Company pricing policy- the most important part of its overall economic policy, ensuring the adaptation of the company to changing economic conditions.

In conditions market economy commercial organizations have a real opportunity to pursue their own economic policy, including pricing.

The pricing policy of the firm as a means of winning the consumer plays big role even in highly developed European markets. This is especially true for entrepreneurial activity in Russia in the conditions of high dynamism of the emerging domestic market, active penetration of foreign competitors into the market, expansion of exit opportunities Russian enterprises to the foreign market, maintaining low effective demand of the country's population.

Analysis of the features of the development of pricing processes during the transition of the Russian economy to market conditions showed that as a result of a decrease in inflation, an increase in the level of competition due to an increase in the volume of imports, a sharp drop in industrial and consumer demand, the inflationary pricing model was practically replaced. The principles of economic relations accepted in world practice began to be applied. This requires that Russian firms chose the appropriate forms and methods of organizing business activities, mastering a large arsenal of methods and techniques of market pricing.

Domestic firms face the following critical issues in the field of pricing:

• development and effective use new models of markets and pricing policy of the company, generalizing modern practice and explaining the motives of the behavior of market counterparties;
• taking into account the impact on prices of all possible consequences of the process of internationalization of markets taking place in Europe and actively penetrating the economic space Russian Federation and neighboring countries;
• providing a flexible approach to the pricing process, depending on the change in the phases of market development and the nature of the product being sold;
• development of an effective pricing strategy and the choice of the most appropriate pricing methods, depending on the goals chosen by the company and real market conditions;
• development of pricing tactics, taking into account the constantly changing economic situation.

The firm's pricing policy includes a system of pricing market strategies.

Pricing Strategies

Pricing Strategies — informed choice prices (or a list of prices) from several options, aimed at achieving the maximum (normative) profit for the company in the planned period.

The price strategy of the company is the most important part of the marketing policy. The role and place of firm pricing in the marketing system are shown in Fig. four.

Price strategic choice- the choice of pricing strategies based on an assessment of the priorities of the company.

Price strategic choice- the choice of pricing strategies based on an assessment of the priorities of the company. Each firm in market conditions has many options for choosing pricing strategies. The list of possible strategies also depends on several factors. In order to avoid price abuses directed against weak competitors or uninformed buyers, some countries have enacted laws to regulate firms' choice of pricing strategies. These laws prevent clashes between competitors, outright discrimination against certain categories of industrial buyers, or attempts to manipulate any firms. Individual laws exclude certain pricing options. The general motivation behind the laws is that no strategy should reduce competition unless it favors buyers.

In the practice of modern pricing, an extensive system of pricing strategies is used. In general, it is shown in Fig. 5.

Taking into account the specifics Russian market domestic economists have created an updated scheme for developing pricing strategies (Fig. 6).

Generalization and analysis of the experience of developing pricing strategies in countries with developed market relations indicate a serious approach to making pricing decisions. Practice shows that a well-formed pricing strategy is one of the components of the company's commercial success and ensuring its competitiveness. The success and effectiveness of a pricing strategy depend, in particular, on how correctly the process of its creation is organized from the very beginning.

For the developers of the pricing strategy, it is necessary to draw up diagrams and corresponding test-questionnaires.

At the first stage of forming a pricing strategy when collecting initial information, work is carried out in five areas:

• cost estimate;
• clarification of the financial goals of the company;
• identification of potential buyers;
• clarification of the marketing strategy;
• identification of potential competitors.

1. Cost estimate includes determining the composition and level of incremental costs when sales volumes change, as well as determining production volumes that can affect the size of semi-fixed costs.

2. Clarification of the financial goals of the company is carried out on the basis of choosing one of two possible priorities: the minimum profit from the sale of the relevant product (service) or the focus on achieving the highest level of profitability (maximizing the total profit or making a profit, depending on the term and size of accounts payable).

3. Identification of potential buyers includes identifying factors and assessing the consequences of their influence on the sensitivity of buyers to the price level and forecasting the division of buyers into groups (segments).

This work is carried out taking into account the following factors:

• the economic value of the goods (services) being sold;
• difficulty of comparison with analogues;
• the prestige of owning this product;
• budget constraint;
• the possibility of sharing the cost of the purchase.

4. Refinement of marketing strategy necessary for the developers of the pricing strategy, since the choice of pricing decisions is strictly dependent on the marketing strategy chosen by the firm.

5. Identification of potential competitors includes the collection and analysis of data in the following areas: identifying firms - the main competitors today and in the future; comparing their prices with the prices of competing firms, determining the main goal of competing firms in the field of pricing; finding the advantages and weaknesses of the activities of competing firms according to the relevant indicators (volume of assortment; specific gain in price; reputation with buyers; level of product quality).

