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Ch15 Pricing
Ch15 Pricing
PPT 15-1
Chapter 15
Pricing
Merchandise Management
Pricing
Buying Systems Buying Merchandise
PPT 15-3
Pricing Issues
Pricing Strategies Everyday Low Pricing (EDLP) Vs Hi-Lo Pricing How Should Prices Be Set?
Pricing Strategies
Everyday Low Prices (EDLP)
Charge the same price all the time
Set prices between regular non-sale price and deep discount sale prices of a high/low pricing competitor.
High/Low Pricing
Regular prices are higher than EDLP competitors, but merchandise frequently on sale at lower prices.
PPT 15-5
Benefits to Retailer
Lower Advertising Expense Lower Labor Costs
PPT 15-6
Hi-Lo Pricing
Most Department Stores, Publix, Kmart Benefits to Consumer
Spend Time to Find Lowest Price
Benefits to Retailer
Maximize Profits -- Price Discrimination
PPT 15-7
Pricing Strategies
EDLP Builds loyalty guarantees low prices to customers Lower advertising costs Better supply chain management
Fewer stockouts
Hi-Lo Higher profits price discrimination More excitement Build short-term sales and generates traffic
PPT 15-8
Cost of Merchandise
Demand:
Competitors
How are they pricing merchandise?
PPT 15-9
PPT 15-10
3,000 $ 59,000
PPT 15-11
PPT 15-12
Gross Margin = Maintained Markup Workroom Costs + Discounts Percent Net Sales
PPT 15-13
PPT 15-14
PPT 15-15
Reductions
Markdowns (Sales)
Discounts to employees
PPT 15-16
Calculate Initial Markup % Based on Cost of Goods Sold, Planned and Forecasted Reductions, and Desired Maintained Markup Calculate Initial Retail Price Based on Cost of Merchandise and Initial Markup Percent
PPT 15-17
PPT 15-18
Example of Markups
Retail = $10.00 and markup = 30% Retail = Cost + Markup $ 10.00 = $7.00 + $ 3.00
PPT 15-19
Pricing Example
A buyer has purchased 200 wallets at $30 each. Some of the handbags will be sold at $50 retail and others will be sold at $70 retail. How many handbags should be put at each price point to realize a maintained markup of 40% assuming no reductions? Z = percent sold at $50 $50 x + 70 x (1-Z) = 30 x Z /(1-.4)
PPT 15-21
Pricing Example
A buyer for women hosiery is planning to buy for merchandise to be sold during the summer season that will generate retail sales of $300,000. The buyer wants to have a maintained markup of 50% on retail for summer swim suits sales. Reductions will be very small and can be ignored. The buyer has already spent $75,000 for merchandise that will generate $175,000 at retail. What markup does the buyer need to have on the remainder of the planned purchases to realize the overall markup of 50%?
PPT 15-22
Pricing Example
Planned Sales $300,000 Planned Cost = 150,000 300,000 (1-.50) Sales Achieved 175,000 Money Spent = 75,000
PPT 15-23
PPT 15-24
$2
1000
PPT 15-25
Quantity Sold
Use Judgment
PPT 15-26
A Pricing Experiment
Before Store 1 10 units @ $100 Gross margin = $500 Store 2 12 units @ $100
PPT 15-27
Market
Unit Price
1
2 3
$8
10 12
200,000
150,000 100,000
$1,600,000
1,500,000 1,200,000
$1,300,000
1,050,000 800,000
$300,000
450,000 400,000
14
50,000
700,000
550,000
150,000
PPT 15-28
PPT 15-29
PPT 15-30
Breakeven Analysis
Understanding the Implication of Fixed and Variable Cost Breakeven point
Contribution/Unit
Fixed Costs Unit Sales
Fixed cost
Unit price - Unit variable cost
40,040 units =
$400,000
$24.99 - $15.00
PPT 15-33
PPT 15-34
50,050 units =
$500,000
$24.99 - $15.00
PPT 15-35
The Gap has bought 60,000 womens tee shirts at $5 a unit. It was originally going to price the tee shirts at $12.00, but is considering reducing the retail price to $10.00 a 16.67% price reduction. How much does sales have to increase for The Gap to make the same profit at the lower price?
PPT 15-36
39.78%
PPT 15-37
PPT 15-38
10% 8% 2%
PPT 15-40
Retailers Assets
Current Assets
Inventory
Accounts Receivable
$300,000
75,000
Cash
Fixed Assets Total
25,000
100,000 $500,000
PPT 15-41
= $80,000/(.2-.1)
= $888,888
PPT 15-42
PPT 15-43
PPT 15-44
What Is the Breakeven Sales If the Retailer Wants to Make a Specific Income?
Make $50,000/Year
Break-even Sales = FC/(GM%-VC%)
PPT 15-45
Price Adjustments
Markdowns
Coupons Rebates
Price Bundling
Multiple-Unit Pricing
Variable Pricing
PPT 15-46
With list prices, cant prevent high willingness to pay customers from buying at low price
PPT 15-49
PPT 15-52
PPT 15-54
Coupons
Documents that entitle the holder to a reduced price or X cents off a product or service. Purpose
Reduce price to price sensitive customers who will spend the effort to clip coupons Induce customer to try products for first time Convert first time users to regulars Encourage large purchases Increase usage Protect market share
PPT 15-55
Rebates
Money returned to the customer based on a portion of the purchase price. Retailers perspective: more advantageous than coupons since they increase demand, but retailer has no handling costs. Manufacturers like rebates because:
Many customers dont redeem.
PPT 15-56
PPT 15-57
Variable Pricing
Application of price discrimination
By location zone pricing Early Bird Special Seniors Discounts Over Weekend Travel Discount Quantity Discount
Electronic channel has potential for charging a different price to each customer
PPT 15-58
PPT 15-59
Odd Pricing
PPT 15-60
Leader Pricing
Certain items are priced lower than normal to increase customers traffic flow and/or boost sales of complementary products. Best items: purchased frequently, primarily by price-sensitive shoppers. Examples: bread, eggs, milk, disposable diapers.
PPT 15-61
Price Lining
A limited number of predetermined price points. Ex: $59.99 (good), $89.99 (better), and 129.99 (best) Benefits:
Eliminates confusion of many prices. Merchandising task is simplified. Gives buyers flexibility.
PPT 15-62
Odd Pricing
A price that ends in an odd number ($.57)or just under a round number ($98). Retailers believe practices increases sales, but probably doesnt. Does delineate:
Type of store (downscale store might use it.)
Sale
PPT 15-63
Horizontal Price Fixing Comparative Price Advertising Bait and Switch Tactics Scanned Versus Posted Prices
PPT 15-64
Predatory Pricing
Establishing merchandise prices to drive competition from the marketplace. Illegal! Retailers can charge different prices at different locations if costs are different.
PPT 15-66
PPT 15-67
PPT 15-68
PPT 15-69
Bait-and-Switch
Lure customers into store by advertising a product at a lower than usual price (the bait) and then induces customer to switch to higher-priced model (the switch).
Can occur by
Retailer out of advertised model. Retailer has advertised model, but disparages it.
PPT 15-70
PPT 15-71