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What are the best pricing strategies for each customer segment?

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Pricing is one of the most important decisions for any business, especially in corporate accounting. How you set your prices can affect your profitability, customer satisfaction, and competitive advantage. But how do you choose the best pricing strategy for each customer segment? In this article, we will explore some of the most common and effective pricing strategies for different types of customers, and how they can help you achieve your business goals.

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Sullyvan Marcolino

Executivo de Finan?as | Contabilidade | BPO | M&A | Governan?a Corporativa | Consultoria | Board Member | Startup…
Jeremy Wan

CMA Australia, Accountant

1 Cost-based pricing

Cost-based pricing is the simplest and most straightforward pricing strategy. It involves adding a fixed or percentage markup to your total costs of production or service delivery. This way, you can ensure that you cover your expenses and earn a profit margin. Cost-based pricing is suitable for customer segments that are price-sensitive, have low bargaining power, or have low expectations of quality or value. However, it also has some drawbacks, such as ignoring the demand and competition in the market, and failing to capture the perceived value of your offering.

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Sullyvan Marcolino

Executivo de Finan?as | Contabilidade | BPO | M&A | Governan?a Corporativa | Consultoria | Board Member | Startup Mentor | Traduzindo números para a linguagem dos negócios | Coautor do livro "Os Conselheiros"
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Minha experiência mostra que precifica??o baseada em custos exige maior eficiência operacional, um planejamento tributário assertivo, um back office enxuto e uma prospec??o segmentada aos prospects que enxergam maior valor no seu produto ou servi?o. De outra forma, concorrentes informais, ou mesmo os que operam com baixíssima margem, prejudicar?o a negocia??o.

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2 Value-based pricing

Value-based pricing is the opposite of cost-based pricing. It involves setting your prices based on the perceived value or benefits that your customers derive from your product or service. This way, you can charge a premium price that reflects your unique value proposition and competitive advantage. Value-based pricing is suitable for customer segments that are willing to pay more for higher quality, convenience, or differentiation. However, it also requires a thorough understanding of your customers' needs, preferences, and willingness to pay, as well as a clear communication of your value proposition.

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Jeremy Wan

CMA Australia, Accountant
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With the internet development and the change in purchasing being done online. customer can easier access retail pricing at the tip of their fingers. Therefore in order to gain this portion of the market share, it’s important to understand the consumer behaviour and try to have value based pricing base on their needs rather then their wants to also be a step ahead of the competition.

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Sullyvan Marcolino

Executivo de Finan?as | Contabilidade | BPO | M&A | Governan?a Corporativa | Consultoria | Board Member | Startup Mentor | Traduzindo números para a linguagem dos negócios | Coautor do livro "Os Conselheiros"
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No meu condomínio há um mercadinho onde podemos comprar muitos produtos que se encontra por exemplo em mercados de bairro. Embora os pre?os sejam ligeiramente mais caros, muitos preferem, em casos emergenciais, comprar no mercadinho do condomínio pela comodidade de n?o precisar sair para comprar. Este é um exemplo, entre outros, de defini??o de pre?o baseado em valor, ou seja, o benefício está em ter o produto perto e 24 horas por dia.

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3 Competition-based pricing

Competition-based pricing is a pricing strategy that involves setting your prices based on the prices of your competitors. This way, you can position yourself as a cheaper, similar, or more expensive alternative to your rivals, depending on your target market and differentiation strategy. Competition-based pricing is suitable for customer segments that are highly aware of the market conditions, have high bargaining power, or have low loyalty. However, it also has some risks, such as engaging in price wars, losing your identity, or missing out on potential profits.

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4 Dynamic pricing

Dynamic pricing is a pricing strategy that involves adjusting your prices based on the changes in demand, supply, or other factors. This way, you can optimize your revenue and profit by capturing the willingness to pay of different customers at different times. Dynamic pricing is suitable for customer segments that have variable or unpredictable demand, have high price elasticity, or have high switching costs. However, it also requires a sophisticated system of data collection, analysis, and pricing automation, as well as a careful consideration of the ethical and legal implications.

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Jeremy Wan

CMA Australia, Accountant
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Along with value base pricing, it’s also important to have dynamic pricing to suits to the different customer base. Because of the different segment of customer in different regions of the world. And also to allow us to understand our competitors in those markets. Together with our customer needs.

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5 Psychological pricing

Psychological pricing is a pricing strategy that involves using various techniques to influence the customers' perception of your prices and value. For example, you can use odd-even pricing, charm pricing, bundle pricing, or anchor pricing to make your prices seem more attractive, reasonable, or affordable. Psychological pricing is suitable for customer segments that are influenced by emotions, heuristics, or social norms. However, it also depends on the context, culture, and credibility of your business, as well as the customers' awareness and rationality.

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Sullyvan Marcolino

Executivo de Finan?as | Contabilidade | BPO | M&A | Governan?a Corporativa | Consultoria | Board Member | Startup Mentor | Traduzindo números para a linguagem dos negócios | Coautor do livro "Os Conselheiros"
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Todos nós já vimos promo??es do tipo "leve 2 pague 1". Este é um típico exemplo de precifica??o psicológica, que leva o cliente a entender que está levando vantagem. Aliás, estudos mostram que pessoas s?o levadas primeiramente pela emo??o, depois pela raz?o. Outro caso de precifica??o psicológica é adotar um pre?o baseado na prova social que um produto ou servi?o possui, isto é, mostrar o que as pessoas comentam. Isto gera um gatilho de confian?a no cliente, facilitando a tomada de decis?o pela compra, mesmo se o concorrente estiver mais barato. E a "cereja do bolo" é o pre?o por tempo limitado. Neste caso, o objetivo é acionar o gatilho da urgência, pois as pessoas detestam a ideia de estar perdendo algo.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best pricing strategies for each customer segment?

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1 Cost-based pricing

2 Value-based pricing

3 Competition-based pricing

4 Dynamic pricing

5 Psychological pricing

6 Here’s what else to consider

Corporate Accounting

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