The second stage of developing a pricing strategy - strategic analysis - is also carried out in five areas:

• the financial analysis;
• market segment analysis;
• competition analysis;
• grade external factors;
• role assessment state regulation.

1. The financial analysis , carried out in order to develop the company's pricing strategy, includes the following areas: determining the specific and total gain of the company from the production (sale) of goods (services) at the current price; determining the required rate of sales growth in the event of a price reduction in order to increase the overall profit of the company; establishing an acceptable level of reduction in sales in the event of a price increase before the total profit of the firm decreases to the existing level; calculation of the required rate of growth in sales volume in order to compensate for incremental semi-fixed costs due to the implementation of the analyzed pricing solution; forecasting the required volume of sales in order to compensate for incremental fixed costs due to the introduction of a new product into a new market or the proposed introduction of a new product to the market.

2. Segment analysis market includes forecasting the composition of buyers in different market segments; determining ways to draw boundaries between segments in such a way that setting lower prices in one segment does not exclude the possibility of setting higher prices in other segments; development of arguments to avoid accusations of violating the current legislation on the protection of the rights of buyers, on the prevention of monopolistic practices in case of price discrimination.

3. When competition analysis it is necessary to determine the level of implementation and profitability of the firm, taking into account the likely reaction of competitors, as well as the ability of the firm to increase the assurance of achieving its sales volume and profitability goals by focusing efforts on appropriate market segments where sustainable competitive advantage will be achieved with minimal effort.

4. Assessment of external factors should be carried out in two main areas: the impact of inflationary processes and the impact of prices for raw materials and materials of supplier firms.

5. When assessment of the role of state regulation studies are being carried out to assess the impact of government-led economic policy on the income level of the population in target market segments and predict possible consequences, as well as to assess the impact of state regulation in the field of prices on the price change planned by the company and predict possible consequences.

At the third stage of creating a pricing strategy, preparation of a draft pricing strategy for the company.

The list of issues, the study of which is necessary when developing a pricing strategy, of course, can be expanded depending on the sectoral affiliation of the company and the form of ownership. Obtaining information on the list of issues allows you to identify the main trends in changes in the external and internal environment of the company, determine the positive and negative trends in its development, evaluate alternative decision-making options according to criteria that characterize the achievement of the company's goals: profit, profitability, market share, etc.

The process of developing a pricing strategy allows you to combine the efforts of all departments of the company to achieve key goals - ensuring competitiveness and conditions for survival. This is possible with rational use information by the firm's services when developing a pricing strategy and substantiating pricing decisions. Inattention to certain data at the first stage of developing a pricing strategy can lead to erroneous pricing decisions, lower profits and even losses. Possible options for negative consequences for the firm when making pricing decisions based on incomplete information are given in Table. 4. Differentiated trade discounts and markups can become an effective tactical tool for implementing the chosen pricing strategy. However, their use should be controlled taking into account the level of final prices. This is especially important for firms with a multi-link product distribution system.

Table 4. The nature of the negative consequences in the case of making price decisions based on incomplete information

Organizations that summarize modern practice and explain the motives for the behavior of market counterparties;

taking into account the impact on prices of all possible consequences of the process of internationalization of markets taking place in Europe and actively penetrating the economic space of the Russian Federation and neighboring countries;

providing a flexible approach to the pricing process, depending on the change in the phases of market development and the product being sold;

The pricing policy of an enterprise is a multifaceted concept. An enterprise does not just set one or another price, it creates its own pricing system covering the entire range of products, which takes into account differences in production and marketing costs for certain categories of consumers and for different geographical regions, specifics in levels demand; seasonality of consumption of goods and many other factors. In addition, the company operates in a constantly changing competitive environment.

Pricing policy of the enterprise (organization) - This is the activity of its management in establishing, maintaining and changing prices for manufactured goods, aimed at achieving the goals and objectives of the company.

Pricing policy development includes the following steps:

Development of pricing goals;

Analysis of pricing factors;

Choice of pricing method;

Deciding on the price level.

Each price setting step comes with certain challenges that the thoughtful entrepreneur should be aware of in advance.

The procedure for developing a pricing policy should include an analysis of factors that may affect the activities of the organization: the requirements of regulatory legal acts, the consequences of the adoption of certain government decisions in the field of pricing, pricing policy and strategy of competitors.

The pricing policy consists in setting prices that would satisfy not only sellers, but also end users of goods and services.

3.Classification and types of prices

The classification of prices according to various criteria reflects their division into separate types.

