The market is tough and competitors are becoming increasingly creative. What are your market pricing options and tactics? How do your market pricing tactics appear to your competitors? What is the game theory? Does it work for pricing leaders?


That’s a lot of questions, isn’t it? But your answers to all those questions are quite essential. Using different pricing tactics will become essential in your marketing strategy. All of these together determine the course that your business will take. This often tells whether you’ll succeed or not. 


Getting ahead of the competition is a much-discussed topic. In this regard, different market pricing tactics and strategies matter. However, understanding the mindset and behaviours of the competition is a capability that only a handful of pricing leaders and teams have mastered.


Every year, it’s best to re-evaluate existing pricing and revenue management skills, strengths, and potential gaps. There are several market pricing tactics and strategies to choose from. So, we introduce you to some of the most effective ways to devise your own when managing price changes. In this article, we will discuss and learn about different market pricing tactics. What do successful leaders and teams do to improve profitability to remain competitive?



Market Pricing Tactics and Options: The Key Trends


Knowing your competitors and customers, marketing and setting up your brand image, looking after existing consumers but also targeting new markets, and expanding your offers are the common methods and approaches you can adopt to get ahead of the competition. How will you strategise your market pricing tactics? Let’s discuss notable concepts and ideas to guide you in determining different pricing options or tactics in your marketing strategy.


Different Market Pricing Tactics: Managing price changes


It is important to consider the reference points that your customers think about when they make a purchase. Try to assess the answers to these questions: What comparisons do they make with your competitors? How sensitive are they to price changes?


Below are the levels of price management which are closely related:


Supply and demand ratio. The basic laws of supply and demand come into play. For instance, changes in supply (lockdowns during the pandemic causes delays in shipment), demand (new market trends), and costs have a great impact on the industry when we talk about prices.


What is your product marketing strategy? How do customers perceive your products and services when they compare them to other brands? If you have proved that your products deliver more value, then you have more price control and leverage with an ability to charge a higher price than other brands.


What product and service features do your customers perceive as most important? Are they practically the same as your competitors? How much do you think are your customers willing to pay for extra features or value-added services? Recall how Jelly Belly was able to charge premium prices by selling their candy in luxury chocolate shops and gift stores. To help you further understand your customer’s perception of value, we’ve gathered our market research tools.


Market Pricing Options and Tactics


What is your base price and when is it best to employ discounts, promotional offers, and rebates? In truth, you need a strategic product positioning in the marketplace when managing the changes in price pressures.


What are the variables fueling your price direction? This can help you predict and forecast the results while making the best use of price trends in the industry.


If you apply an equal price increase on all of your products and services, it may lead to more customers becoming price-sensitive and picking out only the items that they will keep buying. Whereas cost-based pricing calculates the impact that customers perceive as a justification for the price increase. This may push customers to ask for more price decreases, eventually. And in this case, you may have lost the correlation between price and value.


1. Raise the price without losing volume. In some cases, prices are often increased by as much as +10% annually for a certain period. Unless you’re a market leader, your items will likely be priced higher than other brands. After some time, customers will typically begin to switch to competitors (customer churn). Here are our most common pricing strategies that apply to relationship-based businesses.


2. Then there’s competitive-based pricing where you match competitors. The downside of this is over time, you may fall into the trap of simply matching the prices and products of other brands without regard for variation, research, and creativity that pulls you into a typical commoditisation pattern.


So, to determine business trends that will help you capture value, you must ask, “How do you gauge your pricing power? Do you take a proactive or reactive stance?


The different Market Pricing Tactics in your marketing strategy


High Quality Low Price Strategy Advantages and Examples

Low pricing, if done right for the purpose of high quality sales volume has its pros.  The result often leads to skyrocketing sales that will likely set the tone for your competitors and the rest of the market. This is especially true if you’ve established your value proposition as a brand – which could attract more customers.


The other advantage of a high quality low price strategy is the lower cost of production when it comes to your inventory. You won’t have to keep stocks for a long time which minimise storage costs especially for resellers and those in the drop shipping business.

Bulk orders also lead to huge discounts from your suppliers, allowing you to offer competitive prices just like how McDonald’s does. Apart from this, high quality low price strategy allows you to reach more audiences who likely will become returning or loyal customers.


On the other hand, credibility can frequently become an issue if you rely heavily on discounts to generate sales volume. Why? You’re sending the message that your customers only engage with you when prices are low. Similarly, consistently low prices can implicate that the quality of your products/services are poor. This is where it’s important to differentiate the value you offer from your competitors.




Over the years, Taylor Wells has observed successful price leadership and organisational design in Australia innovating the way they think, view, and anticipate market competition. Controlling the range of human biases that influence price decision-making is a priority for high-performing pricing leaders. They continuously develop and refine competitive strategies.


