when a company introduces a new product, the marketing manager has to decide how to position the product in the marketplace and which pricing strategy to use. the premium price strategy lies at the other end of the spectrum and sets a high price for the product. a company could use a premium pricing strategy to establish its product as a high-quality product in the minds of consumers. the company is betting that the consumer will not investigate to find out if the product is truly a higher-quality item. a premium pricing strategy has the advantages of producing higher profit margins, creating tougher barriers to entry for competitors, and increasing the brand’s value for all the company’s products.
rolex is a good example of a company using a premium pricing strategy to great success. the timex may even have more bells and whistles than the rolex, but consumers are willing to pay $10,000 for the rolex because they perceive the product to be extremely high quality, and it is an ultimate status symbol. however, some consumers would rather make the trip in a bentley, and they’re willing to pay more for it. while it’s natural to focus on and point out the weaknesses of the competition, companies have more success with premium pricing when they concentrate on creating value that makes their products worth the higher prices. the entire marketing program must project high quality, and the consumer must be convinced that the product is worth every penny. as a senior management consultant and owner, he used his technical expertise to conduct an analysis of a company’s operational, financial and business management issues.
 premium refers to a segment of a company’s brands, products, or services that carry tangible or imaginary surplus value in the upper mid- to high price range. a premium pricing strategy involves setting the price of a product higher than similar products. it is used to maximize profit in areas where customers are happy to pay more, where there are no substitutes for the product, where there are barriers to entering the market or when the seller cannot save on costs by producing at a high volume. the implication for marketing is that consumers are willing to pay more for certain goods and not for others.
to the marketer, it means creating a brand equity or value for which the consumer is willing to pay extra. the use of premium pricing as either a marketing strategy or a competitive practice depends on certain factors that influence its profitability and sustainability.  frequently, companies will invent different (sub)brands to differentiate their product lines into a premium and a general segment (e.g. in most ways, the premium segment can be thought of as the contrary or a complement of value brands. the success of a brand is determined by the combination of aforesaid category and the market share.
premium pricing is a strategy that involves tactically pricing your company’s product higher than your immediate competition. the purpose of pricing your product at a premium is to cultivate a sense in the market of your product being just that bit higher in quality than the rest. companies use a premium pricing strategy when they want to charge higher prices than their competitors for their a premium pricing strategy involves setting the price of a product higher than, . premium pricing is the practice of keeping the price of one of the products or service artificially high in order to encourage favorable perceptions among buyers, based solely on the price.
deeper insights into the premium pricing strategy. premium pricing, also referred to as “image pricing” or “prestige this strategy is a form of psychological pricing in that it appeals to a buyer’s psyche. although the price what is premium/prestige pricing? a strategy where businesses price a product higher than the market average to,
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