Types of prices depending on the areas of trade: prices are influenced by the type of trade in goods and services through which goods are sold, the scale of trade operations and the nature of the goods sold. On these grounds, prices are divided into wholesale, retail, purchasing and tariffs.

wholesale name the prices at which products are sold in large quantities, in the conditions of the so-called wholesale trade. The wholesale price system is used in trade and marketing operations between enterprises, as well as in the sale of products through specialized stores and wholesale sales offices, on trade exchanges and in any other trade organization x, selling goods in bulk, in significant quantities.

Usually, at wholesale prices, enterprises - manufacturers sell products either to each other or to resellers. Most often, the need for wholesale arises when production is localized in a limited number of points, and the sphere of consumption has a wide radius.

Retail It is customary to name the prices at which goods are sold in the so-called retail trade network, that is, under the conditions of their sale to individual buyers, with a relatively small volume of each sale. Through trade at retail prices, end consumers, households, and citizens are most often served.

The retail price is higher than the wholesale price by the value of the trade allowance, due to which the distribution costs in retail trade are compensated, and the profit of organizations and institutions is created retail.

Purchasing prices are the prices of state purchases of products from enterprises, organizations, and the population.

Prices for services have a certain specificity, representing, as already mentioned, activities in which a product is not created in its tangible form, but the quality of an existing product is changed. Most often, the production of a service coincides with the beginning of its consumption. The specificity of services as a type of activity leaves an imprint on the formation of prices for services, called tariffs (rates) . When setting tariffs for services, not only the amount of work is taken into account, but also the time factor, quality plays a significant role. Typical examples of tariffs are the level of payment for utilities and household services, telephone charges, radio and television charges.

According to the degree and method of regulation, prices are divided into the following groups:

Rigid fixed, solid prices are set by pricing authorities or other government bodies, their level is documented. Neither producers nor sellers of goods have the right to change the value of such a price in any direction, such a change is punishable by law. In a centrally controlled economy, fixed prices are widespread, they are known as state prices. State pricing bodies have the monopoly right to set and change state prices, raise or lower them. The state pricing system was widely used in the Soviet Union. Such pricing is usually based on the cost principle, that is, the price is calculated as the sum of the costs of production and circulation of a unit of output, to which the standard profit is added or from which the state price subsidy is deducted.

Adjustable prices are called so because their value is regulated by government agencies. When regulating the impact on the part of the state on prices is limited, indirect, carried out through the impact on changes in the demand and supply of goods. Sometimes regulation comes down to limiting the value of prices for certain groups of goods by an upper limit in order to expand the purchasing power of consumers or by a lower limit in order to stimulate the development of production.

Regulation of prices by magnitude can also be carried out through the approval of government agencies. limit level profitability (profitability), which is more consistent with the trends in the impact on prices in a centralized economy. Negotiated prices - these are prices, the value of which is determined by a preliminary act of purchase and sale by an agreement documented by a contract between sellers and buyers. In modern practice of business cooperation, it is customary to allocate a special section in contracts, in which the price level is stipulated. In some cases, the contract does not absolute value prices, but the range of prices (from and to), the upper or lower level (not higher or lower) or their relationship with state, market, world prices. It also stipulates the admissibility of changing the prices fixed by the contract due to, say, inflation, the occurrence of force majeure circumstances, the adoption of new laws.

free market prices, as is clear from their name, are exempt from direct price intervention by state bodies, are formed under the influence of market conditions, the laws of supply and demand, and are called equilibrium prices, that is, prices at which the volume of demand is equal to the volume of supply of goods on the market. Theoretically, ideally, market prices should be formed in the process of free bargaining between buyers and sellers. However, it is really impossible to avoid the impact on the process of setting market prices of a number of factors not only of an economic, but also of a psychological nature, related to the behavior and interests of buyers and sellers. In this sense, it is correct to define free market or equilibrium prices as a price equal to, With on the one hand, the value for consumers of an additional unit of the purchased good and, on the other hand, the costs of production and sale of an additional unit of this good for the seller. The transition from fixed state prices to free, market prices is called price liberalization. .

In economic analysis, planning and statistics, along with the current, existing, actually used comparable or, as they are sometimes called, unchanged prices. The use of such prices is objectively necessary due to the natural change in many prices, the processes of inflation. For the same purpose, sometimes used real prices, which represent the price in monetary terms relative to the general price level. When making consumer decisions, the buyer is interested in and relative (comparable) prices, i.e. the price of a given good compared to the price of some other related good or the same good in another region. For this purpose, a price ratio is established. Most often, the ratio of prices of interchangeable goods, called substitutes, is determined.

In the process of designing new types of products and facilities for the production of newly developed products, goods, services, materials, semi-finished products, energy is used design prices . Taking into account their approximate, indicative nature, the marginal level of such new prices is often determined in the form limit prices.

With regard to the objects of the construction industry, at the stage of their design, the price of the construction of the object is determined, which is determined taking into account all types of costs for the creation and equipment. This price is called estimated cost , since it is calculated on the basis of estimates, which summarize the costs of creating a finished building object.

