Price Analysis

PRICE ANALYSIS

Marketing Objectives Affecting Pricing Decisions Mr. Martin Case

Current Profit Maximization Choose the Price that Produces the Maximum Current Profit, Cash Flow or ROI.

SETTING PRICE CUSTOMER PERCEPTIONS OF VALUE

MARKET AND COMPETITION

MARKETING STRATEGY, OBJECTIVES, MIX

PRODUCT COSTS

Our considerations are: Alba Pastilles is food and beverage products. The current situation is cannot differentiate products from other competitors, then Mr. Martin must adjust prices with other distributors and resellers in order to differentiate from others

SETTING PRICE Factors to Consider when Setting Prices Internal Factors Distribution cost and profit to Pak Martin (Usually the margin for retailer is around 30 – 40 % of the published price)

Positioning Objectives

Pricing Decisions

Target Market

External Factors: - Pak Martin’s competitors are from online seller and other similar product. - product demand: lack awareness of this product, only certain people (age above 20) who knows alba pastilles

SETTING PRICE 1. Price Objective To set price at the best price to attract consumers in order to increase sales and revenue of Mr. Martin as the distributors of Alba Pastilles at Yogya Supermarket

6. Select final price

5. Select pricing method

4. Analyze competitor price mix

2. Determine demand

3. Estimate costs

SETTING PRICE 1. Price Objective

6. Select final price

2. Determine demand (NO DATA)

5. Select pricing method

3. Estimate costs (NO DATA)

4. Analyze competitor price mix

SETTING PRICE 4. Analyze competitor price mix Lowest price : IDR 8.450 Highest price : IDR 13.000 Average : IDR 10.902 Price at Yogya Supermarket: IDR 9.100

By Distribution Online

By Product

No

Brand

Price

No

Distributor

E-commerce

Price

Weight

1

Very Simple

Bukalapak

IDR

9.500

100g

1

Hexos Mint

IDR 21.500

2

supershop15

Shopee

IDR 12.000

100g

2

MintZ

IDR 8.100

3

Very simple

Shopee

IDR

9.000

100g

3

GoFress

IDR 9.500

4

fiiena_storee

Shopee

IDR 13.000

100g

5

istanacemilan

Shopee

IDR 12.000

100g

6

eatanddrink

Shopee

IDR 13.000

100g

7

kedainonie

Shopee

IDR

9.000

100g

8

Eat and Drink

Tokopedia

IDR 13.000

100g

9

Toko 61 BDG

Tokopedia

IDR

9.000

100g

10

Lemuelknitworks

Tokopedia

IDR

9.500

100g

11

Istana cemilan

Bibli

IDR 12.000

100g

12

K-24

K24klik

IDR 10.980

100g

13

kripiksingkong

Lazada

IDR 11.100

100g

14

supershop15

Lazada

IDR

8.450

100g

15

supershop

Elevenia

IDR 12.000

100g

4

Tic Tac

IDR 9.900

5

Ricola

IDR 21.500

6

Pagoda Pastilles

IDR 6.000

SETTING PRICE 1. Select the price objective

2. Determine demand

3. Estimate costs

4. Analyze competitor price mix

5. Select pricing method Select final price

We are using Competition-based Pricing, that is setting prices based on competitors’ strategies, costs, prices, and market offerings. Consumers will base their judgments of a product’s value on the prices that competitors charge for similar products (Alba Pastilles).

SETTING PRICE 1. Select the price objective

2. Determine demand

3. Estimate costs

4. Analyze competitor price mix

6. Select final price Based on the result of the survey on the selling price set by Mr. Martin’s competitor : Lowest price : IDR 8.450 Highest price : IDR 13.000 Average : IDR 10.902 Price at Yogya Supermarket: IDR 9.100

Then we recommend the selling price of Alba Pastiles by Mr. Martin is ….. (mau ambil harga rata2 aja atau jual dg harga paling murah?)

5. Select pricing method

SETTING PRICE Product Mix Pricing Strategies

Product-Bundle Pricing (Pricing Bundles Of Products Sold Together) Example: Snacks + Alba Pastilles Cigarettes + Alba Pastilles Cough medicine + Alba Pastilles

RECOMMENDATION FOR ADDING NEW VALUE • Positioning product • Pemasaran di convinence store (indomaret, alfamart, cirle K, dsb)

• Dimarketkan sebagai permen pencuci mulut di restaurant – restaurant (Free in restaurant atau café) -> seperti sushitei kasi permen setelah bayar • Dijual juga melalui platform go-food /grab-food / penjualan online lainnya

KESIMPULAN • Alba Pastilles masih di cari sampai sekarang oleh orang-orang di Indonesia, terbukti dari postingan Instagram dan Facebook yang kami temukan, bahwa sampai tahun 2018, orangorang masih ingin mengkonsumsi permen tersebut. Sayangnya, Alba Pastilles sudah dianggap sebagai permen yang sulit ditemukan, bahkan ada yang beranggapan permen ini sudah tidak diproduksi lagi

• Dipasaran, utamanya orang-orang yang menjual secara online tanpa melewati distribusi Pak Martin, harga yang ditawarkan ada pada range Rp8.000,- sampai Rp10.980,-

• Demografi orang-orang yang membeli adalah orang-orang dewasa, jarang ditemui anak yang menyukai rasa dari Alba Pastilles