From the course: Building a Winning Enterprise Marketing Strategy
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Pricing alignment
From the course: Building a Winning Enterprise Marketing Strategy
Pricing alignment
- [Instructor] You want to be aligning your execution to your strategy. And when it comes to price one way to do this is by realizing that price is not simply a budgeting issue, price is part of your communications as well. And there are really only two ways to price from a communications perspective. You can price to emphasize the value that your brand brings as being unique and distinctive and different from everybody else which is what we call value pricing or you can price to seem a little bit better than your competitor, which is what I call competitive pricing. So you can either value price or you can competitive price and you want to be value-based pricing if you are acting like the category leader. So there if you're the category leader, you want to value-based price by emphasizing the outcome value of your innovation. Right, that's that acquisition, leadership space where you are, and there, there's nothing…
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