In a broader sense, all types of prices determined by calculation are called calculated , and prices expected in the future - expected .

One of the key market instruments that influence the processes of production, exchange and consumption is the price, which is formed under the influence of the relationship between supply and demand for goods in a particular market.

The price gives the company the opportunity to reimburse all the costs of production and sales of products, to make a profit necessary for development. Through pricing, an enterprise can influence sales volumes and, accordingly, the formation of a production program.

How economic category price is the monetary value of a commodity. The cost is determined by the socially necessary costs for the production and sale of goods and is revealed on the market. The price is a link between the producer and the consumer, i.e., a tool to ensure the balance of supply and demand. The essence and role of the price is revealed in its functions:

guiding- is manifested in the fact that the price reflects market conditions and is a guide for sellers and

buyers in decision-making (what to sell, in what quantities, to expand or reduce production volumes, etc.);

• accounting and measuring- lies in the fact that the price reflects the socially necessary costs for the production and sale of products and allows you to measure the volume of proceeds from the sale of products, income, expenses, calculate profit based on them;
• stimulating- manifests itself in stimulating an increase in production, improving its quality, updating the range, saving costs, introducing innovations, etc.;
• governing- consists in the impact of price on the supply and demand of individual goods.

All these price functions are interconnected and complement each other.

In accordance with certain characteristics and depending on the mechanism of formation, the following classification of prices is possible.

• 1. By industries and sectors of the economy distinguish between prices for industrial products, purchase prices for agricultural products, prices for construction products, tariffs for services, foreign trade (export or import) prices.
• 2. By the degree of state participation in pricing distinguish between free and regulated prices. Free prices are formed in the market under the influence of changes in its conjuncture. Regulated prices are formed taking into account the impact of the state on their value by directly limiting their growth, regulating individual price elements or other methods.
• 3. By stages of distribution prices differ depending on at what stage of commodity circulation they are formed: wholesale (selling) prices of the enterprise; wholesale (selling) prices of the industry; wholesale prices of resellers, retail prices (Figure 7.2).

Figure 7.2 - Composition various kinds prices

Wholesale (selling) price of the enterprise- this is the price at which products are sold by manufacturers to other enterprises or marketing organizations. It consists of the cost of goods, the profit of the enterprise and indirect taxes (excise and value added tax).

Wholesale (selling) price of the industry- the price at which products are sold by sectoral sales organizations in the wholesale trade. It includes, in addition to the wholesale price of the enterprise, a wholesale and marketing surcharge (costs plus profits of supply and marketing organizations) and the value added tax (VAT) corresponding to this surcharge.

Wholesale price of resellers- this is the price of wholesale trade organizations used in settlements with buyers of goods. It includes the wholesale price of the enterprise (or the wholesale price of the industry) and the wholesale trade markup, as well as the corresponding VAT.

Retail price- the price at which goods are sold in the retail network to end consumers. Retail prices are formed by adding a trade markup to wholesale prices to cover distribution costs and making a profit, and the corresponding VAT.

• 4. By transport component prices are subdivided depending on to what point on the way of moving the product to the consumer, transportation costs are included in the price.
• 5. By expiration date prices are divided into permanent and temporary (seasonal). Fixed prices are prices for which the expiration date is not predetermined. Temporary (seasonal) prices are set mainly for seasonal products, and their duration is limited.
• 6. By the nature of the price information prices vary according to the specifics of the information they contain. For example, the prices of actual transactions contain information about the real prices for the purchase and sale of goods on the market; auction prices inform market participants about the possibilities of buying or selling goods at auction; exchange prices contain information about the results of exchange transactions, etc.

Pricing in an enterprise is the process of setting prices for specific goods.

The main stages of pricing are:

• identification and analysis of pricing factors;
• substantiation of the objectives of the pricing policy of the enterprise;
• choice of pricing methods;
• choice of pricing strategy;
• determination of price, formation of a system of discounts, allowances.

Identification of pricing factors has two aspects. Firstly, this is an analysis of external factors - demand, supply in a particular product market, the pricing policy of competitors, market leaders, government price regulation. Secondly, it is an analysis of internal factors that determine the possible price of the goods: the cost of production, quality. At this stage, the company determines its strengths and weaknesses, market opportunities and risks.

At the next stage, it is necessary to justify the objectives of the pricing policy of the enterprise.

Enterprise pricing policy- this is general principles, which it adheres to in the process of pricing for its products, a model for making decisions about price behavior

on various types of markets in order to realize the long-term interests of the enterprise.

