products or services to one another where pricing has reached a level of equilibrium. 


In other words, the market has had these offerings for a long time and has developed many substitutes that customers can choose from. Therefore, this strategy is used as a way to stand out from the competition. 


If you’re unsure whether or not this sounds right for your business, continue reading. We’ll define exactly what this strategy means, how it works, and will take a look into competitive pricing pros and cons. 


What Is A Competitive Pricing Strategy?


Competitive pricing involves using competitors price points as a basis to position your own prices. This is a market-oriented strategy that involves a lot of research in order to gain a comprehensive understanding of your competitor’s strategies. 


Businesses that employ this type of strategy are usually in high competition environments and are heavily dependent on customers’ perceptions of how a product should be priced. There are small margins in which you can move to increase or decrease prices that would affect your business successfully. This often involves trend forecasting to ensure your price changes match up. 



How Does It Work?


With this type of pricing strategy, businesses have three options to choose from:


– price on par with the competition

– go above the competition

– set your prices below the competition


Knowing which strategy works best for your business is incredibly important. You need to have a deep understanding of how customers perceive your brand and a great marketing department that can help align your brand with your positioning. 



Price Matching


Setting prices on par with the competition involves trust that your marketing will set you apart from the rest while accepting prevailing market prices. Businesses that match prices may also be unable to participate in price changes or improvements in product features and marketing. 


With this strategy, retailers are able to maintain the competition by acting as a substitute. When a competitor announces its prices, you might announce a price matching scheme. Your competitors’ customers might then become aware of your brand as an alternative and may decide that they like your offering better. 


Premium Pricing


Pricing above market standards involves providing the best quality of your product. Therefore, you would be marketing your brand as a premium product and should convey this sense of luxury. This may also require you to employ value-adding techniques, such as adding extra features or services to your offering. Doing this can help increase customers’ perceptions of value. 


Loss Leaders


Pricing below the market involves ways to increase traffic based on cheaper prices alone. This strategy assumes that customers will always come back for your product based on the best value of your price. 


It also involves strategically bundling items that would encourage customers to buy more from your product range. You should be prepared to take potential losses for some discounted items. Another advantage of this strategy is that it can help move stagnant items in your inventory. 


Competitive Pricing Pros and Cons


Every strategy has its pros and cons, especially weighed against the unique situation of your business. These are the essential advantages and disadvantages you should consider so that you can make the best choice for your business:





With the right technology and the ability to use it, competitive pricing can be a great way to take control of your competition. This strategy can help prevent the loss of market shares and customers to other businesses, while positioning your business better. 


Pricing is also one of the most consistently important factors in a customer’s buying decisions. In fact, customers now have a much easier time doing price comparisons. 


A common misconception is that competitive pricing is all about slashing prices to beat other businesses. However, it’s important to remember that staying on top of the competition will help you know when you can increase your margins. 


Competitive pricing helps keep your business adaptive to prices and make sure that you are always on top of trends. This way, customers will know that you will always offer the best price for value.


Likewise, competitive pricing strategies can be modified and combined with other strategies. By tailoring your methods, you can fine-tune your pricing for your specific business needs. 




With any strategy, there’s always a risk of things going wrong or applying concepts incorrectly. However, competitive pricing has a tendency to become overly focused on the competition. This can lead to your business cutting prices too far, which will then eventually eat into your margins. So, don’t forget to factor in overhead and production costs. 


As we’ve mentioned above, not all strategies are suited to every business. You’ll want to take extra care to ensure that competitive pricing is for you. Otherwise, you can risk harming customer loyalty, brand value, and good business operations. In these cases, you may benefit better by combining different strategies. Smaller businesses may also lose out on this strategy since it takes a lot of resources to continuously analyse the market and sustain it.


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Conclusion – Competitive Pricing Pros and Cons


In conclusion, there are many competitive pricing pros and cons. However, if you have determined that this strategy is suitable for your business, you can unlock incredible benefits. This can pave the way for you to become a strong competitor and industry leader. But if your business is having difficulties navigating competitive pricing strategies, consider hiring a professional pricing team that can take care of all your needs. 


Table of Contents





Competitive Pricing Pros and Cons

How To Set The Most Competitive Price For Innovative Tech Products ✨


If your business is planning on launching an innovative product, chances are you will encounter dilemmas or difficulties in pricing. This is because how you price your product or service can largely influence your position in the market. In fact, setting your price point is arguably one of the most important decisions you will have to make when launching the product. In this article, we will be discussing how to set the most competitive price for your product launch.