DIVERSIFICATION of Different Pricing Tactics in your Marketing Strategy


We have seen a greater emphasis given to Game Theory principles and mathematical modelling to weigh up your market pricing tactics and options. However, traditional Game Theory focuses on modelling a solution for one defined future state. These days, businesses are hiring pricing leaders that can weigh up multiple options across several probable scenarios.


CHALLENGING TRADITIONS with Market Pricing Options and Tactics


We have assessed hundreds of pricing professionals globally (leaders and supporting team members) using our online evaluation tools and online Pricing & Commercial Assessment (PCA™). Our findings indicate that high performers proactively challenge conventional assumptions. This includes aspects of value, price, and the market. They also have the technical and soft skills to back themselves when required.


The key technical skills include dynamic pricing, probabilistic/mathematical modelling, and advanced pricing systems. Key soft skills include strategic influencing, teamwork capability, communication, and strong interpersonal skills.


Improvement of Hiring Practices


More Australian businesses are hiring specialist pricing and revenue management executives from all over the world. Businesses need pricing executives with the skills and technical knowledge to develop sophisticated strategies, models, and systems.


Recently, it’s been a breakaway point from traditional Australian recruitment practices in many leading ASX-listed companies. Global executive searches are on the increase as opposed to the traditional domestic executive search process. More companies are choosing in-depth evaluations of individual pricing capability over CV screening and interviews to build their pricing and revenue, management teams.



Let’s now discuss a pricing determinant called the Game Theory.


Discovering Different Market Pricing Options & Tactics: THE GAME THEORY


As a firm specialising in building pricing and revenue management teams, we like to consider skills and developments being tried in pricing organisations. We believe the growing application of Game Theory is the result of developing complexity in an increasingly irrational business environment.


Game theory helps pricing leaders to determine the market pricing tactics and strategies your competitors are likely to implement with confidence. It helps maximise profit objectives and indicates the way your own choices may influence those strategies.


The advantage of Game Theory as part of your market pricing tactics model enables price leaders to consider the reactions of competitors, new entrants, and customers during price decision making. For instance – new products, segments, or markets. (e, g., decisions to adapt price dynamically in multiple segments and channels; to marketing to develop new price lists and discount structures based on customer preferences and needs).


What does Game Theory mean for the different pricing tactics in your marketing strategy?


These are not just academic and linear/logarithmic Game Theory principles or applications. (i.e., prisoner’s dilemma or Nash equilibrium).  Game Theory for pricing strategy options is an advanced approach to hypothesis testing.


This considers the irrationality of the market in different scenarios without bias for one answer. Similarly, it is an innovative form of modelling that rejects answers that are only applicable to a single and fully defined pricing situation and future state.


Game Theory for pricing can be simplified to a model that generates a range of practical answers (rather than just 1 definitive answer) to several well-planned commercial scenarios. In other words, this is more than just modelling. It requires agile learning, scientific investigation, and a deep commercial understanding of the financial impact of different pricing tactics on profitability.


Sticking Point – Different Market Pricing Tactics as a Marketing Strategy


It’s critical to apply Game Theory principles to business data, particularly in market pricing tactics and strategies. However, you must have a clear picture of the competitors’ resources and their decision makers’ objectives.


In some cases, many businesses have large gaps in data. While others have lots of data paired with antiquated systems or price architecture. Therefore, the maturity of your price data architecture and systems are key to meaningful Game Theory application.


Letting data work for Game Theory in complex pricing environments is worthwhile. Data integration processes work well with Game Theory among other requirements.


Why do more businesses apply Game Theory to their price decision-making?


There are a few drivers for change:

  1. Experience alone is not enough to work out future behaviours when it comes to professional development.
  2. Pricing environments are more complex than ever before just as we discussed in sales management pricing.
  3. Market conditions and dynamics are poorly defined and also change daily.
  4. Companies are losing margins and revenue. In turn, they don’t know where to focus their resources.
  5. New entrants, competitors, price-savvy consumers, and highly transparent markets are creating uncertainty.


In times of extreme competition, there are many businesses that continue to react to the market. Only a few exceptional leaders take the time to get into the minds of their competitors and see the market through the eyes of the customer.


In summary, you need pricing leaders and teams that apply the Game Theory methodology to your business while implementing different market pricing tactics. You need them to help you perceive the competitive landscape accurately (as opposed to how you think it is).


Bottomline: The Different Market Pricing Options and Tactics


In conclusion, executive leadership teams need to trust their pricing leaders and teams to simplify complexity. In fact, they need them to weigh up risks and opportunities in all likely situations and futures without getting distracted by the noise, pressure, politics, and hype.


If you would like more information on making Game Theory work for pricing managers; we have written FAQs and answer packs to help you prepare for and develop new pricing skills. Likewise, check out our recent posts on pricing approaches and price value.


For a comprehensive view on maximizing growth in your company,

Download a complimentary whitepaper on How To Drive Pricing Strategy To Maximise EBIT Growth


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