The objectives of the pricing policy may be different. Usually, the following main goals are distinguished: growth in sales, maximization of profit from sales, increase in market share. Pricing policy goals are long-term, that is, they are designed for a fairly long period. Therefore, along with the goals of the enterprise, they determine the tasks that must be solved in the process of production and sale of products. These tasks can be:

• development of a set of measures to reduce the cost of production;
• providing quality leadership certain types products;
• ahead of competitors in the development of production and the introduction of new products to the market;
• conducting marketing research;
• development of measures to stimulate sales (advertising, using a discount system, providing various services to customers, etc.).

Depending on the characteristics of the product, size and financial condition enterprises, as well as the goals and objectives set for the calculation of prices, various methods can be used that can be used in isolation or in various combinations with each other.

Main pricing methods:

1. Method of total costs, or "Costs + profit". The essence of this method is to set the price by adding the target profit to the total costs of production and sale of products. This is the most common pricing method and is used in enterprises with a clearly defined product differentiation.

Example 7.3. Calculation of the price of a unit of production by the "Cost + profit" method.

Projected annual production - 11,500 units. products. According to calculations, variable costs per unit of product -1900 rubles. (1.9 thousand rubles). The company plans the amount of fixed costs 14 950 thousand rubles. in year. Target profit 3200 thousand rubles.

Full costs of production and sales of products (full cost):

The necessary proceeds from the sale of products to make a profit 3200 thousand rubles. ("Cost + Profit"):

Unit price

The increase in production volumes at existing production facilities is a factor in reducing the cost of production. In the considered example, the unit cost of production is 3,200 thousand rubles. (36,800: 11,500). If you increase the volume of production by 10% and bring it to 12,695 units. (11,500 x 1.10), then the total cost of production will be 39,070.5 thousand rubles, including:

• - variable expenses 24,120.5 thousand rubles (1900 x 12,695);
• - fixed costs will remain unchanged - 14,950 thousand rubles.

The unit cost of production will be 3,078 thousand rubles. (39,070.5: 12,695), i.e., it will decrease, which will allow the enterprise, at the same price, to receive more profit from the sale of a unit of production or, if necessary, reduce the price.

If the enterprise sets the task to receive in the coming year a profit from the sale of products in the amount of 3200 thousand rubles. and has the ability to sell 12,695 units. products, the price per unit of production can be reduced from 3.478 thousand rubles. up to RUB 3,330 thousand

Necessary proceeds from the sale of products (total costs and profits):

Unit price

A lower price will allow the company to attract customers and increase its market share.

The Cost + Profit pricing method is effective under the following conditions:

• setting prices for new products;
• single orders;
• price planning in industries where most enterprises use this method;
• production of goods for which demand exceeds supply.
• 2. ROI method based on the fact that the result of the project should provide a profit not lower than the cost of borrowed funds. When using this method, the amount of interest on the loan is added to the full cost of a unit of production. This method is mainly used when making decisions to increase the volume of production of a new product for the enterprise.

Example 7.4. Calculation of the price by the method of return on investment.

The projected annual production of a new product is 3500 units, the estimated variable costs per unit of product are 1800 rubles. The total amount of fixed costs is 7,000,000 rubles. The project will require additional financing (loan) in the amount of 10,000 thousand rubles. at 15% per annum.

Total cost per unit of output (the sum of variable and fixed costs per unit of output)

Interest on a loan

Interest on credit per unit of production:

Unit price

3. Method of marketing estimates. This method involves focusing on demand, on the price at which the buyer is ready to purchase this product. In accordance with the law of demand, an increase in the price of a good is accompanied by a decrease in the quantity demanded, and vice versa, a decrease in the price of a good increases demand. The degree of quantitative change in demand in response to price changes characterizes the price elasticity of demand. Price elasticity coefficient ( To ce) can be calculated on the basis of the ratio of the rate of change in demand to the rate of change in the price of goods:

where T izmsdemand - the rate of change in demand for goods,%;

T price change- rate of price change, %.

The coefficient shows by what percentage the demand will increase (decrease) with a decrease (increase) in the price of a product by 1%.

The change in demand under the influence of price changes is determined on the basis of marketing research.

Example 7.5. Calculation of the coefficient of price elasticity of demand for goods.

As a result of marketing research, it was revealed that with a decrease in the price of a product by 5%, the demand for it increased by 1.5%. Price elasticity coefficient (K tse) will be 0.3 (1.5% : 5%).

This means that a 1% decrease in price will lead to an increase in demand for the product by 0.3%.

Depending on the value of the elasticity coefficient, the following types of demand are distinguished:

• elastic demand, with a coefficient of more than 1. This means that the rate of change in demand is higher than the rate of price change. With elastic demand for a product, it is effective to reduce the price to increase the volume of sales of products;
• inelastic (maloelastic) demand, with a coefficient of less than 1. The growth rate of demand with a decrease in price is low. With inelastic demand, an enterprise can, if necessary, raise the price of a product, since this will not entail a significant decrease in sales volumes;
• unit elasticity of demand, with a coefficient equal to 1. This means that demand changes at the same rate as price. With unit elasticity of demand, prices should be managed depending on the market situation, taking into account the behavior of competitors.