Competitive Pricing Pros And Cons: How To Set The Most Competitive Price For Innovative Tech Products


Pricing anything is difficult enough, but even more so with new and innovative products. A large part of this difficulty comes from the fact that customers are not yet aware of the value of your product. 


Many products, especially those in tech, are priced based on the customer’s perception of how much it is worth. In fact, some pricing strategies – such as value-based pricing – are built entirely around that concept. 


Whether or not you adopt value-based pricing, perceived value plays a large role in the success of your strategy. Your business needs to understand how to maximise value and what pricing challenges you can expect. This will give you a better foundation for building your pricing strategy. 


Pricing Challenges


The general challenge in pricing lies in the attempt to find the goldilocks zone. In other words, the sweet spot. Pricing too low can erode your margins and raise questions about the quality of your product. Meanwhile, pricing too high can put off customers, causing them to turn away for cheaper alternatives. 


Likewise, mispriced technologies – especially new ones – can disrupt perceptions, supply chains, and other infrastructures. For example, low priced breakthrough technologies can stunt profits for the entire industry and create highly sensitive and competitive environments. This leaves companies without any room to maximise profit margins. 


However, many of these challenges and consequences can be avoided by properly understanding value. 


Determining The Value Of Your Product


Determining the value of your product can be a complex task. We have broken down some of the process into more digestible sections that should be easier to follow. Take note that this process could stand to change depending on the unique factors affecting your business.


Sampling Prototypes


The first step is to allow a specific group of people to sample your product. This includes a narrow group of early adopters. These people are typically those who are forward-thinking and are interested in cutting edge technology. Because of their predisposed interest and understanding of tech, you can get more impactful feedback. 





In conjunction with your sampling phase, you’ll want to conduct interviews with your customers. This evaluation is essential to getting the full range of insights from your customers. 


At this point, it’s critical that you address any concerns around user-friendliness. One of the most common barriers to successful adoption is frustration and difficulties in learning how to use the new tech. 


Refining Your Product


Now that you have open feedback channels for your new release, make the necessary tweaks to refine your product. During this stage, recognise which aspects of your product stand out the most to customers and utilise that to your advantage – especially when marketing. 


Pricing Strategy


After you have gone through the necessary steps to measure and test your products, you should have a general understanding of its value. At this point, you can figure out a pricing strategy that works best for your offering. 


Depending on what your product is, some strategies will allow you to maximise profit more than others. It’s critical that you choose the best strategy for your business. A competent pricing team with specialised expertise can help you navigate this process. 



Competitive Pricing Pros and Cons: Considerations Before Setting The Most Competitive Price


As you begin the process of pricing your new tech offering, there are several aspects that you’ll want to consider. These considerations will help you come up with a pricing strategy and revenue model that works for your business. 


What and When Are You Pricing?


The first aspect for you to scrutinise is the structure of your pricing strategy. This consideration is especially important for new technologies which may not fit into previously used pricing models. What may have worked for you before may no longer be compatible. 


The best example of this would be SaaS or Software-as-a-Service. Cloud-based software like Google Workspace or Dropbox would not have made a profit with a standard upfront payment. SaaS transitioned to a subscription-based pricing model which was significantly more successful. 


In this situation, what changed was what was priced (formerly product, now service) and when payments are made (one time upfront to regular subscription). 



Competitive Pricing Pros and Cons: What Is Your Relationship With Your Customers?


The relationship you have with your customers can have major implications for your pricing and revenue strategy. Depending on your offering, you can utilise the relationship your clients have with your business for profit. 


For example, a customer that buys a pair of shoes or a jacket pays upfront in what’s known as an episodic relationship. However, for connected relationships, clients pay per use or amount of use. In this case, you would use a pay-as-you-go model. 




Lastly, one aspect you may want to consider is value-adding. This is a common practice when you want to maximise margins that may otherwise be sensitive due to customer perception. By adding extra services or special features, you add perceived value to your offering. 


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Bottomline – Competitive Pricing Pros and Cons and Setting The Most Competitive Price


In summary, finding the most competitive price for your innovative tech involves a lot of analysis and strategising. However, as long as you follow a tried and tested process, you should be able to find the perfect price point and strategy for your product or service. 


It’s important to scrutinise your structures and be willing to make major changes when old methods are no longer serving you. Lastly, if your business is struggling to come up with the perfect solution, consider hiring a pricing team. Pricing professionals have specialised knowledge that can help you find the best method for your business.


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Competitive Pricing Pros and Cons