At enterprises, when setting prices for products by the method of marketing estimates, they calculate the consequences of reducing or increasing the base price and make the final decision based on their target development orientation. economic activity.

Example 7.6. Determining the consequences of lowering the price of a product with a high price elasticity.

The price elasticity of demand for the company's products is characterized by a coefficient of 1.9. The planned volume of production in the I quarter is 1000 units. The cost of production and sales of products is 1,000 thousand rubles, including fixed costs - 450 thousand rubles. Variable costs per unit of production - 550 rubles. The initial price of a unit of production is 1175 rubles. (without VAT). In order to increase sales, the company plans to reduce the price by 50 rubles.

Revenue from the sale of products at the original price

Profit of the enterprise when selling products at the original price

Rate of price reduction

Growth rate of sales of products, taking into account the coefficient of price elasticity of demand

The volume of sales of products with a decrease in price, taking into account the coefficient of price elasticity

Revenue from the sale of products at a price reduced by 50 rubles:

Change in revenue from sales of products with a decrease in price

Cost of production and sales 1081 units. products:

• variable expenses 550 x 1081 \u003d 594,550 (rubles);
• fixed costs 450,000 rubles;
• total cost of 1,044,550 rubles. (594,550 + 450,000).

Profit from the sale of products at a reduced price

Change in the amount of profit when the price decreases

Thus, by reducing the price by 4.25%, the company increases the physical volume of sales by 8.1%, the proceeds from product sales - by 3.5%. This is important for maintaining and strengthening its market position. However, the company loses profit in the amount of 3400 rubles. The degree of reduction in the amount of profit is insignificant (-1.9%), but if the goal of the enterprise is to maximize profits, then it is not advisable to reduce the price.

4. Method based on "perceived value". When setting prices using this method, the main guideline is the perception of the product by the buyer. In this case, the seller uses non-price measures of influence: provides service maintenance, special guarantees to buyers, the right to use the trademark in case of resale, etc.

The choice of pricing method depends on specific situations, the working conditions of the enterprise, the characteristics of the product, etc.

In accordance with pricing policy The company chooses different pricing strategies.

Pricing Strategies is a set of means and methods by which the goals of pricing are realized. Pricing strategies allow you to set an initial price and develop an action plan to change it, taking into account market conditions.

In world practice, the most widely used classification of pricing strategies by the American economist Gerard J. Tallis, according to which the following types of strategies are distinguished:

• differentiated pricing strategies;
• competitive strategies;
• assortment strategies.

Strategy differentiated prices involves the establishment of different prices for the same or similar goods for various groups consumers, taking into account their heterogeneity (in terms of income, requirements for the quality of goods and after-sales service, etc.).

The differentiated pricing strategy includes:

• discount strategy in the "second" market;
• seasonal (periodic) discount strategy;
• random discount strategy.

The strategy of discounts in the "second" market (demographic, geographic, external) involves the provision of discounts on prices for the same product or service, depending on the volume of the consignment of goods, the volume of purchases achieved, prepayment and other conditions.

The strategy of seasonal (periodic) discounts is to provide discounts on the prices of the same product or service during an off-season sale, for example, in spring and summer for winter sports equipment or electricity tariffs at different times of the day, etc.

A random discount strategy involves giving discounts on the same product or service on a random basis on a non-permanent basis, for example, on a certain day at a limited time.

Competitive pricing strategies include:

• a strategy of high prices (the strategy of "skimming");
• strategy low prices(market penetration strategy);
• price signaling strategy.

A cream-skimming pricing strategy involves charging a high price for a product or service until the product's buyer segment narrows or the market becomes competitive. This strategy allows early life cycle goods to earn high profits. In the future, the prices of goods are slowly declining.

The market penetration strategy involves setting low prices when bringing a product or service to the market in order to conquer it. This strategy is useful when selling products with high price elasticity, when low prices allow you to increase sales revenue.

The strategy of "signaling" prices consists in setting high prices for goods or services in order to "signal" a higher quality of a product or its uniqueness.

Assortment pricing strategies include:

• product bundle strategy;
• different profitability strategy;
• image-price strategy.

The product bundle strategy is used primarily in sales organizations and assumes that the set price of a product bundle is lower than the sum of the prices of the individual products included in the bundle.

The strategy of different profitability is to set high prices for some varieties of products and low prices for others. At the same time, in general, the enterprise receives an average rate of profit from the sale of these goods.

The "image-price" strategy involves setting higher prices for prestigious products manufactured by enterprises with a stable reputation in the market, under a well-known trademark.

Pricing policy, selected pricing strategies have a significant impact on the sales volumes of enterprises' products.

As a result of studying this chapter, the student should:

know

• distinctive features of the pricing policy of trade enterprises;
• main types of pricing strategies;
• principles of their formation and main stages of development;

be able to

• to be guided by the pricing policy of the trade enterprise;
• types of pricing strategies and principles of their formation;

own

Information on the significance and impact of pricing policy on the economic situation of a trading enterprise.

The concept of price policy

Price policy- these are the general principles that the company is going to adhere to in the field of setting prices for its products or services.

The subject of the pricing policy of a commercial enterprise is not the price of the goods as a whole, but only one of its elements - trade allowance, which characterizes the price of trading services offered to the buyer when it is sold to trading enterprises. Only this element of the price, taking into account the conjuncture of the consumer market, the conditions of its economic activity, the level of the producer's price and other factors, the trade enterprise forms independently. Despite the high degree of connection with the producer price, the level of the trade markup is not always determined by the level of the price of the goods. So, at a low price level for a product offered by its manufacturer, a high level of trade markup can be formed, and vice versa - at a high level of producer price, trade enterprises are often limited to a low level of trade markup. This specificity of trading activity determines the features of the formation of the pricing policy of a trading enterprise.

Under formation of the pricing policy of the trade enterprise is understood as the rationale for a system of differentiated levels of trade margins for goods sold and the development of measures to ensure their prompt adjustment, depending on changes in the situation in the consumer market and business conditions.

Pricing policy should be focused on certain long-term and short-term goals achieved through various tools and organizational decisions(Fig. 5.1).

Rice. 5.1.

The objectives of the pricing policy may be different. In the long term, they are somehow expressed in maximizing profits and strengthening the market position of the enterprise. In the short term, i.e. as a specific goal that can be achieved in a given period with the help of price, it can be any actual problem related to meeting the needs of customers, attracting new customers, expanding sales markets or financial position enterprises.

Traditionally, as the goals achieved by the enterprise through the use of pricing policy, it is customary to single out the following:

• maximizing the profitability of sales, i.e. the ratio of profit (as a percentage) to the total amount of sales revenue;
• maximizing the profitability of pure equity enterprises (i.e. the ratio of profit to total assets on the balance sheet less all liabilities);
• maximizing the profitability of all assets of the enterprise (i.e. the ratio of profit to the total amount of accounting assets generated from both own and borrowed funds);
• stabilization of prices, profitability and market position, i.e. the enterprise's share in total sales in a given product market (this goal may be of particular importance for enterprises operating in a market where any price fluctuations generate significant changes in sales volumes);
• achieving the highest sales growth rates.

However, this list is not exhaustive. Each company independently determines the most important areas, defining for itself long-term and short-term goals and objectives in relation to certain aspects activities of the company and the existence of the company in the market as a whole and its further development. Thus, among main goals also include the following:

• continued existence of the enterprise can be considered as both a long-term and a short-term goal. On the one hand, each enterprise is interested in long-term effective work on the market, and pricing policy can help to adapt to constantly changing market conditions, on the other hand, by changing prices, enterprises solve short-term problems, such as the elimination of stocks, the presence of excess production capacity, changes in consumer preferences, and others;
• short term profit maximization – is actively used in unstable conditions of the transitional economy. In its implementation, emphasis is placed on short-term profit expectations based on the forecast value of demand indicators and production costs, and such important points as long-term prospects, the counteracting policy of competitors that regulate the activities of the state are not taken into account;
• short-term turnover maximization - can provide maximum profit and market share in the long run. In the short term, resellers are set a commission percentage of sales based on demand data, as often

it is difficult to determine the structure and level of production costs;

• maximum increase in sales – "pricing policy of attack on the market". It is used on the assumption that an increase in sales will lead to a decrease in unit costs and, consequently, an increase in profits. However, it should be taken into account that this policy can give the desired result only if a number of conditions are met:
• high sensitivity of the market to prices;
• the possibility of reducing production and sales costs as a result of expanding production volumes;
• competitors will not use similar pricing policies;
• "skimming cream " Withmarket through high prices - premium pricing. It is most effective for new products, when even at higher prices, individual market segments receive cost savings, better satisfying their needs. But it is necessary to monitor the achievement of the maximum possible turnover in each target segment and, if sales are reduced at given prices, also reduce the price;
• leadership in quality – such a reputation makes it possible to set high prices for goods, thereby covering the high costs associated with improving quality and R&D.

The objectives of the pricing policy determine the choice of its strategy and operational-tactical tools. The starting point for developing a pricing strategy should always be the so-called triangle "firm - client - competitor".

Operational-tactical tools pricing is large group pricing policy tools that allow solving short-term strategic tasks, as well as quickly responding to unexpected changes in various pricing factors or aggressive pricing policies of competitors.

As essential grounds for the use of these tools, experts note three basic cases.

• 1. Entering the market and making the first decision about the price and its role in marketing complex(price as an element of the marketing mix of the enterprise).
• 2. The need for changes, active actions to improve price efficiency in the system of elements of the marketing mix.
• 3. Rapid adaptation of pricing policy instruments to changes in internal and external pricing factors (increase in costs, introduction of product and marketing innovations by competitors, changes in consumer price perception, etc.).

Main operational and tactical instruments of pricing policy in modern conditions called the following:

• short-term change in prices (or their elements);
• price differentiation (for different consumers);
• price variations (over time periods);
• price line policy (borders, groups, price levels);
• price organization and control (collection of price information, negotiations, price recommendations, guarantees, etc.).

The pricing policy should correlate with the general policy and be formed on the basis of the company's strategic goals. In view of the above scheme for the formation of the company's pricing policy can be represented as follows. At the beginning, information is collected and a preliminary analysis of external and internal factors is carried out, which are the initial information for analyzing the current situation and future market prospects. Further carried out strategic analysis collected information, on the basis of which the company's pricing policy is formed (Fig. 5.2).

The price policy management process takes into account the successive stages building pricing policy at the enterprise: setting goals and developing pricing goals, finding solutions and alternatives, coordinating and summarizing price information, making price decisions, their implementation and control. Thus, it employs specialists from various departments and levels of the company. financial managers calculate the value of costs and determine the price level for the goods, which allows to cover the costs and bring the planned profit. Marketing and sales people conduct consumer research and determine how low prices can be to meet sales targets. In this way, pricing policy management process based on the analysis of market information and financial indicators company and consists in finding alternative options for achieving the goals and objectives of the company and their financial justification. An effective pricing policy involves the optimal combination of internal financial constraints and external market conditions. Evaluation of the effectiveness of the company's pricing strategy should be made depending on whether the goals set for the company when choosing a pricing strategy have been achieved.

Rice. 5.2.

Not all trading enterprises can independently and independently form prices for goods, implementing their pricing policy in the consumer market. The basis of pricing policy for a product in the consumer market is formed by its manufacturer, positioning its product in a certain way and choosing one or another marketing strategy. In this regard, when forming their pricing policy, trading enterprises are forced to focus largely on the pricing policy of the manufacturer.

Unlike production, trade enterprises in the overwhelming majority of cases form their pricing policy not for individual goods, but for certain groups of goods. Thus, at trade enterprises, the pricing policy is not single-commodity, but political character.

The pricing policy of commercial enterprises is influenced by level of trading services. This is due to the fact that the level of prices at which goods are sold at trade enterprises is inseparable from the specific level of service offered to buyers at these enterprises.

The price system at trade enterprises is, as a rule, more rigidly standardized than at manufacturing enterprises. This is determined by the fact that the trading company focuses on the average profitability of operations for all goods of all assortment groups. In this way, any change in the price of a single product above the standard may lead to a change in the results of the enterprise.

In retail trade, even the concept of "basic price" is not used, which is subject to negotiation during the sale process. And even the system of price discounts used by individual retailers is standard in relation to individual price situations or categories of buyers. This makes it difficult to implement the pricing policy at trade enterprises.

Trade enterprises do not usually apply a number of price strategies of manufacturers associated with a long-term unfavorable situation in the market for a particular consumer product. As a rule, trading conditions allow trading company quickly leave such a commodity market, i.e. stop purchasing and selling this product, while the manufacturer must actively fight for the return of funds invested in its production.

If a firm sets itself the question: “What price do we need to set in order to cover costs and get a good profit?”, This means that it does not have its own pricing policy and, accordingly, there can be no question of any strategy for its implementation. . We can talk about price policy if the question is put in a completely different way: " What costs must be incurred in order to earn a profit at the market prices that we can achieve?".

In the same way, it is impermissible to talk about the existence of a pricing policy or strategy for a company if it asks itself a seemingly quite “market” question: “What price will the buyer be willing to pay for this product?”. The formation of a pricing policy should begin with the question: "What value does this product provide to our customers, and how can the firm convince them that the price matches that value?"

Finally, the pricing specialist will not pose the question: "What prices will allow us to achieve the desired sales volumes or market share?" He will look at the problem in a different way: " What sales volume or market share can be most profitable for us?".

The greatest contradiction arises here between financial managers and marketing services of firms. However, conflicts between financiers and marketers on the issue of pricing policy usually arise in those firms where management has not made a clear choice between two alternative approaches to pricing: cost and value.